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Copy of UGBA 106 Ontella PicDeck

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by

Raj Pandey

on 9 May 2013

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Transcript of Copy of UGBA 106 Ontella PicDeck

Introduction Segmentation Ontela Picdeck (B) Eric Anderson
Iris Agrafiotis
David Dominguez
Raj Pandey
Hector Romero
Raymond Wong UGBA 195S
E2AGP
Professor Danner
May 9, 2013 Q&A Camera phones have been around since 1993
By 2007, almost all phones have cameras
Revenues from talking on the phone are expected to decrease Ontela is a company that sells a digital product to wireless carriers
Wireless carriers then brand and market the product
Ontela receives a percentage of the sales The product being sold is Pic Deck
Users take photos and instantly save them to an online account UGBA 106
Marketing
Professor Karlinsky
June 5, 2012 Ontela Picdeck (B) Eric Anderson
Iris Agrafiotis
David Dominguez
Raj Pandey
Hector Romero
Raymond Wong Smart phones are the most practical for Pic Deck
They are quicker, have data plans, and have better quality cameras
There was a 72% increase is smart phone sales between 2006 and 2007
Many people claim to have a data plan according to the data in the Ontella report 301 Million Potential Markets Problem Statement 6 Clusters C2 C3 Cluster Analysis C1 C4 C5 C6 Middle Aged Adults
High Tech Interest
Internet Users Families w/ children Young Adults/Teenagers
Internet Users Middle Aged Adults
Internet Users Middle Aged Adults
Majority Married Majority Married
Majority Female
Highest Age Ease of Use Tech Price Storage/Availability Q1, Q2, Q4, Q10 Q6, Q7, Q8, Q9 Q11 Q12, Q13 BENEFITS SOUGHT Solution A:
Short-term Targets: C1, C3
Long-term Target: C2 Solution B:
Target: C1, C5 C1 & C3
Most potential
Value storage/avail. & ease of use
C2
Has potential, but risk factor in unwillingness to replace digital cameras Middle-Aged Adults
Value ease of transfer/use
Willing to pay good prices Short-term Targets: C1, C3, C5
Long-term Target: C2 Best Solution Alternative Executive Summary Benefits of Ontela Creating a Mini-Marketing Plan By Ontela providing suggestions for a marketing campaign to the three carriers, this allows them to gain a higher net value due to our service of providing them with the market research
We provide them with the information on which customers to target, which allows for them to not have to conduct there own research
This allows for them to not lose time – as well as money from possible loss of sales if having to create own marketing plan, and provide this service directly to the end user instantly Mini-Marketing Plan Cluster # 3
Social Media Campaign on Facebook, MySpace Twitter, LinkedIn, along with Blogs and social aggregator websites such as Digg
Have strong brand presence to promote Ontela service and show photos of how easy product is
Visual Social Media Campaign on YouTube and Vimeo, showing fashion celebrities using Ontela
Bring brand awareness through advertising on the above stated websites since this cluster is actively on the Internet and comfortable with new emerging technology Mini-Marketing Plan
(cont.) Clusters #1
Month free trial for cluster # 1 due to them valuing a good price, and will allow them to become more innovative and adopt new technology first if price is an issue
Promote Ontela’s month free trial in tech magazines/websites
Make a comparison chart with competitors and show them the benefit of adding this service to their data plan (since more already have some sort of data plan) Mini-Marketing Plan
(cont.) Clusters #1
Month free trial for cluster # 1 due to them valuing a good price, and will allow them to become more innovative and adopt new technology first if price is an issue
Promote Ontela’s month free trial in tech magazines/websites
Make a comparison chart with competitors and show them the benefit of adding this service to their data plan (since more already have some sort of data plan) Mini-Marketing Plan
(cont.) Cluster # 5
Less tech-savy demographic cluster, which would call for a in-store promotion on workshops and tutorials of the product to show the easiness of Ontela for non-everyday mobile Internet users
Run in-store ads on the possibilities of not backing up your photos and losing all of your cherished memories forever
Promote the low price for such a service, since this demographic is willing to pay the most for a service that is easy 301 Million 69% 207 Million 5.75 per Month 17.785 $14.28 Billion Primary Problem Who is the targeted audience?
Which cluster to properly segment that would provide the highest product use, yield highest revenue, and be the proper customer base/niche? Competitors Sandisk
Easy storage of photos from phones and cameras. Eye-FI
Wireless storage of photos from memory card into computer/websites/email Smart phones are the most practical
They are fast, have data plans, and have higher quality cameras
There was a 72% increase in smart phones bought between 2006 and 2007 smart phones bought
Data shows that many respondents report having data plans in a still growing market Digital Camera Market $5.75 / Month $14.28B Price Users Potential Revenue potential 207 Million (cc) photo by twicepix on Flickr (cc) photo by tudor on Flickr 301 Million 69%
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