Special Coatings/Enhancements: Value-Added Touch of Class

The strength of the packaging often trumps out during the consumer's decision-making process. A duffer may walk into his local pro shop for a pack of golf balls and find one that is shimmering—UV embossed on foil board. That's often where the battle is won.

"Eight, maybe nine out of 10 people who buy golf balls don't know what type of balls they should be using," Iannuccillo remarks. "But the association of who hits it, who uses it, the packaging, makes more sense to them than the fact that their swing should be a 90 compression versus 100 compression. The perception is out there."