Reebok 2012 Annual Report Download - page 114

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adidas Group
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2012 Annual Report
Group Management Report – Our Group
92
2012
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02.4
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Other Businesses Strategy
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TaylorMade-adidas Golf Strategy
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TaylorMade-adidas Golf at a glance
About
TaylorMade-adidas Golf
TaylorMade-adidas Golf consists of four brands:
TaylorMade, adidas Golf, Adams Golf and
Ashworth. Each brand’s strategy is to develop
and commercialise innovative, technologically
advanced products at a faster pace than the
competition, and to build awareness and demand
for these products through high-level visibility on
the world’s professional golf tours.
Brand mission
To build on its position as the leading performance
golf company in the world in terms of sales and
profitability.
Brand attitude
Each brand endeavours to create better-designed,
superior-performing products through their
employees’ passion for the game and commitment
to authenticity, competition and innovation.
Key markets North America, UK, Japan, South Korea
Focus areas Golf clubs, balls, accessories, footwear and apparel
Key strategic pillars
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Continue to develop and distribute techno-
logically advanced metalwoods, irons, wedges,
putters, balls, footwear and apparel that help
golfers of all skill levels play at a higher level.
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Maintain TaylorMade’s status as the No. 1 driver
brand on the world’s major professional golf
tours.
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Maintain the adidas Golf brand’s high visibility on
the world’s major professional golf tours.
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Focus Adams Golf on creating and commercial-
ising easy-to-play equipment for beginners and
higher-handicap players.
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Increase Ashworth’s visibility on the PGA Tour
and incorporate performance fabrics with
the quality, comfort and feel the brand is
well-known for.
Net sales in 2012 € 1.344 billion
Other Businesses Strategy
Other Businesses primarily include the TaylorMade-adidas Golf, Rockport and Reebok-CCM Hockey
segments. Each of these segments has its own strategy in place in order to address its specific target
groups directly and further expand its market share. In this way, they contribute together to our
Group’s overall goal: to be the global leader in the sporting goods industry.
TaylorMade-adidas Golf Strategy
TaylorMade-adidas Golf’s mission is to maintain its status as the world’s
leading golf company in terms of sales and profitability. The segment
consists of four of the most widely known and respected brands in
the sport: TaylorMade, adidas Golf, Adams Golf and Ashworth. Its
foundation for success is built on the ability to continuously introduce
well-designed, technologically advanced products to the marketplace,
supported by innovative marketing and the validation of these products
by tour professionals competing on the world’s major professional golf
tours. The combination of these elements creates some of the most
sought-after products in the golfing industry, yielding both high volumes
and premium price points. In addition, leveraging brand equity through
the creation and execution of new retail initiatives as well as improving
global distribution are key priorities for long-term growth.
Leveraging the strength of four of the most
respected golf brands
TaylorMade-adidas Golf implements a multi-brand strategy covering
four well-defined golf brands under one roof. TaylorMade is the market
leader in the metalwoods and irons categories, and is among the
leaders and increasing its market share in most other golf categories.
The adidas Golf brand develops high-performance, technology-infused
footwear and apparel equipment for athletes who want to maximise
their potential to improve their play. Ashworth is a brand with a golf
lifestyle bias, complementing adidas Golf’s athletic high-performance
positioning. Combining adidas Golf and Ashworth, TaylorMade-adidas
Golf is a global leader in golf apparel and is among the top three in
footwear sales. In 2012, TaylorMade-adidas Golf acquired Adams Golf.
Adams Golf’s product focus on clubs for game improvement as well as
for senior and women golfers is highly complementary to TaylorMade’s
focus on the younger and the lower-handicap golfer.
Focus on design and technologically superior products
One of TaylorMade-adidas Golf’s core objectives is to create the best
performance golf products in the marketplace. This involves a clear and
unrelenting commitment to innovation and technology. TaylorMade-
adidas Golf strives to extend its industry-leading position by introducing
at least two major product innovations or evolutions every 12 to
18 months. For example, in 2012, TaylorMade unveiled several new
products, including the Speed Pocket technology, elevating the brand’s
market share in its two most important categories, metalwoods and
irons
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SEE RESEARCH AND DEVELOPMENT, P. 105.