Target groups: Older people, grey market

 

In his monthly column, Paul Feldwick considers the question: "What practical steps can be taken to improve marketing to older age groups?" and suggests that, in an essentially youthful industry, marke

The 'charmed generation' refers to a group of wealthy older people who are retired or close to retirement, that was the focus of a 2005 article in Market Leader by Dick Stroud. Here, Stroud revisits t

The recession has led to an increased need for firms to be socially responsible, this article argues. Older people are "owning" societal problems through their own core values of hard work, discipline

Each year, the Department of Work and Pensions pays out over £115 billion via 5 billion separate transactions. Millions of Britons were used to receiving these payments through a paper-based syst ...

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...

Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger ...

The Medicare Prescription Drug Improvement and Modernization Act of 2003 brought about a sweeping change in the US healthcare industry when it finally came into force in 2006. Previously, many older A ...

Discusses the over-50s audience, which tend to be under-recognised as a target audience by advertisers due to a number of assumptions (e.g. they are not buying for large families, not easily influence ...

Advertisers are advised in this 2008 article to maintain their commitment to their eco-conscious customers, by sticking to their corporate "green resolutions". Marketing messages could also be modifie

This US report is a part of Yankelovich's "10 Things" series, which leverages the insights provided by the Yankelovich MONITOR study. It identifies opportunities to market to Baby Boomer wom ...

This report is part of Yankelovich's "10 Things" report series, which leverages the insights provided by the Yankelovich MONITOR®. It identifies new opportunities for marketing to Baby ...

This joint research report by OMD and 20plus30 Consulting aims to help marketers understand how older consumers in the UK respond to different types of advertising. Key findings include: the 50-plus a ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

This US report focuses on a subset of the Matures - those 65 to 84 - because they offer overlooked opportunities for marketers. Hard work and self-sacrifice became the watchwords for the people in th

This article discusses how to market to 'baby boomers' as they approach retirement. They are the biggest demographic segment in America, with the most spending power; they also have distinctive attitu ...

The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consum ...

This 2007 report is based on the Yankelovich MONITOR, providing insights on US Baby Boomer Women. They are shown to have personal focus and relish novel experiences, which they can have more off with

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced ...

Diabetes UK's Measure-Up campaign aimed to increase awareness among people who may have diabetes but don't know it. The campaign followed research by IpsosMORI which indicated that only one in five pe ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

The launch of Nivea DNAge was to be the biggest of any anti-aging product in Austria in 2006. The challenge for DNAage was to differentiate itself from other skin care products based on its proven dir ...

In 1989 Toyota Motor Sales, U.S.A., Inc., boldly placed itself in direct competition with such automakers as Bayerische Motoren Werke AG (BMW) and Mercedes Benz when it launched Lexus, a new divisio ...

Stanley Steemer International, Inc., a carpet-cleaning service with franchises across the United States, began seeing sales declines in 2002. Wanting to change its marketing profile to address these d ...

In January 1998, Pharmavite launched a $17 million national television, print, and radio campaign for its Nature Madeline of vitamins and nutritional supplements. Created by Leo Burnett, the campaign ...

In March 1998 Pfizer Inc., the world's largest research-based pharmaceutical company, won FDA approval of its anti-impotency drug, Viagra. Because of the nature of the condition it was meant ...

Founded in 1906, the Boston-based company New Balance Athletic Shoe, Inc., had become the third-largest manufacturer of athletic shoes in the United States by 2003. Long catering to the serious athlet ...

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign. Its sales were generally strong, its products were highly rated ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

Frustrated by the lack of educational toys, in 1995 Mike Wood, a California attorney, rewired a talking greeting card to help his son differentiate between phonetic sounds. Soon afterward Wood founded ...