Ontela, a technology start-up company, features a cutting-edge service known as Pic Deck that enhances the mobile imaging experience for wireless customers. Ontela sells Pic Deck to wireless service providers, who consequently private-label the plan to their customers. Ontela have to research which customer segments it ought to target for that service and just how to produce a positioning strategy along with a marketing communication intend to publicize it. It has to also think about the value proposition from the Pic Deck service for wireless service providers (its direct clients), who have to be believing that the service can result in greater monthly average revenue per user (ARPU) and/or elevated customer loyalty. Medicare Part A from the case provides qualitative info on customer personae that represent different customer segments. Students are requested to build up a focusing on and positioning strategy according to this qualitative information. Medicare Part B provides quantitative data on customer preferences you can use to recognize response-based customer segments, in addition to demographic and media habits information you can use to profile the segments. Students are requested to revise their recommendations in line with the additional quantitative data.
Based on the three customer personas, which customer segment should Ontela target?
What are customer personas ? Which segment(s) should Ontela target?
Create a positioning statement for your chosen target persona and identify the key themes thatshould be emphasized in the messaging for the PicDeck service to this segment.
Based on feature/benefit analysis, what positingstatements are likely to be appropriate for each of thecustomers?
What are the risks of using qualitative personas to select target customer segments?