L/O/G/O

Ontela PicDeck
4th Group Marketing Management F121

Group Member
Amira Islamie Bayu Pahala Radityo Bhagas Arga Saputra Dwi Hermiyati Ferry Cahyadiputra Irreza

Contents
Ontela PicDeck Case
1
2 3 4
What is Ontela ?

Why Ontela PicDeck doing research

How are Market Segment Best Defined?

A Five Step Process : Choosing Attractive Market

What is Ontela ?
Ontela is a start-up company founded in 2006 in Seattle In 2008, Ontela is making their first offering : Ontela PicDeck PicDeck is an application/software, that transfer pictures from mobile device to PC(at home), email and/or social media SEAMLESSLY

Why Ontela doing research ?

The aim is to sell PicDeck to wireless carrier. Is believed to boost the wireless carriers sales and subscribers. Another aim is to maximize the opportunity for both Ontela and wireless carrier. Therefore, they need to target the right segment in public. And thats why they feel the need to do market research.

ONTELA

Wireless Carrier

PicDeck

Right Segment

How are Market Segment Best Defined?

Identify a homogenous segment

Specify segment criteria

Determine segment size and potential

I. Exploring Target Segment

Sarah, The Housewife Steve, The Young Professional

Explore Target

Regina, The Teen

Based on experience and insights of qualitative research in his industries. Ontela came up with 3 different customer persona.

II. Demography
Demography Attributes

Sarah
42

Steve
27

Regina
16

Age

Gender

Female

Male

Female

Household Lifecycle

Mother of 15, 10 and 8 years old

Single

Single

Occupation

Mother of 15, 10 and 8 years old

Young professional, real estate agent

Student

II. Behavioral
Demography Attributes

Sarah
Upgrading wireless phone with a grainy camera attached
Taking pictures from cell phone and want to just appear on computer

Steve
Simple thing about cell phone and equip with camera to support his work

Regina
Simple thing about cell phone and equip with camera to support his work

Customer Needs

Product Usage

Taking pictures of houses to save and send to client

Update profile on her social network account

Grown up in the internet age that all iteration of online communication, from email to social networking

Lifestyle

Not a computer whiz, but can use email, google, IM and MSN

Latest technology update, uses email at work but prefers the phone

Typology Vals 2
Strenghten demographic characterization by explaining the deeper psychological drivers of consumer behavior

Ontelas Target Segment

Steve
- Income - Occupation - Future market

Regina -Trend Setter - Future Market Contents

Ontelas Target Segment

Steve - Achievers - Motivated by the desire for achievement, - Achievers have goal-oriented lifestyles and a deep commitment to career and family. - Their social lives reflect this focus and are structured around family, their place of worship, and work Regina - Experiencers Experiencers are motivated by selfexpression. Young, enthusiastic, and impulsive consumers

5 Step Process Choosing Attractive Market

Choose criteria to measure market attractiveness and competitive position

1st step 2nd step 3rd step

Weight market attractiveness and competitive position factors to reflect their relative importance

4th step 5th step

Assess the current position of each potential target market in each factors Market Segment roject the future position of each market based on expected environmental, customer, And competitive trends Evaluate implications of possible future changes for business strategies and resources requirements

Market Attractiveness / Competitive Position Matrix

1
High Market Attractiveness 3 4 Moderate 2 5

Low

Weak

Moderate

Strong

Competitive Position

SWOT for Ontela PicDeck

Innovation Technology New Market

S W
Low Customer Loyalty

O T
Replaceable

L/O/G/O

Thank You!