ONTELA PICDECK

ADYA ARIQOH
JAEYSEN KANILY
JONATHAN MATHEW
NAVILLA HISARA
PRAMITHA SRI MAHARANI
TASYA RAVIDA A P

01
 QUESTION 1

Use the Exhibits to make customer

profiles of the 6 clusters.
 Tech Savvy Adults Household Wives Millenials

CLUSTER 1 CLUSTER 2 CLUSTER 3

Sports-Addict Young Adults Financially Settled Adults Old People

CLUSTER 4 CLUSTER 5 CLUSTER 6

04
 CLUSTER 1
AGE NEEDS

Between 25-55 years old

01 05 Good camera quality
Easy to upload photos
Safe storage photos
Subscription price/month: $5.75
GENDER
Male: 52% 02 06 READING PREFERENCE
Female: 48% Technology

STATUS INTERNET USE

Married: 48% 03 07 Very often to use the internet
Childreen: 27%
Median Age : 42

SUBSCRIPTION
PAY ON BIL
Data plan: 72%
04 08 91% of them are paying their own bill
Message Pack: 45%
Family Plan: 26%

Contributed around 24% of the total respondents. They are technology-oriented and value backup photos from phone;
thereby, they seek a smartphone that is easy to upload and transfer photos to email, desktop, and social media with a good
built-in camera quality.
 CLUSTER 2
NEEDS
AGE
Good camera quality
Between 25-55 years old
01 05 Safe storage photos
Easy to transfer photos to email and
desktop
Subscription price/month: $6,64
GENDER
02 06 READING PREFERENCE
Male: 48%
Celebrity
Female: 52%

STATUS INTERNET USE

Married: 71%
03 07 Rarely spend time on the internet
Childreen: 46%
Median Age : 41

SUBSCRIPTION PAY ON BIL

Data plan: 72%
04 08 84% of them are paying their own bill
Message Pack: 35%
Family Plan: 54%

Consists of 12% of the total respondents. They are very busy, hence have limited time to surf the internet. They
preferred a smartphone that has a good-quality camera with a convenient method of uploading and transferring photos.
Additionally, these respondents also value photo storage.
 CLUSTER 3
AGE NEEDS

Below 25 years old

01 05 Good camera quality
Affordable price
Easy to upload and transfer photos
Subscription price/month: $7,39

GENDER
READING PREFERENCE
Male: 43%
02 06
Celebrity
Female;: 57%

STATUS INTERNET USE

Married: 22%
03 07 Often to use the internet
Childreen: 11%
Median Age : 22

SUBSCRIPTION PAY ON BIL

Data plan: 22%
04 08 45% of them are paying their own bill
Message Pack: 61%
Family Plan: 66%

Comprising approximately 19% of the total respondents. They easily adopt the newest technology in the market. Good camera
quality is crucial in a smartphone, along with the simplicity of uploading and transferring photos. The majority of them are still
funded by their parents, but it is discovered that they are willing to pay a quite high amount for a subscription fee.
 CLUSTER 4
AGE NEEDS

Between 25-55 years old

01 05 Good camera quality
Easy to upload photos
Affordable price
Subscription price/month: $ 2.90
GENDER
READING PREFERENCE
Male: 58%
02 06
Technology
Female: 42%

STATUS INTERNET USE

Married:34%
03 07 Very often to use the internet
Childreen:21%
Median Age : 30

SUBSCRIPTION PAY ON BIL

Data plan: 42%
04 08 93% of them are paying their own bill
Message Pack: 65%:
Family Plan: 17%

Accounted for 16% of the total respondents. They would like to spend their leisure time in sports-related activities, which is
shown by their preference for magazines to read and/or websites to visit. These respondents don't really adopt new technology,
thus, they are looking for an affordable smartphone with the ease of uploading photos that has good camera quality.
 CLUSTER 5
AGE NEEDS

Between 25-55 years old

01 05 Good camera quality
Easy to transfer photos
Easy to set up
Subscription price/month: $ 8.31
GENDER
READING PREFERENCE
Male: 49%
02 06
Technology
Female;: 51%

STATUS INTERNET USE

Married:64%
03 07 Moderate internet users
Childreen:35%
Median Age : 39

SUBSCRIPTION PAY ON BIL

Data plan: 27%
04 08 95% of them are paying their own bill
Message Pack: 39%
Family Plan: 37%

This customer segment mostly consists of married people which are already stable financially. It can be seen by the price
that they're willing to pay for the subscription - the highest. They also don't mind about the best price when buying a
product as long as the quality of the product is great.
 CLUSTER 6
AGE NEEDS

Above 50 years old

01 05 Easy to upload
Affordable price
Easy to set up
Subscription price/month: $1.67
GENDER
READING PREFERENCE
Male: 41%
02 06
Celebrity
Female: 59%

STATUS INTERNET USE

Married:67%
03 07 Rarely spend time on the internet
Childreen: 39%
Median Age : 55

SUBSCRIPTION PAY ON BIL

Data plan: 11%
04 08 82% of them are paying their own bill
MessagePack: 18%
Family Plan: 12%
This customer segment is dominated by people who may have retired (Median age = 55 and also reflected in the price they're willing
to pay is the lowest which indicates they need to reduce their cost of living). The people in this segment usually still do things as they
usually do before (conventional) where they're more interested in reading celebrity, woman, and homemaking magazines rather than
browsing/using the internet.
 QUESTION 2

Choose the first and the second

priorities for target markets.
Explain your decision.
 ANSWER
The sequence of our top two target market priorities is clusters 1 and 3, respectively.

Cluster 1 (Tech Savvy Adult):

Easy to adapt to new technology
Willing to pay a good amount of money for the subscription
Internet user (have mobile data plan and pay with their own money)
Very interested in technology

Cluster 3 (Millenials):
Easy to adapt to new technology
WIlling to pay but they still havent paid their bill with their own money (Depend on his parents)
Active at social media, they often take and post photo

We choose Tech Savvy Adult as our main target market because we believe that
they have the probability to influence our secondary target market which is
Millenials. This is because Tech Savvy Adult could recommend the product to either
their children or their friends who have children. According to the survey, the
median age of Tech Savvy Adult cluster is at 42 years old and if they have kids, their
kids should be within the Millenials cluster.

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