MARKETING MANAGEMENT-II

GROUP 6, SECTION-C

ONTELLA PICDECK CASE

Harika Garimella (0174/55)
K. Rajiv Reddy(0176/55)
Prasoon Chaturvedi (0195/55)
Rishabh Mehra (0202/55)
Shreya Jain (0212/55)
Subham Maity (0217/55)
Tanumoy Pal (0220/55)
Samit Biswas (FP/13/18)
  Company Goals:
 Increase consumer use of wireless carrier services
 Increase ARPU of a carrier by gauging customer’s ability & willingness to pay

 Potential Target Segments:

 Regina: Middle class, uses cellular wireless services already, low value addition for
addition to her expenditure
 Sarah: Part time worker, low usage frequency, won’t significantly increase the ARPU of
carrier

 Steve: Wants to keep up with competition in the market, value addition

due to increased clients’ satisfaction, untapped demand which
PicDeck can fulfil

TARGETED CUSTOMER SEGMENT (STEVE)

 Target Frame of Point of Reason to
• Young Professional Reference Difference Believe
• Businessmen • Photo Syncing app • Simple to use • One Click
• Future Leader • Across all devices • Value addition • Easy to share
• Visionaries • Seamless transfer • Hassle Free

POSITIONING
 For young future business leader at the prime of
career, PicDeck is a photo syncing app across
all devices which is very simple to use and can
be uploaded and shared with clients seamlessly
with a single-click

POSITIONING STATEMENT
  Inaccurate estimation of the market size
 Lack of quantitative data analysis in decision-making, in general, could lead to either
overestimation or underestimation of the size of the potential market.
 Later, this could either lead to over-investment into a small set of potential buyers and thus low
revenues, or a stock-out and supply shortages when the product goes live on the market

 Confirmation Bias
 When using qualitative personas for market segmentation and targeting, the
researchers/managers usually bring assumptions and pre-conceived notions about the
segments to the research.
 The resulting decisions are based on confirmation bias, causing crucial factors being ignored.
 Hence, decisions made this way could have potentially disastrous consequences.

 Over-focusing on one segment

 A decision purely made on qualitative evidence could result in an overestimation of demand
in the selected target segment, and neglecting of potential other customers.
 This is due to the assumption that the persona chosen is an accurate representative of the
entire segment profile.

RISKS OF QUALITATIVE SEGMENTATION