Ontela PicDeck (B): Customer Segmentation, Targeting, and Positioning Harvard Case Solution & Analysis

PicDeck is sold by the Ontela to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and the way to create a placement strategy and a promotion communication plan to encourage it. It must also believe the value proposition of the PicDeck service for wireless carriers (its direct customers), who require to be convinced the service will lead to higher monthly average revenue per user (ARPU) and/or increased subscriber loyalty.

Qualitative information is provided by part An of the case on customer characters that represent distinct customer segments. Pupils are asked to develop a positioning and targeting strategy based on this qualitative information. Component B provides quantitative data on customer preferences that can be used to identify response-based customer segments, in addition to demographic and media customs info that can be used to profile the sections. Students are requested to revise their recommendations based on the additional quantitative data.

PUBLICATION DATE: December 01, 2009 PRODUCT #: KEL451-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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