|
GOLF NEWS -
DECEMBER 2007
GOLF NEWS
ARCHIVE>>>DECEMBER
NEWS INDEX
Odyssey's Expansion Aims To Maintain Category Lead
____________________________________________________________
For
many golfers, an Odyssey putter without an insert just
doesn't look right. But this year, in an effort to break
into the high-end milled putter market and compete with
that segment's leader, Scotty Cameron, Odyssey
introduced its first non-insert putters under the Black
Series label.
"The point of difference we can bring to the
super-premium segment of the market is added technology
to a handcrafted putter," says Bill Knees, Callaway's
senior vice president of marketing, who oversees the
company's Odyssey brand. "And there are ways to do that
other than adding an insert."
Odyssey's plan to grab a share of the lucrative high-end
putter market likely will depend on its ability to
convince consumers to pay more than it ever has for an
Odyssey golf putter. The Black Series is just one
way that Odyssey is trying to stretch it's lead. It's
still operating comfortably as the golf putter
category's most dominant brand, a position it gained
with the unprecedented success of the 2-Ball putter. At
its peak in December 2002, that model helped Odyssey
capture nearly 50 percent of all golf putter sales at on
and off course shops. Net sales for Odyssey golf putters
for the first nine months of this year were $88.1
million, a 3 percent increase compared with the same
time period in 2006. As of September, it controlled 34.8
percent unit market share, more than double it's closest
competitor, Ping.
With so much market share the question becomes how can
Odyssey gain a little more? Especially when the putter
category has been flat and a host of competitors are
attempting to chip away at Odyssey's business. Now
they're focusing on offering putters in three distinct
categories - core, progressive and elite - each targeted
at a different performance segment. The core (White
Steel and White Hot XG) and progressive (White Hot SRT
3-Ball and White Hot XG Marxman) offerings have enabled
Odyssey to rule sales in the $100-$170 price range.
Odyssey's elite category reflects the skilled nature of
its target consumer and the quality of the product. The
Black Series is a more traditional line of milled
putters for the player who doesn't want an insert.
So
far, reviews of the Black Series are mixed. The putter
line has earned four victories on four professional
tours, most notably a win by Charles Howel III at the
Nissan Open in February. Seven months after its
introduction, The Black Series has only a 1.2 percent
share, but it's commanding an average sales price of
$228, thanks in part due to the credibility it has
earned with its success on Tour.
Back to Main News
|