To Determine the Most Appropriate Customer Segment to Be Targeted by ontela
Autor: Gunasekhar Chowdary • May 21, 2017 • Essay • 1,056 Words (5 Pages) • 964 Views
ONTELA PICDECK –A
Case Analysis
Objective: To determine the most appropriate customer segment to be targeted by Ontela.
Case Facts:
- In April 2008, Joe Levy, Director of Career Marketing for Ontela was considering how to position the company’s first offering, “PicDeck.” PicDeck is a technology service that allows wireless subscribers to seamlessly transfer pictures from their mobile devices to their computer, email, inbox and other networking devices and services.
- It has two ranges of customers-
1. Direct customers –The wireless carriers, who will be branding, pricing and marketing the service.
2. Second being the end users- who will be paying monthly fees to the carriers.
Customer segmentation:
- Sarah
- 42 female, married/housewife
- Minimum technological knowledge.
- Value for customer: minimum and easy learning, no extra learning required.
- Benefit for customer: less time consuming, quicker.
- Steve
- 27 years, male, Unmarried, working professional.
- Real estate agent.
- Technology usage is minimum
- Uses emailing mostly for work.
- Value for customer: Pictures can be emailed directly to the customers.
- Benefits for customer:
Awareness of market
Gets closer to the clients
Simple
Convenient
- Regina:
- 16 years, female
- Student/ teenager.
- High technological knowledge and more interested in new technologies.
- Value for customer: pictures can be directly shared to the social media.
- Benefits: hep value increases, can be easily connected with peers.
Inference:
Based on the above qualitative analysis, Ontela should target the “young professional segment” represented by Steve, the real estate agent. He has no time to use computers and prefers everything on the phone. He is continuously doing road shows and even on weekends, at times he is working. He will be using it as a business tool. Since he is always on the go and because of the timing issue he needs wireless connectivity more. He will be able to click pictures of apartments and buildings for sharing directly to his customers, which will make his work quicker and more convenient.
Based on these findings, targeting the young professional segment can be the most beneficial for the company.
ONTELA PICDECK -B
EXHIBIT 2: CLUSTER ANALYSIS OF CUSTOMER PREFERENCE DATA
CLUSTER | CHARACTERISTICS |
1. |
|
VALUE BASED CUSTOMERS | |
2. |
|
PIC SHARING GROUP | |
3. |
|
TECHNOLOGY ADOPTERS | |
4. |
|
QUALITY CONCERNED | |
5. |
|
EASE OF USE | |
6. |
|
LOW INTEREST GROUP |
EXHIBIT-4: DEMOGRAPHIC AND MEDIA PROFILE OF CLUSTERS.
CLUSTER | CHARACTERISTIC |
1 |
|
2 |
|
3 |
|
4 |
|
5 |
|
6 |
|
TARGETING STRATEGY:
Based on above segmentation, it is inferred that the segment represented by cluster one shows high inclination towards adopting new technology provided the quality is good and the product is easy to use. Almost 72% of this cluster show highest internet usage and data plan. The group is also more inclined towards tech magazines and since 91% of them pay their own bills, spending on new technology won’t be an issue.
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