Group 1 Success Stories
Segment 4: Successful Executives
Successful Executives neighbourhoods are mainly comprised of family households with high school and university age dependants. They tend to have very high household incomes, as well as a second income from part time employment. Successful Executives are commonly found living in standalone houses that are either owned or part owned. Those members of the segment purchasing their homes usually have above average mortgage repayments. The houses of Successful Executives have a much higher than average property value.
Successful Executives are generally very well educated with a high incidence of graduate and postgraduate degrees. Areas of qualification are often in the sciences, IT, management and commercial disciplines. The market sectors employing Successful Executives are commonly public administration, education and professional services, with vocations such as professionals, administration and management.
These households generally have only a medium credit demand with a low credit risk profile. The credit products that do have demand are real estate mortgages and continuing credit.
Motor vehicle brands that are popular with Successful Executives are BMW, Mercedes Benz, Honda and Subaru, and are usually between three and six years old. Successful Executives have a significant amount of savings and investments, and they are much more likely than the rest of the community to have between $100k and $2 million in investments. It is common for members of this segment to have both cash management accounts and online share trading accounts.
Households in these areas tend to patronise cafés, restaurants and local licensed clubs. For entertainment away from home, they are likely to attend the theatre or opera. Successful Executives also enjoy visiting art galleries, museums and exhibitions such as the Home Show. They have an active lifestyle and are likely to attend and participate in sporting events.
This segment generally prefers broadsheet newspapers and the Australian Financial Review, and magazine inserts such as Good Weekend (Sydney Morning Herald) and BOSS (Australian Financial Review) are also popular.
Television preferences are biased towards the ABC and current affairs shows on commercial television. Radio networks popular in this segment are the DMG - Vega Radio Network (Vega 95.3FM, Vega 91.5FM) and the ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323). The ABC Network (ABC Classic FM, ABC Radio National, ABC NewsRadio, Metro ABC) also rates highly with this segment.
Successful Executives are likely to read direct mail, particularly from companies they do not currently have a relationship with. Mail most likely to be read will be about real estate, charitable causes and financial services, in the form of a magazine or product brochure, rather than a letter.
Examples
Towns & suburbs in this segment
- ACT:
Wanniassa, Kaleen, Kambah
- NSW:
Carlingford, Epping, Baulkham Hills
- NT:
Anula, Howard Springs, Leanyer
- QLD:
Calamvale, Eight Mile Plains, Sunnybank Hills
- SA:
Stonyfell, Rostrevor, West Lakes
- TAS:
Taroona, West Hobart, Lenah Valley
- VIC:
Wheelers Hill, Doncaster East, Glen Waverley
Disclaimer: Owing to the nature of segmentation, information provided in a segment descriptions is indicative only. Images are broadly representative of characteristics associated with group descriptions.