Strategy
I remember that once in the class I was TA-ing, one of our invited speakers said something that was related to this:
Sentosa indirectly markets to the teenager segment by marketing to the yuppie segment instead. Marketing to the teenagers would alienate the yuppies, because no one wants to go to kiddy teenage land. While teenagers, aspiring to be yuppies, would lap it all up.
(Note: the speaker wasn’t nearly as colloquial)
Why oh why is it that companies like to target consumers that are not currently the main people buying from them. It’s like ignoring someone who loves you, who’s standing right in front of you, for someone who is already attached to someone else. Why? Oh why? If it’s the aunties who are buying, then love them. Appeal to them, before you lose them. Why go after the hipper, more “sexy”, teenage segment?
There must be a reason for this.
