Under Armour

Creating and growing a New Consume

Brand
Presented by: Group 10.
Abhinav Kumar.
Ashish.
Lavish Arora.
Prakhar Pandey.
Rohit Pant.
Vasu Gupta.
Content

 Company Background
 Brand Profile
 SWOT & Strategic Direction
 Customer Environment
 Segmentation
 Goals and Objectives
 Positioning
 Marketing Mix
 Implementation
 Execution
 Click icon to add picture

Background
Founded by Kevin Plank in 1996
Moisture-wicking fabric
Tag-less design
Mission: To make all athletes better through passion, science
and the relentless pursuit of innovation
Core Value: innovation, inspiration, reliability, and integrity
 Brand Profile: Mission // Vision

TO MAKE ALL ATHLETES BETTER THROUGH PASSION,

“

DESIGN AND THE RELENTLESS PURSUIT OF

INNOVATION.”
-Under Armour mission statement (Mission, uabiz.com)

“EMPOWER ATHLETES EVERYWHERE.”

-Under Armour vision statement

The UA jobs website also includes other commitments

the company swears to work by.
Hey are as follows,

4 Pillars of Greatness
MAKE A GREAT PRODUCT
TELL A GREAT STORY
PROVIDE GREAT SERVICE
BUILD A GREAT TEAM
 Brand Profile: Ownership // Size //
Financial Performance
BOARD
LEAD DIRECTOR MEMBERS
Alvin Krongard Johns Hopkins Health System Corp/The

CEO/FOUNDER
Kevin Plank Under Armour Inc

BOARD MEMBERS
Anthony Deering Exeter Capital LLC
Harvey Sanders Nautica Enterprises Inc
Douglas Coltharp HealthSouth Corp
George Bodenheimer
William McDermott
Karen Katz
Eric Olson
Byron Adams
Thomas Sippel
 Brand Profile: Branding Elements

The six branding elements that UA successfully uses are the following;

1. Core Higher Purpose

Under Armour stands for a relentless overcoming of obstacles and
becoming winners on the field. Its tagline “I will”.It is not about
delivering functional benefits.

2. A Signature Story
Under Armour’s signature story represents its key brand cores of
innovation, not to mention its core target of athletes concerned with
performance. Founder/ CEO Kevin Plank was a football player at
Maryland in the mid-1990s when he became frustrated by his cotton t-
shirt that got wet, heavy and uncomfortable during workouts. This led
Plank to create undergarments with materials that would “wick and
dry” the sweat from his clothing. Plank created and led a new niche
market of performance clothing that stays fresh and dry. Today, Under
Armour has a 75% market share.
 Contd.

3. Brand Strategy
The first US commercial that was aired in 2003 declared, “we must
protect this house” focusing more on team sports and challenges.
It strategically featured few “underdog” athletes, like itself in the
sports wear market to compete with Nike, a clear sports wear
giant. It was in this campaign where the punchline “I will” was later
emphasized.

4. Innovation
The UA apparel is designed and manufactured to suit the needs of athletes,
high physical activity and fitness and the products are merchandised along
“gearlines” instead of the traditional collection. The Heatgear, Coldgear,
Allseasongear and Magzip technology are all examples of the innovative
products UA develops.
5. Unique Brand Portfolio
Under Armour has branded their innovations such as Infrared, Coldback and MagZip and
has actively managed each of those brands. They have also provided coherence with
umbrella brands such as UA Heat Gear, UA Coldgear and UA Glow Collection.
Furthermore, they serve higher purposes with their lines; UA Power in Pink (using fitness to
fight breast cancer), UA Freedom (which helps wounded veterans), UA Green (building
green initiatives into their gear) and UA Youth Movement (promoting the cause of youth
fitness) all under the UA Give Back umbrella brand.
6. Expansion Strategy
UA has managed to increase their business without losing their
brand DNA something that not a lot of big businesses can
consistently keep up with. Apple, Nike, Starbucks and Google are
great examples of successful business expansions. UA has
maintained their “self-expressive” and practical performance wear
with the right kind of representatives for their campaigns.
Developing womenswear clothing with great campaigns by strong
female presence has been a success. For example, Misty Copeland
the American Ballet Theater dancer and Heather Mitta, soccer star.
They have currently roped in Gisele Bundchen as well making UA
something for everyone.
STRENGTH

 Well Known brand

 Quality brand
 Comfort and stylish
 New innovation technology(material)
 Increase in market share continually
 Grew fast
 International expansion
 Well defined target market
 Reduce the amount of fabric used due to the compression design
 Tag less design
 Targets specific market which saves research expanses
Weaknesses

 Higher pricing
 Male oriented
Opportunities

 Increase in products that support healthy lifestyles

 Consumers are very receprive of high performance
products
 Hispanic respondent purchase more fitness wear
than other ethnicities
Threats

 Bad economy, decrease in deposable income

 Subtitute products(generic) offer lower price
 Competitors are more inovative
Strategic Direction

 Opportunity: Consumers are respective of under

armour’s performance products
 Strength to support it
 Quality brand
 Well known brand
 Increasing market share
 Product are comfortable and stylish
Customer Environment

 Economy is improving

 Includes people who are looking for healthy and

active lifestyle
Segmentation
 Goal and Objectives

 Goal: Launch and position their female swimsuit line

as strong competitors in the stylish athletic product
category.

 Objective1: Gain20% of the market share in the

stylish athletic swimwear category in two years.
 Objective 2: Achieve a 90% customer satisfaction
rate within the first year and then maintain it over
time
Perceptual Map
THANK YOU