Spalding Sports UK has announced a big increase in sales during 2001 and believes that its innovative approach and industry awareness keeps it at the forefront of the sports market.
“The marketplace is becoming increasingly competitive,” said managing director Scott Lucas. “Despite 2001 being a tough year for the golf industry, we have seen all of our brands increase their market share considerably. Company sales increased by 17% during 2001 and the 2002 order book is up by more than 60%. These two facts are a very strong indicator of the strength of Spalding UK.
“Etonic has multiplied its market share by four times in the last couple of years. Top Flite remains very strong and tour players are choosing to play Strata and Ben Hogan, recognising the quality and excellence of the products – just what the brands stand for.”
Spalding will be launching a number of products and initiatives in 2002 and has recently appointed Cambridge-based absolutely fabulous PR to create and implement a more innovative and creative marketing campaign.
‘The sporting goods industry has traditionally relied on advertising to raise awareness and increase sales,” said marketing manager Ian Stringfellow. “At Spalding we have always recognised the importance of a fully comprehensive marketing strategy. Our in-house communications team has become increasingly stretched with the breadth and depth of our innovative marketing programmes, including new product launches and sports sponsorship, which are at the core of Spalding’s activities. We therefore decided to augment the team with an external consultancy to inject some fresh ideas and facilitate the management of additional projects and initiatives.”