Word: marketizing
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...Demand for products that help working moms deal with what is commonly referred to as the second shift - i.e., all the work they have to do after they get home from work - is projected to increase 4.3% annually to $8.9 billion in 2013, according to the Freedonia Group, a market-research company...
...Tiger Woods has decided to take an indefinite leave from golf, over the coming weeks we will assess our options with Tiger Woods ... regarding our long-term relationship." Translation: We're waiting to see if this gets worse. Tag removed Tiger placards from stores across Australia (a big golf market), although the company insists that move was unrelated to the scandal. Tag headlines a group of companies whose association with the legend is not about golf but about creating buzz around the brand. Will any of Tag Heuer's customers refuse to buy a pricey Swiss watch because Tiger...
...Gillette Like phone service, razors are a commodity (and not exactly hip ones either). Plus, Gillette has a huge market share. So the company can play it either way. If Gillette holds on to Woods - what, you're not going to shave because he's a bit of a hound? Alternatively, if Gillette dumps Woods and misses out on his triumphant comeback, it's doubtful that consumers will start switching razor brands (unless, perhaps, he endorses Bic out of spite). Yet Procter & Gamble, Gillette's parent company, is no fan of controversy. "P&G is known as being a traditional...
...made that decision before the scandal. Gatorade is noncommittal about its 2010 plans. The company's "G" rebranding campaign has been a total disaster. So it can cut some losses, save some money and perhaps appease some shareholders by letting Tiger go. However, Woods reaches Gatorade's core market, the sports fans who emulate their heroes. The ones who, as the company famously framed it in the early '90s, want to "be like Mike." If Tiger rebounds, a whole new generation of fans will want to be like Tiger. Gatorade can't lose them...
...deal out of it right now." Woods' sexcapades and subsequent absence from the Tour might not hurt Nike's $650 million golf business as much as you think. Golf accounts for less than 4% of Nike's revenues. And according to Matt Powell, an analyst at SportsOneSource, a market-research firm, Woods-branded Nike apparel is just 10% of the overall golf business. The big money is in golf clubs and golf balls, which for the most part don't carry Woods' name. "I don't expect to see any material impact on Nike," says Powell...