Marketing Assignment
2.a) The product which I have elected to market is a golf club. Not just any golf club but a Driver. It is not just actually one driver but three similar drivers based on one essential club design. The brand name is "Hawkeye". They slogan for the company is "Take dead aim." This will appeal to golfers because the whole point of the game is to try to get the ball to go where you want. I will show them the easiest way to do so is to pick up one of the new 'Hawkeye' Metal Woods. I said there is actually three different drivers but again is based on one traditional design. The first is called the 'Hawkeye - 421' The head of the golf club is based on the old traditional 'pear shaped' design which was very popular in the '50s and '60s and is starting to make a comeback now. The reason it is getting such a comeback is because the design of the face of the club. The 'pear shape' is a very comforting look for golfers. It gives them the confidence they need when they are standing over the ball to hit a long, high, straight drive. Golf is ninety percent mental and the confidence they will have with the 421 in their hands will make a big impact. The head of the golf club will be composed of Titanium which is a very light strong m
Price: The price of the new Hawkeye 421 will be set according to competitors. Since Hawkeye is a new brand name it will have to undercut its competitors by about ten percent to encourage purchase of the product a little more. The price of the Nikec Forged Titanium driver is $450. The price of the Titleistc 975J is $525. Both of these clubs are slightly inferior to the Hawkeye 421 but they are established brand names. They have celebrities to endorse their product and many years of good quality sports equipment so when people buy their equipment they trust it. Since Hawkeye is a new brand name we will beat their price by a decent margin. It will originally be priced at $399 so to undercut the competitors' price while still making a tidy profit for the company. This is a higher price than the Taylor Madec 300 Ti driver which is set at $250 - $260. This will not make a difference to the Connected Enthusiast because the technology that the 300 Ti is not even close to new so they will pay a little extra for the newest advancement in golf technology. Promotion: There are several different aspects of promotion that will be used to Market the Hawkeye 421. First there is the 100% money back guarantee on any defect or just consumer dissatisfaction. If they do not think it is the best golf club to hit on the market today we will give them a full refund. There will be many demo days at driving ranges all over the country. This will allow consumers to try out the club before they buy it and they will also be able to give valuable feedback to sales representatives who will be present at the demo days. There will also be our customer service hotline. 1-888-HAWKEYE. Consumers can phone to order the club, questions about the product, and also give valuable feedback. All these factors will make the Connected Enthusiast confident in the purchase of the Hawkeye 421. There will also be a promotion that however many clubs are purchased, Hawkeye will donate $10 to cancer research. The connected enthusiast will see this as a company who cares about people and who gives back to the community. b) The Social Values tribe that I have elected to market my product to is in the baby boomer generation. The tribe name is the Connected Enthusiasts. They take up fifteen percent of the boomers which boils down to about six percent of the Canadian population. A higher than average of these people are professionals and a higher number of them are white collar workers. Key values are: Self-Exploration, Community, Experimentation, and Hedonism. This means they are continually trying to further themselves and have open minds about different aspects of life. They respect their fellow man and enjoy living life. They are also always looking for ways to feel good, this is important to them and being white collar or professional workers they have some money to do it. The words they live by basically tell them to enjoy themselves. Do not work to death that would be a waste and you do not get any pleasure by killing yourself at work. They feel free to try new things and stay youn
Some common words found in the essay are:
Connected Enthusiast, Titanium Beta, Metal Woods, Shirley Maclaine, Taylor Madec, Experimentation Hedonism, Forged Titanium, Market Hawkeye, Pro Shop's, , golf club, club head, connected enthusiast, hawkeye 421, white collar, golf club golf, pleasing club, 300 ti, titanium beta, brand name, hit ball, madec 300 ti, head golf club, taylor madec 300, driver titanium beta,
Approximate Word count = 2085
Approximate Pages = 8 (250 words per page double spaced)
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