Golf House Aims to Capture the Heart of Golf in Indonesia<\/p>\n
Novan Iman Santosa, The Jakarta Post, Jakarta<\/p>\n
When it comes to golf, everyone here seems to agree that it is
\nan expensive sport, thus preventing beginners to try the sport.<\/p>\n
It all starts with the golf club price, which is formidable
\nenough to keep golfer wanna-bes at bay, and goes on to the hefty
\nfees to join and play at golf courses across the archipelago.<\/p>\n
No wonder the sport is associated with rich businessmen and
\npowerful politicians. However, such stereotypes are not
\nnecessarily true.<\/p>\n
Fortunately, not everyone is deterred by such hefty cost of
\nentry. Not for director of PT Mitra Adiperkasa Tbk (MAP) Michael
\nCapper, who is determined to explore untapped markets of
\nbeginners, as well as women and children.<\/p>\n
The publicly listed company operates the Golf House chain of
\nretail golf stores, said to be the largest such chain in the
\ncountry.<\/p>\n
Acknowledging that costs can keep people from taking up golf,
\nGolf House is working to help wanna-be golfers get into the game.<\/p>\n
"This year we tested the market by introducing value golf sets
\nat just Rp 1 million (US$100) at our selected outlets. We had
\n1,000 sets from Tour Edge and now they are all sold," Capper
\nsaid.<\/p>\n
"That means there are 1,000 new golfers because more
\nexperienced golfers would not buy such sets," he said, adding
\nthat his company had ordered another 1,000 value sets for next
\nyear.<\/p>\n
Once the golfers are more confident with their play, they will
\nstart looking for better, more expensive clubs.<\/p>\n
"The golfers will look for the best equipment. We have also
\nprepared value sets ranging in cost to about Rp 2 million.<\/p>\n
"Once they have lowered their handicap, they will start
\nlooking for the best clubs, top of the range," Capper said.<\/p>\n
Capper was speaking ahead of the Golf House Exposition 2005 to
\nbe held on Thursday through Saturday at the Senayan Driving
\nRange.<\/p>\n
The expo will not only feature golf clubs and putters for
\nseasoned (men) golfers but also for women, children and
\nbeginners.<\/p>\n
There will also be an array of accessories and apparel such as
\neyewear from Adidas and Oakley and Greg Norman golf clothes.<\/p>\n
According to Capper, the expo will give the company the
\nopportunity to meet directly with customers.<\/p>\n
"First we want to share the different types and brands of golf
\nequipment we have in our outlets. Because by far we have more
\nbrands and more diversity of products in our golf stores than
\nprobably any other golf stores in Indonesia.<\/p>\n
"The second idea was we want an avenue for customers to be
\nable to come along and test the latest technology and models. But
\nnot just test it and look at it but actually to get good advice
\nfrom the brands themselves,"<\/p>\n
"Golf brands usually launch their products twice a year. Why
\ndon't we coordinate it so for the latest 2006 range -- which will
\ncome out pretty soon -- wrap it all in one," Capper said.<\/p>\n
"So the customers can come in one day and test the Callaway
\ndriver or Mizuno iron or putter from Ping and have a really good
\nday out," Ashok Kumar, the head of Golf Division, said.<\/p>\n
Customers can also find out everything they want to know about
\ngolf and get advice from top professionals and experts from the
\ndifferent brands.<\/p>\n
Callaway, for example, will be represented by pro golfer V.
\nNellan from Malaysia, while Mizuno will be represented by
\nspecialist Kosuke Imamura. Golfers using Titleist can meet
\nAnthony Sinclair, who is a pro on the PGA Australian tour and a
\nTitleist fitter.<\/p>\n
Tour Edge will have specialist Sam Martin and Wilson will be
\nrepresented by Paul Gibbons from Wilson Asia Pacific.<\/p>\n
Each brand will get two bays at the driving range so
\ninterested golfers can try out all the latest models and perhaps
\nget some needed advice.<\/p>\n
Asked about sales targets for the expo, Capper said it was
\ndifficult to set a target because there had never before been an
\nevent like this, although he had some rough targets based on past
\nbrand promotions.<\/p>\n
He said the expo was a long-term event and the company would
\nnot be deterred no matter the results, adding the idea was to
\nhold the expo twice a year.<\/p>\n
Capper is extremely confident about 2006, saying "we haven't
\nexhausted the market".<\/p>\n
This year, Golf House reached a 25 percent increase in sales
\ncompared to last year figure, he said, without revealing any
\nfigures.<\/p>\n
He also expected at least 25 percent increase for 2006 despite
\n"the economy is having a hiccup lately."<\/p>\n
Golf House also plans to open a flagship store at Senayan City
\nnext May and two more outlets in Surabaya and Medan sometimes
\nnext year.<\/p>\n
Another outlet is due to open later this month in Nusa Dua,
\nBali.<\/p>\n
Most of the time, when a golfer comes to a Golf House outlet
\nand checks out the latest models with the latest technologies,
\nsaid Capper, they don't really know what the new technologies do.<\/p>\n
"At that point, they just want to ask about the best price.
\nThey do not really realize what they are getting for the price.<\/p>\n
"But with this expo, they will actually get advice from the
\npros to find out if this really is the best golf club for them,
\nwhatever the price.<\/p>\n
"Who cares if it is the cheapest price if it is not the right
\nclub for you," said Capper.<\/p>\n
He said the professionals at the expo would be able to work
\nwith customers and tell them exactly what club was right for
\nthem.<\/p>\n
"And of course because it is at a driving range you can test
\ndrive all the clubs.<\/p>\n
"It is not just an expo where people show their brands. This
\nis a place where you can pick up the golf clubs and walk 50 yards
\nto the driving bay and test it.<\/p>\n
"You can't do that in any golf shop or at any other expo I
\nhave been to."<\/p>\n
Apart from the latest technology, Capper said the expo also
\naimed to tap into unexplored markets by featuring specialist
\nclubs and clothing for women and for children from the ages of
\nthree to 11 years old.<\/p>\n
The expo will provide specialized sections for all the target
\nmarket segments.<\/p>\n
"Beginner golfers are a little bit shy. They don't want to go
\nto the golf shops because they don't want to ask silly questions.<\/p>\n
"They want to come to a setting where they can say, 'I am a
\nbeginner. I don't know anything about this game but I want to
\nstart playing. What should I buy?'"<\/p>\n
By providing specialized sections for women and children, the
\nexpo aims to bring the whole family to the driving range, making
\nit a family day.<\/p>\n
So whether you are a seasoned golfer with a single digit
\nhandicap or a beginner; a mother who prefers showing off the
\nlatest golf fashions more than your swing; or parents dying to
\nhave the Indonesian version of Tiger Woods, this expo is not to
\nmiss.<\/p>\n
Notes: This article is published in cooperation with PT Mitra Adi
\nPerkasa in conjunction with the Golf House Exposition 2005.<\/p>",
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