Marketing Strategy

Product

Taylor made brand Brand Equity

Product Differentiation Adjustable Drivers and Woods White Driver Heads

2 year Warranty Clubs Footwear

Waterproof Guarantee Comfort Guarantee

Product Line Golf Clubs

Drivers, Woods, Irons, Wedges, and Putters Golf Balls and Accessories Adidas Apparel Ashworth Footwear and Apparel

Place

Selective Distribution Limited amounts of retail outlets Online shopping covers the rest of the market

All golf and sporting goods outlet stores Dicks Sporting Goods Spots Authority Fiddlers Green

Clubhouses

Online Shopping The Golf Warehouse Golf Galaxy Golf Smith Rock Bottom Golf Taylor Made Golf http://taylormadegolf.com/taylormade/taylormade,en_US,sc.html?gclid

=CMTS0927gLYCFcme4AodwFgA1g

Promotion

Advertising Print Media

Golf Magazines Golf Digest Golf Magazine

Television The Golf Channel ESPN

PGA Tour Sponsorships

Clearance Sales Older models sold

at discount

Holiday Sales Black Friday Christmas New Year’s

Price

Premium Pricing Strategy Quality Equipment More expensive prices Reinforces luxury product image

New Equipment = Premium Prices

Outdated Equipment = Discounted Prices

Price Range: Golf club sets- $999- $1599 Apparel- $29.99- $199.99 Footwear- $79.99- $129.99

THE END!