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Marketing Proposal Titleist Clothing Line

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

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  1. Marketing Proposal Titleist Clothing Line Wilson Korte Colin Brier-Braxton 12/3/12

  2. 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

  3. 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

  4. Our Product Offering • http://www.youtube.com/user/titleist

  5. 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

  6. 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

  7. 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)

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. Implementation

  16. Control

  17. Evaluation

  18. Discussion Questions

  19. 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

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