Group 1 proudly presents :

Consumers’ Need and Want

• Need
– Self Actualization; Beautiful
and playful photo and to
Express creativity
• Want
– User friendly tools to help
creating beautiful and playful
photo as well as be able to
express their creativity and
uniqueness and having fun.
Total Customer Value
• Product Value

• Service Value
– Single-click connection to Social networking sites and photo sharing sites
– Language tool
– Customers supports
Total Customer Value
• Image Value : Press
Total Customer Cost
• Monetary Cost

• Time cost
– Low time cost: Convenience and easy to get started
Total customer Cost
• Energy cost
– Convenience and low energy consumption
• Psychic cost
– Secure money transaction
– Privacy policy (Next slide)
– Users’ Testimonial
Market Segmentation
• Target Market : Two Market Segments
Variables Segment 1 Segment 2
Geographic Global Global
Demographic Children to Pre-teen Teen to adult
Ages 10 - 15 Ages 16 - 30
Psychographic Playful, Creative Image projection
Enjoy spending time with Enjoy spending time on
friends Social networking
Behavioral Light users Heavy users
Easy tool usage Premium tool usage
No intention to purchase Light intention to purchase
Segmentation Coverage Strategy
• Picnik uses “Product speacialization” : 1 Product for both segments
– Many languages are served for global market
– Many editing tools are served for children, teen and adult
• EX: Sticker tool for children, Touch up tool for adult
– However advertising on site intend to create purchase intention in target
market especially in segment 2 which has purchasing power
Competiitor: Photoshop.com : Online photo editing/sharing
Market Positioning
High complexity

Low High
connectivity connectivity

Low complexity
Picnik’s Position Strategy based on “Product benefits” :
User friendly and high connectivity with many sites
Competitive Advantage
• Product Differentiation
– Many unique tool EX: Lomo-ish, Vampified
– One-click tool : User friendly
Competitive Advantage
• Product Differentiation
– Picnik could be a gift!
Competitive Advantage
• Services Differentiation
– Picnik is linked with all famous social network sites and photo sharing
sites which makes the photo is easily uploaded for editing and readily
to share
– Picnic also creates social networking for Picnik-er on social networks
and photoharing sites such as Facebook, Twitter, Flickr
– Professional advide
Competitive Advantage
• Image Differentiation
– Official partner of one of the
most famous photo sharing site,
Flickr

– Owned by Google, One of the biggest search engine

– 1 of 50 best website of the year 2008 by TIME.com

Recommendations
• Provide more variety tools in order to reach boarder market
including young children and professional photographer
• Provide more language tools in order to reach out new market
• Provide Live supports in order to improve service value
• Arrange photo contest to solidify Picnik-er social network
Thank you very much
for you kind attention