Ontela PicDeck (B): Customer Segmentation Targeting and Positioning Case Solution

Ontela a tech startup, has introduced an innovative service called PicDeck that enhances the experience of mobile imaging for wireless subscribers. Ontela sells wireless PicDeck, which in turn private label service to their subscribers. Ontela must decide which customer segments should be targeted for the service and how to create a positioning strategy and marketing communication plan to promote it. You should also consider the value proposition of service PicDeck for wireless service providers (their direct customers) that have to be convinced that the service will lead to an increase in average monthly revenue per user (ARPU) and / or increase subscriber loyalty. Part of the case provides qualitative information on customer personae representing different customer segments. Students are encouraged to develop a strategy for identifying and positioning based on this qualitative information. Part B provides quantitative data on customer preferences that can be used to identify customer segments based on the response, as well as demographic information and habits of media that can be used to profile the segments. Students are encouraged to revise their recommendations based on additional quantitative data.
by
Mohanbir Sawhney,
Kent Grayson,
Patrick Duprss,
Christine Hsu,
Ryan Metzger,
Obuchi Fuminari
Arum Sundaram,
Kari Wilson
Source: Kellogg School of Management
6 pages.
Publication Date: December 1, 2009. Prod #: KEL451-PDF-ENG
Case solution customer segmentation, targeting and positioning: Ontela PicDeck (B)

Ontela PicDeck (B): Customer Segmentation Targeting and Positioning Case Solution
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