Case Study 10: 3M GREPTILE GRIP GOLF GLOVE: GREAT GRIPPING! Brittany Lightheart, Adam Baker, Marvin Isaac, Matt Burnip

They have locations in more than 60 countries, including Canada 3M:The Company 3M, formerly known as the Minnesota Mining and Manufacturing Company, is a US based corporation based in Maplewood, Minnesota The company was founded in 1902 and originally began as a mining company They have locations in more than 60 countries, including Canada

3M:The Company Products available through distributors and retailers in more than 200 countries, as well as online through the company itself 3M produces more than 55 000 products with everything from: dental products, electronic materials, medical products, car care products to laminate and passive fire protection They also have very well-known brands such as: Post-it Notes, Scotch tape and Nexcare bandages

3M:The Company With the success of all their products, 3M decided to embark on The Sports and Leisure Products Project, leading to the creation of their 3M Greptile Grip golf glove idea and execution introduced in 2004

Places with warmer climate allowing for year round playing Question 1: What are the characteristics of the target market for the 3M Greptile Grip glove? Targeted both to avid and professional golfers who want to improve their game Primary target market is mainly consistent of the baby boomers population, those born between the years 1946-1964 Dual income couples Places with warmer climate allowing for year round playing

Micro replication helps to increase the grip of the club Question 2: What are the key points of difference of the 3M Greptile Grip golf glove when compared with competitors’ products, such as Footjoy and Nike? Substitute products, such as golf grips? Micro replication helps to increase the grip of the club Thousands of micro-replication fingers An average of 6.8 yards (10.5 feet) farther Banned by usga for being too good Have to buy both the tape and glove for either to work

3M’s three criteria for new products are: Question 3: How does the Greptile Grip golf glove meet 3M’s three criteria for new products? 3M’s three criteria for new products are: Be a patentable or trademarked technology Offer a superior value of proposition to consumers Change the basis of competition by achieving a significant point of difference

Question 3: How does the Greptile Grip golf glove meet 3M’s three criteria for new products? In the creation of the Greptile Grip golf glove, 3M used a seven-step process: Ideas Concept Feasibility Development Scale-up Launch Post-launch

“After all, you only have a few seconds to capture the customer’s attention with the package and make a sale,” packaging engineer Travis Strom stated.

Being an unknown brand in golf Question 4: Because 3M has no prior products for the golf market, what special promotion and distribution problems might 3M have? Not inherently have the distribution network to deliver product to new stores Problem getting the product into new stores that 3m does not have a business relationship with Being an unknown brand in golf

Introduced its product to a few new markets in Japan and Europe Question 5: What would be some new markets and new applications of the greptile grip technology that 3M could pursue? Introduced its product to a few new markets in Japan and Europe Other ways to introduce their product is through their greptile tape in: Sports Tools (ie. hammers, drills) Construction tool industry