Reebok 2014 Annual Report Download - page 64

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adidas Group
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2014 Annual Report
Group Management Report – Our Group
60
2014
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02.4
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Other Businesses Strategy
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TaylorMade-adidas Golf Strategy
Other Businesses Strategy
Other Businesses primarily include the TaylorMade-adidas Golf 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.
TaylorMade-adidas Golf Strategy
TaylorMade-adidas Golf’s mission is to be the world’s leading golf company in terms of sales and
profitability. The company’s foundation for success and its priorities for long-term growth include:
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A multi-brand strategy with four of golf’s most respected brands: TaylorMade, adidas Golf,
Adams Golf and Ashworth.
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Focus on design and technologically advanced products.
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Validation of products by tour professionals competing on the world’s major professional golf
tours.
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A clear focus on marketing innovation and excellence in execution.
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Creation and execution of new retail initiatives as well as improving global distribution.
Multi-brand approach levers the strength of four of golf’s most respected brands
TaylorMade-adidas Golf implements a multi-brand strategy with four well-defined golf brands
under one roof:
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TaylorMade is the market leader in the metalwood and iron categories, and is among the leaders
in wedges, putters, balls and accessories.
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adidas Golf creates innovative products targeted at athletic, competitive-minded golfers seeking
a performance edge in every piece of equipment they choose, including footwear, apparel and
accessories.
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Adams Golf adapts tour-proven technology to meet the needs of golfers seeking equipment that
makes the game easier to play so every round is a great experience.
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Ashworth focuses on classically rooted products that deliver style, comfort and natural
performance to the golf enthusiast, complementing adidas Golf’s athletic high-performance
positioning.
Focus on design and technologically advanced 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 the most
innovative designs and technologically advanced products to the market. In 2014, for example,
the SLDR irons and drivers were the leading products in the iron and metalwood categories, with
the latter being the number one driver on the tour for the 2013-2014 PGA Tour season. In 2014,
the focus, however, was on cleaning up retail inventories, especially in the USA. In light of this,
TaylorMade-adidas Golf strategically reduced the number of new product introductions compared
to previous years.
Strategic priority
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Design and innovation
see Picture 01
see Info Box, p. 63
Strategic priority
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Multi-brand approach