"Wuss Golf Is In"

Today's WSJ talks about how Callaway Golf is shifting the brand strategy of Top-Flite (which it acquired in 2003). Top-Flite sales used to be 25% of golf ball sales in pro shops and golf stores, now they are at about 7%, according to the WSJ. The new strategy- to attract hacker golfers and drop the focus on pros using their product.

A few things are happening to ensure the success of the new brand strategy:

• the ball has been redesigned- it's softer and can go farther distances
• marketing budget for Top-Flite has tripled -up from $1 million in 2006
• new marketing director to oversee Top-Flite campaign
  

The sports marketing firm hired by Callaway wants to get Top-Flite back to being a household brand and they have determined that positioning to the low-end of the market will increase sales in the "big-box" stores. They are shifting the focus of their marketing campaigns to the emotional aspect of the golfer, not just the characteristics of the ball, hence the new website campaign; "gutsy golf is in and wuss golf is out."

Gutsy move, but from the looks of their drop in market share, Top-Flite needs to revamp their brand since whatever they have been doing is failing. The new ads will include Kenny Mayne, ESPN interviewing "regular guys on regular courses in various go for it moments"- looks like Top-Flite really has nothing to lose at this point. It will be interesting to see how this new brand position is accepted (or not) over the next few years.