Marketing – Targeted marketing with precision

Grupo Banco Popular, a Spanish bank identified that the fast-growing population of affluent senior citizens provided an untapped opportunity and conducted an examination of the needs and consumption patterns of retirees. The bank found that seniors valued personal security and personalised concierge-style services. To tap the market the bank developed a "Club Senior" package which included: 1. Discounts on restaurants and car repairs, a holiday-travel booking service, and access to an informatio...

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy
1.2.3 Identify new innovations that meet customer needs