3M Greptile Grip Golf Glove Video Case Chapter 10
What are the characteristics of the target market for the 3M Greptile Grip golf glove?
3M wanted to target both avid and professional; golfers who want to improve their game. Due to 3M’s proprietary “micro replication” technology, which is “equivalent to using thousands of micro-replication fingers”, golfers will be able to have a better grip and increase swing distance as the glove reduces gripping friction and increases swing control.
The primary target segment consists of the large U.S baby boomer population (those born in 1946-1964) and dual income couples. Majority of the baby boomers are either retired, thus having more disposable money set aside for recreational purposes, or have a stable income with more spending power. While dual income couples with no children, have more earning and spending power, with the majority wanting to live the high life, and are willing to pay a premium for it. This situation is similar in countries like Japan and Europe. Therefore, these potential consumers have enough money and time to spend on leisure activities like golf, making them a lucrative group to target.
The global industry for golf and golf gloves is currently worth about $300 million and $160 million (respectively) in America. With the golf and golf glove industries flourishing, 3M decided to sell the Greptile™ golf glove through both public and private on- and off- course golf specialty shops and golf superstores. By doing so, 3M will be able to create awareness amongst potential golf players and consumers.
Question 2: What are the key points of difference of the 3M Greptile Grip golf glove when compared with competitors’ products, such as Footjoy and Nike? Substitute products, such as golf grips?
The technology that is implemented into the glove, called micro-replication, is the gripping together of thousands of tiny fingers. This helps to increase the friction of a user’s grip, allowing for a tighter grip with less force exerted by the user’s hand.
3M wanted to target both avid and professional; golfers who want to improve their game. Due to 3M’s proprietary “micro replication” technology, which is “equivalent to using thousands of micro-replication fingers”, golfers will be able to have a better grip and increase swing distance as the glove reduces gripping friction and increases swing control.
The primary target segment consists of the large U.S baby boomer population (those born in 1946-1964) and dual income couples. Majority of the baby boomers are either retired, thus having more disposable money set aside for recreational purposes, or have a stable income with more spending power. While dual income couples with no children, have more earning and spending power, with the majority wanting to live the high life, and are willing to pay a premium for it. This situation is similar in countries like Japan and Europe. Therefore, these potential consumers have enough money and time to spend on leisure activities like golf, making them a lucrative group to target.
The global industry for golf and golf gloves is currently worth about $300 million and $160 million (respectively) in America. With the golf and golf glove industries flourishing, 3M decided to sell the Greptile™ golf glove through both public and private on- and off- course golf specialty shops and golf superstores. By doing so, 3M will be able to create awareness amongst potential golf players and consumers.
Question 2: What are the key points of difference of the 3M Greptile Grip golf glove when compared with competitors’ products, such as Footjoy and Nike? Substitute products, such as golf grips?
The technology that is implemented into the glove, called micro-replication, is the gripping together of thousands of tiny fingers. This helps to increase the friction of a user’s grip, allowing for a tighter grip with less force exerted by the user’s hand.