The incredible sales boom for Cobra’s range of SZ drivers is showing no signs of slowing down according to Sports Marketing Surveys latest retail audit*. Earlier this year Cobra drivers were the clear #1 in February and March this year. Now, as research is published for the middle of the season, Cobra has maintained that leadership position with a year to date volume market share of 18.0% for the first 7 months of 2004 compared to 15.0% and 14.2% for the leading competitors and way ahead of the rest of the field. In fact, Cobra’s gap at the top widened in July, registering a share of 20.3% compared to just 13.5% and 12.1% respectively for the next two brands.
The new King Cobra SZ Unlimited drivers have taken Titanium drivers to a new level with a whole host of dazzling technological features creating the hottest all-titanium Cobra driver yet. With two head size options to choose from (440cc and 400cc) the drivers provide a massive ‘sweet zone‘ and solid feel at impact delivering longer, more accurate drives from all nine points on the club face. When looking at driver model sales in July the Cobra 440 SZ is the #1 seller in terms of volume with 10.1% and the Cobra 400 SZ is in fourth place with 6.2%. In addition Cobra’s new COMP driver, launched in mid-season, is really starting to take off too with the powerful composite design proving especially popular at Cobra demo days this summer.
Cobra’s marketing campaign this year, coupled with the heavyweight commitment from Cobra’s retail partners, has maximised sell-through worldwide, but the company believes that it is the superior performance of the driver in the hands of the everyday golfer and the subsequent word of mouth recommendation that has fuelled demand more than anything else.
With Cobra metals salesÂ² more than 80% up year on year and a #1 driver market share position this year, Cobra’s marketing director John Peal is delighted with the consumer reaction. “The support of our retailers and the high impact marketing campaign were the key to the fast start we got this year,” he said, “but to maintain the market leading share of around 20% throughout the season, in one of golf’s most hotly contested sectors, is testament to the incredible performance of the Cobra drivers. To see so many amateur golfers hitting the ball consistently further and straighter is very satisfying for Cobra’s product designers and is clearly our most powerful marketing tool.”
The Cobra SZ drivers are yet another success story for Acushnet’s Cobra brand, famed for producing high quality game improvement products for the everyday golfer.
Â¹Sports Marketing Surveys Ltd’s Retail Audit Jan – July 2004
Â²UK Cobra YTD Jan – Aug 2004 v Jan – Aug 2003