BCOR-2400.Project2

BCOR-2400.Project2 - Ashley Ritchie BCOR-2400 Homework #2...

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Ashley Ritchie BCOR-2400 Homework #2 3M Greptile Grip Golf Glove: Great Gripping! 1. What are the characteristics of the target market for 3M Greptile Grip golf glove? 3M’s Greptile Grip golf glove’s target market can be characterized as golfers, age 50 and older, all ethnic backgrounds. 25% female and a 10% increase in minorities, primarily located in the temperate South and West regions of the United States, and generally having reached prime earning potential allowing for greater discretionary spending on leisure activities. In 2006, the target market size was 28.7 million people. The majority of these golfers buy golf gloves at golf shops and are seeking products that provide comfort and technology for improved performance. Demographics : Consumer – golfers, age 50 and older, all ethnic backgrounds. 25% female and a 10% increase in minorities. Business – sold through public and private on and off course golf pro specialty shops, golf superstores. Geographic : Located in the temperate South and West regions of the United States. Psychographics : “Baby boomers,” generally having reached prime earning potential allowing for greater discretionary spending on Leisure Consumer Behavior: Golfers who buy golf gloves at golf shops and are seeking products that provide comfort and technology for improved performance. 2. What are the key points of difference of the 3M Greptile Grip golf glove when compared to competitors’ products, such as FootJoy and Nike? Substitute products, such as golf grips? The primary point of difference between that 3M offers is Greptile micro- replication technology. As described in the video, this helps golfers in humid climates or with moisture on their palms maintain a tighter grip with less effort. The reason this is different from FootJoy and Nike’s products is the Greptile l ine uses thousands of micro-replication gripping fingers (3,000 per square inch) to create a glove offering optimal friction that reduces slip
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This note was uploaded on 10/08/2009 for the course BCOR 2200 taught by Professor Tomnelson during the Spring '08 term at Colorado.

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BCOR-2400.Project2 - Ashley Ritchie BCOR-2400 Homework #2...

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