The Rise of the Louisville Slugger in the Mass Market

Abstract

The following article is a historical case study on the obstacles confronted by Hillerich & Son and the strategies the company employed to survive in a tumultuous industry. Three key marketing strategies will be discussed. These key strategies, although historical in nature, are still effectively used by manufacturers, wholesalers, and retailers in the 1990s.

Furthermore, Hillerich & Son's marketing strategies defy the historical production era model. According to the production era model, production was manufacturers' primary concern until 1930. Customer research was inconsequential since demand exceeded supply and competition was scarce within productmarkets. Hillerich & Son's marketing strategies in the first decade of the 20th century exemplify that following eras, production (1870-1930), sales (1930-1950), and narketing (1950s), were not a sequential evolution. Competition in the baseball batindustry was indeed fierce. Consequently, manufacturers concentrated on the customer to ascertain desired products and product attributes. This case study suggests that marketing has always been an integral part of company strategies. This proposition is exemplified by Hillerich & Son's three key marketing strategies, 1) the 1912 push rule, 2) the 1914 youth market decision, and 3) the 1919 national advertising campaign.