Under Armour

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Under Armour
BA 353 April 11, 2008
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Under Armour
http//www.underarmour.com/click-clack/wallpapers
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Team Members

• Ben Brannaman
• Peter Carey-Linskey
• Andrew Cunard
• Drew Johnson

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Background

• Established in 1996 by a University of Maryland
  football player
  
• Significant growth since establishment

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Financial Info

• Reported 2007 net income of more than
• 52 million
• Stock went public in 2005 currently traded on
  the NYSE (symbol UA)
  
• Projected stock price growth of more than 20 in
  2008
  

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Mission

• Under Armours mission is to provide the world
  with technically advanced products. Every Under
  Armour product is doing something for you
  
• Its Making You Better

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Objectives

• Continue to promote the core values Under Armour
  was founded on Innovation, Inspiration,
  Reliability, and Integrity
  
• Increase sponsorship of college athletic programs
  by 100 throughout all college divisions
  

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Objectives

• Through college sponsorship program increase next
  years total revenue by at least 10
  
• Develop college-athlete partnership program that
  will focus on product innovation targeted
  specifically to the college athletes
  specifications

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SWOT Analysis

• Strengths
• Brand name
• Growth and innovation
• College athletics

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SWOT Analysis

• Weaknesses
• Expensive
• Narrow Focus
• Advertising
• Awareness

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SWOT Analysis

• Opportunities
• Popular athletes
• Emphasize variety of sports
• Lowered prices
• Continued increase in workout lifestyle

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SWOT Analysis

• Threats
• Economic recession
• Competition
• Male-dominated focus

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Target Market

• Concentrated strategy marketing a specific
  target mix to a specific target
  
• Primary focus on collegiate athletes (approximate
  ages 17-23)
  
• Marketing segments can also be divided by sport
• Football, Baseball, Track Field, etc

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Target Market

• Demographic segmentation utilize marketing
  techniques focused on a younger target market
  
• Lifestyle segmentation entire organization
  focused entirely on athletes
  
• Benefit segmentation attract customers seeking a
  high-quality product
  

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Marketing Mix

• Price
• Price Skimming
• Prestige Pricing
• Have the highest quality product on the market
• Competition sells similar products at lower
  prices
  
• Quality perception not as good on these products

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Marketing Mix
Product

• Frontrunner in performance athletic apparel
• Most common / popular is sweat adsorbent shirt
• Product is valuable to both consumer Under
  Armour

http//www.underarmour.com
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Marketing Mix

• Product cont.
• Holds great customer value
• Athletes want the best gear when they are
  competing
  
• Warranties
• Under Armours logo is their guarantee
• Under Armour expects perfection from its products

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Marketing Mix

• Place/Distribution
• Sell in retail setting
• Found in most common retail stores (Dicks,
  Finish Line)
  
• Pull Strategy
• Internet
• Alliances with sports teams
• Both the Auburn Tigers the Maryland Terrapins
  football teams

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Marketing Mix
Presentation/Personnel

• Represent ourselves primarily through our
  models and hired spokesmen
  
• Bob Sanders, Ray Lewis, Ryan Howard, Carl
  Edwards
  
• Product displays also present company in a
  dominating way

http//misanthropytoday.files.wordpress.com/2007/0
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Marketing Mix

• Promotion
• Institutional Advertising
• Sponsor Little League baseball team
• Sponsored Senior Challenge for college football
  players
  
• Pull Strategy
• Main point to advertising
• Get our name in the heads of consumers
• Introduce NEW products

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Implementation

• Objective timetable
• Personal selling
• Impact of college sponsorship agreements
• Financial
• Advertising

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Implementation

• Product innovation
• Transform advertising focus
• Model body type
• Gender
• Innovation, Inspiration, Reliability, and
  Integrity
  

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Overview

• Continue producing high quality products
• Create college sponsorship agreements
• Work with college athletes
• Maintain overall strength of brand name

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Questions?