Head Golt INIC Head Golf was started in 1991 as a subsidiary of Head Sports. Building on its established brand name in the sporting equipment industry, Head wanted to expand its product portfolio, which primarily included ski and tennis equipment. The subsidiary complements Head Sports' portfolio by reducing the seasonality of ski equipment sales. The company also hoped to gen- erate revenue that had been lost in the declining tennis industry. By providing high-quality golf clubs, shoes, and accessories, Head's vision is to compete as a full- service company against competitors such as Callaway, Cobra, Ping, and Lynx. percent larger effective hitting area, which makes them far more forgiving than conventional irons. In essence, with a two-inch hitting area, Big Head irons enable golfers to "double their sweet spot." A shot that finds the club face will easily find the fairway. One method that Head Golf uses to promote the Big Head irons is a demonstration known as the "two- ball test." Golfers try hitting two balls at the same time with the Big Head iron. Head advertises a toll- free telephone number that interested persons can call to learn about locations where they can try the two- ball test. vj In the game of golf, new product developments are aimed at helping all levels of players improve their scores. Golfers, in general, are receptive to new prod- ucts or concepts that can potentially enhance their golfing performance. Thus Head Golf offers a wide variety of products, including Premise clubs, Big Head woods and irons, putters, shoes, and accessories. The Premise metal woods and irons were the first i line of clubs offered by Head. Premise clubs are built around a patented technology and are available in steel or graphite for both men and women. The Big Head woods were introduced to compete against the oversized woods like Callaway's Big Bertha and Wilson's Killer Whale, which offer more power and precision to players. With an 11 percent bigger club face than the other oversized woods, the Big Head woods claim to be the most forgiving clubs in golf. Encouraged by the success of its oversized metal woods, Head opted to extend its product line and develop oversized irons. The Big Head irons have a 33 CHAPTER 8: PRODUCT CONCEPTS 241 Questions Pg 271 1. According to Exto.t, what type of product is the Big Head iron? 2. When your boss returned from a marketing sem- inar titled "Managing Marketing over the Product Life Cycle," she asked you to prepare a one-page - 267 report explaining the life-cycle stage of golf clubs and the implications for Big Head clubs and to make spe- cific suggestions for marketing the Big Head line. 3. Evaluate the brand name Big Head. What are its advantages and disadvantages for marketing the new line of golf clubs? Family 02 Penstiatim skimmig how to promote Adv. different Way" Magazine 35/1 NumLk 9 PgUp Individual. PJ -12837 Fasily. va DA 3 PgDn nicMas Enter Family brendig or Individual. ni widge el dis Individres. Branding Startegipo branding strategy