New Titleist Product for greater distance

New Product for greater distance

Titleist, manufacturer of the #1 ball in golf and the industry leader in golf ball

technology, introduces the new Titleist DT Carry and DT Roll golf balls, the most targeted

and average player validated Titleist DT products in the microbrand’s 30 plus year history.

Titleist enhances the performance for DT loyalists, average and recreational golfers, as

well as competitive golf ball users, by providing two distinct approaches to distance –

longer distance through greater carry and longer distance through greater roll - based on

the average golfer’s varied and diverse launch characteristics.

“The positioning of the New Titleist product was derived from some of our most

extensive product validation, target golfer feedback and consumer insights to date,” said

George Sine, Vice President, Golf Ball Marketing and Strategic Planning - Worldwide,

Acushnet Company. “A common thread throughout the research was that average and

recreational golfers wanted the products to speak to their needs, with distance optimization

serving as the most apparent, while still providing exceptional feel for greenside control

and accuracy.”

History of the DT Golf Ball: The equity of and established loyalty to the Titleist DT

microbrand is unprecedented in the golf ball category and is rivaled only by its flagship

Pro V1 and aspirational NXT microbrands.

Since its inception in 1974 as the longest wound Surlyn golf ball which was supported by

“just like the Pro’s favorite ball only tougher” positioning, the Titleist DT has stood

for quality and consistency for over 30 years. Throughout its existence, the DT acronym has

evolved from the Durable Titleist to the Distance Titleist, all the while remaining constant

in delivering long distance, optimum performance and cut-proof durability for its designated

target audience. More than three decades later and with over 1 billion golf balls sold,

Titleist launches the next generation of the “red box” legacy in the tandem form of New DT

Carry and New DT Roll.

“Respecting the needs and opportunities for average golfers, we involved the target

audience throughout the New Titleist product development process from the initial

concept stage through the product validation stage,” added Sine. “Presently, no golf ball

brand has afforded attention to - nor committed the necessary research and consumer input -

to determine what is best for the games of the moderate to slow swing speed golfer.”

Titleist consulted over 3,000 Titleist DT loyalists and/or average and recreational golfers

before finalizing what ultimately became DT Carry and DT Roll golf balls.

"The New DT Carry and DT Roll are golf balls created by the average for the average golfer",

 said Sine. “From product to naming and packaging to advertising, the average golfer

will relate to and appreciate the New Titleist products as they reflect their

input, recommendations and cited requirements as to how we could add more distance and

performance to their games.’’

Research and Concept Validation: Three major player tests were conducted toward determining

the direction for the next generation DT golf ball models. An overwhelming majority of these

golfers, those who typically hit their drives in the 200-yard range, said they could, in

fact, discern a distinct difference between the two options. However, there was a clear

split as to the best way Titleist could achieve the distance and performance utopia they were

seeking, with half citing a preference for the higher ball flight of the DT Carry and half

for the lower ball flight of the DT Roll.

“The DT Carry and DT Roll two-model strategy addresses a sizeable opportunity for average

golfers to optimize their distance and playabilty,” added Sine. “Most importantly and

impressively, consumers embraced the benefits and value of having two distinct product

options available. The ultimate credibility of our strategy was realized when several

consumers cited that they genuinely felt that Titleist was the first brand to make such a

dedicated effort on their behalf.”

TAG: