Retirement Homes

1. A study to asses market reaction in the
Indian environment
By-Manik Arora
The Golden Estate
Retirement Homes

2. Objectives
 Understand the concerns of senior citizens with
regard to assisted living
 Identify the key communication points highlighting
the services provided by The Golden Estate to
address those concerns
 Recommend media options to reach out to the
potential customers

3. Target Audience
Economic classification
50+ years M/F Annual household
income 25 lakhs and above
Psychographic classification
Medically, physically or socially
insecure

4. Pedagogy
 Primary Research through face to face interviews
with a sample size of 70 senior citizens spread
across Delhi NCR region
 Focus was to understand their reaction to this
concept; also identify their apprehensions and
priorities
 Collate responses and map it to brand’s
communication approach

5. Summary of responses
50-60 years 61 – 70 years 71 – 80 years 81 and above
Retirement is a
few years away
Still working, will
consider nearing
retirement
Want to be near
their office
Young for an Old
Age home
Can’t arrange
meals as per
recommendation
Medical
Concerns
Immovability
Concerns
Apprehension
about Adaptation
Managing day to
day chores with a
bit of difficulty
Feel laid back due
to lack of routine
post retirement
Children are against
fearing social
stigma
Some want to
explore to enjoy
their active years
Medical
Concerns
Physical security
Lonely as
children not
around or single
Extreme difficulty in
managing day to
day life

6. Common factors
 The following were identified as common
issues/apprehensions among the target audience
across age groups
 Familiar Environment
 Food as per special requirements
 Immediate medical attention
 Lack of interpretation between concept of old age
and retirement home

7. Communication-mapping
 It’s a place for people above 55 years
 A step towards truly independent living for those
who have worked their way up and want to enjoy
the golden years now
 Assisted care giving and providing around the
clock emergency and preventive medical
attention

8. Communication Format
 Stage 1 (should continue for at least 6 months
and max 1 year)
 Main image - Happy faces of a couple
 Headline to be direct and clearly mention ‘A place
for senior citizens’
 Images (in terms of priority)
 All critical services – Medical, Physiotherapy and Kitchen
 Primary services – Room interiors and overall ambience
 Recreation services – Club, Auditorium, Gym, Yoga &
Meditation, etc.

9. Communication Format
 Stage 2 (should continue for at least next 2 years)
 Main image - Happy faces of the resident
 Headline to be direct and clearly mention
‘Independent living at your pace’
 Body copy – Highlights a year’s experience of
running a first of its kind retirement home in India
 Images (in terms of priority)
 All critical services – Medical, Physiotherapy and Kitchen
 Primary services – Room interiors and overall ambience
 Recreation services – Club, Auditorium, Gym, Yoga &
Meditation, etc.