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Ping
- 1. John Whelly, CarolineWilkinson, Paulina Kalisz, Karan Hiwale, Jeanne Lam
- 2. 2www.themeart.com PING Mission Statement “Tobe the unquestioned leader in innovation, design, service , and quality while providing an enjoyable environment for employees that allows t hem to fulfill their potential”
- 3. 3www.themeart.com INTERNAL ENVIRONMENT: Background Family-ownedcompany founded by Karsten Solheimin 1959 The story behind PING name Innovation, quality, and service Change in Control As of 2000: Club Fitting Priority Karsten Solheimin
- 4. 4www.themeart.com Products Attire &Golf Equipment G20 & Launch of the new i20 golf set Channels 2 primary channels: golf retail outlets and golf course pro shops Fitting process Demo days
- 5. 5www.themeart.com External Environment Competitors –TaylorMade, Nike, Cleveland, Callaway Economic – $95,000 income + other statistics Demographics – 77.5% to 22.5% M-F – Average age of 46 + other statistics
- 6. 6www.themeart.com External Environment Political& Legal – Manufacturing clubs under guidelines Social & Cultural Environment – Generation to Generation – Social sport; ranges from relaxing to competitive Critical Issues – Limited Products (no golf balls) – Difficulty staying competitive
- 7. 7www.themeart.com Technology Adaptation tochanges in the golf industry have decreased sales iPING App Web-Fit nFlight
- 8. 8www.themeart.com SWOT Strengths - Custom Fittings -Trained retailers - Technological updates - Brand Recognition - Pricing Strategy Weaknesses – Declined interest – Bottom of Big 4 – Ping Eye2 lawsuit – Quirky corporate history
- 9. 9www.themeart.com SWOT Continued Opportunities - Largertarget market - More celebrity endorsements - Expand product line - Golf Balls Threats - Competing pricing strategies - Faulty products - Further declining interest in equipment
- 10. 10www.themeart.com Marketing Objectives (1) Raiseprojected sales of i20 golf set by 10% (2) Raise brand awareness and loyalty for youth and young, professional adult age ranges
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- 13. 13www.themeart.com Our Product Strategyfor the i20 will emphasize: -A fun and new product to experiment – book second fitting -A way to become more involved and confident in the game of golf – up sell - High quality products with an excellent reputation Product Strategies Those who don’t have time for a full round of golf Those just beginning their golfing career Those that have no brand loyalty
- 14. 14www.themeart.com PING PING PING Pricing Strategies Limits targetmarket only to those who can afford their products Provide package deals to young students, giving them a small discount when they purchase 3 or more golf clubs at a time. PING’s golf clubs are priced between the $100-$1300 range
- 15. 15www.themeart.com Promotion Strategies & ImplementationPlan Late Stage i20 Marketing Team • Print out 1,500 coupons for distribution •Indoor Golf Event •Pass out coupons •Pre-order Station •4-5 PING Ambassadors • Real Sports Event •Bring coupons •Showing & Demo •Draw for Trip •First week of March •Set up PING booth at university •Allow for demo •Info Collection •Go to golf courses and promote PING •Untested but effective January 6 January 27 Universities Stealth?Late Dec. Early Stage
- 16. 16www.themeart.com Distribution Strategies CurrentDistribution Golf Retail Stores PING Website We propose Presence of PING Representatives at Stores Synchronized with the Marketing Campaign Why? To Increase Brand Recognition and Awareness
- 17. 17www.themeart.com Evaluation & Control Quantitative Measures Qualitative Measures Levelsof Activity (e.g. Attendance at events and membership growth) Revenue Sales Analysis Surveys Team Meetings/ Feedback Sessions
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- 19. 19www.themeart.com Financial Projections Breakeven Sales PRODUCTPRICE SALES UNITS Drivers $440.00 $110,000.00 250 Irons $160.00 $165,000.00 1031 Full Set $1,200.00 $275,000.00 229 Total $550,000.00 Units 1374 Sales per Unit $400.29 Marketing Expense $20,000.00 Break-Even Units 49.96
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