Retirement Homes

1. By:- Manik Arora
Modern School Vasant Vihar

2. A study to asses market reaction in Indian
environment

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

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

5. Method
 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

6. 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
to office
Young for an Old
Age home
Medical
Concerns
Can’t arrange
meals as per
recommendation
Immovability
Concerns
Apprehension
about Adaptation
Managing day to
day chores with a
bit 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

7. Common factors
 The following were identified as common issues /
apprehensions among 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

8. Communication Format
 Initially (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
 Later (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’ sexperience 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.