Problem statement

In what ways can Altius change its marketing strategy to

retain the market share in on-course channel and
increase its market share in off- course channel?

Current Market Scenario

1. Post recession(2008), the consumers became highly price
sensitive and decided to stay away from sports such as golf that
was considered expensive.
2. Product innovations, marketing campaigns and more competitive
pricing had helped the rival brands chip away at Altiuss market
share
3. In 2008, Primeria started the Play Your Way campaign that
meant that customers could choose a ball that could match their
skills and strengths
4. Meridian started marketing non-conforming balls with
characteristics outside the USGA parameters
5. The current trends in Exhibit 2 shows us that the market share of
Altius Golf is decreasing from 2008-2012 by 2.9%

Objectives
Altius should concentrate on increase its sales
volumes by extensive marketing of their new low
cost golf ball primarily in the off-course segment
More margin in retails sales to retailers like
Altiuss competitors would also help in boosting
the sales
Creating a marketing strategy to involve more
women and children as they constitute a major
percentage of players (23% and 36%
respectively) who quit the game

Elevate Strategy
Price- The new price of $27 is considered the sweet spot in pricing
Type of consumer base- There is a need to reach out to the new
generation which predominantly consists of recreational golfers
Distribution- Altius will distribute new golf balls to the off course
segment
Market perception- A more affordable ball will be accepted
positively among the golfers providing affordability as well as a
perceived high quality.
Change in marketing strategy- The aggressive strategy followed by
Altiuss competitors to promote their product among recreational
golfers has been seen to have tremendous benefits to their sales.