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