Case Study Under Armour - Group Success

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School

Seneca College *

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BAN 120

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Marketing

Date

Feb 20, 2024

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docx

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Uploaded by DoctorBravery103687

Case Study Under Armour Harpreet Singh Gursirat Kaur Shagun Sharma Q1 What are the reasons for the success of Under Armour since its founding by Kevin Plank? What do you view the most important factors that have contributed to the growth of the company? Answer 1. Since Kevin Plank founded Under Armour, a number of important elements have contributed to the company's success: Innovative Product Development: Compression apparel that wicks away perspiration was Under Armour's original product. This invention met the needs of athletes by addressing the discomfort associated with standard cotton sportswear. Strategic Marketing and Branding: Under Armour strategically marketed and branded themselves, concentrating on specialised areas that larger competitors frequently ignore. Eric "Big E" Ogbogu’s "Protect This House" ad campaign established a strong brand identification and went on to become iconic. "Any Given Sunday" and "Playmakers," two TV shows and films with clever commercial placements, helped increase the awareness of the brand nationwide. Sports Marketing & Sponsorships: Under Armour purposefully partnered with professional leagues, collegiate teams, and elite athletes. Celebrity endorsements such as Lindsey Vonn, Tom Brady, and Michael Phelps, in addition to collaborations with collegiate teams and high school athletics, contributed to the brand's legitimacy and genuineness. Efficient Distribution Network: The business set up a network of retail locations and direct-to-consumer sales. This made Under Armour items widely accessible, which increased their appeal and popularity.

Effective Launch into the Football Cleat Market: Under Armour's successful launch into the football cleat market, together with its sponsorship agreement with the NFL, greatly increased company visibility and credibility among football fans, laying the groundwork for future growth. Constant Innovation and Growth: Under Armour has steadily increased the variety of products it offers, branching out into several sports markets, such as those for basketball and running shoes. The Micro G line's launch demonstrated the business's dedication to creativity and flexibility. Leadership and Strategic Decision-Making: The company's success has been greatly attributed to Kevin Plank's leadership and strategic choices, which include hiring seasoned employees from Nike, forming partnerships with significant sports organisations like the NFL, and cautiously venturing into new markets. Considering all the points, Under Armour's success since its founding has been greatly aided by a combination of product innovation, intelligent marketing, sports sponsorships, efficient distribution, and wise leadership choices. Q2. What are the key components of Under Armour’s integrated marketing communications program? Discuss the role IMC has played in helping build the Under Armour brand. Answer 2. The Integrated Marketing Communications (IMC) programme of Under Armour consists of multiple essential elements, all of which are essential in developing and strengthening the brand's identity. The conversation that follows clarifies the essential components of Under Armour's IMC and the significant part it has played in brand development: Strategic Advertising Campaigns: One of the most notable examples of Under Armour's IMC's strategic advertising campaigns is the "Protect This House" series. These advertisements, which frequently include well-known athletes, not only highlight the features of the products but also deliver a strong brand message that increases consumer loyalty and brand identification.

Product Placement and Endorsements: In order to increase visibility, the corporation carefully selects which films, TV shows, and sporting events to feature its products in. Prominent athletes' endorsements, such as those of Tom Brady and Michael Phelps, add even more legitimacy and genuineness Sports Marketing and Sponsorships: Under Armour's IMC involves extensive sports marketing and sponsorships, aligning the brand with high-performance athletes, collegiate teams, and major sports events. This multi-channel exposure through television, magazines, and the Internet enhances brand authenticity, making it resonate with consumers. High-Profile Collaborations: Collaborations with reputable entities, such as being the official outfitter for Division I collegiate teams and partnerships with major sports networks like ESPN, contribute to brand elevation. These affiliations create avenues for widespread exposure and bolster the brand's credibility. Strategic Digital Presence: Under Armour's IMC strategy makes use of a strong internet presence as a strategic tool. The brand uses social media sites like Facebook, YouTube, and Twitter to actively interact with customers. The creation of specialised content, such as "The Diary of Brandon Jennings," not only develops a community but also promotes brand engagement. Event Marketing Initiatives: The business plans and funds a number of occasions, including the ESPNU High School All-American Game and the Under Armour Lacrosse All-American Game. These programmes not only provide Under Armour's brand more exposure, but they also reaffirm the company's dedication to helping young athletes. Multichannel Distribution System: Including retail locations, direct-to-consumer sales, and online channels, Under Armour's IMC incorporates a multichannel distribution system. This guarantees a broad range of product availability, enhancing consumer convenience and brand accessibility. Role of IMC IN Building the Under Armour brand IMC has played a significant part in developing the Under Armour brand. Under Armour has established a consistent brand image through the use of a cohesive

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and integrated approach across several communication platforms. In addition to raising brand awareness, the IMC approach has helped build a solid emotional bond with customers that has promoted brand loyalty and trust. Under Armour's brand messaging is reinforced by its strategic alignment with sports, endorsements, digital interaction, and event sponsorships, which position the company as a respectable and aspirational athletic brand in the market. Q5 Do you think Under Armour will be successful in entering the basketball shoe market? Why or why not? Ans 5. I think Under Armour will be successful in breaking into the basketball shoe industry but it depends on a number of things. Firstly, the company is well known for its athletic wear brand, has strategic alliances with well-known players like Brandon Jennings, and is dedicated to creating innovative products, as evidenced by the Micro G line. The brand gains credibility with its cautious rollout approach and NBA players' endorsements. Still, there are several obstacles like Nike's 95 percent market share and utter supremacy present a significant challenge. Still It will be a challenge for Under Armour to draw customers away from rival companies because of consumer loyalty to well-known brands, especially in the basketball shoe market. A complicated matter is the competitive environment as a whole, which includes significant players such as Adidas and Reebok. Under Armour needs to tackle a market trend which is the drop in basketball shoe sales since 2005. The company's capacity to distinguish its goods from those of its rivals, sell them successfully, and deal with the devoted customer base in a market where Nike has long had a leading position will all be critical to its success. Although Under Armour has made strategic moves, the results will depend on how well it executes and is able to make a name of itself with a good position in this competitive market.

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