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Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
Understanding 50 Plus Summary
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Understanding 50 Plus Summary

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Brief version of the final presentation done for a recent marketing assignment

Brief version of the final presentation done for a recent marketing assignment

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  • 1. Understanding the 50 plus Customer Soumya R Nair Lancaster MBA 2008-2009 PS: This is a brief version of the complete report/presentation. For detailed report please contact soumi28@gmail.com
  • 2. Why is 50 Plus Important? 15% increase in 45 + from 2006-2016… 35000 30000 25000 20000 15-45 15000 45 10000 plus Total net financial wealth of 50plus... 5000 0 2006 2011 2016 2021 2026 2031 National Statistics 2007C Source: ACRS ,SAGA, Abbey Savings 2007
  • 3. Total value of overseas holiday for older people -> £14.9 billion International Passenger Survey-2008
  • 4. What more can we find out? • Questions we are trying to answer • How do they book their holidays • Where do they look for information • What do they listen to ? • What do they watch ? • What do they read ? • What do they trust ? • Answers lie in – Focus group study – Statistical evidence
  • 5. Focus Group Study From the discussions..
  • 6. Statistical Evidence…
  • 7. 50 plus for holiday purpose can be grouped into 3 sub segments….
  • 8. Affluent Boomers-Holiday Booking Pattern
  • 9. Rocking Seniors Holiday Characteristics
  • 10. Comfortably Off Media- Television and Radio preference quite similar to Affluent Boomers...
  • 11. How to reach them? Key Influencers Online Marketing
  • 12. Moral of the Story... • 50 plus is growing, very wealthy and they love holidays • It is not one homogeneous segment, but consist of diverse sub segments with pockets of wealth • We know what they watch, listen, read and trust, and some characteristics about their holidays • To target them, we know their key influencers • Certain things to keep in mind when targeting them • HX can increase market share in this segment (currently c.a. xx%) by targeting them more effectively.

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