Case 3: Under Armour

Curso: Global Marketing

Profesor: Rios-Pita Ruiz Marco
Sección: S-002

Integrantes:
Guglielmi Casas, Fransheska 16100428
Zamudio Vilchez, Zelene Alejandra 17100814
Favio Manuel Corimaita Miranda 16100257
Basurto Cervantes Sebastián Alejandro 16100208
Centeno Salcedo,Karla Hilda 16100157
Martin Huaccharaqui Ruiz 16100225
 BUSINESS CASE #3

UNDER ARMOUR´S WILLFUL DIGITAL MOVES

Assignment Questions:

1. Should Under Armour continue targeting and growing the female market
segment? Or should it target a broader population to gain more traction on Nike
and get closer to number-one spot?

Currently, we are in a context where the female figure finds herself reaching new
levels in different fields every day. The sportswear brand Under Armor is part of this
new trend and business vision in an environment of inclusion and strengthening of the
female image. The new feminine image represented by Gisele Bundchen through the
introduction of the campaign called “I Will What I Want” reflects the change in the
super masculine image and the challenge of expectations. Furthermore, the decrease
in the differences (gaps) between men and women is evident in various countries,
mainly in the United States.

Given the aforementioned context, as a group we consider that the initial strategic
decision regarding the direction and continuity of the market segment that the
analyzed sports brand should take is to continue to target and strengthen the growth of
the female market segment. The male segment represented a large percentage of
Under Armor sales, now through a strategic vision in the female introduction as an
image, it shows an increase in sales by 28%, positioning itself in the second largest
sportswear brand in the United States. . This should continue by strengthening the
female segment in order to generate a comprehensive vision. However, we consider
that at the moment in which the company achieves the ideal positioning of this
segment, it could continue by leading a larger population. For example, include
representative figures from the children's sector in sports campaigns. The
aforementioned in order to increase sales, include new users from segments other than
men, change the focus of the brand image, which will lead to gaining more market
share and being able to become number one.

2. Should Under Armour keep paying famous athletes to be part of its

advertisement campaigns or should it use more everyday people?

The team agrees that Under Armor should continue to apply "influencer marketing"
because in this way the brand can communicate its image through admirable or
famous people. For example, in the attached video can be seen how the brand was
initially promoted only for men; However, after the campaign of the brand with the
help of the model Gisele Bundchen, who with the image and example of improvement
sent a positive message from the brand to everyone who saw the campaign. Also, not
Under Armor not only used the image of this highly influential person, but also added
comments from ordinary people to the television campaign as support.

In conclusion, the brand should continue to apply the "influencer marketing" strategy
because it generates different benefits such as increasing the scope and visibility of
 the campaign and brand, helping to generate trust and interest on the part of
consumers, through the mention of the model or other influencers the brand is spread
on social networks generating new followers.

3. Should the next campaign be run on multichannel platforms or should Under

Armour solely focus on one channel, such as television or online advertisement?

Under Armor is currently in second place for sportswear companies in the United
States. In other words, it is a well-known company with a wide range of consumers.
Obviously, in order to broadcast its new campaign to each of them, it must uses multi-
channels. Much emphasis should be placed on new internet channels such as
YouTube or social media. Transmission speed and, above all, coverage are the
elements that make these channels ideal for broadcasting a viral campaign. YouTube
should be mentioned as an important channel given the reputation the company has
already earned with its viral videos. When consumers watch a video of the company,
they are likely to have high expectations and not skip the video.

However, a new channel the company should consider is advertising directly in gyms.
As the case mentions over the years, gyms have become very popular and visited
mainly by their target segment. A good strategy would be to hire viral video playback
on gym TVs.