Bridgestone is back after what seems an extended sabbatical. Where have you been been?
In reality the brand has been ever present. Bridgestone is a major worldwide name with global sales of $31 billion. The brand features heavily in motor sport, particularly F1, and it is the world's second largest producer of golf balls - and the only golf ball brand to have title sponsorship of a PGA Tour event, The Bridgestone Invitational. In the UK & Europe 2008 has seen Bridgestone enter a new phase with a major focus on driving sales growth. This has included new, exciting products including the B330 series of performance balls, a new Shropshire HQ, refocused sales and renewed marketing investment.
Who are now the faces of Bridgestone in the golf trade?
I rejoined Bridgestone Golf UK as managing director in 2007, having spent 10 years with the brand from 1989-1999. We have built a strong team based at our Market Drayton head office. Heading up our sales team is Bryan Sewell, customer services is lead by Sue Partington, operations by Chris Cook, with our marketing efforts co-coordinated by Andrew Keast. I think we have a quality and experienced team that can make a difference.
What is so good about the B330 range of golf balls?
Customers should consider the Bridgestone brand based upon exceptional quality and performance first and foremost. Specifically, we believe that the three-model B330 series offers Tour level performance to a wider range of golfers than any other brand of golf ball. The concept allows golfers to match a ball to their specific swing speed.
What R&D did Bridgestone go through for the B330s?
The key element in the R&D process for B330 was the data gathered through our ball-fitting sessions. Ball-fitting has proven to be a valuable diagnostic tool - helping thousands of golfers become better informed about how to choose the right golf ball for their game - and now it has become a catalyst for our research and new product development, providing valuable insight into what golfers need most.
What is your forecast for Bridgestone in 2009?
Our forecasts are ambitious but very achievable, given the success of 2008. We want to increase our retail customer base significantly, giving more consumers the chance to play the Bridgestone ball. In turn this will return our market share to a credible level.
Ownership of some of golf's famous brands is changing. Is Bridgestone likely to be involved in any take-over activity?
This is a valid question, but it is highly unlikely to apply to Bridgestone, given the company's global strength. Recent events both in the wider commercial world and in golf have proved that you can never take anything for granted, but Bridgestone sees golf as an important vehicle to promote the brand worldwide, so golf will remain central to the strategy.
How do you see the global economic slowdown affecting the UK's golf retail trade?
It will have a major effect, without question. It already has with, as you say, famous names changing hands and even going out of business. At retail it has also affected buying patterns, which in itself has presented challenges for manufacturers. Despite all of this I am optimistic. Golfers are a passionate breed and will continue to play the game. The challenge for any brand is to run an efficient customer-focused business, delivering what the customer actually wants, and we are well placed in this respect.
Has Bridgestone altered plans due to the economic uncertainties?
It is fair to say we have done so already, but not at the expense of investment in the brand. As a business we need to embrace a more dynamic approach given the climate. As an operating business we did anticipate the trading environment and reacted by applying tight management control processes to stock management and credit control, while also having a very specific sales strategy. However, control does not mean reduced investment, and on a global level more resources are being placed into R&D, and our marketing is significantly increasing for 2009.
Beyond the B330s, what will come from Bridgestone next?
A very difficult question. As we are predominantly a golf ball business, expect to see the boundaries pushed even further; delivering even better balls to a wider consumer audience. The Bridgestone Ball Fitting programme will identify new consumer requirements, which as a brand we will strive to supply. On an immediate note, the 2009 PGA Show in Orlando is just around the corner. Some new products will be launched including a black chrome addition to the West Coast Wedge series, and a limited edition, black J36 cavity back iron, with only 500 sets available worldwide.
http://www.bridgestonegolf.com/
