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Callaway Golf Marketing
Essay specific features
Written by:
Shelly A
Date added:
February 27, 2016
Level:
University
Grade:
A
No of pages / words:
3 / 616
Was viewed:
3011 times
Rating of current essay:
Essay content:
Golfers tend to try any brand if it will make them play better.
? CGC is the #1 golf manufacturing company in the world. With its size, this gives them power and advantage over competitors as they enjoy large economies of scale.
? To promote its products, Callaway uses the following promotion mix: media advertising, sponsorship, special promotions, golf shows, and demo days...
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This builds a brand identity, awareness, and loyalty with its existing and potential customers.
? The company maintains premium prices because that gives them the highest profit margins and keeps the Callaway brand as a premium brand.
? After a decline in sales from 1998 CGC has had to reconsider the marketing program that had successfully supported the product in the past...
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