TaylorMade plans aggressive approach in ’09

Despite a successful 2008, officials at TaylorMade-adidas are gearing up for an expected downturn in the economy with a more aggressive approach at the retail level.
Chief Executive Officer Mark King, speaking Jan. 15 at a media gathering at the company’s headquarters in Carlsbad, Calif., said that the company “is preparing for what could be” in the coming year.
Even though sales in 2008 were up 15 percent from the previous year, King said that “we looked at the reality of 2009 and don’t know what will happen.”
As a result, he said that the company’s 2009 strategy will be focused on retailers. A larger share of its marketing dollars will be spent on demo events and various point of sale activities rather than on traditional media advertising.
And the company will aggressively price its existing products to help sell-through, he said. That will allow retailers to prepare for new products that will hit the market in April.
Those new products will include the R9 line of drivers and fairway woods, which incorporate an innovative technology that allows golfers to change the face angle, loft and lie angle in addition to the adjustable weights first introduced in the R7 line of drivers in 2004.
Also due for unveiling this spring are the Burner 09 iron and Rescue 2009 hybrid lines.

King said his goal is to lift TaylorMade’s market share in metalwoods from the  current 33 percent to 40 percent in 2009.  

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