Po Sum On Medicated Oil concert sponsorship

Just noticed that Po Sum On had sponsored a concert featuring all these aged singers. Po Sum On is a dated brand as we all know and its core users must be from the older generation. One may argue it is a perfect match. However, if a brand is to stay evergreen, it should keep itself up-to-day with the younger generations. And here is the dilemma : the future is with the young but the present volume is with the old. Would you invest your marketing dollars in the old or the young ? The logic is for going for the young but it's not always an easy choice. It takes courage and much greater effort in changing all components of the marketing mix to address the young. We are talking about heavy and long term investments. Would you dare to commit ? Or you would rather hold onto your old loyal consumers ?

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