The "resurgence" of Dunlop Sports' tennis division was
examined by Claudia Deutsch of the N.Y. TIMES. Two years
ago, Dunlop accounted for "barely" 6% of the sales of
racquets and balls, but last year it "commanded" 12% of the
$200M wholesale market and more than 21% of the market for
extra-long racquets. In the tennis market, Dunlop is
"breathing down Head's neck for third place" behind Prince
and Wilson Sporting Goods, "and it is keeping Yonex,
Spalding, and other rivals at bay." The TIMES' Deutsch:
"Dunlop's recovery in tennis gear has been much faster than
the sport's slow return to popularity. As such, it is both
a case study for any company that is tempted to blame
external forces for its problems and a primer on how to
stretch a lean marketing budget far enough to restore the
gloss to a dimming brand" (N.Y. TIMES, 3/15).
GOOD TIMES? Deutsch notes that Dunlop's joint marketing
deals with Reebok, Thor-Lo and Perrier are putting it "in
well-regarded company." And Dunlop Sports President David
Haggerty is "talking" to BMW about a joint promo aimed at
women, although details are still being worked out.
Haggerty has also tripled the annual ad budget for tennis
equipment to $650,000 and will spend about $3M this year on
free equipment and promotional materials for teaching pros.
In addition, top pros Mark Philippoussis and Wayne Ferreira
have been brought in as endorsers. But Deutsch notes that
Dunlop's problems are "far from over" because its brand
"still lacks pizazz." Deutsch: "Some stores already report
dwindling Dunlop sales" (N.Y. TIMES, 3/15).
