Global Edition

Superior performance yields superior sales

8.30am 10th May 2005 - Corporate

For 2005, market leading golf ball brand Titleist has overhauled its entire golf ball line up and the move is proving to be very popular with the golfing public, according to Sports Marketing Surveys Ltd’s latest retail audit. From the Tour-proven Pro V1 and Pro V1x to the big-selling NXT range and the popular PTS SoLo, Titleist has once again raised the bar for high performance and the new line-up is literally flying off the shelves.
Sports Marketing Survey’s March 2005 retail audit reveals the following:

  • Titleist’s 38.4% unit market share in March 2005 is higher than at any point last year
  • 56p from every £1 spent on golf balls in the UK so far this year has been spent on Titleist balls
  • 37p from every £1 spent on golf balls in the UK in March was spent on Pro V1 or Pro V1x alone
  • Titleist’s 12 month unit share of 33.9% is over three times more than the nearest competitor with just 11.1%

When looking at sales by golf ball model, five of the top six selling models in March are all Titleist, with Pinnacle taking the other place with the big volume Gold Distance ball. The top six volume shares are as follows:

  1. Titleist Pro V1  15.2%
  2. Pinnacle Gold Distance 6.7%
  3. Titleist PTS Solo 6.6%
  4. Titleist Pro V1x 6.3%
  5. Titleist NXT Tour 5.1%
  6. Titleist NXT  4.2%

The legendary Pro V1 has a new core/cover formulation to deliver lower driver spin and more distance than its predecessor. Similarly, Pro V1x for 2005 features a new improved dual core formulation to produce lower spin and provide greater control on full iron shots and continues to appeal to players who generate very high ball speeds or high spin like triple victor in 2005, Ernie Els
.The new NXT Tour features a new high velocity large dual core and revised cover to produce lower driver spin and longer distance from the tee and yet maintain feel and control around the green. In addition the popular NXT has improved aerodynamics delivering lower, flatter trajectory for increased roll and extra distance. The new PTS SoLo features a softer cover and lighter core than the 2004 version for a high lift design especially for slow to moderate swingspeed players.
“We are delighted with the latest share figures. By improving every model in the Titleist line-up our aim was to exceed expectations for all types of golfer and the high early season demand would suggest our designers have hit the mark,” commented John Peal, Titleist’s European director of marketing.


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