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The case asked you to decide which segment Ontela should target. What criteria should companies use to decide which segment(s) to target?
Demography is the criteria should companies use to decide which segments to target to satisfy the primary goal for the company to target customer which can be the most beneficial for the company. In this case, Ontela selected three customer personas that represented key customer segments: Sarah, the parent; Steve, the young professional; and Regina, the teen. Customer personas in this case need to be considered for the companies use to decide which segment to target, which represent the different user type within a targeted demographic, age, gender, social status and mindset that might use a product or service in a similar way.
Based on the feature/benefit analysis, what positioning statements are likely to be appropriate for each of the customers?