Target groups: Older people, grey market

 

With the launch of its new A8 model, AUDI sought to profile itself in the hotly contested luxury class, thereby winning market share from its strategic competitors. To this end, Audi engineers designe ...

The cosmetics and toiletries market is highly segmented and extremely competitive. Product lifecycles are very short and brands must be innovative to further push and defend their market position. The ...

The media’s reporting about marketing and the over 50s is bogged down in a cycle of trivial and unsubstantiated debate. Dick Stroud lists five gripes about how this important group is analysed by both ...

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group. The ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...

Having successfully tendered for the Spring Breaks campaign for the Northern Ireland Tourist Board, FireIMC took on the challenging brief of changing consumer perceptions of Northern Ireland as a shor ...

The objectives of this campaign are described as recapturing European leadership in automotive mid-class centre and establish Opel Vectra as a totally new car compared with its predecessor. The target ...

Kreitzman describes how older people increasingly have wealth that needs to be managed. The over fifties have around 70% of all savings and represent the market for inheritance products and services, ...

This talk from the Marketing Society's recent 'Grey is the new black' evening is the definitive guide to how to communicate with the 'under-80s' - a misnamed, misunderstood, mislaid group of people.

As the number of young European adults declines as a percentage of the population, the business model that made consumer-goods companies rich in the twentieth century will collapse. Ageing means that ...

As the population ages, an industry of twenty and thirtysomething brand marketers must understand and respond to the needs of affluent, time-rich, brand-loyal, media-savvy and marketing-cynical fiftys ...

The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose ...

Robert Diamond introduces his article by giving a snapshot of the over 50s market and identifies it has the fastest growing sector with substantial wealth, savings and spending power. He urges markete ...

In 2001, M&G Investment Company experienced poor fund performance, alongside a declining brand image. Attempting to reinvigorate both, M&G launched a new advertising campaign. Seeing the benefit in ta ...

The marketing objective was aimed at defending the leadership position of the brand as the most reliable of wireless providers in the US. Based on a single creative idea the agency claims that the br ...

This is the story about a bison named Morty and his friends. After becoming an advertising and business phenomenon in 1999 and 2000, they have sustained that success, helping MTS deliver significant b ...

Some products are so revolutionary that they shoot to fame without advertising. Viagra falls into that category. So why advertise at all? The answer is simple—awareness alone is not enough. Sales took ...

This paper describes the challenges facing a new bank launch in New Zealand in 2002, including switching inertia in the banking market, potentially damaging public perceptions of the bank and budget l ...

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmen ...

Scottish Citylink, Scotland’s leading provider of express coach services, set out to increase revenue during the summer months of 2002, both to help its Singapore parent company, DelGro, and to bolste ...

With a very modest budget of less than £18,000, not to mention a highly sensitive subject matter, this project was a challenge in more ways than one. Given the tight budget, Age Concern Scotland and C ...

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars. Over-production in the past ...

1576 Advertising Limited's case study focuses on how advertising contributed to a successful first six months for Scotland's most unique new tourist attraction, The Falkirk Wheel, which was opened to ...

1999-2001 campaign to relaunch BUPA. Private medical care suffered from low consideration (reasons discussed). Need to grow perceptions of BUPA beyond an elitist PMI service and to make its broader of ...

The author examines the populations of European countries and explains that while they are, overall, static the proportion of older people is increasing while the proportion of younger people is decre ...

Reg Starkey uses an analogy of the safe driving campaign and its eventual acceptance after many years with the problems now being faced by the acceptance of the Grey Market. He suggests that althoug ...

Nick Cole argues that, on the whole, age is not a primary discriminator. He presents data showing that the 50 to 65 age group spend more, especially on discretionary items and they have a higher perc ...

Ann Edwards outlines her work among the over 50s and emphasises the fact that this is by no means a homogenous group as it covers people with widely different ages and behaviour and with considerably ...

This is an introductory piece to four articles on the grey market. Populations throughout the industrialised world are ageing (and with it the balance of wealth and disposable income) nevertheless th ...

According to Melanie Haslam the over 50s are neglected in spite of holding 80% of the nation's wealth. She explains that mass old age is a new phenomenon and challenges the advertising community to t ...