Global Edition

 

Cobra big on both sides of the Atlantic

12.10am 13th August 2003 - Corporate

The momentum continues for Cobra Golf, the fastest growing golf club brand
in the industry. According to the most recent Golf Datatech on/off course
market share results from May, Cobra reached a 12.7% share in metals and 7.4% share in irons, making Cobra the third best-selling brand in both
categories.

This impressive growth trend in metals is supported by Golf Datatech’s recent rolling 12-month ranking of 10.2% share versus 3.5% in the prior year rolling 12-month ranking a single-year increase of 6.7 percentage points. Cobra irons showed impressive growth as well, more than doubling  its rolling 12-month share from 3.0% to 6.3%.

“To achieve these types of results in an industry where rounds of play are
down and retail sales are down, this is another milestone for the Cobra
brand,” comments Jeff Harmet, general manager, Cobra Golf. “We have been
tireless in our effort to leverage the spirit of innovation and founding
principles of Cobra Golf and the original King Cobra franchise. We are
succeeding by making the game more enjoyable for golfers by offering
quality, performance and innovative technology-based products at a fair
price.”

This success has not been confined to the US market either. Sports Marketing
Surveys latest UK retail audit reveals that Cobra metals were a clear number
three in May commanding 12.1% volume share compared to a share of 3.1% in
May 2002, a jump of 9 percentage points and, as in the US, Cobra metals also
achieved the number 3 position on a 12 month rolling share. The launch of
the new King Cobra SS-I irons have also resulted in a big leap in demand
with Cobra reporting a 27% sales increase for the first 5 months of 2003
compared to 2002 in the UK.

“From drivers to fairway metals to irons, the ‘new‘ King Cobra SS line
appeals to a wide range of golfers who seek quality performance enhancing
clubs,” said Harmet. “Some of those golfers may have once played Cobra and
have returned to the ‘new‘ Cobra brand, while others are new players seeking
long, straight distance who are playing the King Cobra brand for perhaps the
first time. We are confident that once a golfer demos a King Cobra golf club, he or she will want to continue playing it.”

For more information please contact John Peal at Cobra on 01480 301114 (John_peal@acushnetgolf.com).

       

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