Callaway Golf Marketing
Essay title: Callaway Golf Marketing
Summary:
Callaway’s growth and diversification have come from its development of advanced technology through its own research and design.
CGC has developed golf clubs and merchandise for every kind of golfer at beginners’ level of golf to pro.
The golf industry is extremely competitive and demands that golf companies develop the best technologies that will appeal to the masses of golfers. Golfers tend to try any brand if it will make them play better.
CGC is the #1 golf manufacturing company in the world. With its size, this gives them power and advantage over competitors as they enjoy large economies of scale.
To promote its products, Callaway uses the following promotion mix: media advertising, sponsorship, special promotions, golf shows, and demo days.
Another way Callaway promotes its products is by sponsoring professional golfers on all of the major golf tours. This builds a brand identity, awareness, and loyalty with its existing and potential customers.
The company maintains premium prices because that gives them the highest profit margins and keeps the Callaway brand as a premium brand.