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I salute TaylorMade for doing something different. It's innovative, creative and differentiating as it goes from cookie-cutter to cookie monster. And people are definitely talking about it. What's come crystal clear to me though, in the past two weeks as I read blogs and speak to serious and casual golfing friends, is that this TV spot represents the ongoing battle of manufacturers for a bigger piece of the same pie. A pie where perceived value reigns king at the premium price point. The target market consists of only serious golfers and those that need - and can afford - something more than a good golf swing. TaylorMade thought outside the box and perhaps they'll capture even more than their current, industry-leading 40% market share.
According to Mintel, during the past 15 years, the classic 'Baby Boomer' has made up more than half of the male golfing population. In turn, the golfing industry has relied heavily on this retiring, wealthy demographic as its primary consumer. But as this generation ages (the first wave of the Baby Boomer generation is now entering their mid to late 60s), the sustainable growth of the game - and equipment sales - comes into question. With increased competition from active sports and financial constraints hindering increased participation on multiple levels, TaylorMade must give more attention to the 'Echo Boomers' and navigate a strategy towards younger demographics, that essentially creates a bigger pie for themselves. 40% market share sounds good in the short-term, but it doesn't mean much if that market is getting smaller and smaller. Their long-term growth depends on it. And it'll require a heck of a lot more than a Sesame Street song and a white driver.
