The seven soft spots of the mature consumer
The Seven Soft Spots of Aging are based on academic research that describes the psychology of aging and many years of applying this research to everyday business life. The Seven Soft Spots should be considered a crucial part of the DNA of the mature consumer. Each Soft Spot leads to a specific Grey Ocean Strategy – a way of allocating resources to exploit the enormous opportunity provided by “the demographic earthquake” of global aging. This earthquake has an enormous impact on any business, including yours. So it’s time for a wake-up call! Read more ...
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The theories of Blue Ocean Strategy and Business Model Generation were found to provide us with helpful guidelines for developing Grey Ocean Strategies. The Grey Ocean Blueprint consists of questions we have to ask ourselves to be able to develop a successful Grey Ocean Strategy. These are questions that are related to the external and internal environment. They should help us to successfully create, spread and realize the value proposition for the mature consumer. Relevant Questions to Making Things Happen Read...
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Edgar Keehnen (1962) earned his M.B.A. at Erasmus University in Rotterdam, the Netherlands, after studies at Nyenrode Business University, and the University of Michigan. He furthermore attended various hotel management courses at Cornell University School of Hotel Administration in Ithaca, New York. Read more...
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To reach the mature consumer, we have to change our marketing paradigms. The traditional marketing paradigms need to be changed into customer based marketing management, based on creating, spreading and realizing an innovative, authentic value proposition for the mature consumer. The book Grey Ocean Strategy of Edgar Keehnen clearly describes how to develop a successful Grey Ocean Strategy. More info: Forces driving change, the age to come Strategic marketing for a New Age Consumer behavior in Later Life The Psychology of...
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We are faced by a demographic earthquake called aging. The enormous increase in market potential caused by this force driving change requires all companies to reconsider their current strategies. Aging leads to the new market majority: mature consumers with needs that are either different to those of younger people, or similar but that are converted into wants in a different way. How do we develop successful strategies to exploit the opportunities of aging as a key force driving change? Read more Order here ...
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Grey Ocean Strategy How to exploit the biggest market ever with agewise marketing This textbook describes clearly how to do so by developing a successful Grey Ocean Strategy. A Grey Ocean Strategy, based on the Grey Ocean Blueprint and the Grey Ocean Model, will help you to add value to the lives of mature consumers and to your own business. Order here...
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…the one book you need to read… Philip Kotler S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University More...
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Grey Ocean Strategy
How to exploit the biggest market ever with agewise marketing
This textbook describes clearly how to do so by developing a successful Grey Ocean Strategy. A Grey Ocean Strategy, based on the Grey Ocean Blueprint and the Grey Ocean Model, will help you to add value to the lives of mature consumers and to your own business.
Order here
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