After Golf balls manufacturer TaylorMade-Adidas signed the Spanish golfing hero Sergio Garcia, in 2004 to use its golf clubs and golf clothing his farther was quoted as saying that he had aspirations of his son using a TaylorMade golf ball.
The game of golf revolves around the golf ball , You simply cant play a game of golf without it you can play golf without a golf driver and a golf putter but to play without a golf ball is impossible.
A conversion between Garcias farther and TaylorMades CEO has witnessed the start of his son using a TaylorMadeTP red golf balls at the Masters. This shortly followed Kings statement deciding that the golf ball would become the companys number two product behind its metal golf woods.
As part of the agreement, TaylorMade will launch another two golf ball ranges under its Burner brand in an attempt to influence the Metal golf woods franchise. In 2008 it is anticipated that golf balls will make-up over 50% of the manufacturers entire business and will range in price from $20 to $45.
Golf equipment retailers have welcomed the strategic re-position after agreeing that Maxfli was all but finished. All agree that the TaylorMade brand will have a greater opportunity to reposition itself from the competition.
The industry has heard such promises before and are sceptical that the company will live up to the hype and dedicate enough financial muscle to make the golf ball a creditable choice for the golf enthusiast.
TaylorMade have recognised that much work will be needed to attract, appeal and retain a wider target market. It is believed that TaylorMade will double its marketing budget for golf balls in 2008.
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