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Segmentation:one of the greatest
arts of marketing
John Sauvé-Rodd
Yes… but what about mini
wheels for moving furniture
around…. & wheels with
rubber for comfortable
riding???…. so many
segments to this whole new
wheel market…. & of course
different coloured wheels,
sweets shaped like wheels…..
2
****!
Why should we segment?
• Segments are:
– groups of customers with common needs & wants
• „The firm‟:
– organises itself to satisfy those needs…
Segments:
– Absolutely key a successful business strategy
– They are the key to relationships
3
Exchangeology: the of
business„Trade‟ involves exchanges
In fundraising this is more likely an
exchange of values
A.K.A:
– Relationics
– Transactional sociology
4
Henry Ford vs. Alfred P Sloane
‘You can have
any colour you
want … as long
as it is black’
‘A car for
every purse
and every
purpose’
5
Segmentation fundamentals
Who are your segments?
What are the characteristics, needs, wants
& aspirations of donors in each segment?
Segment size?
Segment profitabiliy?
6
Charities segmentation has its
differences
The donor journey
Long term / lifetime relationships
Many touch points
Changing donor circumstances
7
8
“Market segmentation is a natural result of
the vast differences among people”
Donald Norman