Download - Altius Presentation
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Altius “Elevate Your Game”
BCLM Consulting Thursday, October 22
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U.S. Golf Ball Market Trends
Year
Total Equipment incl balls (millions, USD)
% change vs. prior year
Golf Balls (millions, USD)
% change vs. prior year
2007 2911 552
2008 2752 -5.50% 536 -2.00%
2009 2433 -11.60% 495 -7.60%
2010 2384 -2.00% 479 -3.20%
2011 2414 1.30% 464 -3.10%
2012 2628 8.90% 483 4.10%
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Effects of Industry Trends on Altius/CompetitorsGolf Ball Market Share by Manufacturer (select data)
U.S. Retail unit sales 2008 2010 2012
Altius 38.00% 36.70% 35.10%
Primiera 14.20% 16.30% 17.10%
Bantam 16.30% 15.70% 14.70%
Carlsbad 9.30% 8.10% 8.30%
U.S. Retail dollar sales 2008 2010 2012
Altius 58.70% 56.80% 55.20%
Primiera 12.50% 13.20% 15.00%
Bantam 19.30% 18.50% 17.30%
Carlsbad 11.00% 10.50% 9.30%
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Why have we seen a decline in the overall market?
Less people playing golf (31 million in 2003→ 26 million by 2012)
Shift in attitude in current generation of golfers
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Why has Altius seen a decline in market share?
Retail Price of Golf Balls, Select ManufacturersAverage retail price per dozen balls Altius Primiera Bantam Carlsbad
PremiumVictor
TX Flight BCE Seraph$48 $44 $45 $45
Mid-Range Victor Aerial Merion Celeste$39 $35 $36 $36
Value X Arc Riviera Pegasus$27 $27 $25
Economy X Wing Canterbury Pegasus X$18 $21 $19
Failure to respond to
decline of golf players
Failure to Capture “Sweet Spot” of Market
Share
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Why has Altius seen a decline in market share?
Weak presence in off-course channels
Altius share, dollar sales 2008 2010 2012
On-Course 68% 67.60% 67.50%
Off-Course 50.80% 47.90% 45.50%
Difference 17.20% 19.70% 22.00%Dollar sales by channel 2008 2010 2012
On-Course 46% 45.20% 44.20%
Off-Course 54.10% 54.80% 55.80%
Difference 8.10% 9.60% 11.60%
Exhibit 2: Golf Ball Market Share by Manufacturer and Channel
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So what...How does Altius respond?
Option 1Maintain Status
Quo
Option 2Implement Altius
“Elevate” Strategy
Option 3Implement
Revised Altius “Elevate” Strategy
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Option 1: Maintain Status Quo
StrengthsBrand equity for Altius flagship
Victor TX
High Manufacturer Gross Margin Percentage
Emulation strategy appeals to loyalists
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Option 1: Maintain Status Quo
$35 million advertising budget allocated to Victor TX Prestige Line
Low Retailer Gross Margin
Disregards clear golf ball “Sweet Spot” for competitors
Weaknesses
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Option 1: Maintain Status QuoStrategy effective through recession
Recession led to change in market
Altius must respond to this change in order to remain competitive
Conclusion
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Option 2: Implement Altius “Elevate” Strategy
Strengths Entry into “Value” price point of the market
Increase off-course retailer gross margin
from 15% to 20%, equal to competitors
Nonconforming option facilitates accessibility
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Non-conforming ball may damage prestige of brand, USGA sponsorship and association
Inefficient utilization of advertising budget (maintaining $35 million allocation to Victor TX only)
Weaknesses for Option 2
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Option 2: ConclusionLegitimacy
tarnished by risks
Ineffective advertising budget allocation given changing market
Altius accessible + affordable
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Option 3: Implement Revised Altius “Elevate” StrategyThree Revisions
1. Eliminate Mid-Range Victor Line
2. Eliminate Nonconforming Option
3. Re-appropriate Advertising Budget to better support the
Elevate Line (suggested $10 million)
Elevate
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Revised Altius “Elevate” Strategy Strengths
Enhanced Promotion of value-priced Elevate line
Reduction in Manufacturing Costs Minimize Risk of Damaging Brand
WeaknessesReduced promotion of flagship Victor TX lineAbsence of non-conforming golf ball
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Our Recommendation: By the Numbers
Gross Profits 2012 (in millions)
Altius 158.63
Primiera 33.3
Bantam 38.44
Carlsbad 20.66
Revenues 2012 (in millions)
Altius 226.64
Primiera 57.96
Bantam 66.85
Carlsbad 35.94
Manufacturer Gross Margin 2012
Altius 70%
Primiera 55-60%
Bantam 55-60%
Carlsbad 55-60%
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Our Recommendation:By the
Numbers“Elevate” line has a 64.1% manufacturer gross margin
Amount reappropriated from marketing of Victor TX can be applied to marketing and/or funding of Elevate line
Amount saved from removal of Victor line can also serve the aforementioned purpose
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Our Recommendation: By the Market Research
35% of golfers who did not buy Altius cited high prices as a deterrent to buying
45% of lapsed golfers and 53% of non-golfers cited high costs as the top reason for not playing golf at all
Golfers who used other balls still viewed both Altius’s brand and product line positively
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Our Recommendation: Option 3Implement Revised
Altius “Elevate” Strategy
Makes the sport more accessible to an evolving generation of golfers
Upholds high profitability and manufacturer gross margin percentages
Preserves the brand equity for which Altius is known
Creates a system in which golfers are encouraged to participate in the “graduating” experience of Altius
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Altius
Elevate Your Game.