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Mizuno
Initatives
How
does Mizuno's success on America's PGA Tour - it has been the No
1 iron for six straight years, based on the Darrell Survey - translate
into sales success?
To
address that problem, Mizuno introduced a new range of clubs at
the PGA merchandise Show in Orlando including a new line of T.P.Mills
putters which use a special forging process to ensure a soft, solid
and consistent feel.
"That's
our challenge from a marketing point of view," said president
Bob Puccini. "It's up to us to capitalise, to establish that
position of leadership (in the public consciousness)."
To
do that means, first and foremost, identifying the reason for Mizuno's
strength in the professional ranks.
"Why
have we been No 1?" Puccini asked. "The answer is in forging
technology. That sets us apart from everybody else." And has,
for many years.
Mizuno,
based in Norcross, Georgia, a suburb of Atlanta, are changing their
strategy and tactics in the United States. They have brought their
sales force in-house and taken a three-year approach to building
a foundation for the long-term.
The
quandary is how to combat the perception that forgings - Mizuno's
bread-and-butter product - are for better players only and do not
include many of the game-improvement features so prevalent today
in the marketplace. That's not all bad. The image of the best players
using their product is a plus, but Mizuno want to put across the
message that their clubs offer quality workmanship and materials
for golfers of all levels, and those features will not be compromised.
"We
try not to be everything to everybody," Puccini said. "We
want to build a brand, not chase revenue. We're aligning ourselves
with our core competency." For Mizuno, that means doing forgings
better than anybody else and using that as their marketing tool
because, Puccini said, "when it comes to product, we win if
we focus on our products."
Jeff
Fiorini, vice-president of marketing, said the PGA Tour numbers
- 89 top-10 finishes in 1999 and No 1 in total iron count with 1,215
sets in play at all events) - are a "very strong" platform
to build on.
In
six seasons, 1994-1999, players using Mizuno irons have won 37 tournaments
and more than $73 million in prizemoney. The 1999 US Amateur champion,
the Mid-Amateur champion and NCAA Division One champion also used
Mizuno irons. Five of the last seven NCAA Division One champions
have used the irons. Indeed, the numbers are impressive.
Mizuno's
new products for 2000 include:
*Pro
300S driver features a four-piece clubhead made of Strong Forged
Beta Titanium which enables the manufacturer to make a thinner uniform
face thickness. The result is a spring-like effect that generates
greater initial ball velocity for increased distance. "This
driver is long," said Jim Safrit, director of marketing. "And
who isn't looking for more distance? Certainly, the average player
is."
*T-Zoid
Forged driver, with CORTECH face design, also has a four-piece forged
titanium construction. CORTECH stands for Coefficient of Restitution
Technology which has a dual face thickness that is thinner in the
area closest to the heel. This allows the designers to increase
the flex of the clubface without sacrificing strength.
*T-Zoid
Forged utility woods, also with CORTECH, have a specially-designed
rail and bounce channels on the sole for stability and to reduce
turf drag. The rail design lowers the center of gravity to help
the fairway woods into the air. Available with both graphite and
steel shafts.
*A
new line of putters by T.P.Mills, the legendary putter designer.
The putters are crafted from 1025 Mild Carbon Steel using an exclusive
Grain Flow Forging process to ensure a soft, solid and consistent
feel. The new putters feature a computer-milled face and cavity
for tight tolerances. The finish is a nonglare pewter.
These
products are central to Mizuno's goal of getting its message to
the consumer. "We'll do our best not to let you down,"
Puccini said. "We can win the battle. We're very excited about
the battle. Mizuno is gearing up to get its message across."
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