Disruptive Marketing Plan to Boost Under Armour's Competitiveness

1 Disruptive marketing plan for Under Armour [Student] [University] [Course] [Submission Date]

2 Under Armour is a sports apparel company started on September 25 1996, by Kevin Plan, a member of the special teams of the University of Maryland football team. In 2005, the company was listed on the NASDAQ stock exchange, raising $153 million in capital. The principal business activities of Under Armour include the development, marketing and distribution of branded performance apparel, footwear, and men's accessories for men, women and youth. It primarily generates revenue by selling its products through distributors and wholesalers. The company has a direct-to-consumer business model and an e-commerce website where customer can order their preferred product. The company has also diversified to offer products for non-athlete products. Even though the company has a considerable foothold in the sports industry, it lags behind its key competitors, Nike and Adidas. Under Armour commands a 4.1% market share of the US region, meaning it has not effectively marketed its products and services to increase its market presence. Using the four Ps of the marketing mix, Under Armour can adopt a disruptive marketing plan that could improve its competitiveness. This is a summary of the proposed marketing plan for Under Armour that will assist the company in expanding its market pool and consumer base. Marketing mix Under Armour offers a wide variety of products for its target market. However, most of these products are similar to its main competitor, Nike. Most consumers are drawn to Nike products because of brand awareness. Even though Under Armour products are priced lower than Nike products, which are often considered a premium, consumers are drawn to them largely due to brand loyalty. Under Armour has not been aggressive and innovative in its market strategies to attract customers. Its marketing efforts are worse on the international market due to poor communication and promotional campaigns.

3 Product The product is the most important element of the marketing mix. Marketing efforts must be centred around the product because they are the primary mechanism through which a company will generate its revenue(Hult & Ketchen Jr,2017). To determine the best product for the market, it is important to receive feedback from the consumer. Under Armour does not offer unique products, which explains why consumers remain loyal to its competitors. To increase its competitiveness, Amour must endeavour to develop unique products. The sports apparel industry is crowded, and the only way a product can stand out from the competitors is to invest heavily in research and development to develop a product that would be attractive to the target market. The branding of their product is also vital. This will prompt the consumer to make a purchase decision. Price The price of a product will determine if a customer will purchase a product. Generally, customers want to get value for their money. Under Armour products are generally priced lower than its key competitors Nike and Adidas. Even though the prices are lower, consumers are still drawn to Nike and Adidas because of brand loyalty. This means price is not a factor in most customers' purchasing decisions. Price is only crucial if the quality of the product is improved and the price remains the same. Customers will opt for a product of higher quality and priced lower. Place The place is the location where a product is sold. This is how a company ensures a product reaches its target market. Under Armor relies on wholesalers and distributors for its

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4 products. Moreover, it has an e-commerce website to ensure the product reaches its target market. However, this has proved ineffective because the sales of its products have been declining. The company relies on distributors who stock products from competitors, making it difficult to move its products and reach the customer. Under Armour does not have experiential stores where consumers can try these products because they decide to purchase them. Promotion Under Amour's promotional strategies are deficient because they offer little to increase its brand presence. The traditional forms of marketing have failed to capture a new target market. Under Armour needs to leverage the power of technology to attract new consumers. For example social media marketing through influencers has proven effective in having a direct connection with the consumer. The company can offer free merchandise with the help of social media influencers on Instagram and TIK TOK. Recommendation Under Armour must develop a unique line of products that would differentiate it from its competitors. Secondly, the pricing must be significant, and finally, it must leverage the power of technology to improve brand presence and loyalty. Biblical integration In Ecclesiastes 12:13, the bible states that the conclusion of the matter is fearing God and keeping his commandments because this is the whole duty of man(Bible Gateway,2023). Pricing,

5 promotion and Disruptive marketing strategies must be consistent with the will of God. They should not be used to exploit innocent consumers. References Bible Gateway. (2023). Bible Gateway passage: Ecclesiastes 12:13 - New international version. Biblegateway.https://www.biblegateway.com/passage/?search=Ecclesiastes %2012%3A13&version=NIV Hult, G. T. M., & Ketchen Jr, D. J. (2017). Disruptive marketing strategy. Ams Review, 7(1-2), 20-25.

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