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Marketing Proposal Titleist Clothing Line Wilson Korte Colin Brier-Braxton 12/3/12 Titleist Background Founded in 1910 by Phillip E. Young Owned by Fila and subsidiary of the Acushnet Company along with Pinnacle and Footjoy Endorsed by over 60 PGA golfers including Bubba Watson, Adam Scott, Luke Donald, Lee Westwood & Rickie Fowler “Our mission is to serve the needs of the serious and recreational golfer with value added products and services that have a competitive advantage worldwide.” Culture is challenging up and supporting down Motto – “The #1 ball in golf ” and “Golf ’s symbol of excellence Products and Services Existing core products include golf balls and clubs Current Clubs – 910 & 913 series drivers, woods & utilities; AP, CB, & MB series irons; Vokey wedges; Scotty Cameron putters Current Balls – ProV1, ProV1x, NXT, NXT Tour, DT Solo, Velocity Existing supplementary products include gloves, towels, bags, hats, and accessories Pinnacle specializes in golf balls Footjoy produces footwear, gloves, golf shirts, and weather apparel Our Product Offering http://www.youtube.com/user/titleist Situational Analysis Golf business is reliant on disposable income and difficult economic conditions can slow growth Largest target audience in US is men over 30 Golf has a global reach that expands to European and Asian markets Top technological research & development allows for long product life cycle Direct Competitors – Nike, Callaway, TaylorMade, Ping, Cleveland, Adams, and Mizuno Indirect Competitors – Izod, Polo, UnderArmour SWOT Analysis Strengths Strong brand image, loyalty, and reputation for quality products Endorsed by many professional golfers and tournaments Weakness Do not offer the variety of products as other competitors Losing big time player sponsorships to competitors Opportunities Can expand product offering Use existing reputation as a foundation for consumers Threats Economic troubles limits consumer disposable income Many competitors offer similar products at better prices Analysis of Target Market Macro – sport apparel stores, driving ranges, clubhouses, local golf stores, campus book stores Micro – all golfers and those who associate with golf Target Market – men over 30 with disposable income 10% of US population are golfers (about 29,000,000 people) Sport Marketing Objectives Use existing brand image as a foundation to introduce out new product Use media advertisement and word of mouth to increase product awareness Manage our brand by working with Footjoy Relationship marketing with our existing sponsors and partners Use tribal marketing to our advantage to attract more consumers Sport Marketing Strategies Product Development – introducing apparel line to already existing equipment line Market Penetration – target consumers who are more focused on clothing Tribal Marketing – use existing consumer loyalty to gain new consumers Sport Marketing Tactics – 4Ps Product Meet and exceed the needs and wants of customers Price Market research and supply & demand Place Explore different distribution options Promotion Create awareness and position based on target market Product Clothing for all weather – cool, wet, windy, and warm Quality, conservative, modern design Rain Jackets, Windbreakers, Thermals, Mocks, Pullovers, Sweaters, Vests Long Sleeve Shirts, Long Sleeve Polo, Short Sleeve Polo Rain Pants, Dress Slacks, Dress Shorts Price Consider market conditions and competitor pricing Inelastic product demand Individual unit price range $50-$200 Production cost per unit 20% of expected selling price Breakeven point very attainable Place Production at Titleist Headquarters Distribute to large sporting good stores, clubhouses, driving ranges, local golf stores, campus book stores Potentially open a Titleist store Virtual shopping through titleist.com Position and distribute product based on weather conditions Promotion Create awareness through site advertising and social media Self promotion through endorsed players and tournaments Create consumer experience through promotions Activate purchase through creative promotions Implementation Control Evaluation Discussion Questions References http://www.titleist.com/Default.aspx http://www.statisticbrain.com/golf-player-demographicstatistics/ http://www.thesportjournal.org/article/study-golferstennessee http://www.nytimes.com/2007/04/12/realestate/12ihtregolf.1.5253783.html