Total SalesH11D6C2:G11C2:HC2:H14 483

Parameters Altius
Revenue 266.616
Market share 55.20%
To maintain position as
market leader by
offering premium,
Goals/objectives innovative & quality
products with the
changing times
Victor Tx, Victor,
Range of Products upcoming product:
Elevate
Size, Wieght,Dimple
patterns, adequate
compression, 2-Piece
Important features multiple layer,
rubber/liquid core,
made of elastomer-
Urethene

VictorTX & Vtctor

Durability, 100%
conforming to
Important benefits standards, Good
control &
Aerodynamics

68% Loyalists
Loyalty status
 Victor TX & Victor:
Premium & Mid range
segment, serious and
professional golfers
Segment description Elevate:
Recreational & fun
loving golfers, youth &
potential new players

Best in class premium

built, Strong brand
image & trust
Value propositions

Premium: Victor Tx
Priced at $48 per
dozen golf balls.
Mid Ragne: Victor
Price points Priced at $39 per
dozen.
Value: Elevate Priced
at 27$ per dozen.

Victor TX and Victor

Premium products sold
Distribution channel focus through on-course channel,
whereas Elevate line sold
through off-course channel

Channel margins Retailer gross margin: 15%

Manufacturer gross
margin: 70%.
$35 million budget in
Promotion outlay
2012
 1) Strong brand image
& endorsement by
professionals
2) Highest market
Strengths share
3) Best in class quality
products

1) Pricing of ot's
premium category
offering
Weaknesses 2) No products in
vakue segment which
is the fastest growing
new segment

1) Victor TX: Having

strong presence i.e
100% penetration in on
course market (strong
distribution chennel)
2) Elevate: Capture the
Special strategies used emerging recreational
market & later on
convert them up to the
premium products

Inferences from competitor analyses:

1) Market Leader & existing brand image: It can leverage on these both strengths to rapidly gain market share for the Eleveate
2)
Column1 Column2 Column3
Primiera Bantam Meridian
72.45 83.559 15.456
15% 17.30% 3.20%
To be the market To cope up with the To capture the newly
leader in the new declining share of golf emerging segment of
emerging segment new balls while capture recreational and fun
generation golfers more market share in loving golfers
golf clubs market

Customized as well as
BCE, Merion, Riveria,
non conforming balls
Flight, Aerial, Arc, Wing Canterbury
NA NA 1) Assymetric dimple
pattern
2) Non conforming
weight & size

NA 1) Reduced slices &

hooks
2) Greater control &
lower swing

Matches customer skill ARC

and Wing: Assists mishits,
slower swing speeds
Decreasing Loyalty Gaining popularity
(gained 2 points in
Medium Loyalty marekt share)
 Serve the newly
emerging market of
recreational players

Serves customers in premium,

mid-range, economy and Serves customers in premium,
value mid-range,
segment economy and value segment.
Custom balls suiting NA
the skills of player
(Offering a golf ball that
matches players skill
level. "Play your way" Offering non-conforming
campaign to deliver the golf balls to save beginner
message ) players from embarrassment
of bad swings.
Premium: Flight $44 Premium: BCE $45 per NA
per dozen. dozen.
Mid-Range: Aerial $35 Mid-Range: Merion
per dozen. $36 per dozen
Value: Arc $27 per Value: Riviera $27 per
dozen. dozen
Economy: Wing $18 Economy: Canterbury
$21 per dozen

Off course and on course Off course and on course

cdistribution channel distribution channel Off-course distribution channel
Retailer gross margin: NA
20%. Manufacturer
Retailer gross margin: 20%. gross margin: 55-60%.
Manufacturer gross
margin: 55-60%.
$15 million spent on annual NA NA
advertising budget in 2012.
 NA
1. Customer assistance in
balls selection
2. Higher degree of balls
customization
2. Competitive pricing & 1. Penetrated the major
market leader in value off-course retailers and hence
segment has a strong distribution
3. Higher retail margin w.r.t channel. 2.
Altius Leader in offering non-
conforming balls.
NA

1. Cannot be sold on-course

1. Lesser spending on as it sells non-conforming
advertising balls.
NA To provide high degree
of customization and
redefine the
Enhancing customer perspective of non
engagement & customization conforming balls in the
assistance market so as to
Provide ball fitting expertise capture the new
and launch monitor to allow
players to customize the golf emerging segment of
ball according to their skill golfers
level

h strengths to rapidly gain market share for the Eleveate

Column4
Carlsbad
44.919
9.30%
To derive the most
revenues from golf
clubs while increasing
penetration in golf balls
market

Seraph, celeste,
Pegasus, Pegasus X

NA

NA

NA
Serves customers in premium,
mid-range, economy and
value segment
NA

Premium: Seraph $45

per dozen.
Mid-Range: Celeste
$36 per dozen
Value: Pegasus $25
per dozen
Economy: Pegasus X
$19 per dozen

Off course and on course

distribution channel

Retailer gross margin: 20%.

Manufacturer gross
margin: 55-60%.
NA
NA

NA

NA
Parameters Altius Primiera
Revenue 0 0
Market share 55.20% 15%
To maintain position To be the market
as market leader by leader in the new
offering premium, emerging segment
Goals/objectives innovative & quality new generation
products with the golfers
changing times
Victor Tx, Victor,
Range of Products upcoming product:
Elevate Flight, Aerial, Arc, Wing
Size, Wieght,Dimple NA
patterns, adequate
compression, 2-Piece
Important features multiple layer,
rubber/liquid core,
made of elastomer-
Urethene

VictorTX & Vtctor

Durability, 100%
conforming to
Important benefits standards, Good Matches customer skill
control & ARC
Aerodynamics and Wing: Assists
mishits,
slower swing speeds
68% Loyalists
Loyalty status
Medium Loyalty
Victor TX & Victor:
Premium & Mid range
segment, serious and
Segment professional golfers
description Elevate: Serves customers in
Recreational & fun premium,
loving golfers, youth & mid-range, economy and
potential new players value
segment
 Best in class premium Custom balls
built, Strong brand suiting the skills of
image & trust player (Offering a
golf ball that
matches players
Value propositions skill level. "Play
your way"
campaign to deliver
the message )

Premium: Victor Tx Premium: Flight

Priced at $48 per $44 per dozen.
dozen golf balls. Mid-Range: Aerial
Mid Ragne: Victor $35 per dozen.
Price points Priced at $39 per Value: Arc $27 per
dozen. dozen.
Value: Elevate Priced Economy: Wing
at 27$ per dozen. $18

Victor TX and Victor

Distribution channel Premium products sold
focus through on-course channel,
whereas Elevate line sold Off course and on course
through off-course channel cdistribution channel
Retailer gross margin:
Channel margins Retailer gross margin: 15% 20%.
Manufacturer gross Manufacturer gross
margin: 70%. margin: 55-60%.
$35 million budget in $15 million spent on
Promotion outlay 2012 annual
advertising budget in
2012.
1) Strong brand image
& endorsement by 1. Customer assistance in
professionals balls selection
2) Highest market 2. Higher degree of balls
share customization
Strengths 2. Competitive pricing &
3) Best in class quality market leader in value
products segment
3. Higher retail margin
w.r.t Altius
 1) Pricing of ot's
premium category
offering
Weaknesses 2) No products in
vakue segment which
is the fastest growing
new segment 1. Lesser spending on
advertising
1) Victor TX: Having
strong presence i.e
100% penetration in
on course market Enhancing customer
engagement &
(strong distribution customization assistance
chennel) Provide ball fitting
Special strategies 2) Elevate: Capture expertise and launch
used
the emerging monitor to allow players
recreational market & to customize the golf ball
according to their skill
later on convert them
level
up to the premium
products

Inferences from competitor analyses:

1) Market Leader & existing brand image: It can leverage on these both strengths to rapidly gain market share for t
2) PODs Best in class quality standards
Premium & appealing packaging
3) Strong hold over distribution channels
4)
Bantam Meridian Carlsbad
0 0 0
17.30% 3.20% 9.30%
To cope up with the declining To capture the newly To derive the most
share of golf balls while emerging segment of revenues from golf
capture more market share in recreational and fun clubs while increasing
golf clubs market loving golfers penetration in golf
balls market

Customized as well as Seraph, celeste,

BCE, Merion, Riveria,
non conforming balls Pegasus, Pegasus X
Canterbury
NA 1) Assymetric dimple NA
pattern
2) Non conforming
weight & size

NA 1) Reduced slices & NA

hooks
2) Greater control &
lower swing

Decreasing Loyalty Gaining popularity NA

(gained 2 points in
marekt share)
Serve the newly
emerging market of
recreational players

Serves customers in
Serves customers in premium, mid- premium,
range, mid-range, economy and
economy and value segment. value segment
NA
Premium: BCE $45 per dozen. NA
Mid-Range: Merion $36 per
dozen
Value: Riviera $27 per dozen
Economy: Canterbury $21 per
dozen
Off course and on course
distribution channel
Retailer gross margin: 20%.
Manufacturer gross margin:
55-60%.
NA
NA
NA
Offering non-conforming
golf balls to save beginner
players from embarrassment of
bad swings.
Premium: Seraph $45
per dozen.
Mid-Range: Celeste
$36 per dozen
Value: Pegasus $25
per dozen
Economy: Pegasus X
$19 per dozen
Off course and on course
Off-course distribution channel distribution channel
NA
Retailer gross margin:
20%. Manufacturer gross
margin: 55-60%.
NA NA
NA
1. Penetrated the major
off-course retailers and hence
has a strong distribution
channel. 2.
Leader in offering non-
conforming balls.
 NA NA

1. Cannot be sold on-course

as it sells non-conforming
balls.
NA To provide high degree NA
of customization and
redefine the perspective
of non conforming balls
in the market so as to
capture the new
emerging segment of
golfers

ngths to rapidly gain market share for the Eleveate