Read the following case carefully and answer the questions that follows: Golfjoy was founded in 1997, which gradually specialize in golf related products like golfing shoes, gloves, socks and widely…

Read the following case carefully and answer the questions that follows:

Golfjoy was founded in 1997, which gradually specialize in golf related products like golfing shoes, gloves, socks and widely regarded as the market leader. The company has now become part of the Acushnet group, which includes Titleist golf balls, clubs and accessories. However, Golf is a minority sport: advertising in a mass medium such as television would waste resources, and for a relatively small company this would not be realistic.

Golfjoy therefore uses press advertising via golfing magazines and journals. Golfing magazines are an interesting area of print advertising, for two main reasons: first, they reach an audience which is often elusive: better-off individuals, usually professionals, with high disposable incomes. Second, their readership is typically around ten times the circulation figure, because the magazines are left lying around in golf club reception and meeting areas. Often the magazines will remain 'in circulation' in this way for months. In a survey conducted in 2018, 60 per cent of these readers said that they had bought something because of seeing it advertised in Golf Monthly – an extremely impressive figure since many people might not have remembered seeing the product in the magazine before seeing it in the pro shop.

Golfjoy ran a series of advertisements in the golf press during 2019, with the theme, 'What would you do if you walked into your local pro shop and your favorite PGA Tour players were there?' Using golfing stars such as Ernie Els and Freddie Jacobsen, the adverts invited readers to consider how they would feel if these top players were their club pros – and, more importantly, how they would respond to the advice to 'buy Golfjoy'. In each case, the professional is shown in a pro shop, putting the shoes on to a display shelf: the reader is invited to imagine what it would be like to have a world-class golfer as the club professional, which of course is an appealing thought for any serious golfer. Golfjoy shoes and gloves are far from cheap – the company has no intention of competing on price. The appeal of the advertisements was enormous: added to Golfjoy's already impressive reputation, the press advertising drove sales to new highs. Ultimately, people who have plenty of money are difficult to sell to (after all, most of them did not get rich by spending money), so Golfjoy's press campaign was even more impressive and helped to promote the product to people who have high sales resistance.

Questions: a. What are the basic reasons behind using golf stars in their promotion? Explain. b. How might Golfjoy promote its business using different promotional medias? Give your opinion. c. Discuss the approach of Golfjoy showing star golfers as shopkeepers. d. Examine why Golfjoy specialize in such a narrow market segment?