M450 Marketing Strategy
25 February 2015
Ontela PicDeck is a technological service that allows the transfer of pictures from a mobile device t
Our initial target segment was commuters. Our reasoning for choosing commuters is because
we thought it would be a niche market and one that would not be selected. We looked through
the segments to choose from and we knew that a coup
We chose urban commuters because:
Niche Market; Less competition
We can relate to them
We Chose Luxury Trend followers because:
Works well with Urban Com
MARKET SEGMENTATION, TARGETING, AND POSITIONING
FOR COMPETITIVE ADVANTAGE
MULTIPLE CHOICE QUESTIONS
1. At one time, firms scattered their marketing efforts (a shotgun approach) to reach
consumers. Today, a firm is more likely to use:
a. a bazook
M450 Customer Segmenta2on
Most viewed of 2015
You Tube 1 Billion Views
Market Definition is a
Michael W. Lodato, Ph.D.
Customers today know more what they want, and they are more specific about when and where
they want it. This means that markets have to be defined more precisely and mo
They are Urban Commuters and need a backpack to take to and from work.
They are Business professionals, commute, and need capacity in a bag to take to work.
They commute to and from wo
M450 Marketing Strategy Syllabus
As of November 14, 2014
Class Times: Day Mon/Wed 3-4:30pm; Night Wed 6-8:40pm
Class Location: Day BS3013; Night BS3009
Office Hours: Tues/Thurs 3:00-5:00pm & by appt.
Dr. M. Kim Saxton
Office: BS 4041
Ontela PicDeck is a technological service that allows the transfer of pictures from a mobile device to the
consumers computers, email inbox, and other networking devices. The cell phone industry was one of the
largest sectors in the United St
Practice Marketing Simulation Report
Ryan Cutter, Seth Reinhard, Ashley Knartzer, Jasneet Kaur
Our team played simulation game that is a real world simulation that shows the user
how to create a product
Pricing & Distribution
M450 Marketing Strategy
M. Kim Saxton
How do firms grow sales?
Price can have a big impact on
A study of 2,463 firms in the COMPUSTAT
1% increase in price led to +11.
M450 Strategy and Vision
What do we know about US consumers?
1. What company spends the most on
Proctor & Gamble
2. What brand spends the most on
3. How many minutes per day do US Adults
spend with TV and digital media? TV 2
Fiserv is an electronic billing company that wants to increase e-billing adoption among
its customers. They are currently a market leader in the industry due to strong segmenting,
targeting and positioning. Jon Black, the Vice President of ma