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Age-segmented marketing may not work

Targeting seniors in an obvious way will turn away both young and old customers

Published Sun, Jul 27, 2014 · 10:00 PM

Singapore

CATERING to the silver-haired is not always something to shout about. The changes needed to make products more age-friendly and accessible may not be dramatic, said Kim Walker, chief executive officer of Silver Group, a business consultancy in the 50-plus market.

It could be modifying the formulation or packaging to suit the changing p…

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