Prez on Marketing to the Silver Market...

1. Psychological Profile
of Old Age Pensioners
in the Philippines in 2011

2. Sino ang Silver?

3. Sino ang Silver?
Profile:
 Ages 55 and above
 More females than males
 More likely to be grandparents
 Retired from main career
 Working but not as a necessity
 With or without senior citizens card/pension

4. Hay, pa i ago g araw…

5. Hay, pa i ago g araw…
Reality bites
 Pasture lifestyle hard to swallow
 Tries to add color to ones day
 Daily routine includes:
 worries about ill health
 income
 changes in social status
 bereavements

6. Haya yo, pag a atay ako…

7. Haya yo, pag a atay ako…
Facts on mortality
 Mortality rates Filipino males pass away sooner than
females
 Causes of death
 Heart failure
 Lung failure
 Hypertension
 Multiple organ failure
 Accidents

8. A o a a a g u er sa lotto?

9. A o a a a g u er sa lotto?
Lifestyle
 Make the best of the time they have left and have learned
to avoid situations that make them feel sad or stressed
 Look for ways to get themselves pre-occupied
 Visit or have relatives over (especially the apo/s)
 Watch the news and other daily programs on TV
 Play lotto, bingo or chess with others or on the computer
 Initiate conversations (Ex. complaints)
 Write manuscripts

10. Papu ta ka pala g, pa-uwi a ako…

11. Papu ta ka pala g, pa-uwi a ako…
Psyche
 Older people are increasingly aware that the time
they have left in life is growing shorter.
 Far less likely than the younger people to
experience persistent negative moods and were
more resilient to hearing personal criticism.
 much better at controlling and balancing their
emotions

12. Nuo g ata ako…

13. Nuo g ata ako…
A sense of history
 Enriched by experience and learning no conversation
is without a story about a part of their life
 Man to man, heart to heart, face to face talks often are
magnetized by the Silver on the younger generations

14. Nuo g ata ako…
 Talk about their active lifestyle rather than their age
 Silver as a companion more than a dependent
 No negative stereotype for older people

15. “a a ako…

16. “a a ako…
Points
 adopt a healthy daily routine that includes getting out
of the house
 ensure some social investment is spent outside of the
workplace and family home (treats outs at KFC,
mailing letters, movies etc.)

17. … gayo asa Ca ada ka a.

18. … gayo asa Ca ada ka a.
Family
 Misses sons/daughters blood relatives, loyal friends
 Learns how to use the computer if only to see their
loved ones virtually face to face (Skype, Facebook,
Yahoo Messenger)
 Writes letters to snail-mail

19. May ard ako…

20. May ard ako…
Silver as a Market
 Represent a huge untapped but financially secure
segment
 Do not think of their age in general
 High disposable income and discretionary spending
 Likes to experience discounts as a privilege

21. Marketing to the Silver Market
 Older people will embrace something new if with
distinct value
 Older people perceive themselves to be younger than
they are

22. Additional INSIGHTS
 Wealthy geries spend more when assisted by
knowledgeable and responsive sales staff and when
merchandise is conveniently allowed to be browsed or
touched
 Wealthy consumers attracted to unique product or
service

23. Salamat Ingkong!