Ontela PicDeck
Andrey Aleksandrovich
Qi Wu
02.26.2015
MK726100
Ontela PicDeck 1
. The case asked you to decide which segment Ontela should target. What criteria should companies use to decide which segment(s) to target? Demography is the criteria should companies use to decide which segments to target to satisfy the primary goal for the company to target customer which can be the most beneficial for the company. In this case, Ontela selected three customer personas that represented key customer segments: Sarah, the parent; Steve, the young professional; and Regina, the teen. Customer personas in this case need to be considered for the companies use to decide which segment to target, which represent the different user type within a targeted demographic, age, gender, social status and mindset that might use a product or service in a similar way. Segmentation Analysis: Key Customer Personas
Demography
Sarah
Steve
Regina
Age
42
27
16
Gender
Female
Male
Female
Social Status
Housewife
Real Estate Agent
Student
Product Usability
Take pictures of
Take pictures of
Take pictures to
children and family
houses to show it to
upload on social
events
clients or send them
media websites
Not fond of
Inactive in using
Accustomed to
technology
technology
using technology
Simplicity
Convenience
Control
Mindset
Customer Needs
2. Based on the feature/benefit analysis, what positioning statements are likely to be appropriate for each of the customers? For Sarah
For Sara who need simplicity technology service, Ontela PicDeck provide an easy and reliable transfer of pictures from mobile devices to PC. Capture moments of your life on your mobile phone and share them, organize them, keep them safe, without having to deal with the troublesome process of manually moving pictures to desired network locations by means of
USB connection or as attachments in emails or in massages. For Steve
For
Qi Wu
02.26.2015
MK726100
Ontela PicDeck 1
. The case asked you to decide which segment Ontela should target. What criteria should companies use to decide which segment(s) to target? Demography is the criteria should companies use to decide which segments to target to satisfy the primary goal for the company to target customer which can be the most beneficial for the company. In this case, Ontela selected three customer personas that represented key customer segments: Sarah, the parent; Steve, the young professional; and Regina, the teen. Customer personas in this case need to be considered for the companies use to decide which segment to target, which represent the different user type within a targeted demographic, age, gender, social status and mindset that might use a product or service in a similar way. Segmentation Analysis: Key Customer Personas
Demography
Sarah
Steve
Regina
Age
42
27
16
Gender
Female
Male
Female
Social Status
Housewife
Real Estate Agent
Student
Product Usability
Take pictures of
Take pictures of
Take pictures to
children and family
houses to show it to
upload on social
events
clients or send them
media websites
Not fond of
Inactive in using
Accustomed to
technology
technology
using technology
Simplicity
Convenience
Control
Mindset
Customer Needs
2. Based on the feature/benefit analysis, what positioning statements are likely to be appropriate for each of the customers? For Sarah
For Sara who need simplicity technology service, Ontela PicDeck provide an easy and reliable transfer of pictures from mobile devices to PC. Capture moments of your life on your mobile phone and share them, organize them, keep them safe, without having to deal with the troublesome process of manually moving pictures to desired network locations by means of
USB connection or as attachments in emails or in massages. For Steve
For