Event Planning Marketing - Sale of Golf Shoes at Windmill Lake Golf Club Sales Expo - Essay Example

Event Planning Marketing Sale of Golf shoes at Windmill Lake Golf Club Sales Expo Sale of Golf shoes at Windmill Lake Golf Club Sales Expo Introduction Windmill Lake Golf club was established in 1970 and is found in the state of Ohio. Each year, this course is continuously ranked among the top courses in the state. The services at this institution are top indentation and they are complemented by The Shoppe at Windmill Lakes that is a retail centre for selling golf equipment. In the area it is well-known for its branded wide range of product from golf attires, clubs, shoes and accessories. This article aims at evaluating the marketing strategies used in the sale of golf shoes at Windmill Lake Golf club sales expo. The product is golf shoes, the customers are the golf players at the establishment and the competition is the other competitive golf clubs in Ohio. The strategies applied in the sale of golf shoes at this expo revolve around pricing because of the nature of the event. The only formula of advertising that is valid is guerrilla publicising. A focus on brand identification is yet another strategy used to attract the local golfers and the tourist golfers. Strategies Guerrilla marketing involves the use of the ushers and concession workers to market the product. As the guests arrive at the expo, these personnel engage the guests in the products available at the shop and propose the purchase of a pair of golf shoes. Informing the clients that the product is only available at pro shops informs the golfers that the shoes are meant for serious golfers and this gives the product a certain air of quality. Pricing Setting a reasonable price for the sale of the product is essential in beating the competition and the creation of a huge profit margin. In this case, the manufactured goods are intended at targeting the golfers; therefore it has a particular business. Pro golfers are expected to want to purchase quality products. The products pricing aims at reaching the equilibrium point which in this case, is the price that the golfers are willing to buy at versus the price that the sellers have set. The smaller that this margin is, the higher the rate of success. There is the price that the company set so as to achieve a profit that will cover the cost of production. This goal must be attained for the sale to be considered a success. This, however, limits the level of compromise in the sale of the product considering that it targets a specific market (golfers). Success in the guerrilla marketing strategy may warrant the use of market pricing that is the pricing of products in relation to the business aspect. With the customers knowing that the golf shoes in the sale are quality products, a hike of the prices with an increase in demand would be presumed to be reasonable due to the scarcity of the product. In the event of the presence of a market leader in the sale of golf shoes. The pricing will have to be competitive so as to match up to the leaders pricing. This tactic helps to protract the life of the merchandise in the market. If there are older stores in the expo, this pavilion will have to undercut its pricing on the golf shoes with the aim of capturing the price-conscious buyers. If the sale of a pair of a pair of golf shoes is at a price of $50, then charm pricing can be used. If the price indicated was $49.99, this would serve to make the commodity look cheaper. This strategy aims at manipulating the subconscious side of the buyer. The fact that the amount does not close with ‘00 makes $50 look like a price bump. The $50 pricing only serves to give the notion of the golf shoes being a luxury product while that of $49.99 makes the pricing appear fair and is bound to bring in more sales. The Shoppe is known for its competitive pricing and its wide range of products. In the case of golf shoes, the stock comprises of shoes from prominent manufacturers like FootJoy, Adidas, Nike, Callaway, Ecco and Hi-Tec. The pricing of this product is also competitive at the market level and the pavilion should market all these products equally and leave the choosing to the golfers. The Shoppe is not viewed as just a local entity because it targets the wider market with its range of products. Keeping in mind that tourist golfers prefer to travel with their own equipment (which is likely to be of a particular brand), the pavilion will also appeal to the tourist with its range of designer shoes and in doing so also capture the tourist golfers. Brand Identification The pavilion can choose to invest in the top brands like Nike. Nike has a logo that is known on a global basis with its huge clientele in the sporting fraternity. Choosing to use the top brands to attract customers is a well off strategy. It is an excellent strategy because it reflects the American culture and will, therefore, serve to attract the local golfers. The reputation that a company like Nike has built for itself gives the consumers the psychological sentiment of prowess because of its advertisements that feature pro athletes.2 it also serves to attract the tourist golfers who can relate to the brand. Audit The pricing strategy used serves to brand the level of competition one has to their customer. The valuing of the product must match its quality for it to look genuine. The durability of the golf shoes in relation to their cost must add up. In the eventuality, the pricing comes out as a rip off. The warranty of the product is, therefore, key in targeting the market. Each brand is priced in relation to its popularity base with the top brands being slightly costly. The focus is on top brands that will in the turn pave way for the relatively popular brands. This is as a result of their collective appeal. References 1. Windmill Lakes Golf Club, Retrieved from, http://golfwindmilllakes.com/facilities/shoppe.html 2. Lin C. A Successful Marketing Strategy for Nike Inc. Read More