Value Proposition Study for the Silver Segment in Croatia

One of leading Croatian banks aimed to enhance its offerings for the silver segment – customers aged 55 and above. To support this goal, we were tasked with developing a comprehensive value proposition tailored to the specific needs of this growing demographic, backed by deep market insights and customer research.
  • Sector expertise
Objective

• Developing a value proposition for the 55+ segment in Croatia

• Gathering best practices from the CEE region and Europe

• Analyzing the current market and competitor offerings to identify opportunities for differentiation

Our approach

• We conducted desktop research to identify best practices from the CEE region and Europe, integrating quantitative data and qualitative insights on demographics and market conditions

• Performed a competitive assessment to evaluate current offers from Croatian banks and identify strengths and weaknesses in the market

• Facilitated internal workshops to uncover key pain points and essential needs of the 55+ demographic

• Conducted 30 in-depth interviews (IDIs) and 2 focus group interviews (FGIs) with representatives of the silver segment to gather direct insights and preferences

• Developed a comprehensive market report summarizing findings and providing actionable recommendations for a targeted value proposition

Key deliverables

• A best practices deck summarizing successful strategies from the CEE region and Europe

• Detailed summaries of IDI and FGI interviews offering insights directly from potential customers

• A comprehensive market report assessing the silver segment in Croatia and competitor offerings

• A list of value proposition recommendations tailored to the silver segment, guiding the bank’s product and service development

This project provided the bank with a clear roadmap for engaging the silver segment, combining local market expertise with global best practices. Our recommendations offered strategic guidance on enhancing the bank’s appeal to this growing and financially active demographic.