Dec 17, 2009
Beyond product development, ProGrip creates value primarily through the marketing stage. (Manufacturing and distribution will be outsourced.) Building demand plays a central role to the acceptance of the Impress grip in the marketplace and the success of the company. Retailers and OEMs will not purchase component products without demonstrated demand from the market, and golfers will not be motivated to switch brands unless they are convinced of the benefits of a new product. Therefore, ProGrip will pursue grass roots, traditional, and innovative marketing and sales strategies to aggressively build acceptance of and demand for its premium line of Impress grips. Based on a careful review of other standard and premium grips and of other anti-vibration devices, ProGrip will price its Impress line at a premium. Market data indicate a high willingness to pay a premium for innovative products—particularly for grips, which...
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