Opportunities for companies by targeting the Older segment of the population

According to global consumer market strategy researcher Euromonitor International, India has 60 million ( approx.)  people above the age of 65( as on Jan 2011), which is almost 5% of the country's population and almost 10% of the world's over 65 population. All the above stated figures sound very lucrative any marketer, considering the total population of UK is just 60 million. The financial crisis of 2008 has not only shaken the trust of the consumers from the Government, Businesses and the economy as a whole but has led to a paradigm shift in the consumer behavior. The companies need to understand that the demand for various products have stagnated or decreased due to the sluggish growth post the crisis. In such a scenario, new segments of prospecting customers need to be figured out. 

In India, the age of retirement is between 60 to 69 ( depending on the public and pvt sector rules). Due to the improved living conditions, focus on healthy eating and hygiene, at the retirement age also,the people are ambitious, young at heart and above all have money to spend. This seems to be a category which has not yet been developed fully. The marketers mouth may be watering by the sheer big size of this category.  

In 1999, NTT Docomo has offered a phone with unique features to this category of customers. 

The reasons  for why marketers fear to tread into this category are: 

1- The companies on the face value want to serve young and want to represent the youth. 

2- The companies don't want to get into this niche, which they may later find difficult to connect with the other segments.

3- Deep seated idea about old people, being boring, less on energy and with no aspirations, in the general Psyche of the society.

I think this segment of the population has tremendous buying power and also tremendous experience in decision making, hence companies should try to penetrate this segment only if they have product excellence and the right way to cater to the aeging. 

Surrogate marketing of Dirty Picture

Most of us are aware that  surrogate marketing refers to intentionally utilizing a company, person or object to help convey the message of another party. It can be used to indirectly promote products or services deemed by some groups as being unhealthy, unethical, and immoral or, possibly, illegal through activities that are viewed as acceptable forms of promotion. For example: Bacardi and Royal Stag launched their music cd’s and Kingfisher enter the segment of mineral water. 

Coming to The Dirty Picture, it is a biopic on the life and times of Silk Smitha, a sought-after actress of the 80s. The movie is studded with ravishingly amorous dance numbers by Vidya Balan and this is what is shown in the promos. It was a much awaited release of the year because of its popularity in the public due bold and provocative skin show. The film has taken off very well in terms of the revenue. 

In the Indian society, Love, desire and fantasy are considered to be the prerogative of the vamp hence  absolutely nothing is discussed about sex and  masculine fantasy. This is where the story writer has used the larger than life and exuding excess  seductions to convey the hypocrisy of society and of the male imagination. A very interesting take away from the movie can be morality is what keeps duty( Wife) and desire(A sexually liberated girl like Silk) apart. 

I think the public has got swayed away by the celebration of life, excess skin show and couldn't catch the essence of the film- male hypocrisy and the liberating power of sexuality ( both a No- NO in our society). Therefore I would say, the film has used surrogate marketing technique but public has not caught the correct strings like those of BagPiper..... Soda.