Marketing Plan for Rfid Golf

Executive Summary:

What is the opportunity, its nature and scope? Why do you think this opportunity exists?

The Main Proposal:

 3 Cs , Customers, Company, and Competition is the strategy.

Customer don’t value product or attributes.  They value benefits.  What benefits are offering with RFID golf ball.  The benefit is the chance to improve there golf game by providing timely intelligence about their swing using data collected in real time.

• One of the points of the marketing plan is to focus on making meaning and not money.

Customers: The target market (including the segmentation details) and the core consumer need being addressed. What are the relevant discernible consumer trends? What is the consumer decision process, buying influences, and purchase behavior? Estimated size of the potential market? Why is there an unmet need that your company is uniquely positioned to fill?

Company: How does the product offer fit in with your own company’s strengths and capabilities? What are your core competencies? For a hypothetical company that you may well imagine launching this product, what should be the strengths and capabilities that are important?

Competition: Who are the direct or indirect competitors (substitutes)? Which competitor would you target? What are this competitor’s strategies? .

        Visiting competition p                                apers articles end of 1st day and 2nd day.

        Competition by skill level (3 skills levels with one product based / skill level)

        Competition by segment

Where are you Competiting? The rules of golf do not change from one geographic region to another unlike other sports such as American football (think NFL and CFL).  As a firm offering a competitive product/service in the golf arena we are competing with products and services globally.  Worldwide distribution and logistics supply chain firms make it easy to compete with golf caddy’s and coaches internationally.

Who are the competitiors?

Using “a competitor is any company that aims to target the same customer needs as we do”.  Our customer are individuals or groups of individuals who are interested in improving there golf game.  Major competitors are independent golf coaches and also golf coaches tied to golf courses or golf resorts; golf school or academy’s; golfers who use caddy’s for more than just carry golf clubs but also for teammate, strategists.  Although a holistc substitute of product/service was difficult to find we did discover subsitintues in the product and service segments needs we meet.  For example, a core offering of our product is the data and analystics and the golf intelligence we provide based on customer segment.  A product substitute we identified are sensors which can be purchased seperarately and attached to golf clubs or golf clubs with built in sensors.   Other substitutes are smart golf balls which also have built in sensor that track speed and distance parameters and drones which are capabale of providing analytics using visual sensors such as cameras.  These are some competitors and substitutes we have identified but the spectrum can reach beyond golf and into other sports which also meet cutomer needs to improve at a sport.  Examples are tennis, cricket, soccer, basketball and other sports.  

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