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TaylorMade-Adidas Golf plans aggressive marketing


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Adidas owned golf retail brand, TaylorMade-Adidas Golf, is set to open five new mono-brand stores across India this year. In 2012, the brand plans to add an equal number of stores as part of its aggressive expansion plan in the country.

 

The stores will be opened in Pune, Chandigarh, Bangalore, Mumbai and Kolkata. At present, the brand has three mono-branded exclusive stores in Delhi – at Select City Mall in Saket, Promenade mall in Vasant Kunj, and the Army golf course, said Ateet Gaur, country manager, TaylorMade-Adidas Golf. “Our strategy is to reach out to places where golf is happening in a big way. Pune, though a smaller city, sees a lot of golf these days. Same is the case with Chandigarh, Bangalore, Mumbai and Kolkata,” he added.

 

The brand is in talks with mall owners and golf clubs in these cities to decide on locations for the stores. Gaur declined to share investment details of the expansion plan.

 

The global golf brand is not just looking at increasing its presence in India; it is also focusing on expanding its portfolio. “As declared by our global CEO, we would be launching new products in different categories every month from now on,” Gaur said. The brand recently launched its new adjustable R11 and R11 TP Drivers in the Indian market.

 

The golf market in India is small. The country has less than 300 courses and the market is worth Rs 35-40 crore, and growing by around 20-25 per cent year-on-year. However, the latent potential of the market is attracting many international golf brands to enter the market.

 

Callaway Golf, a competitor to TaylorMade-Adidas Golf, plans to launch its first exclusive store in Delhi by March this year followed by another exclusive one later in 2011. The brand also forayed into the apparel and watches space. “With completion of one year in India, we have acquired 25 per cent market share and plan to triple our business in five years from now,” said Vivek Mehta, country head, Callaway Golf India.

 

On competition, Gaur said, “The market is very small. As we continue to have 60 per cent of the market share, the entry of new brands will help expand the category.”

 

TaylorMade is making efforts to change the perception that golf is only for corporate honchos. It is tying up with different schools to reach out to junior players. “Junior golf is the way forward. In the last few years, the segment has grown from zero to 10 per cent of the market. It has the potential to become 20 per cent in future,” said Gaur.

 

The brand has tie-ups with schools like Modern School in Delhi, International School in Bangalore and Manavrachna School in Gurgaon and Faridabad, which introduce kids to the game and train them to become future golfers.

 

The brand plans to roll out television advertisements in India to promote its brand. The company will be airing campaigns that are aired in the US.

 

The brand has increased its annual marketing and promotional budget by 25 per cent. “We are always in a spending mode in India because we believe India can become as big as the Korean market in ten years,” Gaur said.

 

The brand has signed up golfers like Manav Jaini, Mukesh Kumar, Mandeo Singh Pathania and Suzan Singh as its brand ambassadors. It also has Jyoti Randhawa and Arjun Atwal as ambassadors at the global level.

 

SOURCE: http://www.mydigitalfc.com/news/taylormade-adidas-golf-plans-aggressive-marketing-953

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