Case Study 10: 3M GREPTILE GRIP

GOLF GLOVE: GREAT GRIPPING!

Brittany Lightheart, Adam Baker, Marvin Isaac, Matt Burnip

3M:The Company

3M, formerly known as the Minnesota Mining and Manufacturing Company, is a US based corporation based in Maplewood, Minnesota

The company was founded in 1902 and originally began as a mining company

They have locations in more than 60 countries, including Canada

3M:The Company

Products available through distributors and retailers in more than 200 countries, as well as online through the company itself

3M produces more than 55 000 products with everything from: dental products, electronic materials, medical products, car care products to laminate and passive fire protection

They also have very well-known brands such as: Post-it Notes, Scotch tape and Nexcare bandages

3M:The Company

With the success of all their products, 3M decided to embark on The Sports and Leisure Products Project, leading to the creation of their 3M Greptile Grip golf glove idea and execution introduced in 2004

Question 1: What are the characteristics of the target market for

the 3M Greptile Grip glove?

Targeted both to avid and professional golfers who want to improve their game

Primary target market is mainly consistent of the baby boomers population, those born between the years 1946-1964

Dual income couplesPlaces with warmer climate allowing for year

round playing

Question 2: What are the key points of difference of the 3M Greptile Grip golf

glove when compared with competitors’ products, such as Footjoy and Nike? Substitute products, such as

golf grips?Micro replication helps to increase the grip of

the clubThousands of micro-replication fingersAn average of 6.8 yards (10.5 feet) farther Banned by usga for being too goodHave to buy both the tape and glove for either

to work

Question 3: How does the Greptile Grip golf glove meet 3M’s three criteria for

new products?

3M’s three criteria for new products are:Be a patentable or trademarked technologyOffer a superior value of proposition to

consumersChange the basis of competition by achieving

a significant point of difference

Question 3: How does the Greptile Grip golf glove meet 3M’s three criteria for

new products?

In the creation of the Greptile Grip golf glove, 3M used a seven-step process: Ideas Concept Feasibility Development Scale-up Launch Post-launch

“After all, you only have a few seconds to capture the customer’s attention with the package and make

a sale,” packaging engineer Travis Strom stated.

Question 4: Because 3M has no prior products for the golf market, what special promotion and distribution

problems might 3M have?

Not inherently have the distribution network to deliver product to new stores

Problem getting the product into new stores that 3m does not have a business relationship with

Being an unknown brand in golf

Question 5: What would be some new markets and new applications of the

greptile grip technology that 3M could pursue?

Introduced its product to a few new markets in Japan and Europe

Other ways to introduce their product is through their greptile tape in:

• Sports• Tools (ie. hammers, drills)• Construction tool industry