Reebok 2009 Annual Report Download - page 82

Pricing strategy reflects
brand positioning
TaylorMade-adidas Golf’s pricing policy
mirrors the positioning of its three
brands. TaylorMade’s pricing strategy
is to dominate the market at premium
price points and compete aggressively
in the high-volume mid-price segment.
adidas Golf supports its market reputa-
tion as the innovation leader by selling
its products primarily at premium price
points. Ashworth positions products in
the mid- and premium-price categories.
Market share expansion, particularly
in golf, is driven mainly by the ability to
deliver best-in-class lines of products at
multiple price points. In 2009, an example
of TaylorMade-adidas Golf’s success
in implementing this strategy is the
TOUR360 Limited (high-price) footwear
and FitRx (medium-priced) footwear.
TaylorMade: extending leadership in
metalwoods and irons
TaylorMade category priorities include
strengthening its position as the number
one metalwood brand in the world, build-
ing on its growing global market share
in irons and increasing its presence in
wedges, putters and balls.
Metalwoods: Today, TaylorMade is
the clear market leader in metalwoods
(drivers, fairway woods and hybrids). The
brand is particularly strong in the USA,
where it has forged a 30% share of the
market and a large lead over its closest
competitor. The brand’s primary focus
going forward is to remain the innovation
leader and expand its metalwood busi-
ness outside the USA. This will in part
be driven by strengthening its promotion
partnerships in other regions. From a
product perspective, the brand will build
on the success of the R9™ franchise
forged in 2009 with the launch of the
R9™ SuperTri, the first club to unify all of
TaylorMade’s major driver technologies:
SuperFast TECHNOLOGY
78 GROUP MANAGEMENT REPORT – OUR GROUP TaylorMade-adidas Golf Strategy
Three years after the launch of Burner® 07, the most successful
driver in TaylorMade history, the brand introduced the third
generation of this legendary metalwood line: Burner® SuperFast.
Weighing just 284 grams, the Burner® SuperFast driver is
engineered to promote faster swing speed for superior distance.
The 460cc clubhead, sleeker and more aerodynamic than past
Burner® metalwoods, boasts exceptionally high MOI for tremendous
forgiveness and the largest clubface of any TaylorMade driver.
The 17-4 steel Burner® SuperFast fairway woods share the
driver’s aerodynamic head shape and are lighter in weight, longer
in club-length, larger in size and deeper of face compared to
Burner® 08 fairways. Together, these elements promote increased
distance and make Burner® SuperFast fairways remarkably easy
to launch. At 301 grams, they’re the lightest TaylorMade fairways
ever, and they also incorporate the largest clubhead size that
TaylorMade has ever offered in a steel fairway, with the 3-wood
measuring 200cc.
Burner® SuperFast Driver
Burner® SuperFast Fairway Woods
P
01
P
02