The paper "Under Armour Marketing Analysis " is a great example of a marketing case study. In order for a marketing program to have a noteworthy impact, its customers need to be exposed to it, give it some attention, and perceive it. Consumers necessitate a basic level of focus to perceive a stimulus, which then culminates to the customers’ preference for a certain brand over another. Different approaches have been applied by Under Armour to ensure it is well perceived by its customers. The Under Armour emblem (an interlocking A and U) is progressively in the consumer’ s domain as the firm continues gaining more attention on and off the sports market.
Established by Kevin Plank in 1996, a previous member of Maryland’ s University football team, Under Armour designs gear and apparel to enable its athletes to feel and exploit their greatest potential in any type of weather, on the track or in sports events (Kraft & Lee 2009, pg. 112). This paper explains how Under Armour gets attention from its customers. The company does this by ensuring that its brand is personally relevant, easy to process and surprising, the use of subjective and objective understanding through sponsoring up-and-rising athletes and ensuring that its consumers can openly see diverse models including its mission and assurance on its website. What Under Armour Is Doing To Ensure Its Brand Is Personally Appropriate, Easy To Process and Surprising One of Under Armour’ s early challenges was selling with its little-known brand name.
Another challenge experienced by the company was that numerous of its initial products comprising undershirts, which absorb away moisture were not very visible to its target consumers (Tybout & Carpenter 2001, pg.
74). In dissimilarity, the logos of rival brands were often prominent and visible on athletic caps, shoes, and shirts. Therefore, the company originally placed itself as “ a product for the next generation of athletes” (Rosenau & Wilson 2014, pg. 17). While Nike was supporting well-known and recognized athletes, the sponsorships of Under Armour’ s went for up-and-rising athletes known for their commitment and athleticism. Its original endorsement pact was with a Dallas Cowboys football athlete from Maryland University contributed to the growth of this company. More currently, the performance of the company’ s apparel has been endorsed by sports personalities such as Derrick Williams a basketball player, Heather Mitts (soccer player), and Cam Newtown (football player) (Thomaselli 2001, pg.
11). By positioning itself as a product for the athletes of the subsequent generation and by sponsoring up and rising athletes unlike its competitors, its audience deduces this as a sign of community service meant to support new athletes who are revered for their athleticism and dedication. Additionally by using new and rising athletes to highlight their product, Under Armour gets mass recognition, which culminates in luring young and committed athletes.
Under Armour keeps on making, their products appropriate by continuously promoting and using technology to accord its customers with the best sports apparel (Salter 2005, pg. 70). Under Armour's brand gains the attention and visibility of its customers as these sponsored players perform well. In addition, the firm provides incentives to its clients including discounts on novel products and wholesale discounts. The company also strives to maintain the element of surprise and relevancy through selling a variety of sports apparel both heavy and light for both males and females (Mark 2000, pg.
17). Under Armour has ensured it puts tremendous efforts to lure women to its brand. In the previous decade, the firm has augmented its credibility by making heavy investments in terms of effort and time to reach out to its female consumers. The firm in September 2010, the firm launched a Facebook fan page called "Under Armour Women, " (Mehta 2009, pg. 29) to cater to its female customers. Through the platform, members can get to upload different videos workouts and videos.
The objective is to market its sports products to the females in a similar way it does to its male counterparts.
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