Case Study

 

Golf Market & Brand Research Case Study
Client: TaylorMade Golf, Adidas Golf, Ashworth,
Adams Golf (TMaG Family of Brands)
Category: Sporting Goods
(Golf retailer/manufacturer relationships)

The Business Issue

TaylorMade Golf Company, the owners and operators of four world-class and market lead- ing brands in the consumer golf space – TaylorMade, adidas Golf, Ashworth and Adams Golf – worked with Stitch Marketing Research to build a primary research mechanism through which they could gather quantifiable, trendable data direct from trade customers on the organization’s performance against key customer service metrics. How could the TMaG team predict future customer satisfaction, and build a proactive market assessment that allows them to deliver above and beyond customer expectations and build loyalty and purchase preference?

The Techniques

  • Audit and re-configure previous internally-executed customer satisfaction measurement

  • Create an entirely new measurement system and protocol

  • Web-based surveys with key retailers and PGA Club Professionals who are selling the products.

The Recommendations

  • Objectively measure multiple brands, including competitors, to get a “best in class” assessment.

  • Evaluate different audiences differently – a PGA teaching pro sells products much differently than a mass merchant.

  • Find triggers of loyalty and repeat purchase.

  • Promote leadership in service, when it’s true.

The Bottom Line

 

  • TMaG brands were not clear leaders in the way the company thought they were.

  • New focus on solutions was created.

  • Retail customers (accounts) felt more connected and valued.

  • Internal training focused more on solutions and less on claiming “No. 1”.

Client Commentary:

“Stitch Marketing Research took an existing survey we created and helped us refine and expand it based on business needs and new challenges. Our service evaluation is now a differentiator and we are working proactively on difference-makers that Stitch’s research plan put in place for us.”

Kathy Loberg, Senior Director,

U.S. Service / TaylorMade-adidas Golf Company