Under Armour: Shoe Marketing Analysis
1
Under Armour
“Name”
“Course"
“Assignment”
“College”
“Instructor”
2
Abstract
In this paper, I will be explaining the marketing approaches that Under Armour shoe division is taking in competing against rivals competitors in the shoe division, its approach and initial take on expanding into the field, also some key factors in different marketing approaches and direction it’s heading in. I will be discussing concepts used regarding corporate image and brand management and integrated marketing communications, finally, researched articles and data in reference towards the marketing approach Under Armour has taken in the questions provided by the professor.
4A. The market share of each running shoe manufacturer on the bottom of page 15 was generated in November, 2006. Based on your research, why do you think the marketers from Under Armour, a company started in 1996 with tight financial resources, decided to enter the running shoe market and compete the Nike and New Balance? All marketing is about effectively communicating product ideals or information to a target audience. Businesses cannot operate in every single market to satisfy every customer needs, instead a business targets a market of people most likely to be interested in their initial product. In this case, Under Amour did an in-depth research by using feedback, and analyzing their respected competitive marketing competition. First, they reviewed what their target audience wants and needs were and how they could support this. At first look, some companies held a dominant position in the foot ware department, but looking closer at their marketing ads, you can see that each company is representing a selected image and statement on their brand. Under Armour felt they could take away from both Nike and New Balance sales, by taking a different route with their marketing campaign and competing effectively against each brand. In addition, Under Armour already held a dominant brand in the –athletic gear
Under Armour
“Name”
“Course"
“Assignment”
“College”
“Instructor”
2
Abstract
In this paper, I will be explaining the marketing approaches that Under Armour shoe division is taking in competing against rivals competitors in the shoe division, its approach and initial take on expanding into the field, also some key factors in different marketing approaches and direction it’s heading in. I will be discussing concepts used regarding corporate image and brand management and integrated marketing communications, finally, researched articles and data in reference towards the marketing approach Under Armour has taken in the questions provided by the professor.
4A. The market share of each running shoe manufacturer on the bottom of page 15 was generated in November, 2006. Based on your research, why do you think the marketers from Under Armour, a company started in 1996 with tight financial resources, decided to enter the running shoe market and compete the Nike and New Balance? All marketing is about effectively communicating product ideals or information to a target audience. Businesses cannot operate in every single market to satisfy every customer needs, instead a business targets a market of people most likely to be interested in their initial product. In this case, Under Amour did an in-depth research by using feedback, and analyzing their respected competitive marketing competition. First, they reviewed what their target audience wants and needs were and how they could support this. At first look, some companies held a dominant position in the foot ware department, but looking closer at their marketing ads, you can see that each company is representing a selected image and statement on their brand. Under Armour felt they could take away from both Nike and New Balance sales, by taking a different route with their marketing campaign and competing effectively against each brand. In addition, Under Armour already held a dominant brand in the –athletic gear
References: Cuizon, Gwedolyn (2009) Audit on Nikes Marketing Strategies. Retrieved from http://www.suite101.com/content/audit-on-nikes-marketing-strategies-a94404 Kenneth, Clow, Donald, Baack (2009) Integrated Advertising, Promotion and Marketing Communications, Document posted in University of Maryland University College MRKT 354 online classroom, archived at: http://tychousa10.umuc.edu/MRKT354/1009/6980/class.nsf/Menu?OpenFrameSet&Log Running Network (2008) Under Armour Launches Running Footware. Retrieved from http://www.runningnetwork.com/read_feature/under-armour-launches-running-footwear-q-chris-brewer Skariachan, Dhanva (2010) Under Armour profit up; sees cost rising in 2010. Retrieved from http://www.reuters.com/article/idUSTRE60R5U620100128 Wiki Invest (2009) Wiki Financial Report on Under Armour. Retrieved from http://www.wikinvest.com/stock/Under_Armour_%28UA%29