Adidas 2000 Annual Report Download - page 29

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adidas-Salomon ANNUAL REPORT 2000
25
Strategy
Through vigorous research and testing, TaylorMade-adidas Golf
will continue to develop new products that will shape the way
golf is played for the next generation of golfers. In addition to
our strong innovation track record, TaylorMade-adidas Golf also
has the industry’s leading team of development experts.
Outlook
TaylorMade-adidas Golf has repositioned itself to become the
leading golf brand in the world. This will mean double-digit
sales growth for the brands going forward and an increased
emphasis on the premium player.
Reaching Authentic Golfers with Grassroots Marketing
Efforts and Technical Innovation
TaylorMade-adidas Golf is introducing some new marketing
tools to capture attention and gain sales amongst our core
audience in a true one-on-one way.
Investing in on-course educational programs, TaylorMade will
give each of its nearly 4,000 major green grass accounts fitting
carts for both woods and irons, ensuring the golfer of a “test
drive” before purchase. The number of accounts in this channel
increased 15% for the Group in 2000 and growth is expected
to continue with the utilization of innovative programs such as
this one. TaylorMade is also increasing its internet activities to
create an interactive relationship between the brand and con-
sumers. Together with car manufacturer BMW, TaylorMade is
embarking on a series of golf club trials in United States cities
with the largest number of low-handicap golfers.