Nike Golf: A marketing plan presented to Pacsports Philippines Incorporated

• Main Authors: Lim, Chris Gervy T., Segismundo, Juan Carlos R., Recoter, Lean Marxelle P., Yuyek, Earle Nicholas T.C.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18153
• Institution: De La Salle University

The golf industry is small in the Philippines. There are only over 50,000 golfers playing across 139 registered golf clubs in the country, consistent with the National Golf Association of the Philippines (NGAP), data 2012. It may seem like a small sport, but the sport itself is very expensive. Just for the equipments, a golfer must invest 5 to 6 digits of money alone not counting the training fees and hours spent training. Pacsports Philippines, Inc. became a sole distributor in the country for Nike Golf. Nike as a brand, maybe a strong brand, and Nike Golf Philippines may anchor its brand equity through Nike, but pro golfers do not look at Nike Golf the same way as they look at Nike as a whole. Ultimately, the company together with the group envisions Nike Golf Philippines to be a force to reckon in the sport. The groups plan of action will start by scrutinizing and evaluating the data gathered in the Usage, Attitude and Image (UAI) survey to formulate the recommendations. The study showed that the size of the market is approximately 50,000 golfers and 22,280 of which is Nike Golf Philippines computed target segment. Advertising will be utilized with the use of magazines. Posters will be posted in every retail stores of Pacsports. Public relations will be used for events such as launching events for product launch and demonstration of products. All promotional materials will imply that Nike RZN has definitely the most advanced technology which maximizes the target markets golf performance. With this, the group has also made computations for the pricing, costing, financing schemes and estimation of profitability for the said product.