Have our marketers and ad frat read the writing on the wall? Does this situation prevail here too? Well, if not in such large numbers, in a smaller way it does... “Some categories – insurance and finance – have attracted advertisers to beam their messages on this target group, but overall, there is ignorance, reluctance and confusion,” says a savvy ad-watcher. He believes that conservative, orthodox and conventional mindset and myths vis-à-vis this community still exist strongly, placing Gen Grey as a group that is “low-value, tight-fisted, close minded, obsessed with the earlier (revered) principle of saving ‘not’ spending.”
They could be hopelessly off-centre and
the reasons are not hard to find. The oldies (read 50-plus) of the earlier generations were truly different because they were defined by the times and circumstances they lived in. Mostly, he lived in a joint family – in his prime – had parents to look after, kids to educate, sometimes, even aged relatives to care for. Security and future were his main, over-riding concerns and priorities. Today’s 50-plus is young at heart, financially comfortable with techno-savvy kids doing well in cool jobs and (sometimes) even a portfolio manager to oversee his investments. Further, myths like ‘the older you are, the lesser brand adventurous you become, lesser responsive you are to advertising, lesser willing you are to spend’ have been hurled to the trash can! Hawk-eyed marketers are going beyond financial and Insurance products to energetically woo this target base. Says the ad-watcher, “In today’s battle for Gen Grey’s wallet, a Rifle not a Shotgun, is the need of the hour.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
They could be hopelessly off-centre and
the reasons are not hard to find. The oldies (read 50-plus) of the earlier generations were truly different because they were defined by the times and circumstances they lived in. Mostly, he lived in a joint family – in his prime – had parents to look after, kids to educate, sometimes, even aged relatives to care for. Security and future were his main, over-riding concerns and priorities. Today’s 50-plus is young at heart, financially comfortable with techno-savvy kids doing well in cool jobs and (sometimes) even a portfolio manager to oversee his investments. Further, myths like ‘the older you are, the lesser brand adventurous you become, lesser responsive you are to advertising, lesser willing you are to spend’ have been hurled to the trash can! Hawk-eyed marketers are going beyond financial and Insurance products to energetically woo this target base. Says the ad-watcher, “In today’s battle for Gen Grey’s wallet, a Rifle not a Shotgun, is the need of the hour.”For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
