OPINION - 2012 Cobra Golf's New Website

[GolfSpy_X]

VISIT WEBSITE

 

Wanted to get everyone's opinion on Cobra Golf's new website and where they are going with their product line since being out from under the Titleist shadows.

 

[apples]

Ummm I mean they the AMP driver looks really cool from a design aspect, but I am not sure it completely works on a driver, or any golf club for that matter.

[drbloor]

Well, it sure is colorful. And their helpful calculator told me that I could gain 18 yards by switching from my current driver to the Long Tom (no data provided about the direction of said extra 18 yards).

 

After a few rounds of golf, the sole of that AMP driver is going to look like Starsky and Hutch's Gran Torino after a car chase.

[mudfish]

Looks like they are going with the Rickie Fowler route...

[GolfSpy Dave]

It looks like a complete switch from the usual Cobra target audience. I like the AMP driver and irons from address. The cavity on the irons has a lot going on though.

Wouldn't mind a set of the orange grips though...

[Matt Saternus]

I think you hit it on the head with "Out from under Titleist's shadow". They seem to be going as far from the Titleist (traditional, classy) route as possible. I guess the idea is to appeal to younger golfers, but I'm fairly young (sorta, I think) and I think this ORANGE!! theme is gross. I can't say there's anything they're doing right now that I feel the need to try or buy.

[Mizzy23]

I think you hit it on the head with "Out from under Titleist's shadow". They seem to be going as far from the Titleist (traditional, classy) route as possible. I guess the idea is to appeal to younger golfers, but I'm fairly young (sorta, I think) and I think this ORANGE!! theme is gross. I can't say there's anything they're doing right now that I feel the need to try or buy.

 

Agree! I don't like the route that their taking with the Fowler scheme, I think its already gone overboard. It's a bit dramatic and desperate if you ask me, but I'm also a traditionalists. Let's just hope they don't start designing clubs for John Daly!

[mlf16507]

Orange glad Cobra is using orange on the AMP !!!!

[JBones]

Looks like they are going with the Rickie Fowler route...

My thoughts exactly; it looks like they either let Fowler and Poulter pick their color scheme or maybe a kindergartener. The Baffler fairway would look pretty pimp if it didn't have the neon green lines on the top.

 

I do think I might pick up a Long Tom in 8*.

[Matt Saternus]

My thoughts exactly; it looks like they either let Fowler and Poulter pick their color scheme or maybe a kindergartener. The Baffler fairway would look pretty pimp if it didn't have the neon green lines on the top.

 

I do think I might pick up a Long Tom in 8*.

 

I won't be buying one, but I did have a crazy demo experience with the Long Tom. The launch monitor claimed I got something like an 8-10MPH ballspeed bump when I put the Long Tom against a standard length driver. It didn't feel as ridiculously long as I thought it would either. All that said, my driver game is about minimizing damage, not driving par 4's, so no Long Tom for me.

[JBones]

All that said, my driver game is about minimizing damage, not driving par 4's, so no Long Tom for me.

I went that route last year, with a 43.5" driver and I didn't hit any more fairways than if I tried to hit it 300+ with a 46.5". My idea is if I wanna play from the fairway, I just leave the driver at home and play a 3W into the fairway all day long. I'm going to play a long course Friday and I'm gonna hit 3W all day and see what I shoot, that will probably help me decide whether I get a new driver or 3W.

[drbloor]

Interesting decision not to offer the Long Tom in anything greater than 10*--in effect, it's probably a case of saving hackers from themselves, although you'd think the "added distance" hook would be particularly attractive to the high-lofted demographic. Does extending the shaft out to 48" (or, FOAR FEETZ!) have an impact on launch angle that makes a higher loft impractical or unnecessary?

[finalist]

They are putting all their eggs into one small basket. Younger Rickie Fowler type guys. I don't think their execution is very good for a big company. Sure the site is professionally designed, but it has no wow factor except for the orange color. Orange is not even a very popular color overall - the site is just different, not breathtaking. Trendy looking sites can still pack a big punch and this one doesn't. I see this as the inevitable conclusion to running out of ideas for technology and only having big marketing campaigns to sale goods.

[JohnBarry]

Colors aside, the web site is very well done, everything is laid out great and finding a club is easy. I think it's a solid B+

[Xamilo]

I think its a very very good commercial approach from Cobra.

 

They know they have no chance to change older golfers mentality towards Taylormade or Callaway (I'm talking about the old average golfer who buys every new driver expecting to increase the 20 more yards lol).

 

So, should they compete in such already crowded market? I guess they are trying to play on the junior's spot. Younger kids love Fowler, and love orange-lime green- aqua stuff. Why not target them? Now that their "idol" Tiger is almost done, there is a big market for younger players who try to separate themselves from their grandpa´s Titleist clubs.

 

If kids grow up playing Cobra, there is a big change their "mature" set might be a cobra as well. So, give the kids good performing clubs which look like they want, and they will buy the older version as well.

 

Pretty smart move in a difficult business..

[Phana24JG]

I like the site and appreciate one marketing strategy in particular. They have placed the "distance" driver in it's own unique category. Instead of sneaking another .5 or 1" onto their stock driver for distance purposes, they have implicitly said if you really want 20+ additional yards, here is the only way to do it with clubs alone.

[dunk7]

Is this year going to be the "Year of the Cheese". I'm sorry but RocketBallz and the Amp line looking like a Walmart special, something is wrong with the market research. Maybe I'll be proven wrong but I just can't see people buying Neon golf clubs.

[Tony Covey MGS]

Is this year going to be the "Year of the Cheese". I'm sorry but RocketBallz and the Amp line looking like a Walmart special, something is wrong with the market research. Maybe I'll be proven wrong but I just can't see people buying Neon golf clubs.

 

Cobra is clearly reaching out to a specific demographic; the younger, Rickie Fowler club. I expect they'll do well, but I do worry that if they go too hard after a specific demographic they may do so to the exclusion of all others.

[Mizzy23]

Is this year going to be the "Year of the Cheese". I'm sorry but RocketBallz and the Amp line looking like a Walmart special, something is wrong with the market research. Maybe I'll be proven wrong but I just can't see people buying Neon golf clubs.

[Jgolf]

I think its a very very good commercial approach from Cobra.

 

They know they have no chance to change older golfers mentality towards Taylormade or Callaway (I'm talking about the old average golfer who buys every new driver expecting to increase the 20 more yards lol).

 

So, should they compete in such already crowded market? I guess they are trying to play on the junior's spot. Younger kids love Fowler, and love orange-lime green- aqua stuff. Why not target them? Now that their "idol" Tiger is almost done, there is a big market for younger players who try to separate themselves from their grandpa´s Titleist clubs.

 

If kids grow up playing Cobra, there is a big change their "mature" set might be a cobra as well. So, give the kids good performing clubs which look like they want, and they will buy the older version as well.

 

Pretty smart move in a difficult business..

 

Not to hijack the thread, but...

 

Xamilo, to address your point about their targeted marketing demographic, while I understand that based off of their flash and sponsored tour players their going after the young crowd, I struggle to see how this is a viable product strategy for the modern reality of Golf. Teenagers, in general, do not have the money or desire to purchase a set off golf clubs unless they have achieved a higher level of proficiency in the game. With said proficiency there would seem to be a desire for higher performing clubs, brands which commonly include, Titleist, Mizuno, Taylormade etc. When they are younger, their parents would have to buy the clubs or they would receive hand me downs. Again, at this stage any club would have to be cheap and if cobra's prices are right, I could see them gaining an edge here. This would inherently be a small market though (How often do you see a crowd of teenagers going to Golfsmith for example), with limited possibilities for growth due to their lineup. IMO a progressive lineup similar to Callaway except with Fowler as the initial draw in for the emerging junior/20's golfer would be the smart move...

 

 

One other point - If they gained this market share, they would simultaneously gain the stigma of beginner clubs - an idea that they in part convey through their new marketing as, to look at their Iron line up for a second, they all qualify as Game Improvement. This, in my opinion, severely limits their opportunities for a continued customer loyalty due to the reasons posted above.

[shockdoc17]

It might be true that they will have a difficult time getting older golfers to switch to Cobra clubs; however, I feel that in attempting to target such a young audience they are leaving out the golfers in their late 20's to 40's which might be one of the largest groups to market to. I think the clubs (and the website) are well done, but they are a little over the top for me.

[Matt Saternus]

I've been reading all the responses and thinking on this a bit more, and I feel like this is going to be a marketing angle/branding idea that we're only going to be able to judge a few years down the line. If Cobra flops and gets sold to Golfsmith, then the idea was stupid. If all the little Fowler wannabes get their moms and dads to buy them orange drivers, and then continue to buy Cobra clubs in their 20's, 30's and beyond...well, I guess it was genius.

[Xamilo]

Not to hijack the thread, but...

 

When they are younger, their parents would have to buy the clubs or they would receive hand me downs. Again, at this stage any club would have to be cheap and if cobra's prices are right, I could see them gaining an edge here. This would inherently be a small market though (How often do you see a crowd of teenagers going to Golfsmith for example), with limited possibilities for growth due to their lineup. IMO a progressive lineup similar to Callaway except with Fowler as the initial draw in for the emerging junior/20's golfer would be the smart move...

 

 

One other point - If they gained this market share, they would simultaneously gain the stigma of beginner clubs - an idea that they in part convey through their new marketing as, to look at their Iron line up for a second, they all qualify as Game Improvement. This, in my opinion, severely limits their opportunities for a continued customer loyalty due to the reasons posted above.

 

CLubs wouldn't have the need to be cheap. The fact young golfers have no income doesn't mean their parents are not going to sponsor "the best they can afford" for their golfer kids, and in no way it makes them "beginner clubs". Do you see "good young players" playing WalMart clubs very often? No, they play Nike, Taylormade, etc, just like their "older counterparts" or their golfing idols. If Cobra can make kids grow up with some "brand loyalty", they will keep buying their clubs in the future. I guess that's why they keep a "normal" line of clubs with the S3 series and I would expect the beautiful forged iron line to be kept.

[Xamilo]

It might be true that they will have a difficult time getting older golfers to switch to Cobra clubs; however, I feel that in attempting to target such a young audience they are leaving out the golfers in their late 20's to 40's which might be one of the largest groups to market to. I think the clubs (and the website) are well done, but they are a little over the top for me.

 

Indeed its the largest group to market, but there is too much competence in that group as well, while the younger audience has been left a little bit behind. Again brands liek Taylormade and Callaway are way too far ahead in the 20-40 section, so, why not try to invest in another portion as Adams did with the Champions Tour? Adams strategy brought younger people to try their products after watching them being played in the CT with figures like Tom Watson ahead of their publicity, and Adams Golf has grown inmensly since then.

[Tony Covey MGS]

Indeed its the largest group to market, but there is too much competence in that group as well, while the younger audience has been left a little bit behind. Again brands liek Taylormade and Callaway are way too far ahead in the 20-40 section, so, why not try to invest in another portion as Adams did with the Champions Tour? Adams strategy brought younger people to try their products after watching them being played in the CT with figures like Tom Watson ahead of their publicity, and Adams Golf has grown inmensly since then.

 

I think there are plenty of 20-somethings with plenty of cash who will embrace the new Cobra designs. What I've learned from conversation and observation, however; is that Cobra has a big following among the seniors. At my club, for example, almost without fail the over 60 crowd either has PING or Cobra in their bag. The older guys I've spoken with, including one of our regular testers, thus far, are not enthused about the looks of the latest Cobra offerings.

[MDyer21]

The new website looks fresh and different. It might be a little congested, but overall the bright color theme and layout works. Newest clubs front and center with other new releases and blog posts a little lower down.

 

The new color schemes might be a bit drastic for the amp line, but look at some of the other stuff they have released. The long tom is extreme, but overall it is a fairly simple design and color scheme black on black. The new trusty rusty wedges look pretty solid and simple. No fancy paint scheme or design, just a spinoff on a older club design. Finally the new T-rail woods are among the best looking on the market coming in 2012. They have appealing lines and a not so extreme paint scheme. The sight lines on the top might be an eye sore to some, but overall i think it is just enough flare to set the club apart from other club giants without simply whipping out the white in the spray both

[MDyer21]

I've been reading all the responses and thinking on this a bit more, and I feel like this is going to be a marketing angle/branding idea that we're only going to be able to judge a few years down the line. If Cobra flops and gets sold to Golfsmith, then the idea was stupid. If all the little Fowler wannabes get their moms and dads to buy them orange drivers, and then continue to buy Cobra clubs in their 20's, 30's and beyond...well, I guess it was genius.

 

Can't predict the future, but i think Cobra-Puma Golf has a lot taking the bait. Just think about all the kids you see at tournaments wearing their sunday orange and the puma hats. Puma is a flashy European influence brand that sells expensive clothes and sets trends.

 

Here's the math:

Puma Monoline Hat: $30

Puma Shirt Basic Solid: $55 Graphic Design: Up to $85

Puma Shorts: $65

Puma Shoes: $150-250

43

Puma Total @ Checkout for one outfit - $300 Low End -- $430 High End

 

If parents/kids are paying that for one outfit. I bet they are dying to pay $500-$700 for irons, $300 for a Driver, $180 for a fairway, and don't forget $150 for a hybrid!

[Matt Saternus]

Can't predict the future, but i think Cobra-Puma Golf has a lot taking the bait. Just think about all the kids you see at tournaments wearing their sunday orange and the puma hats. Puma is a flashy European influence brand that sells expensive clothes and sets trends.

 

Here's the math:

Puma Monoline Hat: $30

Puma Shirt Basic Solid: $55 Graphic Design: Up to $85

Puma Shorts: $65

Puma Shoes: $150-250

43

Puma Total @ Checkout for one outfit - $300 Low End -- $430 High End

 

If parents/kids are paying that for one outfit. I bet they are dying to pay $500-$700 for irons, $300 for a Driver, $180 for a fairway, and don't forget $150 for a hybrid!

 

You make a good point about the growing acceptance/love for Puma (and how damned expensive it is), but my question is: will that translate to Cobra? Obviously having Fowler wearing Puma and playing Cobra will help, but I don't know that it's a lock. I think it's asking a lot. Currently at my shop, no one asks to hit the Cobra stuff, it's all TM, Mizuno, Titleist. Since "kids" are (in my opinion) that most brand-washed of anyone, I think it's a wide chasm that Cobra has to cross to become the club of choice among the Fowler-wannabe set.

[fozcycle]

Just wait until the infomercial hits the airwaves........I'm sure they have one in production to match the comic book design of the Amp.

 

Currently, I am gaming the S2...have both the 10.5 & 11.5....the 11.5 keeps me in the short grass.

[Phana24JG]

It might be true that they will have a difficult time getting older golfers to switch to Cobra clubs; however, I feel that in attempting to target such a young audience they are leaving out the golfers in their late 20's to 40's which might be one of the largest groups to market to. I think the clubs (and the website) are well done, but they are a little over the top for me.

 

I don't care if the damn thing is neon orange with some green and black added if it gets me a few more yards or gets me in another fairway or 2 its in the bag.