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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

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marketing proposal titleist clothing line

Marketing Proposal Titleist Clothing Line

Wilson Korte

Colin Brier-Braxton

12/3/12

titleist background
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
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
Our Product Offering
  • http://www.youtube.com/user/titleist
situational analysis
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
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
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
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
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
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
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
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
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
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
references
References
  • http://www.titleist.com/Default.aspx
  • http://www.statisticbrain.com/golf-player-demographic-statistics/
  • http://www.thesportjournal.org/article/study-golfers-tennessee
  • http://www.nytimes.com/2007/04/12/realestate/12iht-regolf.1.5253783.html