Golf marketing strategies

Segmentation

In order to market its golf products, Titleist always considers the two important groups: the Golf balls owners (segment 1) and the people who play golf (segment 2). By specifically identifying those who play golf, Titleist can design its market strategy around the feasible media which will attract a golf player.
The U.S ownership of Golf Balls survey was carried out for people who own golf balls. The survey is a crucial segmentation strategy for Titleist because golf balls are very durable. Since most golfers play the sport their entire lives, the data can easily be extrapolated to get more buyers of golf balls.
There are basically three categories of people who play golf. There are those who play when given chance, others play occasionally while the third category is those who hardly play. Out of these three categories, Titleist can disregard those who hardly play because it does not want to make golf products for people who don’t play golf.
Marketing targeting strategy
Just like many market-oriented organizations, Titleist main marketing strategy is to create and communicate value to its clients. With a good marketing reputation, Titleist parent organization, Fortune Brands, has come up with an innovative framework that affords significant latitude its group of companies. As a multinational, Fortune Brands has achieved a lot through effective planning and balancing among its diverse group of companies. It has also delegated marketing responsibilities to each individual companies and this allows for specialization and can enable Titleist, for instance, to assume responsibility for devising their own marketing strategies.
While Fortune Brands has a secluded approach for marketing its products, it does not imply that Titleist or any other company within the conglomerate cannot form co-alliances to co-market products. Titleist, for instance, partnered with Scotty Cameron to build up specialty putters. For sophisticated golf products, Titleist’s marketing strategy has included professional sponsorships, timely new product launches, individualized quests such as the Titleist and a series of print and television ads. To keep in synch with technology, the company has also gone tech by launching a visually attractive website and its tour blog.
Value proposition
Most professional as well as low handicap beginners play Titleist Pro V golf balls because they find out that value proposition favors them. A good number of golfers go for the lower priced Titleist products such as NXT, Carry or Roll balls that are customized to suit their specific requirements. In general, Titleist segments the market with value propositions with an aim of improving performance at perceptible levels.
Every golfer is granted an opportunity by this strategic planning, to choose the Titleist products at a price they feel to a value for their particular skill level. Other than responding to customer needs, Titleist also creates these needs through introduction of new golfer-friendly products, and in the process, gain a competitive advantage.
Factors Influencing Consumer Behavior of the Primary Target Market