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TMaG took a huge risk and is reaping an immense reward
Anybody remember the InnerGel?
By ED TRAVIS
Anybody remember the InnerGel?
By ED TRAVIS
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Most columnists make predictions from time to
time, i.e., a supposedly educated guess as to future
outcomes. Sometimes this is rather hard to do but in
the case of TaylorMade Golf’s success with their
white-headed R11 and Burner Superfast 2.0 drivers,
it was easy.
Back when they were introduced, we said these clubs
would take the market by storm especially since TMaG
already had the leading position in metalwoods; just
over 30 percent at the end of 2010 which was more
than the next two competitors combined.
Well, in the four months since the 2011 PGA
Merchandise Show the company is starting to crowd
50 percent of dollar sales in the U.S. metalwood
segment, a gain of around 50 percent. What’s more
remarkable is this huge gain is in the face of a
shrinking market.
Like I said, remarkable.
TMaG did it “the old fashioned way,” using a superior
product to take share away from competitors Ping,
Cobra and Callaway. Only Titleist, who as recently as
fourth quarter 2010 was in fifth place, with their very
good 910 driver line has been able to even partially
stem the switch to TaylorMade. Titleist, a brand of
Acushnet Company the soon-to-be division of South
Korean FILA, is essentially tied with Callaway for
second place but their percentage gain in sales was
less than half that of TMaG.
Back at January’s PGA Show listening to competing
club companies a reasonable conclusion would have
been TMaG’s R11 and Burner Superfast 2.0 were
gimmicks.
time, i.e., a supposedly educated guess as to future
outcomes. Sometimes this is rather hard to do but in
the case of TaylorMade Golf’s success with their
white-headed R11 and Burner Superfast 2.0 drivers,
it was easy.
Back when they were introduced, we said these clubs
would take the market by storm especially since TMaG
already had the leading position in metalwoods; just
over 30 percent at the end of 2010 which was more
than the next two competitors combined.
Well, in the four months since the 2011 PGA
Merchandise Show the company is starting to crowd
50 percent of dollar sales in the U.S. metalwood
segment, a gain of around 50 percent. What’s more
remarkable is this huge gain is in the face of a
shrinking market.
Like I said, remarkable.
TMaG did it “the old fashioned way,” using a superior
product to take share away from competitors Ping,
Cobra and Callaway. Only Titleist, who as recently as
fourth quarter 2010 was in fifth place, with their very
good 910 driver line has been able to even partially
stem the switch to TaylorMade. Titleist, a brand of
Acushnet Company the soon-to-be division of South
Korean FILA, is essentially tied with Callaway for
second place but their percentage gain in sales was
less than half that of TMaG.
Back at January’s PGA Show listening to competing
club companies a reasonable conclusion would have
been TMaG’s R11 and Burner Superfast 2.0 were
gimmicks.
TaylorMade Golf's R11 and Burner
Superfast 2.0 drivers have pushed the
company's share of the metalwoods market
to almost 50%.
Superfast 2.0 drivers have pushed the
company's share of the metalwoods market
to almost 50%.
And worse than that, gimmicks that would not only fall
flat but really hurt TaylorMade as well. The truth is
exactly the opposite and TMaG should be recognized
for taking an immense risk to gain share in a down
market, a decision 180 degrees from what most
market-leading golf companies have done in the past.
Though TMaG pushes “Tour validation” for its
products, the bare faced fact is recreational golfers are
neither naïve nor stupid; they know those Tour
endorsers are paid big bucks.
TaylorMade driver market dominance comes down to
a simple fact. For the past several years they have
made, and with the R11 and Burner Superfast 2.0
continue to make drivers, that give the best results to
golfers. If ever the average weekend warrior thought
the white-headed clubs weren’t giving him good drives
(read long and straight) even the most loyal user
would drop them like a bad habit and the word would
be out to not buy a TaylorMade driver.
This kind of negative buzz abounds in the golf
business and bad products can break and have
broken companies (TaylorMade even has had a few
clunkers – remember the InnerGel ball?).
Like I said TaylorMade took a heck of a risk and it has
paid off because they have the people to make it work.
flat but really hurt TaylorMade as well. The truth is
exactly the opposite and TMaG should be recognized
for taking an immense risk to gain share in a down
market, a decision 180 degrees from what most
market-leading golf companies have done in the past.
Though TMaG pushes “Tour validation” for its
products, the bare faced fact is recreational golfers are
neither naïve nor stupid; they know those Tour
endorsers are paid big bucks.
TaylorMade driver market dominance comes down to
a simple fact. For the past several years they have
made, and with the R11 and Burner Superfast 2.0
continue to make drivers, that give the best results to
golfers. If ever the average weekend warrior thought
the white-headed clubs weren’t giving him good drives
(read long and straight) even the most loyal user
would drop them like a bad habit and the word would
be out to not buy a TaylorMade driver.
This kind of negative buzz abounds in the golf
business and bad products can break and have
broken companies (TaylorMade even has had a few
clunkers – remember the InnerGel ball?).
Like I said TaylorMade took a heck of a risk and it has
paid off because they have the people to make it work.