professionals to enhance their brand image. The value of endorsement contracts had escalated dramatically since 2000. These high annual endorsement fees are another factor of a strong price war.
Q3. How is the golf equipment industry changing? What are the underlying drivers of change and how might those driving forces change the industry?
1. Rules and Regulations on G
professional for personal customers.
So CESCO launched two new marketing strategies. One was Humor Q&A Board for the friendly image; the other was CESCOman for image of professional service. Q&A board make CESCO has better name (brand) recognition on the internet using viral marketing among the customers. Advertisement of CESCOman adds professional images. Also they began CESCO members zone mar
professionals at the time: getting text and images on a computer screen to translate beautifully and accurately into print. A year later, they helped launch the desktop publishing revolution with Adobe PostScript, a technology that took the publishing world by storm with its radical new approach to printing text and images.
That was just the beginning. From the earliest days, we embraced our r
3. Expanding Investment on Endorsement with Tour Professionals
Because it became difficult to diversify products due to regulations, golf equipment manufacturers relied more on endorsements of famous touring professionals. As the number of people interested in recreational golf boosted after Tiger Woods’s appearance in 1995, the number of people exposed to golf broadcasting or golf magazines
Thus, our team decided to study about cosmetic market in China. We found that foreign companies like L’Oreal, Procter & Gamble Co and Shiseido have large portion of the China’s cosmetics market share while Korean companies have little portion of that. However, Korean beauty products also have high quality and Chinese people are favorable to Korean products. In other words, it is hard to under