Titleist Presentation
Titleist
Jack Caywood
Do You Know Titleist?
• Company background
• Industry leader
• Products
Modern Golf Background
• Key terms
• Fast-pace industry
– Continuous growth
– Continuous innovation
• Highly competitive
Purpose of the Report
• High competition demands active and effective marketing – Constantly changing marketing plan
– Titleist remaining a “powerhouse”
• Understanding marketing for Titleist
– Product release and marketing efforts
– Overall marketing efforts
– External factors of marketing
• 2008-2014
Background and General info on
Titleist Marketing
• New product release
• “Pyramid of influence”
• Mainstream media
– Professional player influence on consumer
– Website videos
– Marketing a specific product and a general brand Overview of Significant Findings
• The brand name itself
– Recognition
– Tradition
• Personal customer-to-business relationship
• Marketing to reach many segments
– Commercials and magazines
– Levels of products
• E-marketing
Methods
• Internet
• Started at Titleist home page
– Focus on brand image
– Focus on brand information/marketing efforts
•
•
•
•
Historical timelines
Secondary information reports
Blogs and reviews
Tie in with personal knowledge
Results and Findings
Marketing: New Product Release
• New line of products every year
• Groundbreaking Titleist Driver technology in 2010
– Adjustable Lofts (16 different)
• New Pro V1 and Pro V1x released in 2013
• Groundbreaking club loft technology in 2013
– Easier adjustments
• New product awareness
– Pushing technology and the brand name to a wide pop.
• Many companies modeled after the new products
Marketing: Brand Name
• Consistent, quality product
• Pride in product
– Golf ball
– Putter
• Consistent efforts to use brand name for marketing strategy.
– Past success = Future attraction
– Keep traditional image of brand*
Commercial
• https://www.youtube.com/watch?v=eKAqoy4 nmFg Marketing: Club Demos/ Golf
Instruction
• Test new products that are
Jack Caywood
Do You Know Titleist?
• Company background
• Industry leader
• Products
Modern Golf Background
• Key terms
• Fast-pace industry
– Continuous growth
– Continuous innovation
• Highly competitive
Purpose of the Report
• High competition demands active and effective marketing – Constantly changing marketing plan
– Titleist remaining a “powerhouse”
• Understanding marketing for Titleist
– Product release and marketing efforts
– Overall marketing efforts
– External factors of marketing
• 2008-2014
Background and General info on
Titleist Marketing
• New product release
• “Pyramid of influence”
• Mainstream media
– Professional player influence on consumer
– Website videos
– Marketing a specific product and a general brand Overview of Significant Findings
• The brand name itself
– Recognition
– Tradition
• Personal customer-to-business relationship
• Marketing to reach many segments
– Commercials and magazines
– Levels of products
• E-marketing
Methods
• Internet
• Started at Titleist home page
– Focus on brand image
– Focus on brand information/marketing efforts
•
•
•
•
Historical timelines
Secondary information reports
Blogs and reviews
Tie in with personal knowledge
Results and Findings
Marketing: New Product Release
• New line of products every year
• Groundbreaking Titleist Driver technology in 2010
– Adjustable Lofts (16 different)
• New Pro V1 and Pro V1x released in 2013
• Groundbreaking club loft technology in 2013
– Easier adjustments
• New product awareness
– Pushing technology and the brand name to a wide pop.
• Many companies modeled after the new products
Marketing: Brand Name
• Consistent, quality product
• Pride in product
– Golf ball
– Putter
• Consistent efforts to use brand name for marketing strategy.
– Past success = Future attraction
– Keep traditional image of brand*
Commercial
• https://www.youtube.com/watch?v=eKAqoy4 nmFg Marketing: Club Demos/ Golf
Instruction
• Test new products that are