John Whelly, Caroline Wilkinson, Paulina Kalisz,
Karan Hiwale, Jeanne Lam
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PING Mission StatementPING Mission Statement
“To be the unquestioned leader in innovation, de-sign, service, and quality while providing an en-joyable environment
for employees that allows them to fulfill their po-
tential”
“To be the unquestioned leader in innovation, de-sign, service, and quality while providing an en-joyable environment
for employees that allows them to fulfill their po-
tential”
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INTERNAL ENVIRONMENT:
Background
INTERNAL ENVIRONMENT:
Background
Family-owned company founded by Karsten Solheimin 1959
The story behind PING name Innovation, quality, and service Change in Control As of 2000: Club Fitting Priority
Family-owned company 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
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ProductsProducts
Attire & Golf EquipmentG20 & Launch of the new
i20 golf set
Attire & Golf EquipmentG20 & Launch of the new
i20 golf set
ChannelsChannels
2 primary channels: golf retail outlets and golf course pro shops
Fitting processDemo days
2 primary channels: golf retail outlets and golf course pro shops
Fitting processDemo days
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External EnvironmentExternal Environment
Competitors– TaylorMade, Nike, Cleveland, Callaway
Economic– $95,000 income +
other statisticsDemographics
– 77.5% to 22.5% M-F– Average age of 46 +
other statistics
Competitors– TaylorMade, Nike, Cleveland, Callaway
Economic– $95,000 income +
other statisticsDemographics
– 77.5% to 22.5% M-F– Average age of 46 +
other statistics
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External EnvironmentExternal 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
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
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TechnologyTechnology
Adaptation to changes in the golf industry have decreased sales
iPING AppWeb-FitnFlight
Adaptation to changes in the golf industry have decreased sales
iPING AppWeb-FitnFlight
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SWOTSWOT
StrengthsStrengths
- Custom Fittings- Trained retailers - Technological updates- Brand Recognition- Pricing Strategy
- Custom Fittings- Trained retailers - Technological updates- Brand Recognition- Pricing Strategy
WeaknessesWeaknesses
– Declined interest– Bottom of Big 4– Ping Eye2 lawsuit– Quirky corporate
history
– Declined interest– Bottom of Big 4– Ping Eye2 lawsuit– Quirky corporate
history
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SWOT ContinuedSWOT Continued
OpportunitiesOpportunities
- Larger target market- More celebrity
endorsements- Expand product line
- Golf Balls
- Larger target market- More celebrity
endorsements- Expand product line
- Golf Balls
ThreatsThreats
- Competing pricing strategies
- Faulty products- Further declining
interest in equipment
- Competing pricing strategies
- Faulty products- Further declining
interest in equipment
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Marketing ObjectivesMarketing Objectives
(1) Raise projected
sales of i20 golf set by
10%
(2) Raise brand
awareness and
loyalty for youth and
young, professional
adult age ranges
(1) Raise projected
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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Marketing StrategiesMarketing Strategies
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Target MarketsTarget Markets
Existing clientele
Young golfers/ young
professional (25-40)
SchoolsNew
golfers(12-17)
Females
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Our Product Strategy for 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 StrategiesProduct Strategies
Those who don’t have
time for a full round of golf
Those just beginning
their golfing career
Those that have no
brand loy-alty
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PING
PING
PING
Pricing StrategiesPricing Strategies
Limits target market 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
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Promotion Strategies & Implementation Plan
Promotion Strategies & Implementation Plan
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
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Distribution StrategiesDistribution Strategies
Current Distribution 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
Current Distribution 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
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Evaluation & ControlEvaluation & Control
QuantitativeMeasures
QualitativeMeasures
Levels of Activity
(e.g. Attendance at events and
membership growth)
Revenue Sales
AnalysisSurveys
Team Meetings/Feedback Sessions
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Survey
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Financial ProjectionsFinancial Projections
Breakeven Sales
PRODUCT PRICE 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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Questions?Questions?