The wilson golf tools are not so famous. It is an average brand. However, its products are not bad. They work quiet well, but people simply like to talk about big and reputed brand names Nike and Adidas, and not those which have captured a small market share, just like Wilson. This is some thing that is not at all fair; that they product is good and even competitive but still people do not give much importance to it. However, unfortunately this is a big truth of the market. To win the hearts of the target audience is near to impossible. They are the boss and they have the authority to alter their decision at the very last moment too. So the generation of brand loyalty is not an easy thing to do!
Wilson basically lacks public attention. Main reason behind this is that people do not take it to be a status symbol, the way they deal with other leading brands. To improve this factor, the company must spend some amount on its adverts. It must hire high class rock stars and people who are rich and famous. When the general public would for example see Bill Gates playing golf with the wilson golf clubs, a lot of difference will be created in their mind about the image of the brand. The image that Wilson should portray must be that this is a brand for the rich people. Stylish personalities should be asked to promote the brand. Even if the price of the wilson products is low, nothing will go wrong by bring it a bit higher; as the majority of people think, quality lies where expenditure is more. To increase price in this way is called price skimming. Many firms adopt this policy to increase the value and importance of their product.
Other than all this, Wilson must also give a lot of attention to the marketing department of the wilson golf products. Advertisements must run on the posh most channel of the television. It must not be run on any ordinary mode of communication. The designing and production of the ads remains an avoidable issue always. It must be given a lot of time. Exceptional advertisement directors should be hired and paid loads of money so that he designs a perfect persuasive advertisement for the company.
The distribution of the wilson golf equipment must be paid a lot of attention. Product must not be handled in any way which gives an image of it being an ordinary product. It should be dealt with care to show off its elegance and beauty. None of the wilson golf products should be sold in ordinary sports shops. This should be strictly banned. This decreases the value of the product. To make some thing valuable, it’s necessary to make it rare. So the Wilson product must only be sold in Wilson’s own retail outlets. Again, the point that is to be kept in mind is that the outlet must not be located in any third class area. It should be a big shop in some sort of posh shopping mall and all the golf equipment should be displayed which gives a delicate and amazing look. Shop must be decorated very beautifully so that it catches the eye of people passing by it. It must be tried that the salesmen are polite and look good. They must talk properly and deal with the customers making them realize that they are special. This will make more people come to the shop and sales will either today or tomorrow, but definitely increase.
