Where goeth Saga?

This week’s edition of Marketing has a few words to say about Saga (for non-UK readers of the blog, Saga has been a very successful company at selling holidays and financial services to the old-old).

The article has its fair share of stereotyping nonsense “Value fashion chain Bonmarche has done a roaring trade in rugby shirts, cropped pants and Mary Quant gear,designed for the over-60s.” This raises the disgusting image of some hairy, over-weight 60 year old rugby supporter, wearing his England rugby shirt and tripping around in tight fitting pants, festooned in Mary Quant cosmetics. Ahhh!!!

On a more serious note; what did surprise me about the article was the research, shown in the table below, that reported the attitude towards the company from different age groups.

These results also surprised Martin Smith, Managing director, Millennium the company that carried out the research. Martin was once the Marketing Director of Saga. I would have thought the percentage of people who would “not go on a Saga holiday” would decline with age and the opposite result for “would consider Saga when older”.

It is always good to have your instincts proved wrong.Dick Stroud:www.20plus30.com

Saga Data