A Short Segmentation Exercise
essential by Monica Orlovic, Ehrenberg-Bass Institute, University of South Australia January 2007
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Introduction
You are part of the marketing aggroup for a South Australian based financial institution, SA assent Union. SA citation Union currently offers an existing creed loosen to all members. However, you and your marketing team up decide to add to the credit bill products available, as this is a growing area in the financial industry. You make a strategic targeting decision to specifically target female persons with your new credit card offering. In revisal to attract more female customers the credit card go away be affiliated with the charity organisation, the Royal Womens & Childrens Health run, where a small donation will be made to the service for every dollar that cardholders spend. The aesthetics of the card will also be tailored to appeal to females, with each card promoting the Royal Womens & Childrens Health Service and featuring a picture of a mother & baby. The marketing team strongly believes that this aspect will appeal more to females, especially females with children, and will be unappealing to much rest of the universe of discourse (especially males).
Data Analysis
After 6 months of your credit card beingness available in the market place, you decide to do more or less research to see if your segmentation and targeting efforts have resulted in success. In order to see if the new Royal Womens & Childrens Credit Card did indeed appeal more to the female segment, you decide to look at the demographic profile of the cardinal future(a) groups: 1. Random smack a random sample of credit card holders 2. Non-cardholders members of SA Credit Union who do non currently hold a Womens & Childrens Credit Card
3. Cardholders members of SA Credit Union who do currently hold a Royal Womens & Childrens Credit Card The following three tables present data of...If you want to get a full essay, order it on our website: Ordercustompaper.com
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