Hitching a star name to a product is nothing new in marketing. Doing so and charging a premium is a great way for a company to make higher margins and give the fans something different to grab a hold of. The unique part of this story ties into our previous one on the “Un-Marketing of Tiger Woods” and if you missed that, you can find it here.
Tiger Woods returned to the game with a bang louder than anybody anticipated and with that the company is about to launch a new product. Well, it’s not really a new product, but the same product in a new package. The ball Tiger plays is the Bridgestone Tour B XS and as the golf season kicks off around the country for many, there will be a “new version” of sorts that will be available at retailers everywhere.
Bridgestone is launching the new Tiger Woods ball, featuring his name and likeness hitting stores in early April with a price point of around $50. The balls will feature a custom “TIGER” mark that is similar to how the 14 time major champion marks his balls for competition. A portion of the proceeds from the sale of the “limited edition” offering will go to support the TGR foundation.
The price point is an interesting topic with a release like this. The Bridgestone Tour B line of golf balls normally retails for around $45 per dozen. Currently, all four models in the lineup, are on promotion for the sale price of $35 when you buy two dozen. Will Tiger written on the side of the ball and a new commemorative box bring golfers to jump in, despite a pretty big price increase from the current promotion cost? Coming in May when the price moves back to the $45 regular price, does a small $5 increase get you to jump on the Tiger stamped edition?
We want to hear from you. Is this something you plan on picking up? Have you tested out the current Tour B line of balls from Bridgestone yet this year? Drop us a note in the comments section or head over to the THP Forum and join the conversation now.
Bold strategy cotton, let’s see if it pays off for ’em.
Hmm. Interesting move and probably done at the right time considering his comeback and play. Not a coincidence he will be the MAIN attraction at Augusta next week. I guess smart marketing move by them.
I mean, the move is getting attention and any pub is good pub. I am sure some will go for it based on the novelty or Tiger aspect. I don’t think there’s many other golfers that this would work with, but Tiger might be one if the only.
Thinking they will probably get a little bump with the Tiger ball because of the novelty. Long term though, I see people saving the extra money and buying the same ball without the Tiger stamp.
Who designed that box? It looks like a mock up from a product on the Goldbergs.
This is being done because Tiger hits everything into the woods and his sponsor wants to make sure you don’t know how crooked he is.
Why not? I like the strategy, people will want these balls! Funny how it wasn’t too long ago we were all sitting here wondering why Bridgestone wasn’t using TW in their marketing….they were just sitting back waiting on this release, smart move on their part as well. I hope this works out well for them!
They were not though : ) The linked article tells that story from the parent company.
I think this will generate some sales – however bow many golfers should actually be playing the XS? I feel most golfers are fit into the X.
This should generate sales but I think they need to offer it across all the balls.
For me, knowing it’s more expensive, but also the wrong ball for me no way I’m buying – of course uneducated consumers won’t know that.
Effectively a $15 / dozen markup for a Tiger stamp. No thank you. I’ll keep playing a ball that increases in price due to actual performance improvements. (And I’m an unabashed Tiger fan.)
Interesting…. I won’t be picking them up, but curious to see how they do…
Isn’t this a sign of desperation on their part?
I would never pay that much for a Bridgestone ball, with or without a TIGER stamp on the side.
Im not sure it is. Its a sign of using your star power to sell products. No different than another company trotting out 20 tour players in a commercial saying most used on tour and charging the same, right?
Sorry, just not going to play a ball with Tiger’s name on it. I’ll stick with the Tour Bx and be very happy.
Yeh, standing out as the golfer who lies, cheats and gets DUI as a role model?
Wouldnt buy anything he endorses. He’s just money, thats all he is.
I like it and want some, but i am just going to order personalized and add Tiger or TW to the side.
$50 when the same ball is $35? No way and its the ball i play regularly.
Currently, but the current promotion pricing will be ending at the end of next month.
curious on the packaging because it looks almost photoshopped, but I will pick up a dozen to keep in the man cave. If he wins next week, they will sell a ton.
Exactly. There’s no way that ball will work for me if it works for Tiger! I’m also not stupid. I have bought exactly 1 dozen balls in my life for $45 and that was only because Golf Galaxy had a $50 off $250 coupon and the golf bag I was buying was $219.99 so I basically got the dozen for free. I would never pay $50 for a dozen balls.
Oh, they’ll sell more than a ton. That only comes to ~1647 dozen (not counting the weight of the box). I’m sure they’ll move well more than that.
Need to give these a try sometime.