Trainer Ball Marketing Plan

1. MARKETING PLAN
BUS 346-01
December 2, 2019
Andy Pham
James Taylor
Kiana Ting
Cassidy Tomasini
Elaine Ton
1

2. TABLE OF CONTENTS
Product Strategy
SWOT Analysis
STP Analysis
Distribution and Channel Strategy
Promotion Strategy
Pricing Strategy and Financials
Appendix
Pg. 3-4
Pg. 5-6
Pg. 7-10
Pg. 11-12
Pg. 13
Pg. 14-15
Pg. 16-38
2

3. PRODUCT STRATEGY
Golfers often spend significant amounts of time searching for lost golf balls.
Trainer Ball is a state-of-the-art new product that aims to save time while providing
important statistics to improve the player’s performance. The precise design provides
golfers with the same ball flight performance they expect coupled with real-time GPS
tracking. Trainer Ball uses a patented hollow design that provides space for the SkyLab
Module SKG09A GPS tracking chip in the center of the ball. The sensor chip tracks
many stats including ball speed, spin rate, max-height, shot distance, and carry. Golfers
can use these important stats to adjust their swing and club selection. Players will have
instant access to stats and ball location using the Trainer Ball phone app. Trainer Ball is
created to fulfill the goals of the mission statement; To provide a higher quality
sporting experience that inspires people to enjoy the outdoors.
DIFFERENTIATION
Consumers require a quality golf ball for a standard, everyday price. The Trainer Ball
provides golfers with swing tracking technology, similar to professional quality, at lower
prices. Golfers are often confronted with the dilemma of losing balls on the course. The
Trainer Ball will differentiate from other products by providing added value with its GPS
location tracking technology.
BRANDING
The trademarked branding for the Trainer Ball will be simple, but elegant. The
“T” stands for our brand, Trainer Ball, and is nicely complemented by the simple
triangle design. The purple color evokes a sense of luxury and wealth, which are
characteristics that strongly align with the sport of golf. The logo portrays a
professional brand with high-quality technology and fully encompasses our “Elevate
Your Game” slogan.
WARRANTY
The Trainer Ball is expected to live up to high standards for accuracy in both
data collection and reliability. For this reason, customers can receive a
no-questions-asked full refund within 30 days of purchase. Additionally, a product
replacement will be provided given any malfunctions that occur within six months of
purchase.
3

4. PACKAGING
Trainer Ball will use a unique packaging design in order to stand out among the
competition. The golf balls will be sold in a triangle-shaped package. The color scheme
will emphasize our branding with a matte black background and purple writing. The
top of the package will have a clear window so consumers can see the product inside.
The package will open from the side and the golf balls will slide out on a tray lined with
protective foam. The back of the package will highlight the numerous features of the
ball.
4

5. S W O T
Strength Weakness Opportunity Threat
STRENGTH
Trainer Ball is the first to market a technologically-advanced golf ball.
The product enjoys a lower variable cost compared to competing golf technology
because Trainer Ball only requires the GPS chip, golfball, and minimum packaging.
Trainer Ball has a strong partnership with top golf technology manufacturers including
Skylab M&C Technology and Apiona Golf Services.
Trainer Ball builds strong relationships with retailers at golf course pro shops which is
an important point of contact for target customers.
WEAKNESS
Customers will need to be tech-savvy enough to download and use the paired app in
order to maximize full functionality of The Trainer Ball.
Golfers may be skeptical of the golfballs precision and playability due to the patented
hollow ball and added computer chip inside. First year production and marketing
expenses will be high leaving the company with a negative net profit.
OPPORTUNITY
Golf companies have experienced declines from younger generations using their
equipment; however, with an increase in young people using technology, Trainer Ball
will be more appealing to young people.
The US has the most golf courses and most golf participants in the world. 1
Golf course revenue is forecasted to grow by 4% over the next 6 years. ¹
People who get into the sport at a young age tend to stay involved with it throughout
their lifetime, which provides the opportunity for lifetime brand loyalty.
1
(Mergent, 2019)
5

6. THREAT
There are many well-established golf companies in the market. In 2017, Callaway had
$1,048,736,000 in sales and Ping had $38,875,235 . Companies like Acushnet and 2 3
Callaway are still growing. Callaway Golf has seen an exponential growth in revenue
from $800 million in 2016 to over $1.2 billion in 2018. The high growth and scalability 4
of other golf brands could threaten Trainer Ball if they produce a directly competing
product.
Wholesale sales of golf equipment, specifically golf balls, in the U.S. has declined in
recent years. In 2007, wholesale sales for golf balls was $801 million dollars and in
2018, it dropped to $591 million dollars . Additionally,there has been a decline in golf 5
participants in the U.S. In 2006, there were 29 million participants and in 2018, there
were only 24 million participants . If these trends continue, Trainer Ball could be posed 6
with serious issues due to shrinking market size.
2
(Mergent, 2015)
3
(Mergent, 2015)
4
(Statista, 2019)
5
(Statista, 2019)
6
(Statista, 2019)
6

7. STP ANALYSIS
DEMOGRAPHIC
The target demographic is 35 to 64 year-old caucasian men because they are the
largest group that played golf in the last year. Most people that play golf tend to have 7
a household income of $75k to $150k annually. 8
PSYCHOGRAPHIC
Approximately 11.31% out of a sample from 76 million people who bought golfballs in
the last twelve months have a college degree. Additionally, 9.26% of those same 9
golfers from a sample of 25 million work in a business occupation. This information 10
leads to the conclusion that golfers place a high value on price, integrity, and
competition, campaigns that emphasize the statistical advantages and competitive
price will attract customers with these psychographic traits.
BEHAVIORAL
People who watch ESPN are 80% more likely than the general population to play golf
once a week. Furthermore, people who watch HGTV are 31% more likely than the 11
general public to play golf once a month, meaning that weekly golfers are big sports 12
fans. Alternatively, golfers who play once a month might be younger first time home
buyers that spend time doing DIY projects.
TARGET CUSTOMER
The Trainer Ball’s target customers are caucasian men between the age of 35 to 65 with
a bachelor’s degree or higher. These consumers make an annual salary between
$75-150k and enjoy watching channels such as NHL Network, ESPN, CBS Sports
Network, and mature channels like HGTV. The total market size for golf enthusiasts in
the U.S. was 24.2 million in 2018. Trainer ball will have a limited release in California 13
for the first year with a target market size of 2.3 million golfers.
7
(Statista, 2018)
8
(Statista, 2018)
9
(MRI, 2018)
10
(MRI, 2018)
11
(MRI, 2018)
12
(MRI, 2018)
13
(Statista, 2018)
7

8. PERSONA
Todd is a 45 year old married man with two kids in middle school. Todd earns around
$100,000 annually and tends to makes price conscious purchase decisions. He owns a
two story house in a nice suburban neighborhood and drives a 4-door BMW sedan.
Todd spends a lot of time working so his free time is precious. He enjoys many leisure
activities including watching sports, small home improvement projects, and stopping in
at the local pub. After a week of hard work at the office, Todd likes to de-stresses by
playing a game of golf with friends and family. He hopes his two boys will share his
passion for golf so he can take them out on the range with him. His competitive nature
drives him to excel in the sport, by learning about different strategies and gathering
data about his game.
POSITIONING
The Trainer Ball strives to differentiate itself from fellow competitors by providing a
high technology tracker at lower prices. The Trackman4 Launch Monitor provides more
data but prices start at $18,995. Although golfers are willing to invest in their game, 14
this golf technology is far too expensive for casual golfers. On the other hand, the
Arccos GPS Golf Club tracker includes the technology in the golf club, and provides a
similar amount of information as the Trainer Ball but still costs $350. The Trainer Ball 15
will be positioned at $50 per golf ball, placing us at a similar technology level as other
golf tracking equipment, but less expensive. This is due to the fact that the product
only requires a chip and a golf ball. With less components, Trainer Ball has less
functionality compared to other major golf technologies, but still provides the
necessary data to help both casual and advanced golfers improve their game.
14
(Trackman4, 2019)
15
(Amazon.com, 2019)
8

9. POSITIONING MAP 1
POSITIONING MAP 2
9

10. POSITIONING MAP 3
10

11. DISTRIBUTION AND CHANNEL STRATEGY
CHANNEL STRATEGY
The chip from SkyLab will be sent to Apiona Golf Services to custom-manufacture the
tracking device into the golf ball. The Apiona Configure program allows for custom
manufacturing, which allows us to customize a logo, color, and the build of our ball.
Apiona promises UltraShine coating for the exterior of the balls, allowing it to
withstand over 200 hits, lasting durability, and quality of product. Apiona also offers
lock-in pricing, so the price we pay will be constant throughout the years, regardless of
market fluctuations. We will also be purchasing their EnviroTee, which are
biodegradable golf tees, to include in our packaging and increase product value and
convenience for customers. The finished product will then be sent to our distribution
center in San Luis Obispo.
TRANSPORTATION
The Local transport company, SF Express, will handle shipments of computer chips
from SkyLab M&C Technology in China to Apiona golf services in Taiwan. Next, the 16
completed balls will be shipped in bulk on a Haisheng Co cargo ship from Kaohsiung,
Taiwan to Los Angeles and Sino freight forwarding company will navigate the importing
and customs process. Smaller products tend to have issues with shipping due to the 17
large size of shipping containers. For this reason, less than container load (LCL)
shipping method will be used; This will allow Trainer Ball shipments to share a
container with other products during transport. Once in Los Angeles, a third party 18
logistics (3PL) company like El Mar Logistics will handle the process of getting the
product out of port and into the warehousing facility in San Luis Obispo. 19
16
(SF Express, 2019)
17
(SINO, 2019)
18
(Business Source Premier Database, 2013)
19
(El Mar Logistics, 2019)
11

12. CHANNEL LIABILITIES
The Trainer Ball will follow an indirect and selective channel management strategy.
Once inventory reaches the distribution center, it will be sold directly to select retailers
like course pro shops, Dicks Sporting Goods, and Golf Warehouse. Maintaining a
shallow distribution channel will give the company better control over the supply chain.
Cost, insurance, and freight shipping model (CIF) requires sellers to include all three
functions in the total cost. This will hold our producer liable for the product up until it 20
reaches our port in Los Angeles. The shipping process will then be taken over by El
Mar Logistics which will assume liability via contract agreements. Once the golf balls
are received Trainer Ball will be liable for the product while the packages are being
assembled. Once assembled, products will be shipped to customers via FedEx. FedEx
assumes liability during shipping for up to $1,000,000 in loss or damages. 21
20
(ABI/Inform, 2017)
21
(FedEx, 2019)
12

13. PROMOTION STRATEGY
Pull Strategy
Trainer Balls short term strategy will focus on utilizing a blend of television
commercials, Youtube ads, and most importantly, through word of mouth. Future plans
include sponsoring local golf tournaments and naming them the “elevate your game”
series. The tournaments will be used to generate positive PR and provide potential
customers with a chance to learn about the product. Potential customers can also
demo the Trainer Ball during the tournament series. Additionally, Trainer Ball will act as
a benefit corporation by funding First Tee Program charity tournaments. Using
celebrities to advertise the Trainer Balls message will lead to strong brand loyalty. The
Golf Channel averaged 3.7 million viewers in 2018 and they exclusively produce
golf-related content. Trainer Ball will focus it’s television ads on the Golf Channel in an 22
attempt to capture the target market. YouTube and commercial advertising will consist
of videos that educate potential customers about how the product works and how it
can improve their game.
Push Strategy
Trainer Ball will concentrate on partnering with retailers that directly cater to golf
enthusiast and golf course pro shops. A mix of personal sales representatives and
tradeshow exposure will be used to attract target retailers. Partnering retailers will be
offered a 50% discount off MSRP and they will have the flexibility to set in-store prices
as they see fit. Because golf courses are the primary point of contact with customers,
free samples will be provided to course employees with the intent of creating
excitement and knowledge about the product. Additionally, free balls will be sent to
major product review sites. Introducing reviewers and course employees to the product
will spur word of mouth advertising and knowledge about the product. This is a primary
marketing channel because customers who hear about a product through word of
mouth will be “Thousands of times more likely to act on the recommendation of a
friend, colleague, or trusted advisor than a commercial communication”. Trainer Ball 23
will create competition by rewarding top-selling course employees with free products
and valuable golf vouchers for high end courses. Trainer Ball will also participate in golf
industry trade shows. The trade shows will provide an opportunity for other businesses
to learn about how the product works and could lead to new retail partnerships.
22
(Golf Channel, 2019)
23
(ABI/Inform, 2002)
13

14.
PRICING STRATEGY AND FINANCIALS
PRICING STRATEGY
According to Trainer Ball Qualtrics Survey, the market for
technologically-advanced golf equipment is inelastic, at precisely 0.11. This means that
for every 1% increase in price, the quantity demanded will decrease by 11%. Trainer
Ball will focus on a first year test market rollout in California. There are approximately
2.3 million golfers and 928 courses in California. Trainer Ball expects the majority of 24
its exposure will come from its word of mouth campaign. Estimates suggest that at
least 3 new golfers per day from 200 of California's busiest courses will result in annual
exposure of 201,600 golfers. Additionally, sample Trainer Balls will be sent to popular
product review sites like C-net to increase consumer knowledge. Finally, targeted
YouTube and network television ads are estimated to expose another 300,000 viewers.
This will create an estimated first year exposure of 501,600 people. The discount for
intent shows that 8.5% of people exposed to the marketing campaign will likely
purchase the product at a price point of $50. Therefore, approximately 42,636 people
will purchase the Trainer Ball. In order to keep MSRP at $50, retailers will receive a 50%
discount at a price of $25. This will give Trainer Ball a 32.1% gross profit margin with an
estimated $1,065,900 in first year revenue. In the second year Trainer Ball will expand
into Florida, Texas, and New York which have a combined 4.5 million golfers. Trainer 25
Ball plans to triple purchasing levels to 127,908 people second year.
FINANCIALS
YouTube advertising costs an average of $.30 per view and the average cost for
television ad space is $104,000. $150,000 will be allocated to video production, 26
$100,000 will be budgeted for YouTube views, and $700,000 will be allocated for
strategic low cost television ad placement. This will total $950,000.
The average salary for a sales representative is $57,091, and 5 representatives
will be hired to promote first year sales. Each sales representative will be responsible 27
for creating partnerships with course pro shops and other retailers. 5 more
representatives will be hired in the second year to increase market exposure.
24
(Statista, 2016)
25
(Statista, 2018)
26
(Statista, 2019)
27
(Salary, 2019)
14

15. $241,200 will be allocated to the Word of Mouth Campaign in order to create
buzz about the product at local golf courses. 30,000 Trainer Balls will be produced and
given to course employees and product reviewers. The goal is to get the product into
the hands of golf representatives so they will talk about it with their customers.
The average golf ball takes about $0.65 to produce, so Trainer Ball estimates to
purchase a golf ball $0.80 from Apiona, their partnering production company. Trainer
Ball’s GPS tracking chip is expensed at $29.70 for 5 chips, which is precisely $5.94 per
chip. Premium packaging cost is estimated at $1 per box and custom logo tees are 28
$0.30 per set of three. In total, it takes about $8.04 to produce a single Trainer Ball 29
with packaging. A one time app production cost of $200,000 and another $15,000 for
patents will be allocated first year.
28
(Aliexpress, 2019)
29
(Alibaba.com, 2019)
15

16. Appendix
Appendix A: Trainer Ball Logo
Appendix B: Positioning map
16

17. 17

18. Appendix C:
Appendix D: Product Packaging
18

19. Appendix E: Distribution Channel
19

20. Appendix F: Qualtrics Analysis
Trainer Ball Product Attributes
Arccos Golf Caddie Attributes
20

21. Attribute Importance
How likely would you be to buy the Arccos Golf Caddie for $450?
21

22. Gender of survey respondents
Age Range of survey respondents
22

23. Family’s Annual Income
Importance of Technology Usage and Sports Association
23

24. Appendix G:
Qualtrics Analysis
Figure 1: Rate these product attributes on a scale from 0-4
(Qualtrics, 2019)
Figure 1 depicts attributes people find important in products they purchase along with how well
the Trainer Ball and Arccos Golf Caddie rank in these areas from a scale of 1 to 4. The most
highly valued attribute people seek in products is usability and convenience and in comparison
to Arccos Golf Caddies, the Trainer Ball does fairly well in these areas. Even though the
technological and extravagant attributes seem to not be as important to people when they are
shopping for products, the Trainer Ball ranks very well in these areas and it adds to the value of
the product to have these attributes.
24

25. Figure 2: Location to Buy
(Qualtrics, 2019)
According to Figure 2, people mainly expect to purchase the Trainer Ball in golf course pro
shops and on Amazon.com. Amazon is one of the most convenient places for people to
purchase our product and golf course pro shops maintain the image that our product is a
high-quality product.
Figure 3: How often do you lose your ball while practicing?
According to Figure 3, the surveyed population tends to lose their golf ball often when playing.
More than half, or precisely 57.41% said they lose their ball often. This information confirms the
value and usefulness of our technologically-advanced ball, which tracks lost balls.
25

26. Figure 4: How likely would you be to buy The Trainer Ball for $50?
According to Figure 4, 84.84% of survey respondents said they were “somewhat likely, likely, or
very likely” to purchase our Trainer Ball for $50. Their likelihood of purchasing our ball
compared to Arccos’, our competitor’s, is a 71.79% difference, where only 13.35% of the
surveyed said they would be “somewhat likely, likely, or very likely” to purchase their equipment.
This could be due to the difference in price, since the Trainer Ball is priced at $400 less than
Arccos’ golf equipment.
26

27. Figure 5: How much are you willing to spend on golf equipment annually?
(Qualtrics 2019)
According to figure 5, 56% of the survey respondents are willing to spend over $100 a year on
golf equipment. Since Trainer Balls will be selling for $50 this is ideal because they would be
able to purchase a Trainer Ball and still have some additional finances left over to buy any other
necessary golf equipment. Of the respondents, 27% are willing to spend over $300 per year on
golf equipment, this shows that people who are invested in the game are willing to spend large
sums of money on their equipment.
27

28. Figure 6: How would you expect to hear about the Trainer Ball?
(Qualtrics 2019)
Figure 6 shows the different possible ways that people expect to hear about the Trainer Ball?
This data shows that 32% of people would expect to hear about it from both golf competitions
and word of mouth. While it is not possible to market directly by “word of mouth” it does give
some insight into marketing strategies that could be used such as allowing customers discounts
for referring others to our product and spreading the word. It also shows that the platform most
people would expect to hear about it from is through TV. This would be the most promising
platform to use because it could include both TV and golf competitions. Advertising could be
done through running commercials or promotional materials on TV while they are streaming golf
competitions, therefore combining the two platforms.
28

29. Appendix H:
Discount For Intent
Discount for intent at $450 price point
Very Likely .25 x 1 = .25
Likely .05 x 1 = .05
Somewhat Likely .01 x 1 = .01
Sum = 0.31 / 23 total respondents
Discount for Intent = .013 1.3%
Discount for intent at $50 price point
Very likely .25 x 8 = 2
Likely .05 x 11 = .55
Somewhat likely .01 x 9 = .09
Sum = 2.64 / 31 total respondents
Discount for Intent = .085 8.5%
Appendix I:
Price Elasticity of Demand
$50 Price Point
.085 Quantity Demanded
$450 Price Point
.013 Quantity Demanded
Change in Quantity Demanded: (.085-.013) / .085 = .8471
Change in Price: ($450-$50) / $50 = 8
Price Elasticity of Demand: .8471/8 = .11
29

30. Appendix J:
Income Statement
Income Statement
YEAR ONE YEAR TWO
Production:
Per Unit Variable Cost $8.04 $8.04
Units Sold 42,636 127,908
Revenue w/ discount $1,065,900 $3,197,700
Patent Fees $15,000 $0
App Production $200,000 $50,000
Cost of Goods Sold $342,793 $1,028,380
Gross Profit $508,107 $2,119,320
Marketing Expenses:
Sales Representatives $285,455 $570,910
YouTube/Television Ads $950,000 $1,000,000
Word of Mouth Campaign $241,200 $320,000
Total Marketing Expenses: $1,523,740 $1,890,910
Total Expenses: $2,081,533 $2,969,290
Net Profit (Loss): ($1,015,633) $228,410
30

31. Appendix K: Presentation Slides
31

32. 32

33. 33

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