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Conclusion

  • Increasing Sales
  • Merging into international markets
  • Brand equity and innovation are pushing the company forward
  • Expanding product line and moving from to niche to mainstream to effectively compete with big companies like Nike and Adidas

Recommendations

  • Evaluate endorsements and sponsorships (Michael Phelps)
  • Continue with research and devlopment
  • Remain cautious of merging into international and emerging markets and expanding to swiftly

Step 5: Marketing Metrics

Sales and Distribution

Generational Cohorts

  • 2012 Revenue: $1,834,921
  • 94.1% North America
  • 5.9% foreign sales
  • 2014 Revenue: $3,084,370
  • 90.7% North America
  • 9.3% foreign sales
  • Generation Y (Millenials)
  • Primary consumers
  • Generation X (Baby Busters)
  • Secondary consumers
  • Footwear
  • Performance Apparel
  • Accessories

Step 1: Business Mission and Objectives

Perform Like a Teammate

Step 3: Identifying Opportunities

UA is special...which means it’s not for everyone. The fast pace of the Brand demands our respect, integrity, and transparency. And our ambitious goals require that we empower, support, challenge, and inspire our Teammates to be great.

Mission Statement

"To make all athletes better through passion, design, and the relentless pursuit of innovation."

Vision Statement

"Empower Athletes Everywhere"

Originally meant for football players, Under Armour found its niche in the market when its creator, Kevin Plank released his moisture wicking fabric technology in 1996.

Segmentation

The 4 Wills

Create Like an Inventor

  • Athletes of all levels
  • Low, medium, and high performance
  • Men, women, and children of all ages
  • Servicing 85 countries

Act Like a Global Citizen

Target Market

Taking risks and failing is a part of striving for greatness and will truly lead us to making our defining product one day. But at every level and across every business, be ready to adjust and drive change, while maintaining the core attributes that define our Brand’s Culture.

Think Like an Entrepreneur

  • Anyone who is an athlete
  • Little league baseball
  • Professional football

Cross time zones, and encourage the diverse multi-cultural energy and global ambition of Our Brand. Regardless of where you work or how much you travel, take action with an international mindset and a passion for bringing our message to all athletes everywhere.

Positioning

You’re an OWNER of this Brand. Be accountable. We’re the underdog whose successes and failures rest fully on our own shoulders and are not separated by organizational charts or office locations. Nothing’s done until it’s DONE, DONE, DONE. And always, always, always Be Humble & Stay Hungry.

  • Specializing in moisture wicking technology in select products
  • Fashionable and comfortable athletic wear

Under Armour

Sustainable Competitive Advantage

Strong Brand Image

Step 4: Implement Marketing Mix

Technological Innovations

Product Excellence

  • High Quality- Innovative Performance Gear
  • Known for Moisture-Wicking Material
  • Athlete Endorsed Products

Company Background

  • 1996: Founded by Kevin Plank, a former University of Maryland Football Player
  • Developed a new moisture wicking athletic compression T-shirt
  • 1997: Made his first team sale to the Georgia Tech football team
  • 1997-1999: Designed new line of "performance apparel" to target different needs
  • 1999: Warner Bros signed a contract to outfit actors in two football movies, Any Given Sunday and The Replacements
  • 2003: Under Armour launched their first television commercial. Sparking the term: "Protect This House"
  • 2006: First went public as a company

The Four P's

Locational Excellence

Operational Excellence

  • Direct to Consumer Distribution
  • Efficient Supply Chain Management
  • Under Armour Retail Stores
  • UA Brand House
  • UA Factory House
  • UA Around the World : US, Canada, Mexico, United Kingdom, and China
  • E-Commerce: www.underarmour.com

Product

AIDA, AC, BLC

Product Components

  • Gears advertisements towards innovators/youth through commercials with familiar sports stars
  • Beginning of the adoption curve
  • Creates interest and desire in youth through use of vibrant colors
  • children see other children and top atheletes using this product they will feel that they need the product to be successful in sports
  • Targeting a younger audience will create brand loyalty for years
  • Under Armour is still in the marketing growth stage
  • coming out with an array of products
  • trying to create selective demand for their company brand.

Price

  • apparel, footwear and accessories for men, women and youth
  • apparel is offered in a variety of styles and fits intended to enhance comfort and mobility, regulate body temperature and improve performance regardless of weather conditions
  • market products at multiple price levels and provide consumers with products that they believe are a superior alternative to traditional athletic products
  • COLDGEAR= Pricier

Four Theories of Excellences

New York Opens First Store in SoHo in April of 2014

Product Breadth/Depth

Apparel

  • HEATGEAR
  • COLDGEAR
  • ALLSEASON

Acessories

  • headwear
  • bags
  • gloves

Customer Excellence

Footwear

  • football
  • softball
  • soccer cleats
  • slides
  • performance training
  • running
  • basketball
  • outdoor footwear

The Five C's of Pricing

Place

Cost

  • The Under Armour brand is positioned as the highest

quality and best available

Many of the specialty fabrics used in products are technically advanced

  • advertised as higher quality and can enjoy the advantage of higher price

Customers

  • Innovators, willing to take risks and buy new things
  • Athletes raniging from recreational to professional
  • Loyal Customer Base
  • Provide Products for Athletes of all Performance Levels and all Ages

Channels

Inside the U.S.

  • sold through a combination of wholesale and retail sales
  • the company leases distribution facilities in California and Maryland
  • also distributes products through third-party distributors located in Canada, New Jersey, and Florida.

Outside North America,

  • the company distributes products mostly through third-party logistics providers and independent distributors.
  • The company has recently begun selling directly in certain international markets including Mexico.
  • Online
  • Retail
  • Catalog

Competition

Compatibility

Promotion

  • Technologically advanced fabric = Higher Prices
  • People want the best to be the best
  • Currently focus on marketing and selling products to consumers primarily for use in athletics, fitness, training and outdoor activities
  • seek to drive consumer demand by building brand equity and awareness that products deliver advantages that help athletes perform better

Types of Marketing

Sports Marketing

  • provide and sell products to high-performing athletes
  • NFL
  • MLB
  • sponsor and sell our products Europe and Latin America (interntional)

Media Marketing

  • feature products in a variety of national digital, broadcast, and print media outlets
  • utilize social and mobile media
  • "Rule yourself" Campaign with atheltic stars including
  • Tom Brady (NFL)
  • Stephen Curry (Basketball)
  • Misty Copeland (Ballerina)
  • Jordan Spieth (Golf)

Retail Presentation

  • increase and brand floor space dedicated to our products within our major retail accounts.
  • Under Armour concept shops enhance our brand’s presentation within our major retail accounts with a shop-in-shop approach
  • products, including flooring, lighting, walls, displays and images

Step 2: SWOT Analysis

Strengths

References

Threats

  • Increasing Overall Growth for Company
  • Development and Launch of New Products
  • High Quality Product
  • Visible Marketing Campaigns
  • Athlete Endorsements
  • Customer Loyalty
  • Innovation with Products as well as Increased Technology

Weaknesses

  • Big Name Competitors such as Nike and Adidas
  • Less Expensive Athletic Lifestyle Brands
  • High Raw Material Cost
  • Little Global Awareness
  • High Prices
  • Large Investment Spending
  • Small Range of Products
  • Dependent on Third Party Distributors
  • Competition
  • Poor Athlete Endorsement Decisions

Opportunities

Outline

  • Global Expansion
  • Technological Advances
  • Direct-to-Consumer Distribution
  • E-Commerce
  • Expanding into Footwear Market
  • Growing Female Market
  • http://www.uabiz.com/
  • http://files.shareholder.com/downloads/UARM/1044186318x0xS1336917-15-6/1336917/filing.pdf
  • http://www.valueline.com/Stocks/Highlights/Under_Armour__A_Short_SWOT_Analysis.aspx#.Vl0Smsqqxnw
  • https://baileyjosh.wordpress.com/2010/11/22/under-armour-advertisement/

Company Background

Step 1

Business Mission

Objectives

Step 2

SWOT Analysis

Step 3

Identifying Opportunities (Segmentation, Targeting, and Positioning)

Step 4

Implementing Marketing Mix (Product, Price, Place, and Promotion)

Step 5

Evaluating Performance Using Marketing Metrics

Under Armour: Market Analysis

Presented by: James Sarubbi, Allie Blaisdell, and Daniel Felice

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