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Wdy Brand Presentation 9 9 03 Tm
1. What Drives You? Exploration and Development of the Brand Platform September 9, 2003
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5. Core to the Strategy MUST HAVE ALL THREE TO MAXIMIZE POTENTIAL AND REACH $1 BILLION Communications: Creates BRAND preference GOLFER ASKING FOR TAYLORMADE AN EMOTIONAL BOND Current: No brand preference Tour Usage/Dominance: Creates PRODUCT consideration VALIDATES PERFORMANCE IT WORKS Current: Built business on this-must protect In-store: Creates PRODUCT preference THE SALE Current: Need for improvement WHAT DRIVES YOU? BEST PERFORMING PRODUCTS INNOVATIVE PRODUCTS TO FUEL YOUR PASSION PLUS PLUS “ TaylorMade provides golfers who are driven with the best performing golf equipment to fuel their passion.” TaylorMade sells brand Trade sells product
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9. Golf’s Best Customers AVID GOLFER 25+ rounds/year Avg. 69 rounds/year CORE GOLFER 8-24 rounds/year OCCASIONAL GOLFER Less than 8 rounds/year Avid Golfers & Golfers Who Spend $1,000+ Annually Represents: 35% of All Golfers 80% of Golf Spending Primarily Better Golfers “ DRIVEN”