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Callaway golf marketing objective case study
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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.
They manufacture and supply a diversity of products for sports like golf, softball, basketball, soccer, baseball, golf and much more.
In the 1990's, Callaway introduced yet another new line of woods that featured the S2H2 design with an oversize head. Compared to "an oversize tennis-racket for golfers," the Big Bertha driver, which was named for a World War I cannon, permitted straighter shots on off-center hits. Pro golfers were impressed with the feel and distance they got from the club, and by the end of the 1992 golf season, the Big Bertha driver was ranked Number 1 on the Senior PGA, the LPGA and the Hogan tours. Callaway Golf was now well on its way to achieving a reputation for producing forgiving clubs that helped lower scores.
In 1982, Ely Reeves Callaway had bought his small wedge and putter golf business and called it Hickory Stick USA and created clubs that were enjoyable for the average golfer. He called these clubs the Demonstrably Superior and Pleasingly Different (DSPD) clubs. This was a code he had always lived by. The family of Ely Callaway are not involved with the company today because he was told to choose his successor, and had chose Ron Draqpeau. He is a man who only shared the same vision and thought of golf, but also had the skills as a leader to continue his wonderful golf company. The goal was to make a good product and tell the truth about the game. In those days Ely would provide them to his customers personally in the back of his Cadillac. He made sales calls and talked to pros, amateurs, and those who came to be known as an average golfer. Finally, Hickory Stick USA came to be knows as Callaway Hickory Stick U.S.A, and not too long after that, Callaway Golf.
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Contrary to what most think, an “Arnold Palmer” is not just a blend of tea and lemonade. One day, all might be able to swing a golf club like Arnold Palmer. Golf has been around since the thirteenth century and was introduced by the Scottish and Dutch. The main goal of golf is to reach the hole in the fewest amount of shots possible. One main difference between golf and many other sports is the lower the score the better. Regardless of the fact that the game was once banned, golf is now enjoyed by many (“The History of Golf”). Despite the images in common golf commercials, the golf swing is endlessly complicated.
The Z3 case provides a stimulating overview of how creative ideas can influence a new product launch. It illustrates the role of cross-promotions and movie product placements within the marketing mix, as well as their role in developing a new brand and a brand’s ‘personality’. It also shows how communications strategy and tactics have evolved beyond traditional TV advertising.
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Tesla Motors, Inc. the Silicon Valley-based designer and manufacturer of electric automobiles pride itself on energy efficiency, environmental responsibility and attractive industrial designs. Tesla Motors, a relatively new auto company has a name, trademark, and a product with unique features but lacks the history as some the other competitors like General Motors (GM), Toyota or Honda. The Tesla brand will be formed when the product is uniquely associated with customer experience, the advertisements, newspaper articles, magazines, and conversations with friends. Over time, the product builds history. Whether intentional or not, Tesla is building a powerful new brand in order to align with the hyper-connected, over-saturated, and peer-influenced world we live in. It is making bold promises and is clear on it’s purpose. The most significant advances in brand value come from identifying opportunities in the environment around us like consumers, technology, infrastructure etc. Brands act as symbols that express values and identities and can serve as the center of communities. Companies like Coke, Dove and Zappos: they all have a higher-order purpose beyond the products or services they are pitching. We think Coke and connections, Dove and empowerment, and Zappos and unconditional service, for Tesla, it is about a revolution in automobile industry.
One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated.