p8,10 Carlton:SGBGolf_NEW_template 27/01/2009 11:33 Page 10
Badminton Sport
the Far East where it features as a national sport in per cent lighter than the previous version. To
many countries. It benefits from being easy to play, summarise, compared to the competition we’ve
accessible (you can play it in a garden if you want enhanced the playability of our premium range
to), cost effective – two rackets and a shuttle through the use of cutting edge technology
don’t cost the earth, it's not gender specific … solutions. Where we had two or three
It has a lot of positives that explain why technologies, we’re now at a point where
there’s 1.5 million playing the sport in the we have eight or nine delivering enhanced
UK. I think globally you’re looking at performance and consumer value for
upwards of 200 million players. money. The 2009 range is a huge step
forward for the brand, and an exciting
SGB: How did you get involved with step forward as well.
Carlton, what's your background?
MS: I was employed by Dunlop Slazenger
about two years ago as, in the first SGB: What are Carlton doing to support
instance, a UK badminton promotions the independent retailer?
manager. It was my role to promote Carlton MMS: Where I feel we can improve on our
through exhibition events at clubs and rivals is in presenting our product in store
facilities, support our accounts base, expand and that’s where, for the 2010 range, you
our sponsored player and retailer-linked coach will see a significant investment coming from
network and secure sponsorship assets that the brand to provide better resources for
would help promote the brand. For example product presentation. We have also established a
Carlton is lead sponsor of the National Badminton 2009 pricing structure which ensures both specialists
Championships which are held in Manchester every year, and independent retail can benefit from the new range.
the Carlton Leisure Centre Championships which is held
throughout the year with the finals being in May and also title SGB: Who are your brand ambassadors?
sponsor of the Badminton England Orbital Circuit. The fact the MS: Our pro player endorsements are expanding year on year with
business employed a badminton specific promotions manager was an Nathan Robertson and Gail Emms being top of the list in 2008.
indication that it wanted to start focussing back on badminton as a Both players have the highest profiles internationally of any players
potential avenue to growth. I then moved into my current role as as a result of being former Olympic Silver Medallists and World
Global Product Manager for Indoor Sports. I came from a badminton
background; I was a professional player reaching number 43 in the
world and have been involved in coaching in the UK. I was also
employed by Badminton England (the National governing body for
badminton in England) as a Regional Development Manager. It was a
strategic role leading a team of development officers covering the
South East region with a target of increasing the number of players,
coaches and volunteers involved in playing badminton. This
experience has provided me a sound knowledge of the badminton
category internationally and also very much so in the UK.
SGB: With new ownership and new ideas, has there been any
significant change in the core product line up?
MS: The racket range has been completely overhauled with a new
structure that better focuses on consumer requirements for power,
control or a combination of both. We’ve developed a number of Vapour Trail Tour Angled
new technologies that are brand new to the market
ensuring the 2009 frames outperform anything else
on the market. For example we have developed No.1’s. Gail recently announced her retirement but will remain
a frame with Biaxial Dynamics which involved in the game in terms of supporting Badminton England
focuses on frame profile and a as an ambassador for the sport. Nathan’s continuing to play
new head shape with a new mixed doubles partner called Jenny Wallwork and
named Optimetric returning to men’s doubles with former partner Anthony Clarke.
head Both have been superb ambassadors for the brand playing with
geometry. We Carlton equipment for many years. Entrusting their equipment
have also to a specialist badminton brand such as Carlton has helped them
developed a new type to achieve their goals. Other ambassadors include current
of handle constructed from European No. 5 ranked mens singles Andrew Smith, European
carbon, replacing wooden No.6 mens singles Eric Pang and European No.7 mens singles
handles which continue to be used by Dicky Palyama. All have achieved top 12 in the World, are still
our competitors. Finally we have engineered young and give credibility to our product.
grommets that provide more power, named Pro
V12 Grommets, and a new end cap which is about 28 Vapour Trail Elite Front On
10 SGB SPORT JANUARY 2009
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