Table of Context
I. Executive Summary…………………….………..Page 3
II. Introduction……………………………………Pages 4& 5
III. Situational Analysis…………………………...Pages 6& 7
IV. Analysis of Target Market……………………….Page 8
V. Competition……………………………………Pages 9-12
VI. Marketing Objectives…………………………….Page 13
VII. Marketing Strategies………………………...Page 14 & 15
VIII. Conclusion………………………………………..Page 16
Cool Cue Incorporated, based out of Boston, MA, has come up with the next
new product idea to enhance the game of billiards, the Retractable Pool Cue. The cue
has a red button on the butt of the cue, placed inside of the bumper, which if held will
retract the shaft. The feature that makes this product unique is the retractable motion
of the shaft into the butt. This is possible because of a lever connecting the shaft to the
butt, inside of the cue. When the button is held, the level retracts, bringing the shaft
into the butt. Once the shot is finished, the shooter can press the button to allow the
lever to return to its original state, allowing the shaft to extend fully.
Cool Cues Incorporated’s product is different from all other pool cues
available in the world because it is the only Retractable Pool Cue on the market today
available throughout the entire world. Our competition has set the bar high, but with
the Retractable Pool Cue, Cool Cue Incorporated is ready to take the next step. Cool
Cue Incorporated has planned for the future by providing a list of financial needs as
well as a projected profit for the up and coming product. These numbers will be
examined throughout this marketing plan on the newest pool product to hit the
market, the Retractable Pool Cue.
Cool Cue Incorporated has come up with the next new product idea to enhance the
game of billiards, the Retractable Pool Cue. The cue has a red button on the butt of the
cue, placed inside of the bumper, which if held will retract the shaft into the butt of the
cue. The player will hold the button until the shaft is at the appropriate length for the shot
at hand. Once the shot is finished, the person playing simply has to push the red button
once again for it to return to the original size.
Of course, Cool Cue Incorporated did not begin with this exact idea, it took a lot
of research as a well as testimonials to finalize our product, the Retractable Pool Cue.
The beginning of this third proposal will examine the steps Cool Cue Incorporated took to
think up the initial concept of the Retractable Pool Cue as well as the improvement that
have been made to the product over time.
When our research team first thought of the idea, it was a very rough idea with
many problems. The initial concept of the Retractable Pool Cue was simple a pool cue
that could go up and down for specific shots. The research team had many ideas on how
we could make it so the pool cue could retract up and down, ranging from impossible to
intelligent. Some of these ideas were to have the pool cue spin up and down, but that
would mean the player would have to manually perform this, thus taking time away from
the game, which is the simple issue we are trying to eliminate. Another idea was to have
the cue made so the shaft could be pushed into the butt by one’s hand. This idea failed
simple because if one shot the cue ball to hard, the shaft could retract and either pause the
game or mess up the persons shot. Then, an incredible idea was developed, and it is the
one we ran with. The idea was to put either a spring of a level inside of the shaft, so the
motion could be controlled and the location of the shaft could be the choice of the player.
The idea also featured another part, a button on the bottom of the butt to control the
Now that the initial concept had been laid out, the next step was to research the
actual dimensions of the cue. For this, our research team dug deeply into internet article
as well as billiards books to find the correct dimensions for our product. Once the
research was finished and the raw dimensions were laid out, Cool Cue Incorporated was
forced to make a choice. Do we go with the everyday dimensions, or do we stray away
from the norm and go in our own direction? The decision was tough, but in the end, Cool
Cue Incorporated decided to stick with what has worked in the past and design the
Retractable Pool Cue according to the dimensions of past pool cues. The dimensions of
this cue are very close to those of other cues. The full length is 57 inches, the weight is 19
ounces and the tip size is 13mm. Our cues will also feature a tip made out of leather, the
ferrule (which protects the cue shaft from breaking by absorbing the impact from the cue
ball) will be made of impact-resistant plastic or bone. The Shaft of the cue will be made
out of wood coated in fiberglass, the joint will be made out of metal, and the butt will be
made out of wood, wrapped in leather to improve the grip on the handle.
These dimensions are not exactly the same as other pool cues, but they are based of the
research found by our research team. Every aspect for the dimensions of this pool cue
were carefully research to give the pool player a more enjoyable game of pool.
Well Cool Cue Incorporated was thinking of making a new cue, our team
suggested we design a product that appeals to the true pool players of the world, the ones
who play recreationally. We realize these people do not make huge impact in this game,
but without them, the game would not have even started. This is why our product, the
Retractable Pool Cue, is designed for the regular pool player. To answer a simple
question, who wants to waste time changing sticks just to complete one shot? With the
Retractable Pool Cue, that problem is gone.
The feature that makes this product unique is the retractable motion of the shaft
into the butt. This is possible because of a lever connecting the shaft to the butt, inside of
the cue. When the button is held, the level retracts, bringing the shaft into the butt. Once
the shot is finished, the shooter can press the button to allow the lever to return to its
original state, allowing the shaft to extend fully. Or product is different from all other
pool cues available in the world because it is the only Retractable Pool Cue on the market
today available throughout the entire world.
Remember, the Retractable Pool Cue will be on the market soon, and if you are
debating whether it will help you or not, just remember our slogan, “Why scratch it, when
you can retract it.”
To begin this situational analysis for the Retractable Pool Cue, Cool Cue
Incorporated has included a SWOT Analysis for the new product. This SWOT Analysis
consists of the strengths, weaknesses, opportunities, and threat of the Retractable Pool
- The only Retractable pool cue available on the market today.
- A target market consisting of only recreational pool players.
- The first pool cue designed specifically for those playing recreational
- A product geared towards recreational pool players, not
- A new company entering a pool market that is very well established.
- The name of our product is not established yet, which could hinder
sales against other leading pool cues.
- New retractable motion of our product will attract new consumers.
- Set a standard for new technological advances in the billiards field.
- Setting the bar for new types of pool cues entering the market in the
- The competition that the Retractable Pool Cue is going up against.
- The target market not taking advantage of the new technology, and
staying with the older, original pool cues.
Besides the SWOT Analysis, the Situational Analysis also examines the
demographics gathered through research for the Retractable Pool Cue, and the economic
Some Demographics that were gathered are featured below:
The first of the two graphs on is the buying cycle of billiards equipment since
1995 and the second is the total participation in billiards since 1994. The second graph
which is based on the participation in billiards every year clearly shows more people
playing billiards every year. Both of these graphs aid our company, because they both
show that new pool equipment is needed and there is an abundance of people ready to use
new equipment, such as the Retractable Pool Cue.
The third demographic our research team gathered was from a company named
On The Wire, Inc. a company dedicated to promoting Billiard Sports. The survey is based
on 6,000 people that had attended their website in 2006. The information gathered from
this site aided Cool Cues Incorporated in the finalization of the target market for the
Retractable Pool Cue. Some of the information that was gathered was:
• 89% are male, 11% are female
• 94% play weekly, 6% play monthly
• 67% plan to participate in a tournament in the next 12 months
• 51% would like to take lessons in the next 12 months
• 96% plan new equipment purchases, from tables to cues, instructional materials to accessories
• 76% play 8-ball
• 54% play 9-ball
• 31% are aged 18-35
• 32% have household incomes over $75,000 per year.
The issue concerning the economic climate is going to be examined through time.
Since the Retractable Pool Cue is just coming on the market, time will need to take its
toll before Cool Cues Incorporated knows how the product will fair during these times.
The biggest economic climate that the Retractable Pool Cue will be involved in is the
first market penetration.
Analysis of Target Market
Before anything else, let our company explain the target market that will be
utilized in the launch of the Retractable Pool Cue. The Target Market that our company,
Cool Cue Incorporated is advertising towards is recreational pool players ages 21-26. We
have chosen this particular market for many reasons. The characteristics of this market
are easily seen. These are people going into bars and billiard rooms to shoot casual pool.
These are the kind of people who are willing to give our product a chance, since
professional pool players are not allow to change sticks, so our product would not appeal
to them. Our product would be great for men and women pool players in clubs, bars or
even there own homes. This particular target market is shown in the following
• Males ages 21-26
• Play Billiards on a weekly basis
• Recreational Pool Players
• Household income above $50,000
• Willingness to buy new billiards equipment
For the last segment of this market analysis, Cool Cue Incorporated will
approach Market Segmentation. This is simply put one market, one product. In our cases,
this is Men recreational pool players ages 21-26, the Retractable Pool Cue. The market
also has four requirements Cool Cue Incorporated must meet, these requirement are:
1) People must need or want our product.
2) People in the market must have the ability to purchase our product.
3) People in the market must be willing to use their buying power.
4) People in the market must have the authority to buy specific products.
After through research, Cool Cue incorporated has established answers to all of these
1) After a survey and many studies, Cool Cue incorporated research teams have
found that 96% plan new equipment purchases, from tables to cues, instructional
materials to accessories.
2) With the Retractable Pool Cue costing $230, the target market Cool Cue
Incorporated is targeting is players with a household income above $50,000
3) The target market for the Retractable Pool Cue is men ages 21-26 and 96% of
these men are willing to buy new equipment.
4) Since the target market for the Retractable Pool Cue is men ages 21-26, these
men are adult and can freely choose what to do with their money
Cool Cue Incorporated is fully aware of the competitive forces at work in the
current marketplace. The first part that will be examined is the competition to Cool Cue
Incorporated. Besides the actually competitor list, this part will also feature the profile list
of each of the competitors. In this list, such information will be included: name of the
company, the location of the company, the main product of the company as well as other
First off, the list of competitors will be examined. The competitor profile list is
arranged in the following order: Viking Pool Cue, McDermott Pool Cues, and
Pechauer Pool Cues. Let’s start off with examining the profile for Viking Pool Cues.
Viking Pool Cues was established in 1960 by a man named Gordon Hart. Hart made two-
piece pool cues in his basement before establishing a company in Madison, Wisconsin.
The name of this new company was Viking. The company grew steadily through the
1970s and 1980s. Then, in 1986 the major motion picture, The Color of Money, which
starred Paul Newman and Tom Cruise, was released and created a boom in the billiard
industry. Sales of Viking cues skyrocketed, and the company experienced phenomenal
growth as a result. In today’s world, Viking is known for its generous support of various
tournaments and organizations.
The next competitor on the list is McDermott Pool Cues. McDermott has
become one of the most recognized and respected names in the billiard world. Maker of
pool cues from 1975 to present in Menomonee Falls Wisconsin. It all started when Jim
McDermott was repairing cues in the mid-1960s at his home in the Milwaukee. Jim
would regularly travel to all of the local bars and pool rooms, picking up and delivering
the cues he repaired. It was in 1966 that Jim met master cue maker Rollie Welch and
worked with him for several years.
The first official line of McDermott cues was introduced in 1975, all ten of which
featured the now-famous McDermott interchangeable weight bolt system that has
appeared on almost all McDermott cues produced since then. Although many collectors
and players refer to these as the A-line due to the later alphabetical progression, they were
actually called the M/R Line at the time. These cues all featured the McDermott flat
faced, wood-to-wood joint, and had color coordinated bumpers. McDermott is now in the
process of making several different series of cues.
The third competitor in this list is Pechauer Pool Cues. Over 30 years ago, Jerry
Pechauer worked on his first pool cue. Since repairing that old pool cues in the basement
of his home as a young man, Jerry earned a living and a world renowned reputation for
producing some of the finest pool cues available today.
Jerry always took pride in knowing that each of the cues he hand-crafted was of the
highest quality. Today, Jerry and his son Joe now play an active role in the hand-crafting
process that each cue receives to insure the J. Pechauer quality, craftsmanship, and
tradition lives on.
Now that Cool Cue Incorporated has listed each of the main competitors we are
facing off against, the next objective is to talk about the products that these specific
companies produce, in comparison to the Retractable Pool Cue.
First off, Viking Pool Cues will be examined. Viking Cues offers more than 100
different models each one a work of art. Some of the models that are available are the
following: F00-F09, F10-F19, F20-F29, F30-F39, F40-F49, F50-F59, F60-F69, F70-F79,
F80-F89, F90-F98, F100-F111 (DeCues), F112 (Break-Jump Cue). All of these cues are
rarely made with metal or steel dowel pins to hold the wood pieces of a butt together.
Instead, Viking utilizes a more reliable, natural way of constructing the butts of our cues
by finger jointing the wood pieces of a butt together. Finger jointing the pieces of the butt
improves the structural integrity and playability while further assuring straightness.
Viking seasons (condition) their wood over an extended period of time (usually 12 to 24
months) in a climate-controlled environment to insure straightness. This way of
producing cues may work for Viking, but it just does not compare to the new system of
the Retractable Pool Cue.
Next up is the cues from McDermott. The following are the cues that are
available via McDermott Pool Cues. Still, in comparison to the Retractable Pool Cue,
McDermott is just another company that focuses on the regular two-piece pool Cue.
Just like the previous two competitors, Pechauer Pool Cues are focused on two-
piece pool cues. Another fact that these three companies have in common that sets them
far apart from Cool Cue Incorporated and the Retractable Pool Cue is that each of these
companies are focused on professional pool players. Although the Retractable Pool Cue
is the only of its kind on the market, Cool Cue Incorporated must still compare
themselves to the elite in Billiards. These three companies are still the competition when
it comes to the selling of the cues.
This last chart examines the advantage each of the four companies/products have
compared to each other. This is known as the Competitive Edge and the subsections of
this Competitive Edge are examined more closely below.
Viking McDermott Pechauer Cue
Product Superiority- X X X
Price Advantage- X
Market Advantage- X
Facilities- X X X
Product Superiority- Viking, McDermott and Pechauer were selected for the Product
Superiority since these companies have been on the billiards market since the early
1970’s. With a companies name out on the market for so long, the market is going to be
more willing to buy there products before any others. Along with Cool Cue Incorporated
just coming on to the scene, the advantage must go to Viking, McDermott and Pechauer
for the superiority in the Billiards market. What hurt the Retractable Pool Cue in this
subsection is the inexperience of the target market towards the product as well as the
immaturity of Cool Cue Incorporated. This subsection could very well be different in a
couple of years.
Price Advantage- The Price Advantage went in the direction of the Retractable Pool Cue
for this subsection of the Competitive edge. The Retractable Pool Cue is priced at $230,
brand new on the market. The pricing edge went towards the Retractable Pool Cue
simply because the other competitors have price ranges that exceed that of the
Retractable Pool Cue. For instance, Viking Pool Cues price their merchandise from $400
– over $1000 per cue. McDermott Pool Cues can be purchased in the range of $139 -
$1360, with most of the cues in the over $250 range. Lastly, Pechauer Pool Cues have a
range of $240 - $3000 for specific cues. As one can clearly see, the Retractable Pool Cue
is the only cue that is consistently $230, which is why the price advantage went to the
Retractable Pool Cue.
Market Advantage- The Market Advantage also went to the Retractable Pool Cue. The
logic for this decision is simple, since the Retractable Pool Cue is the only one out of
these four that is geared towards the recreational market. Although Viking, McDermott
and Pechauer Pool Cues can be purchased for recreational use, the Retractable Pool Cue
is the only cue that is designed especially for the game of recreational billiards.
Participants Facilities- When this subsection was determined, the decision went to
Viking, McDermott and Pechauer. The reason for this decision was again the
experience factor of the companies. With the age of each company contributing, more
people/participants will be linked to these pool cues. Each of these companies also
specializes in professional pool, so if one were to be advertised by a professional, the
participation in the sales of these companies would boost. Cool Cue Incorporated made
the Retractable Pool Cue for those who play pool for enjoyment, which could be a large
factor in this subsection. Cool Cue Incorporated is confident though that participation in
their company will increase once more people see the advantage of the Retractable Pool
Management Strengths- This subsection was not included in the competitive edge
checklist. This section will examine the strengths of Viking, McDermott and Pechauer
Pool Cues against those of the Retractable Pool Cue. Viking Pool Cues are known for
there reliable, natural way of constructing the butts of our cues by finger jointing the
wood pieces of a butt together. Finger jointing the pieces of the butt improves the
structural integrity and playability while further assuring straightness. Viking seasons
condition their wood over an extended period of time in a climate-controlled environment
to insure straightness. Also, Viking is known as one of the best pool cues available for
professional pool players.
McDermott Pool Cues are also world-renown as some of the best pool cues available for
professional billiards players. McDermott cues are two-piece cues, which are one of the
most popular kinds around the world. Lastly, McDermott cues are advertised by some of
the biggest names in billiards today.
Pechauer Pool Cues are again a large name in billiards that most people have heard of.
Pechauer cues are different, since each cue is designed specifically, and no two cues are
the exact same. With that simple fact, Pechauer is able to sell their cues for a much larger
price, and each cue can be custom made for each costumer.
The Retractable Pool Cue from Cool Cue Incorporated is the only cue on the market that
is able to change lengths with the touch of a button. The Retractable Pool Cue has the
ability to retract the shaft of the cue into the butt via a lever inside of the cue for short
range shorts, without having to change sticks. Also, the Retractable Pool Cue is the only
cue on the market that is specifically designed for the recreational pool players of the
Management Weaknesses- The weaknesses that are shown with the Viking Pool Cue is
that it simply costs a lot of money to purchase. It is one of the best quality cues on the
market, but one must be extremely good at billiards or wealthy to purchase a Viking Pool
Cue. Also, Viking Pool Cues are normally only used for professional billiards, which
takes away from the everyday pool players.
McDermott Pool Cues are in the same section as Viking Pool Cues. The cue is normally
used by the professionals, which makes the cost very expensive. Along with the cost, the
chances of getting a McDermott pool cue quickly are almost impossible.
Pechauer Pool Cues fall alongside McDermott and Viking. The price is a large issue
here since these are custom made. Along with the price issue, the Pechauer Cue is much
like the McDermott cue in the fact that occupying one of these cue could take a long time.
The Retractable Pool Cue had the experience weakness. With the Retractable Pool Cue
just arriving on the market, it will take some time for people to become participants with
the product. Another weakness facing the Retractable Pool Cue is the fact that some
people may be skeptical with its innovative system. People may not buy this product with
the fear of the stick mechanics breaking at some time in the future.
Cool Cues Incorporated needs to discuss the amount of money that will be coming
back into the company as well as how well the sales of the Retractable Pool Cue will
affect the company. This information plus the predicted position in the price quality
matrix for the Retractable Pool Cue will be examined through these marketing
The first part that is going to be examined is the prediction of market shares for
Cool Cues Incorporated. The definition of market share is the percentage or proportion of
the total available market or market segment that is being serviced by a company. It can
be expressed as a company's sales revenue (from that market) divided by the total sales
revenue available in that market. It can also be expressed as a company's unit sales
volume (in a market) divided by the total volume of units sold in that market (19
February 2007.)(Market Share. Retrieved March 27, 2007, from Wikipedia Web site:
http://en.wikipedia.org/wiki/Market_share). Since the Retractable Pool Cue is not yet on
the market, the best possible thing Cool Cues incorporated can do is predict how the
market share will go. To do this, the information that is needed is the price of the product,
and the amount of people who will buy the product. The price of the Retractable Pool
Cue is $230 and the amount of people that are in the market will be a large number. From
various researches, our research team found that 98, billiard participation has risen
steadily from 32.3 million players to 36 million in 2005 as reported by the National
Sporting Goods Association. This rebound brings participation to a new peak, with the
gender demographic showing that 63% are male. With this information, Cool Cues
Incorporated can somewhat predict that hopefully the Retractable Pool Cue will make
upwards of $5,216,400,000 (3600000 X .63 X 230). This would be remarkable for the
first year of sales, and Cool Cues Incorporated is striving towards this mark.
The price-quality matrix is a large part in determining how successful a product
Price Quality Matrix
Low Medium High
Low Cheapie Brand Buy Rip off
Quality Medium Bargain Equitable Buy Fad Buy
High Steal Good Value Rolls Royce
will be in the market. To show how the price-quality matrix works, a diagram is featured
To determine how well a product will fair, the best option is to let the market
experience your product and then go from that information. But since the Retractable
Pool Cue has yet to hit the market, the best Cool Cues Incorporated can do is estimate. To
arrange this estimate, Cool Cues Incorporated simple took the information they gathered
geared towards the Retractable Pool Cue in place it in the proper category. The category
that was chosen was the “Good Value”. This was selected since the price of the cue is not
overwhelming and the value of being the only one of its kind is great. Hopefully the
market will agree with this once the product is on the shelves.
To examine the marketing strategies used by Cool Cues incorporated, the main
aspect that needs to be looked at is the marketing mix. The marketing mix consists of four
parts, which have become known as the 4 P’s. These four P’s are the following: Price,
Product, Place, and Promotion. The price and the product are easy to classify, but the
place and promotion are the two P’s that are difficult to examine. Place is simply the
place or places which will be in the channel of distribution for the new product. These
could be stores, venues, expos, the internet, and even people. Promotions are simply put
the ways a company advertises its product to consumers. The next section will examine
how Cool Cues Incorporated it approaching all four of these strategies.
a. Price: Price ranges for billiards are focused around three groups, beginners,
advanced player and then professionals. Since Cool Cue Incorporated target
market is focused on casual pool players, who are willing to spend money to go to
bars and play the game or even set up a pool room in their own homes, our
products price will be determined through research. Intermediate and advances
players, should consider billiard cue stick ranging from $200 and above. Since we
have seen many demographic featuring this information, Cool Cue Incorporated
has decided to market our cue at $230. This price will help lead towards success,
since it is in the same range as other pool cues available on the market today.
b. Product: The next new product idea to enhance the game of billiards, the
Retractable Pool Cue. The cue has a red button on the butt of the cue, placed
inside of the bumper, which if held will retract the shaft. The player will hold the
button until the shaft is at the appropriate length for the shot at hand. Once the
shot is finished, the person playing simply has to push the red button once again
for it to return to the original size. The full length is 57 inches, the weight is 19
ounces and the tip size is 13mm. Our cues will also feature a tip made out of
leather, the ferrule (which protects the cue shaft from breaking by absorbing the
impact from the cue ball) will be made of impact-resistant plastic or bone. The
Shaft of the cue will be made out of wood coated in fiberglass, the joint will be
made out of metal, and the butt will be made out of wood, wrapped in leather to
improve the grip on the handle.
c. Place: When it came down to the places of distribution for the Retractable
Pool Cue, many things came into consideration. One of these aspects was how
proficient the store selling the Retractable Pool Cue is at selling billiards
equipment. These stores will be top of the line at distributing billiards cues as well
as other equipment. Some of these stores are Dick’s Sporting Goods, Decathalon
Sports Goods, and Sports Authority. Besides the actual store creditability, the
amount of respect paid towards the Retractable Pool Cue will take toll. The store
that will produce the best advertisement for Cool Cues incorporated new product
will get the best selling package as well as a good name in a new niche market.
d. Promotion: The next piece of information Cool Cue Incorporated research
team found was a survey that would aid us in the selling process of the
Retractable Pool Cue. As we mentioned before, selling the Retractable Pool Cue
will begin with trails at Billiards Expos. The research team discovered a website
that is filled with surveys, one which is based on buying habits at expos. This pie
chart examines the buying process at the BCA International Billiard & Home
Retailers make up the majority of the buyer at 94%, followed by room operators
at 5%, and 1% categorized as quot;otherquot; operators (Billiards Congress of America,
(1994). Billiards Congress of America. Retrieved February 11, 2007, from BCA-
Pool Web site: http://www.bca-pool.com/marketing/statistics.shtml). This statistic
shows a great possibility for success. With 94% of the people who attend the expo
being potential buyers, sales have a great chance of skyrocketing. Along with
trails and a question and answer section, the Retractable Pool Cue has a chance
for great success with the help of the BCA International Billiard & Home
Recreation Expo. Besides billiards expos, Cool Cues Incorporated plans to
promote the Retractable Pool Cue via commercial on the television and the radio,
demonstrations in local pool halls around the Boston area, and ads in billiards
Cool Cue Incorporated feels confident the newest billiards product on the market,
the Retractable Pool Cue, will be successful when it arrives on the market. This is the
exact result any new company producing a new product is looking for. Our research team
took almost every bit of information possible into consideration before and during
creation of the Retractable Pool Cue, and now Cool Cues Incorporated is confident that
the finished product was great. The Retractable Pool Cue will be on the market soon, and
if you are debating whether it will help you or not, just remember our slogan, “Why
scratch it, when you can retract it.”