Reebok 2006 Annual Report Download - page 63
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059
Brand Segments › » TaylorMade-adidas Golf
Maxfli: Value Orientation in Golf Ball Category
During the last year, we have repositioned Maxfli as a top-
value golf ball brand. Maxfli creates and offers technologically
advanced performance-oriented golf balls at great value. With
the Maxfli brand we primarily target value-minded golfers who
covet long distance and want to feel different, not following
the mainstream but making their own choices. To effectively
present our new positioning, we entered into a partnership
with John Daly in 2006, one of the most popular and recog-
nizable golfers in the world who resonates well with a broad
cross-section of consumers. Being a fun-loving player with a
passion of hitting the ball hard, an approach to golf that we
call “Long Ball Rebel”, Daly perfectly personifies the Maxfli
brand. Going forward, our focus at Maxfli will be to drive the
positioning as a performance brand creating and offering
balls that provide excellent speed, distance and feel.
Brand-Specific Wholesale Distribution
Due to their different product offering, all brands at
TaylorMade-adidas Golf follow a different distribution strat-
egy. At the TaylorMade brand, we focus on retail partners
that can effectively showcase the performance advantages of
TaylorMade products. Therefore, our core channels include
off-course golf specialty retailers, green grass retailers
and sporting goods retail formats with golf-specific depart-
ments. In line with our brand positioning, our key distribution
channels for adidas Golf footwear and apparel are primarily
green grass retailers but increasingly also general sporting
goods retailers that generally carry a significant portion of
softgoods. In addition, we leverage the existing adidas own-
retail network. To fully capture Maxfli’s potential in the value
segment, we distribute our products through all golf-related
retail formats.
Pricing Strategy Reflects Brand Positioning
Our pricing policy mirrors the positioning of our brands in
the golf market. To underline the premium positioning of the
TaylorMade brand, our pricing strategy includes dominating
the market at top price points and competing aggressively in
the high-volume mid-price segment. At adidas Golf, to sup-
port our market perception as an innovative performance golf
footwear and apparel brand, we primarily sell our products
at premium price points. Maxfli targets the higher end of the
value segment, offering technology-driven performance golf
balls at high-value price points.