Welcome to my
Review of CALLAWAY
Welcome to my Review of CALLAWAY
American CALLAWAY is known worldwide
for producing exceptional clubs, which combine technology
cutting-edge design, generating the golfer, whatever it is
professional or amateur, superior performance, and lots of fun.
Furthermore, by offering a complete line of
products related to this classic sport,
CALLAWAY has become a legend among golfers,
gaining an enviable position in the world market.
The Storie
The full story is on the MEDIUM blog if you want to read it. in this link: https://tinyurl.com/mw69da39
Did you know?
● Golf balls represent more than 20% of the annual sales of the American company.
YOU'RE THE DESIGNER WITH TOUR-LEVEL PERSONALIZATION
AND CUSTOMIZATION
Choose from a range of customization options including different
color options, logos, and custom stamps to make the clubs, balls
and accessories uniquely yours.
CALLAWAY GOLF SALES AND PROMOTIONS:
CALLAWAY GOLF SALES AND PROMOTIONS:
Welcome to my Review of CALLAWAY
American CALLAWAY is known worldwide
for producing exceptional clubs, which combine technology
cutting-edge design, generating the golfer, whatever it is
professional or amateur, superior performance, and lots of fun.
Furthermore, by offering a complete line of
products related to this classic sport,
CALLAWAY has become a legend among golfers,
gaining an enviable position in the world market.
The story
It all started when the visionary and entrepreneur
Ely Reeves Callaway Jr. (photo below) decided to sell
its vineyards in the state of California to apply the
money in his great passion: golf. with millions
of dollars, in hand, he bought 50% of the small
golf club manufacturer Hickory Sticks USA,
becoming partners with Dick de La Cruz and Richard Parente.
The following year he relocated the company to the city of
Cathedral City in California, where he distributed
your golf clubs in the trunk of your Cadillac to
small shopkeepers and on the region's golf courses and clubs.
In 1984 he bought the rest of the company for $400,000
and changed the name to Callaway Hickory Stick. obstinate
for developing clubs with advanced technology and design.
innovative, in 1985, with the company already installed in the city
Californian from Carlsbad (which would become known as “the
the world capital of golf”), he hired as a consultant
Richard Helmstetter, a famous club designer from
snooker and billiards, who the following year would become Head of
Company design. In 1988 the company became
officially call CALLAWAY GOLF COMPANY.
The company's obsession with innovating also resulted in
1988, at the launch of the revolutionary golf club
S2H2 is made of wood and metal, which changed the distribution
of the weight around the driver and offered to any player
average the opportunity to hit the ball at greater distances.
The female line of this club would be launched on the market in 1990.
Shortly thereafter, in 1991, CALLAWAY launched a product that
would redefine the direction of the market, the metal club with
BIG BERTHA wide head, which combined technology
of the S2H2 with a redesigned sweet spot, providing
for the average golfer a more productive, tolerant, and enjoyable game.
BIG BERTHA wasn't revolutionary, it wasn't
the first club with the biggest head. There were, however, several
patented attributes, including a design that eliminated the
most of the weight of the rod. And the main thing: it had better
performance. It was different enough that the founder
the company did not license the design or sell the product
through another company. To launch it on the market, the
the company increased production capacity, expanded the
sales and marketing infrastructure and invested a lot of money
in the research department.
Then, in 1995 the company came up with a third design
revolutionary for GREAT BIG BERTHA titanium drivers,
embellishing and consolidating previous technological advantages.
In addition, during this period, the first editions were launched.
The limited number of clubs signed by great golfers. These
innovations made the consumer public turn to
to CALLAWAY's products, whose participation of
the market took off, as well as its revenues, transforming
the company in the World's largest producer of golf clubs in 1996.
In line with this process, the channels of
distribution of golf products. At the end of this decade,
approximately five thousand “green grass” retailers (retail stores
located on golf courses, also known as pro-shops)
and more than two thousand retailers located in commercial zones
enthusiastically began to stock and distribute the products
of brand. They appreciated the brand because their products
were demonstrably superior to competitors. Beyond
Furthermore, in 1998, the company launched clubs for
LITTLE BERTHA children.
Despite the huge success of his clubs, at the end of the decade,
the company found itself stuck in a complicated situation, which very
to his surprise, had been born slowly and linearly at the bottom
of your nose. At this time, CALLAWAY reached the figure of
$900 million in sales revenue and a share
dominant in the market, especially American, thanks
to a series of product innovations. Fearing to be outdone,
Competing companies such as Taylor Made and Titleist followed
the example of innovation from CALLAWAY, which
matched in terms of quality. That's when the domain
CALLAWAY's statement on its retailers began to wane.
Previously, when the environment was favorable to him and his
products did not stop on the shelves, the company established
as a policy not to offer discounts to retailers,
regardless of sales volume; Furthermore,
payment terms were strict. But how
decreasing product advantages and setting policies
of the channel that gave them reduced margins, the partners retail
became disenchanted with the Brand articles.
So, with the change in the competitive environment and the absence
of Major innovations (in part due to regulations of the
USGA, the American Golf Association), CALLAWAY
needed the goodwill and help of their partners
retail, especially from stores located in zones
responsible for the bulk of their sales.
Not just the margins and incentives, but also the
intensity and selection of the company's channel coverage
started to be examined. Thus, the company established
a close relationship with its ten main retail chains,
of which it was the preferred supplier. With these customers
national, the company had special adjustments for
stock and also with special merchandising contracts
and exposure at the point of sale. On the next level together
with its “extra-field” retail partners, the company
created a program for preferred partners, offering
programs for the three main retail entities. Already
concerning the pro-shops, the company sought a greater and
deeper coverage. With these measures, CALLAWAY
again conquered important points of sale and its
sales went up again.
With the arrival of the new millennium, after more than three years of
research and development, CALLAWAY resolved
diversify its product line with the launch in 2000,
of his first golf balls (called RULE 35).
In addition to this novelty, the company "won", understand
paid millions of dollars, a big poster boy,
the American Arnold Palmer, a living legend in golf.
In May 2001, Mr. Callaway, after selling
more than $5 billion worth of golf clubs in twenty years if
he left the company and died shortly after, on July 6th,
victim of pancreatic cancer. Despite his death the
CALLAWAY's DNA of innovation left by him would result
in the following years, in new products that would redefine the
art of playing golf, such as the C4 club, which
used carbon fiber in its structure. Furthermore,
relaunched its clothing line and diversified its portfolio
with the introduction of footwear (2003), watches, glasses
dark and even GPS. During this period the brand launched its
products in new countries and strengthened its position as
leadership in the most important golf markets in the world.
One of their most famous lines is CALLAWAY ROGUE,
clubs that feature a series of technologies that
work together to promote greater speed
and ball control. These clubs have the technology
Jailbreak, whose position of the bars inside the head of the
putter just behind the face hardens the body to avoid
deformation and bulging of the driver's sole and crown,
allowing energy to concentrate at the impact site
of the ball promoting greater speed and distance. During
more than three decades, through a firm commitment
with innovation, CALLAWAY develops and creates products
and services with a single purpose: to make everyone who loves
that sport in top golfers. After all, you
Ely Callaway has always believed in helping golfers
all levels to find more pleasure and success in the game,
and the company continues this tradition with a passion for
golf and a mission to help all golfers enjoy
the feeling of hitting the ball perfectly.
CALLAWAY GOLF SALES AND PROMOTIONS:
CALLAWAY GOLF SALES AND PROMOTIONS:
Certified by the best golfers
One of the most important marketing tools used
by CALLAWAY is the sponsorship of great professional golfers,
who participate in major world tournaments, and celebrities
who practice the sport, such as Justin Timberlake.
After sponsoring the legendary Seve Ballesteros, Arnold Palmer
and David Leadbetter, CALLAWAY currently maintains a team
from over 50 top golfers, including Phil Mickelson, Sergio
Garcia, Henrik Stenson, Marc Leishman, Xander Schaufelle,
Kevin Kisner, Thomas Pieters, among others.
visual evolution
The brand's visual identity underwent minor changes
over the years, and recently lost the word “Golf”.
corporate data
● Origin: United States
● Foundation: 1982
● Founder: Ely Reeves Callaway Jr.
● World Headquarters: Carlsbad, California, United States
● Brand Owner: Callaway Golf Company
● Publicly traded: Yes (1992)
● CEO & President: Chip Brewer
● Turnover: US$1.04 billion (2017)
● Profit: US$41 million (2017)
● Market value: US$ 1.62 billion (December 2018)
● Global presence: 70 countries
● Employees: 2,100
● Segment: Sports
● Main products: Golf equipment and accessories
● Direct competitors: Taylor Made, Nike Golf, Yonex,
Mizuno, Ping, Srixon, Dunlop Sport, Wilson, Adidas Golf and Titleist
● Icons: The Big Bertha Clubs
● Slogan: A better game by design.
● Website: www.callawaygolf.com
The brand in the world
Currently, CALLAWAY, which sells a complete and
the advanced line of clubs (segment where it is the world's largest producer),
golf balls and accessories
CALLAWAY GOLF SALES AND PROMOTIONS:
CALLAWAY GOLF SALES AND PROMOTIONS:
, which include clothes, gloves,
glasses, caps, bags, even shoes, and GPS, it is present in more
than 70 countries around the world. The brand has a strong presence in
United States, Canada, Australia, New Zealand, United Kingdom,
Spain and Asia, especially Japan.
of the Odyssey brands (very private golf clubs used on the green) Oggio (suitcases) and Ben Hogan (balls and clubs). The company
still has more than 25 CALLAWAY PERFORMANCE CENTER
around the world, where it offers specialized learning
for those who want to play golf.
● Golf balls represent more than 20% of the annual sales of the American company.
YOU'RE THE DESIGNER WITH TOUR-LEVEL PERSONALIZATION
AND CUSTOMIZATION
Choose from a range of customization options including different
color options, logos, and custom stamps to make the clubs, balls
and accessories uniquely yours.
CALLAWAY MEDIA PRODUCTIONS
Bringing you some of the most exciting, interesting, and unique content in the game. Check back often for new content dropping throughout the year!
CALLAWAY GOLF SALES AND PROMOTIONS:
CALLAWAY GOLF SALES AND PROMOTIONS:
The sources: the information was taken and compiled from the official website
of the company (in several languages), magazines (Forbes, Forbes, Newsweek,
BusinessWeek and Time), websites specializing in Marketing and Branding
(BrandChannel and Interbrand), Wikipedia (information duly
checked) and financial websites (Google Finance, Yahoo Finance, and Hoovers).
