- 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
- 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
- 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
Step 1: Business Mission and Objectives
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.
- Athletes of all levels
- Low, medium, and high performance
- Men, women, and children of all ages
- Servicing 85 countries
Act Like a Global Citizen
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.
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
Sustainable Competitive Advantage
Step 4: Implement Marketing Mix
Technological Innovations
- 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
- 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
- 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
Apparel
- HEATGEAR
- COLDGEAR
- ALLSEASON
Footwear
- football
- softball
- soccer cleats
- slides
- performance training
- running
- basketball
- outdoor footwear
Place
- 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
- 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
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.
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
- provide and sell products to high-performing athletes
- NFL
- MLB
- sponsor and sell our products Europe and Latin America (interntional)
- 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)
- 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
- 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
- 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
- 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