Saga's Superbrand Strategy

POWERING A 'LIFE UNLIMITED' THROUGH INSIGHT OUR CUSTOMER SEGMENTATION... We spoke to: 2,800 2,500 ...all aged between market consumers SAGA 50 customers and 90 What did we model? Personality Working status dimensions Life stage Retirement attitudes Activity levels Health Affluence Comfort with risk Age Product behaviours Attitude to, and use of, technology How does this lead to value? Customer segmentation allows us to: Shape our future products and services to the groups with the most potential Target those who might be most attracted to what Saga offers now 17 Capital Markets Event - Saga's Superbrand Strategy SAGA

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