Ontela sells PicDeck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must determine which customer segments it should target for the service and the way to create a placement strategy and a marketing communication plan to promote it. It must also contemplate the value proposition of the PicDeck service for wireless carriers (its direct customers), who need to be convinced the service will lead to higher monthly average revenue per user (ARPU) and/or increased subscriber loyalty.
Ontela PicDeck (A) Customer Segmentation, Targeting, and Positioning Case Study Solution
Qualitative information is provided by part An of the case on customer characters that represent distinct customer segments. Students are requested to develop a target and placement strategy based on this qualitative information. Part B provides quantitative data on customer choices that can be used to identify answer-based customer segments, in addition to media and demographic customs advice that can be used to profile the segments. Students are ask to adjust their recommendation based on the added quantitative data.
PUBLICATION DATE: December 01, 2009 PRODUCT #: KEL450-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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