Asahi Agency/Marketing Communication Agency in Japan/Case Studies

Tommy Armour Golf Company (1996-1997)

Knowing the right course of action helps our clients score in the Japanese market.

Tommy Armour entrusted us as its marketing office in Japan in August 1996 for its Armour Ti/100 pure titanium irons and Odyssey putters and wedges. Based on research of the thriving Japanese golf trade and consumer, we developed the right marketing strategies for these products. Under an intense marketing blitz, the Armour Ti/100, the first pure titanium cast iron club in the world, hit the Japanese market in October 1996. The Odyssey putter, the leader on the U.S. pro tour, increased in popularity in Japan through the campaign.

In one year, the Armour Ti/100 captured 10 percent market share for premium grade titanium irons, while sales doubled of the Odyssey putters, which enjoyed a 10 percent market share among all putters.

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