Marketing Management: Altius Case Study
Marketing Management
Case Analysis
Altius Golf and the Fighter Brand
Group AE1:
Abhinav Singh (14S601)
Anima Tapadiya (14S607)
Dushan Garg (14S616)
Niharika G (14S628)
Raviteja Palanki (14S636)
Prem Sharath (14804)
Altius Golf and the Fighter Brand
Altius was losing market share due to several reasons a few of which have been mentioned below:
The number of golfers in the due course has fallen and new players are more price sensitive and the competitors are taking advantage of this. The price of premium golf of the competitors like Primiera and Meridian are significantly less than Altius which is giving them an edge over Altius as Altius premium brand “vertex TX” was the most expensive ball in the market. Altius was largely built on the golf balls where 85% of their profits are from the golf balls and they are less focused on the Golf clubs whereas manufacturers like Primera, Bantum and Carlsbad are deriving most of their revenues from golf clubs and the golf ball category was a secondary business plan for them.
The gross margin for retailers offered by Altius’s competitors was slightly higher than that offered by Altius which attracted the retailers to stock more of their products than Altius’s
Due to an economic slowdown, there was a cut down on expenditure on luxurious items. Golf balls were one of them. Hence the existing customers of Altius were not making repeat purchases leading to a declining revenue
The competitors made the sport more accessible to new and recreational golfers by introducing the customized marketing campaigns which attracted new customers. This increased the market share of the competitors
If Altius maintains status quo and continues to target only the premium customers (already existing customers), then its revenues will deplete and there is a chance that it will slowly lose out on its customers. The reason for this could be the ageing of its customers. Most of Altius’s customers were high end customers and professional
Case Analysis
Altius Golf and the Fighter Brand
Group AE1:
Abhinav Singh (14S601)
Anima Tapadiya (14S607)
Dushan Garg (14S616)
Niharika G (14S628)
Raviteja Palanki (14S636)
Prem Sharath (14804)
Altius Golf and the Fighter Brand
Altius was losing market share due to several reasons a few of which have been mentioned below:
The number of golfers in the due course has fallen and new players are more price sensitive and the competitors are taking advantage of this. The price of premium golf of the competitors like Primiera and Meridian are significantly less than Altius which is giving them an edge over Altius as Altius premium brand “vertex TX” was the most expensive ball in the market. Altius was largely built on the golf balls where 85% of their profits are from the golf balls and they are less focused on the Golf clubs whereas manufacturers like Primera, Bantum and Carlsbad are deriving most of their revenues from golf clubs and the golf ball category was a secondary business plan for them.
The gross margin for retailers offered by Altius’s competitors was slightly higher than that offered by Altius which attracted the retailers to stock more of their products than Altius’s
Due to an economic slowdown, there was a cut down on expenditure on luxurious items. Golf balls were one of them. Hence the existing customers of Altius were not making repeat purchases leading to a declining revenue
The competitors made the sport more accessible to new and recreational golfers by introducing the customized marketing campaigns which attracted new customers. This increased the market share of the competitors
If Altius maintains status quo and continues to target only the premium customers (already existing customers), then its revenues will deplete and there is a chance that it will slowly lose out on its customers. The reason for this could be the ageing of its customers. Most of Altius’s customers were high end customers and professional