Altius Golf and Fighter

Brand

Marketing Management
Group 1
Dharamjeet Jadeja- 14 , Hetanshi Lakhtariya- 21 ,Samidha Rai- 38
Sriram Sundaram- 44 , Suriya Prakash- 46 , Viren Joshi- 51 , Shardul Sharma- 55
 Altius Golf
▪ Market Leader in golf ball manufacturing in USA.
▪ Sells at On-Course and Off-Course retail stores.
▪ Sells super premium products used by professional golfers.
▪ Invested heavily on advertising
▪ Post recession low priced competition have stolen market share
▪ Over the past five years Altius lost 3.5 point of the total sales in
the US.
▪ Position in On-Course market was steady.
 Change in market trends
▪ Recession
▪ Number of new golfers has fallen
▪ Also, serious players showed signs of declining enthusiasm

▪ Consumers have turned price sensitive.

▪ Industry players struggled to cope with the negative trend
 Golf 2.0
▪ Introduced by The United States Golf Association (USGA) in 2012.
▪ Aim: Introducing the sport to new and young participants.
▪ Target: To increase total golfers from 26 million to 40 million by
2020.
▪ Sport should be easier and accessible.
▪ Encouraged unorthodox ideas:-
12-hole tournaments
Use of larger hole at golf centers
 Competitors

Primiera Meridian
• Campaign • Strategy
“Play your way “Making golf
challenge” easier and
• Chose a ball more fun”
that matches • Recreational
your skill. golfers can
have more fun.
 The Elevate Strategy
New value line would include
▪ 4 versions: Fast, medium, and slow swing speeds, as well as a non-
conforming offering
▪ Priced at $27 per dozen with manufacturing cost of $7.75
▪ Retailer gross margin would be 20% instead of 15%
▪ Elevate would be promoted primarily in off-course retailers
▪ Off-course retailers were open to non-conforming balls with legitimacy
of Altius brand.
▪ Selective advertisement and emphasis on ‘Fun and Accessibility’
 Why Elevate!
As per Altius’s consumer research strategy
▪ 35% of golfers did not buy Altius because of its high price.
▪ Cost of owning golf equipment was high, golf was difficult to play and required a lot of time.
▪ Market shift towards non-conforming ball.

Elevate would be the answer to above problems

Over 69% of Altius’s customers were loyalist, who would prefer Altius instead of other non-conforming balls.

Balls under elevate strategy would also cost less then Victor and Victor TX.
Great for beginner and unskilled golfers.
The market is changing and Altius will have to cope with the change .
“Elevate is fun, affordable, and keeps recreational golfers coming back to the game.”