位元堂養陰丸


位元堂養陰丸 is a health supplement which has been around for a very long time. User imagery is associated with the mature, older people aged 50+ years old. There should be some die-hard users among this consumer group but they are now exposed to a lot of choices of health supplements and competition is very keen. One strategy for 位元堂養陰丸 is of course to stick to the same target segment and invest to compete with other brands/products. Another strategy is to diversify into other consumer segments. It seems the latter is adopted in this case. However, I feel it is too ambitious to jump to cover all walks of life, from kids to the aged. Such jump is not so credible and maybe it should have made the attempt to target the next younger age bracket as the first step, i.e., 40 - 50 years old consumers.

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