By: Andrew Williams
Under Armour Marketing Strategy
I. Executive Summary
Under Armour was founded in 1996 by Kevin Plank, a former football player at the University of Maryland. Under Armour started with an idea to create a superior t-shirt that provided compression and wicked perspiration off the skin rather than absorb it. A t-shirt that would work to regulate you body’s temperature and enhance performance. The apparel was engineered to keep athletes cool, dry, and remain light throughout the course of a game, practice, or workout. Since then, Under Armour has expanded and become more diverse. They entered the footwear business in 2006 with the launch of football cleats. They have also expanded their apparel line to cover men, women, and youth. Under Armour has also created an accessories department with football, baseball, and golf gloves along with sweatbands and sunglasses. Under Armour’s mission is to make all athletes better through passion, science, and the relentless pursuit of innovation. They have created high-brand equity through advertising and providing a high-quality product to their consumers. Due to the quality of Under Armour’s products, they have also created high-brand loyalty.
II. Target Market
A. Demographic Segmentation
Under Armour’s demographic segmentation has changed over the years. Under Armour began marketing towards male collegiate athletes between the ages of 17 and 23; however, they have expanded their target market to include men, women, and youth. They still focus on marketing and selling their products to consumers for use in athletics, fitness, and outdoor activities. Under Armour’s prestige pricing leads them to market towards consumers who are financially stable and stable in their careers. Their demographic segmentation covers a wide area of the family life cycle. Their main focus is still towards younger consumers in the family life cycle, whether they are married or have children.
B. Geographic Segmentation
Under Armour’s geographic segmentation is not confined to the United States alone, their products are offered in over twenty thousand retail stores world-wide. Nearly sixteen thousand of those retail stores are located in the United States. They also provide apparel created for both warm and cold climates, so no matter what type of environment a person lives in, Under Armour provides a product to suit that climate. They also understand that the trend of consumers leading more active lifestyles is a world-wide trend, thereby increasing their opportunities to introduce their performance products globally.
C. Psychographic Segmentation
Under Armour’s psychographic segmentation covers many different types of consumers, but the main focus in consumer’s lifestyles. They focus on consumers with an active lifestyle. Under Armour believes there is an increasing recognition of the health benefits of an active lifestyle, and the trend of consumers becoming more active provides Under Armour with an expanding consumer base for their products.
Under Armour provides a heterogeneous shopping product making the purchasing decision highly individual. Under Armour’s product offerings consist of apparel, footwear, and accessories for men, women, and youth. They market their products at multiple price levels and strive to provide consumers with a superior alternative to traditional athletic products.
Under Armour’s apparel is offered in a variety of styles and fits intended to enhance comfort and mobility, help regulate body temperature and improve performance regardless of weather conditions. They have engineered their products to replace traditional non-performance fabrics in the world of athletics and fitness with performance alternatives designed and merchandised along three different gearlines: HEATGEAR when it is hot, COLDGEAR when it is cold, and ALLSEASONGEAR when it...