UnderArmour

UnderArmour

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  UA 1 Under Armour KendellWhisenton Globe University
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  UA 2 Table ofContents 1. Introduction………………………………………………………………………………3 2. Situation and SWOT Analysis……………………………………………………………3 3. Marketing Objectives……………………………………………………………………..4 4. Market Segmentation……………………………………………………………………4 5. Target Market Strategy………………………………………………………………….4 6. Marketing Mix Strategy: Product……………………………………………………….5 7. Market Mix Strategy: Distribution………………………………………………………5 8. Marketing Mix Strategy: Promotion…………………………………………………….5 9. Marketing Mix Strategy: Price………………………………………………………….6 10. Implementation and Timeline……………………………………………………………6 11. References………………………………………………………………………………..7
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  UA 3 Title inFull Introduction Founded in 1996 Under Armour Inc. is an American sport clothing and accessories company. Under Armour all started with a T-shirt. Forbes ranked Under Armour as the 7th on the world most valuable brands 4th when it comes to sportswear. Under Armour is a global brand with headquarters in North America, Asia, and Europe. Under Armour start in Baltimore, Maryland where its main headquarter is located. In the United States market Under Armour is 2nd in the sportswear market. Situation and SWOT Analysis Under Armour steady growth in revenue and sales is one of their strengths. Under Armour has past Adidas for second place in the market of sportswear. The visual marketing campaign Under Armour has can be seen as a strengths. While being compare to the number of teams and athletes Nike endorsed to the ones Under Armour endorsed. Under Armour still does have top teams and athletes endorsement? The willingness to compete with the competition is another strengths of Under Armour. The overseas revenue is one of Under Armour biggest weakness. Less than seven percent of Under Armour revenue comes from overseas. The growth of their overseas revenue is an opptunity that Under Armour is looking at. The fitness market is another that Under Armour is looking at growing by buying up three different fitness apps. A retail store can be an opptuntiy and threat for Under Armour. While Under Armour does supply other big retailers like Dicks Sporting Good and Finish Line. The company is looking at owning more of its own retail stores. Which can be threat with competition of a Foot Locker and Finish
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  UA 4 Line. Thatsell all things the Under Armour will be selling but will have more a variable of brands Marketing Objectives With this marketing plan the Objective is to be bring awareness to Under Armour basketball brand. When it comes to other sports industry like running or football Under Armour is able to compete with the best like Nike and Adidas. When it comes to basketball products and accessories only account for one percent of Under Armour revenue. Another objective is to get more star basketball ball players to be endorsed by Under Armour. Last year Under Armour tried to get one of Nike's most popular basketball player Kevin Durant to switch company for 300 million dollars. Under Armour did not get Kevin Durant but they got Stephen Curry consider one of the best shooter in NBA history at only 26? The last objective is to bring awareness to the other basketball player that are endorsed by Under Armour that as popular as Stephen Curry. Market Segmentation The basketball shoe and apparel is a big market in the United States. The United States basketball shoe market is 4.5 billion dollars. While Nike does own 96% of the basketball shoe market while Under Armour has two percent in growing in the market. Target Market Strategy There will be two Target Market Group. There will be one for the consumers and one for businesses. When it come to a target market for the consumer it will be more of a wide net from the Tweens to Generation Y and with be market to both genders. Since basketball is becoming
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  UA 5 widely knownglobal there will be from third world countries to developed countries. Under Armour basketball division will market to all classes and ethnicities. When it comes to business Under Armour will target basketball player themselves, and colleges for their sponsorship rights. Since Nike have the NBA monopolized when comes to pervading them with uniforms, but when it comes to the shoes and gears players can be sponsor by any company they want. While most professional athletes think about themselves a brand, so with sponsorship Under Armour athletes get signature shoes and gear with their logo on it. Another sponsorship target for Under Armor is colleges. While Nike and Adidas do dominated that market. Under Armour already have Division I schools sponsors like Notre Dame Fighting Irish and South Dakota Sate Jackrabbits. The NBA is one of the world most popular basket associations in the world and as of the 2016 Adidas did not renewed its contract with the NBA to make ever team uniform. That leave the NBA to looking between Nike and Under Armour to make team uniforms. Marketing Mix Strategy: Product Under Armour basketball divisions have a mixture of products. The sportswear Under Armour sell basketball shoes, basketball shorts, tank top shirts, jogger pants, t-shirts, and hoodies. The basketball accessories Under Armour sell is duffle bags, waters bottles, wrists bands, mouth guards, shooter sleeves, basketballs, and headbands. Marketing Mix Strategy: Distribution
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  UA 6 When itcomes to distribution Under Armour has a direct and an intermediary method. Direct method is when the consumer can buy the product directly from Under Armour either from the Under Armour website. Then product will be shipped to the consumer by FedEx or thought the United States Postal Service. The other direct methods is where the consumer can go to an Under Armour retail store or factory outlet. Consumer can also get Under Armour products thought an intermediaries. Under Armour supplies its products to many intermediaries. Where it is big retail stores like Dick’s Sporting Goods or Finish Line. Also, to small retail store like Sports Hut or S&P Sports. With distribution centers in Nashville, TN, Rialto, Cl, Baltimore, ML Marketing Mix Strategy: Promotion Under Armour already used commercial to promote their products where the commercial is on a TV or a smaller on a video online. Since there is already commercials with one of Under Armour with Stephen Curry for his new signature shoe. Since Stephen Curry not the only basketball player Under Armour sponsor. I was thinking of a commercial where there is a game of one on one with Stephen Curry and Emmanuel Mudiay who is project to be a top five pick in the NBA 2015 daft. It’s similar to the McDonald 1993 super bowl commercial with Michael Jordan and Larry Bird. Marketing Mix Strategy: Price When it comes to pricing products from the basketball division at Under Armour. The price will be a little ne lower than the competitions like a Nike or Adidas. The reason that a kid will buy a 225 basketball shoes from Nike just of brand loyalty but would do the same for any Under Armour shoes costing the same. Nike LeBron 12 cost about $200, Adidas D Rose 5 cost about 140 ,and Under Armour Curry Ones cost about $199 all signature shoes are name after
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  UA 7 names superstarsjust Because of the company that make the shoes the pricing will be different. Being that when it comes to the basketball apparel industry Under Armour is relative small compare to Nike and Adidas. Implementation and Timeline In 2015 Under Armour came out with their first signature shoe the Curry Ones. The Curry is name after Stephen Curry of the Golden State Warriors and is in the running for the NBA most valuable player. With the popular of Stephen Curry growing Under Armour is seasoning the moment to cut into market share and have the opportunity to sign more NBA players.
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  UA 8 References Kell, J.(2014, December 25). Athletic apparel: Outperforming the competition in 2014. Retrieved February 23, 2015, from http://fortune.com/2014/12/25/athletic-apparel-top-performer/ Team, T. (2013, May 13). Why Nike Will Outpace The Sports Apparel Market's Growth. Retrieved March 10, 2015, from http://www.forbes.com/sites/greatspeculations/2013/05/13/why- nikes-growth-will-outpace-the-sports-apparel-markets/ Rooney, B. (2015, February 13). The face of Under Armour's basketball shoe: Steph Curry. Retrieved March 18, 2015, from http://money.cnn.com/2015/02/13/news/under-armour-stephen- curry/ www.Under Armour.com