Ontela, a technology start-up company, has introduced an innovative service called PicDeck that enhances the mobile imaging experience for wireless subscribers. PicDeck is sold by Ontela 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 how to produce a positioning strategy and a marketing communication plan to boost it.Part A of the case provides qualitative information on customer characters that represent different customer segments. Students are asked to create a targeting and placement strategy predicated on qualitative data. Part B delivers quantitative information on the customer preferences that may be utilized to identify answer-established customer segments, as well as media and demographic habits advice that can be used to profile the segments. Pupils are asked to adjust their suggestion based on the additional quantitative statistics.
Ontela PicDeck (B) Spanish Translation Case Study Solution
PUBLICATION DATE: July 02, 2013 PRODUCT #: KEL750-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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