NOTE 1) Read the case study thoroughly before answering the questions

2) Answer should be short and precise at the same time it should be detailed with illustrations table charts diagrams tables etc

3) Don't copy paste answer from Google / any other online source . Answer should be realistic and related to the question asked and the case study we are dealing with .

4) use tables , diagrams , charts to illustrate the main answer by diagrammatic representation and then describe the answer in text . For eg - use tables for brand positioning , targeting , segmentation etc

5) Answers should be short and precise, with enough examples . include examples to explain with ease .

CASE STUDY

QUESTION

What Positioning basis [ strategy ] would you recommend for WRR and why ?

What in your opinion would be some of the criteria that connects the brand with its chosen target market for the purposes of positioning ?

model for retirement living. They offer a 360-degree comprehensive solution converging world-class hospitality, health care and wellness - to rekindle a sense of purpose among veterans with good health, happiness and overall wellbeing. Stressing on the second innings, WRR aims to go beyond reactive solutions and re-design senior living. Their new class of luxury condominiums (an apartment building, which also contains shared areas for residents) breaks all the stereotypes of living life after 60 . WRR offers a continuum of engaged lifestyle, not binding veterans to one location by offering them a choice of moving to different locations of their choice without any gap in the care continuum. WRR aims to set up a pan India network of RRs to offer a diverse experience of carefree living without the need to BUY into any class of real estate. Their service aims to deliver holistic wellbeing and the highest quality care at an all-inclusive and affordable price. WRR aims to offer luxury accommodation and holistic living in two categories of accommodation designed with several senior living amenities; a highly trained and sensitive personalised Care Delivery program - supported by best-in-class doctors, caregivers, nurses, nutritionists, counsellors, yoga coaches and physiotherapists. The elderly population share in India has risen in the last few decades as life expectancy has increased. Projections indicate the number of \\( 60+ \\) to reach 14.3 crore in 2021 and 17.3 crore by 2026 , i.e. from over \10 and \12 of the estimated elder population respectively. CII reports that India's senior population will increase threefold to 30 crores by 2050 . It also points out the existing gap between supply and demand for urban senior housing, as there are approximately 20,000 units currently operational, or under construction, or in the planning phase, while the urban demand is for nearly 250,000 houses. The potential market size of assisted living services in India is estimated at about Rs. 100 crore. \16 of the 12 crores+ seniors live on their own today, which is expected to increase sharply in the next decade. Market insiders stress that the segment has immense growth potential, as it comprises less than \1 of the real estate market in India, compared to \12 in the US and 5-6\\% in Australia. The dominant trend of nuclear families in India in last few decades has resulted in most retirees choosing to live independently and enjoying a dynamic social life. However, the outbreak of COVID-19 may have forced many of them to consider becoming part of structured care to access healthcare staff and other amenities designed specifically to keep them secure physically and emotionally. Thus, in the postpandemic world, senior care concept has only gained in awareness and importance. Senior care facilities exist in different shapes and forms in India, but the sector is still at a nascent stage and fragmented. The need is for elders to have the right to live an independent, dignified and enjoyable life provided by different levels of affordable senior care provides them a space that they can call their 'home' offering a friendly community experience and hassle-free living. As per Mohit Nirula, CEO Columbia Pacific Communities - \"in today's fast-paced world, parents often find their children employed in a different city or country. Loneliness is the biggest accelerator of ageing. These communities are thus designed to offer a holistic living experience (Kala, 2021). Retirees today are looking at exploring options that offer an amalgamation of hospitality, health and wellness. The sector requires immediate attention in terms of appropriate regulations, policy support, tax structures, availability of subsidized financing and governance mechanisms. At the same time, the growing demands of senior care needs more providers in the organized space, offering specialised, senior-specific services. While the Draft National Policy for Senior Citizens 2020 puts the spotlight on seniors, vigorous reforms addressing the gaps that exist and providing tailor-made solutions/services for seniors is required. The policy at present addresses the concerns of only specific sections of seniors and it needs to widen its scope to incorporate even the middle and higher income groups. The model guidelines for development and regulations of retirement homes is a step in the right direction as it looks to protect the interest of the consumers, but it needs to also emphasize on providing requisite support to the industry. Policy intervention is required to create a healthy and transparent market place. The demographics being such the Government may want to look at the 18\\% GST currently levied on senior residential services. Wiser Retirement Resorts (WRR), an India based Hospitality company announced the launch of longterm Retirement Resorts (RR) for senior living in India. They are planning to build and run resorts designed for those who believe in living life with zeal and vigour, i.e. a \"Wiser Lifestyle\" that begins after 60 . Rather than being stuck for a lifetime with their own houses that they themselves have to manage, the WRR's medium to long term-term RRs are arguably India's first \"Lifestyle as a Service\" (LAAS) Apart from bringing vitality and wellness to senior living, WRR aims to facilitate the transition for those approaching the age of 60 , by addressing psychosocial needs; lifestyle support; intensive attendant care; End of Life \\& Palliative care; and Post Life event \\& Legacy management issues that worries elders. With a first of its kind planned care, WRR will implement best care practices that leverages superior technology including AI \\& emotional intelligence for non-intrusive health \\& wellness monitoring. WRR is launching its first set of resorts in scenic locations in - Goa, Cochin, Kumarakom and Munnar by 2021 . The resorts plans to be in a green environment with acres of space and water bodies, offering curated experiences to deliver a truly memorable living experience for elders. They plan to have RRs in 20 locations in the next 24 months with a target to serve about 500 senior couples by 2022 . \"We don't want people to move with WLL and retire, we want them to come and thrive. WLL exists to inspire, nurture, and revitalize the spirit of veterans with person-centred bespoke care and intuitive service. By bringing together \\( \\mathrm{AI} \\) with emotional intelligence, priority access to best-in-class healthcare, world-class hospitality, and an outcome-based approach to set the gold standard in holistic wellness ensuring they live happy \\& healthy. For us, they are not 'Seniors' or 'Elders' but Veterans of life,\" says Kiran Arya - Founder \\& CEO, WRR. WLL wants to reassure the ageing demographic that they are not at the end of their journey but the beginning of a new one