Just to add some clarification to the SirPuttsAlot Theory discussed below. If I was running Callaway I would drop the price point on Hogan products. I would not necessarily turn them into a game improvement brand. There are a number of good players out there who can’t afford to spend $1000 on a set of irons. Why not drop the price of Hogan clubs a little bit to make them more affordable, still target the mid to low handicap players with this line, and keep Callaway as the high-end line?
Hogan still has enough recognition and loyalty to the brand to draw the interest of consumers if the products are there. I would roll out three players irons, a blade, cavity, and combo set and possibly a hybrid club. Drop the price by $100 or $150, get one or two young Callaway staff players using them and take it from there.
Without a solid driver or fairway wood Hogan will never be able to compete with the big 4 (Callaway, TaylorMade, Nike, Ping) but with a new strategy and more focus on the line I believe they can be successful and restore some interest in the once proud brand.