John Whelly, Caroline Wilkinson, Paulina Kalisz,

Karan Hiwale, Jeanne Lam

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PING Mission StatementPING Mission Statement

“To be the unquestioned leader in innovation, de-sign, service, and quality while providing an en-joyable environment

for employees that allows them to fulfill their po-

tential”

“To be the unquestioned leader in innovation, de-sign, service, and quality while providing an en-joyable environment

for employees that allows them to fulfill their po-

tential”

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 INTERNAL ENVIRONMENT:

Background

 INTERNAL ENVIRONMENT:

Background

Family-owned company founded by Karsten Solheimin 1959

The story behind PING name Innovation, quality, and service Change in Control As of 2000: Club Fitting Priority

Family-owned company founded by Karsten Solheimin 1959

The story behind PING name Innovation, quality, and service Change in Control As of 2000: Club Fitting Priority

Karsten Solheimin

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ProductsProducts

Attire & Golf EquipmentG20 & Launch of the new

i20 golf set

Attire & Golf EquipmentG20 & Launch of the new

i20 golf set

ChannelsChannels

2 primary channels: golf retail outlets and golf course pro shops

Fitting processDemo days

2 primary channels: golf retail outlets and golf course pro shops

Fitting processDemo days

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External EnvironmentExternal Environment

Competitors– TaylorMade, Nike, Cleveland, Callaway

Economic– $95,000 income +

other statisticsDemographics

– 77.5% to 22.5% M-F– Average age of 46 +

other statistics

Competitors– TaylorMade, Nike, Cleveland, Callaway

Economic– $95,000 income +

other statisticsDemographics

– 77.5% to 22.5% M-F– Average age of 46 +

other statistics

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External EnvironmentExternal Environment

Political & Legal– Manufacturing clubs under guidelines

Social & Cultural Environment– Generation to Generation– Social sport; ranges from relaxing to competitive

Critical Issues– Limited Products (no golf balls)– Difficulty staying competitive

Political & Legal– Manufacturing clubs under guidelines

Social & Cultural Environment– Generation to Generation– Social sport; ranges from relaxing to competitive

Critical Issues– Limited Products (no golf balls)– Difficulty staying competitive

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TechnologyTechnology

Adaptation to changes in the golf industry have decreased sales

iPING AppWeb-FitnFlight

Adaptation to changes in the golf industry have decreased sales

iPING AppWeb-FitnFlight

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SWOTSWOT

StrengthsStrengths

- Custom Fittings- Trained retailers - Technological updates- Brand Recognition- Pricing Strategy

- Custom Fittings- Trained retailers - Technological updates- Brand Recognition- Pricing Strategy

WeaknessesWeaknesses

– Declined interest– Bottom of Big 4– Ping Eye2 lawsuit– Quirky corporate

history

– Declined interest– Bottom of Big 4– Ping Eye2 lawsuit– Quirky corporate

history

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SWOT ContinuedSWOT Continued

OpportunitiesOpportunities

- Larger target market- More celebrity

endorsements- Expand product line

- Golf Balls

- Larger target market- More celebrity

endorsements- Expand product line

- Golf Balls

ThreatsThreats

- Competing pricing strategies

- Faulty products- Further declining

interest in equipment

- Competing pricing strategies

- Faulty products- Further declining

interest in equipment

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Marketing ObjectivesMarketing Objectives

(1) Raise projected

sales of i20 golf set by

10%

(2) Raise brand

awareness and

loyalty for youth and

young, professional

adult age ranges

(1) Raise projected

sales of i20 golf set by

10%

(2) Raise brand

awareness and

loyalty for youth and

young, professional

adult age ranges

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Marketing StrategiesMarketing Strategies

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Target MarketsTarget Markets

Existing clientele

Young golfers/ young

professional (25-40)

SchoolsNew

golfers(12-17)

Females

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Our Product Strategy for the i20 will emphasize:- A fun and new product to experiment – book second fitting

- A way to become more involved and confident in the game of golf – up sell

- High quality products with an excellent reputation

Product StrategiesProduct Strategies

Those who don’t have

time for a full round of golf

Those just beginning

their golfing career

Those that have no

brand loy-alty

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PING

PING

PING

Pricing StrategiesPricing Strategies

Limits target market only to those who can afford their products

Provide package deals to young students, giving them a small discount when they purchase 3 or more golf clubs at a time.

PING’s golf clubs are priced between the $100-$1300 range

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Promotion Strategies & Implementation Plan

Promotion Strategies & Implementation Plan

Late Stage

i20 Marketing Team

• Print out 1,500

coupons for

distribution

• Indoor Golf Event• Pass out coupons• Pre-order Station• 4-5 PING

Ambassadors

• Real Sports Event• Bring coupons • Showing & Demo• Draw for Trip • First week of March

• Set up PING booth

at university• Allow for demo• Info Collection

• Go to golf courses

and promote PING • Untested but

effective

January 6 January 27 Universities Stealth?Late Dec.

Early Stage

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Distribution StrategiesDistribution Strategies

Current Distribution Golf Retail Stores PING Website

We propose Presence of PING Representatives at Stores Synchronized with the Marketing Campaign

Why? To Increase Brand Recognition and Awareness

Current Distribution Golf Retail Stores PING Website

We propose Presence of PING Representatives at Stores Synchronized with the Marketing Campaign

Why? To Increase Brand Recognition and Awareness

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Evaluation & ControlEvaluation & Control

QuantitativeMeasures

QualitativeMeasures

Levels of Activity

(e.g. Attendance at events and

membership growth)

Revenue Sales

AnalysisSurveys

Team Meetings/Feedback Sessions

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Survey

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Financial ProjectionsFinancial Projections

Breakeven Sales

PRODUCT PRICE SALES UNITS

Drivers $440.00 $110,000.00 250

Irons $160.00 $165,000.00 1031

Full Set $1,200.00 $275,000.00 229

Total $550,000.00

Units 1374

Sales per Unit $400.29

Marketing Expense $20,000.00

Break-Even Units 49.96

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Questions?Questions?