Marketing of Taylor Made's Rocketballz Driver

The product I will discuss is the Rocketballz driver which is manufactured by the brand Taylor Made. This essay will discuss the how the marketing concept has been applied by Taylor Made by using relevant information such as the marketing mix on how the Rocketballz driver will provide value and benefit to its target market.

Taylor Made are one of the leading golf manufacturers in the world and have a reputation of quality and innovation. This is shown by the number of golf professional who uses their equipment. Taylor Made released the Rocketballz driver on the 3 February 2012. Taylor made needed to ensure it developed a marketing concept which would create quality by developing a driver up to professional standards while making it value for money for its target market. The market for golf drivers is dynamic as with new technologies arise, manufacturers need to keep up to date to avoid falling behind its competitors.

The value propositions for Taylor Made are the benefits consumers would acquire by choosing to purchase the Rocketballz driver over other similar products offered by competitors. Marketers decided to name the driver “Rocketballz” as during testing of the driver, the flight path was similar to that of a rocket. The Rocketballz driver was targeted to a variety of golfers as the driver is customised to any ability of a player. Taylor Made proves that by making a driver designed for all golfers, it creates a larger target market as the tangible benefits for its consumers are sustainable resulting in brand loyalty. The positioning of the Rocketballz driver would be in the centre of the top right quadrant. This is because of its exclusive quality and innovation but also the price is affordable for many consumers looking...

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...aft to encourage a higher club head speed and a compromising driver head to ensure straighter shots. The new inverted cone technology which was developed by Taylormade was used in this driver to ensure that mishits were forgiving as Taylor Made were targeting all golfers who need that extra assurance and reliability. The difference in the Rocketballz driver compared to its competitors is the black and white contrast between the crown and face of the driver. This was developed using computer aided design as the manufacturer were able to analyse the contrast between the crown of the driver and the ground to prevent shadows occurring to ensure easy alignment and aim. The white crown also gives the player more confidence as the player perceives the club head to be compact .The drivers’ face is larger compared with the ball ensuring greater confidence when teeing off.