The Titleist Brand And Marketing Mix Strategy

analytical Essay
1662 words
1662 words

Background on Titleist The Titleist brand was inspired by an event which occurred in 1932. An amateur golfer, Phil Young, missed a putt while playing in a match with his friend. Convinced that it was the ball 's fault, Young and his opponent went to the hospital, x-rayed the golf ball in question and found that its core was, in fact, off-center. With this discovery, Phil Young persuaded Fred Bommer, to “head up the Acushnet Golf Division” (Titleist Story - (2016). They set out to develop the highest quality and best performing golf ball in the world; one that would be uniform and consistent in quality, ball after ball. A trait that is still found within the Titleist brand (Titleist Story - (2016). Mission Statement “Titleist 's mission is to serve the needs of the dedicated and recreational golfer with value added products and services that have a competitive advantage worldwide” (T. (2016). Marketing Mix Strategy Many of the values that Titleist provides in their mission statement are used throughout their marketing strategy. They do everything in a manner that sets them apart their competitors. It starts with their target market. When they first established themselves their target market was specifically better golfers. Many of their products were originally designed for those individuals. But as the organization has progressed, so has its target market. This has to do mostly in part to the innovation of their products. To begin there was one ball and club. There are currently six different golf balls to choose from, and a number of clubs. Not to mention the new products that are made available. They include various apparel and accessories. Titleist golf ball sales made up “36 percen... ... middle of paper ... ...vive, profit, and grow. Marketing contributes to all of these categories. A companywide strategy designed to optimize profitability within Titleist comes from their media outlets. This ties in with Big Data. Titleist has jumped into the world of Twitter and is heavily involved with those who play golf. They respond to most questions giving feedback to all that they can. Their Twitter page has over “three hundred thousand followers”, and is steadily growing (By Rick V., Team Titleist Staff on Yesterday. (2016). With this page they are able to keep track of their daily interactions and page visits. Titleist has driven up their overall interaction with the public by “78 percent” (SAUERHAFT, R., & Chwasky, M. (2014). Social media has grown tremendously over the past decade and is a vital component to many company’s successes within their customer relationship.

In this essay, the author

  • Explains that tittleist's mission is to serve the needs of the dedicated and recreational golfer with value added products and services that have a competitive advantage worldwide.
  • Analyzes how titleist's marketing strategy sets them apart from their competitors. the product is high-priced, and its athletes use the products and are successful.
  • Explains that the marketing mix relates to the consumer decision-making process. the first step is need recognition, which is the most important step in the buying process, and the second is information search.
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