Pinnacle makeover sharpens identity, trims offerings
Monday, September 19, 2011
In the value-priced golf ball category, where choices are many and consumers often aren’t terribly selective, simplicity reigns.
That’s the conclusion drawn from recent Pinnacle market research, and it explains the brand’s decision to streamline its offerings. Now, there are just two: Pinnacle Gold and Pinnacle Gold Ribbon.
Company officials have unified Pinnacle’s products and its identity rather than splinter them among its previous “microbrands” such as Pinnacle Dimension and Pinnacle Gold Precision.
The Pinnacle name now is presented consistently – bold and uppercase – across all product packaging, with Gold and Gold Ribbon receiving lesser emphasis. Pinnacle officials say their latest products feature a soft, ionomer cover blend (with new dimple pattern) for better feel while preserving Pinnacle’s distance reputation. They concisely promote the overall, performance upgrade with the tag: “Bolder long game. Sharper short game.”
Consumers who base their buying decisions on price typically don’t demonstrate much brand allegiance. To better influence their purchase, Pinnacle officials also are relying on cause-marketing: Touting the brand’s partnership with the Folds of Honor Foundation, which aids the families of servicemen, and the Susan G. Komen Foundation, which is dedicated to fighting breast cancer. Acushnet Co., owner of the Pinnacle brand, makes a financial contribution to both organizations.
Pinnacle Gold will be available in two colors: “Bright White” and “High Optix Yellow,” and Pinnacle Gold Ribbon will be offered in “Bright White” and “Clear Pearlescent Pink.” The new products will begin shipping Oct. 1 with an MSRP of $20 per 15-ball pack. Pinnacle Gold also will be sold in a 24-ball pack ($30 MSRP).