Brittany Lightheart, Adam Baker, Marvin Isaac, Matt Burnip
Case Study 10: 3M GREPTILE GRIP GOLF GLOVE: GREAT GRIPPING!
Question 1: What are the characteristics of the target market for the 3M Greptile Grip glove?
The 3M Greptile Grip golf glove is targeted both to avid and professional golfers who want to
improve their game. The primary target market is mainly consistent of the baby boomers
population, those born between the years 1946-1964. Also targeted are dual income couples.
The baby boomers are largely retired, and have those additional funds set aside for recreational
activities, giving opportunity for sales in their specific target market.
American population shifted from east and north, to south and west, due to warmer weather.
This is where the glove is more directly sold, and competes for market share.
With an increase in female golfers by 25% of total golfers, of which totalled to 37.9 million in
2003, it lead to an all-time high of participants. The sales of golf equipment had increased to 3.1
billion, an increase of 2 percent since 2003, as recorded in 2004.
Golf gloves account for $300 million of total sales, with the United States at $180 million,
totalling 60 percent of the worldwide sales.
Question 2: What are the key points of difference of the 3M Greptile Grip golf glove when
compared with competitors’ products, such as Footjoy and Nike? Substitute products, such as
golf grips?
The technology that is implemented into the glove, called micro replication, helps to increase
the grip of the club, as this adds swing to the player. The technology is basically equivalent to
using thousands of micro-replication fingers. These characteristics of the glove add to the key
points of difference than that of competitors’.
Key points of difference between the 3M Greptile Grip golf gloves versus its competitors:
 An average of 6.8 yards (10.5 feet) farther
 Banned by usga for being too good
 Have to buy both the tape and glove for either to work
Question 3: How does the Greptile Grip golf glove meet 3M’s three criteria for new products?
3M’s three criteria for new products are:
 Be a patentable or trademarked technology
 Offer a superior value of proposition to consumers
 Change the basis of competition by achieving a significant point of difference
3M meets the three criteria as it is most definitely a trademarked technology. The technology
the golf glove offers with the micro-replication gripping material sets it apart from the
competitors’ products. As explained earlier, the Greptile Grip golf glove offers a superior value
to consumers as it improves the golfers’ game. It allows for a greater, more relaxed grip of the
1|Page
Brittany Lightheart, Adam Baker, Marvin Isaac, Matt Burnip
club, leading to longer driving distance of the golf ball. These characteristics of the golf glove
allow for the company to meet the third criteria for new products by changing the basis of
competition by achieving a significant point of difference with the new technology and the tape
for the golf clubs that can be purchased with it.
In the creation of the Greptile Grip golf glove, 3M used a seven-step process:







Ideas
Concept
Feasibility
Development
Scale-up
Launch
Post-launch
The seven-step process allowed for the company to create and introduce a product that was
very carefully planned out. They were able to release the product, and then make adjustments
and changes accordingly to the product design, the packaging and information on the packaging
so it was more appealing to the consumer. Also by changing the price points and sharpening
the advertisement of the 3M Greptile Grip golf glove. As the 3M packaging engineer, Travis
Strom said, “After all, you only have a few seconds to capture the customer’s attention with the
package and make a sale.” So changes to the golf glove packaging were imperative after
complaints that the text on it was hard to read and it looked bulked up on the shelf, so that 3M
could make its new product a huge success.
Question 4: Because 3M has no prior products for the golf market, what special promotion
and distribution problems might 3M have?
With no prior entry in the golf market, 3M would not inherently have the distribution network
to deliver product to new stores which would carry their Greptile Grip Glove. Another
distribution problem is getting the product into new stores that 3m does not have a business
relationship with. Promotion problems could include being an unknown brand as far as golf is
concerned. They could capitalize on the fact that they are a trusted manufacturer of tape and
that the grip is based on their tape technology.
Question 5: What would be some new markets and new applications of the greptile grip
technology that 3M could pursue?
3M Greptile Grip golf glove has introduced its product to a few new markets in Japan and
Europe. These two new markets are the second and third largest gold markets next to the US. A
few other ways they can introduce their product is through their greptile tape. A few great
applications they can market their product to are tools, for example: drills, hammers etc. They
have also started to enter into markets of different sports like baseball, and softball batting
gloves. This will help increase profits and steal other companies’ market share, like Nike and
other corresponding companies that already have a foot in. Also in places where they can start
a whole new market introduction, like the construction tool industry.
2|Page