L/O/G/O

Ontela PicDeck4th Group Marketing Management F121

Group Member

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

A Five Step Process : Choosing Attractive MarketA Five Step Process : Choosing Attractive Market

How are Market Segment Best Defined? How are Market Segment Best Defined? How are Market Segment Best Defined? How are Market Segment Best Defined?

Why Ontela PicDeck doing research Why Ontela PicDeck doing research

Contents

Ontela PicDeck Case

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What is Ontela ?What is Ontela ?1

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 carrier’s 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 that’s why they feel the need to do market research.

ONTELAWireless Carrier

PicDeck

Right Segment

How are Market Segment Best Defined? How are Market Segment Best Defined?

Identify a homogenous

segment

Specify segment criteria

Determine segment size and

potential

.

Explore Target

Sarah, The HousewifeSarah, The HousewifeSarah, The HousewifeSarah, The Housewife

Regina, The TeenRegina, The Teen

Steve, The Young Steve, The Young ProfessionalProfessional

Steve, The Young Steve, The Young ProfessionalProfessional

I. Exploring Target Segment

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

II. Demography

StudentYoung professional, real estate agent

Mother of 15, 10 and 8 years oldOccupation

SingleSingleMother of 15, 10 and 8 years old

Household Lifecycle

FemaleMaleFemaleGender

162742Age

Demography Attributes

Demography Attributes SarahSarah SteveSteve ReginaRegina

II. Behavioral

Grown up in the internet age that all iteration of online

communication, from email to social

networking

Latest technology update, uses email at work but prefers the

phone

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

and MSN

Lifestyle

Update profile on her social network

account

Taking pictures of houses to save

and send to client

Taking pictures from cell phone and want to “just appear” on

computer

Product Usage

Simple thing about cell phone and equip

with camera to support his work

Simple thing about cell phone and equip

with camera to support his work

Upgrading wireless phone with a grainy

camera attached

Customer Needs

Demography Attributes

Demography Attributes SarahSarah SteveSteve ReginaRegina

Typology Vals 2

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

Ontela’s Target Segment

Steve

Contents-Trend Setter- Future Market

- Income

- Occupation

- Future market

Regina

Ontela’s Target SegmentSteve - 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 self-

expression. Young, enthusiastic, and impulsive consumers

5 Step Process Choosing Attractive Market

1st step2nd step

3rd step

4th step5th step

Choose criteria to measure market attractiveness and competitive

position

Weight market attractiveness and competitive

position factors to reflect their relative importance

Assess the current position of each potential

target market in each factors

roject the future position of each market based on expected environmental, customer,And competitive trends

Evaluate implications of possible futurechanges for business strategies and resources requirements

Market Segment

Market Attractiveness / Competitive Position Matrix

Competitive Position

1

3

2

4

5

6

Weak Moderate Strong

High

Moderate

Low

Mar

ket

Att

ract

iven

ess

SWOT for Ontela PicDeck

New Market

Low Customer Loyalty

Replaceable

SS OO

WW TT

Innovation Technology

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Thank You!