PING is a family-owned golf equipment company founded in 1959 that aims to be the leader in innovation, design, service, and quality. Their mission is to provide an enjoyable work environment while fulfilling employee potential. They produce golf clubs, apparel, and accessories. Their target markets include existing customers, young golfers, schools, new golfers, and females. Their marketing objectives are to raise sales of their new i20 golf set by 10% and raise brand awareness among youth and professionals. Their strategies include promotions at universities, golf courses, and sporting events along with representatives in stores and distribution synchronized with their campaign.

1. John Whelly, Caroline Wilkinson, Paulina Kalisz,
Karan Hiwale, Jeanne Lam

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PING Mission Statement
“To be the unquestioned leader
in innovation, design, service
, and quality while providing
an enjoyable environment
for employees that allows t
hem to fulfill their potential”

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INTERNAL ENVIRONMENT:
Background
 Family-owned company founded
by Karsten Solheimin 1959
 The story behind PING name
 Innovation, quality, and service
 Change in Control
 As of 2000: Club Fitting Priority
Karsten Solheimin

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Products
 Attire & Golf Equipment
 G20 & Launch of the new
i20 golf set
Channels
 2 primary channels:
golf retail outlets and
golf course pro shops
 Fitting process
 Demo days

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External Environment
 Competitors
– TaylorMade, Nike, Cleveland, Callaway
 Economic
– $95,000 income +
other statistics
 Demographics
– 77.5% to 22.5% M-F
– Average age of 46 +
other statistics

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External Environment
 Political & Legal
– Manufacturing clubs under guidelines
 Social & Cultural Environment
– Generation to Generation
– Social sport; ranges from relaxing to competitive
 Critical Issues
– Limited Products (no golf balls)
– Difficulty staying competitive

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Technology
 Adaptation to changes in the golf industry
have decreased sales
 iPING App
 Web-Fit
 nFlight

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SWOT
Strengths
- Custom Fittings
- Trained retailers
- Technological updates
- Brand Recognition
- Pricing Strategy
Weaknesses
– Declined interest
– Bottom of Big 4
– Ping Eye2 lawsuit
– Quirky corporate
history

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SWOT Continued
Opportunities
- Larger target market
- More celebrity
endorsements
- Expand product line
- Golf Balls
Threats
- Competing pricing
strategies
- Faulty products
- Further declining
interest in equipment

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Marketing Objectives
(1) Raise projected
sales of i20 golf set by
10%
(2) Raise brand
awareness and
loyalty for youth and
young, professional
adult age ranges

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Marketing Strategies

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Target Markets
Existing
clientele
Young
golfers/
young
professional
(25-40)
Schools
New
golfers
(12-17)
Females

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Our Product Strategy for the i20 will emphasize:
-A fun and new product to experiment – book second fitting
-A way to become more involved and confident in the game of
golf – up sell
- High quality products with an excellent reputation
Product Strategies
Those who
don’t have
time for a full
round of golf
Those just
beginning
their golfing
career
Those that
have no
brand
loyalty

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PING
PING
PING
Pricing Strategies
Limits target market only to those who can afford
their products
Provide package deals to young students, giving
them a small discount when they purchase 3 or
more golf clubs at a time.
PING’s golf clubs are priced between the
$100-$1300 range

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Promotion Strategies &
Implementation Plan
Late Stage
i20 Marketing Team
• Print out 1,500
coupons for
distribution
•Indoor Golf Event
•Pass out coupons
•Pre-order Station
•4-5 PING
Ambassadors
• Real Sports Event
•Bring coupons
•Showing & Demo
•Draw for Trip
•First week of March
•Set up PING booth
at university
•Allow for demo
•Info Collection
•Go to golf courses
and promote PING
•Untested but
effective
January 6 January 27 Universities Stealth?Late Dec.
Early Stage

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Distribution Strategies
 Current Distribution
 Golf Retail Stores
 PING Website
 We propose
 Presence of PING Representatives at Stores
 Synchronized with the Marketing Campaign
 Why?
 To Increase Brand Recognition and Awareness

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Evaluation & Control
Quantitative
Measures
Qualitative
Measures
Levels of
Activity
(e.g. Attendance at
events and
membership
growth)
Revenue
Sales
Analysis
Surveys
Team
Meetings/
Feedback
Sessions

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Financial Projections
Breakeven Sales
PRODUCT PRICE SALES UNITS
Drivers $440.00 $110,000.00 250
Irons $160.00 $165,000.00 1031
Full Set $1,200.00 $275,000.00 229
Total $550,000.00
Units 1374
Sales per Unit $400.29
Marketing Expense $20,000.00
Break-Even Units 49.96

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Questions?