under armour presentation
DESCRIPTION
I made this PowerPoint presentation for my Consumer Behavior class in 2006. It was the for a project in which we examined Under Armour's integrated marketing communications, and made recommendations at the end.TRANSCRIPT
Diana BergerScott BruckerLarry Cenotto
Brian McCarthy
• Began using personal selling– Targeted college equipment managers
• Moved to IMC Plan– Theme: “Protect This House”
– Commercials
– Print Ads
• Interactive Media– UA Website
IMC Platform
• Endorsements/Sponsorships– MLB, NHL, NFL teams, 100 NCAA football teams
• Product placement– “The Replacements” & “Any Given Sunday”
• Great exposure to their target audience of sports enthusiasts
• Public Relations– Featured in ESPN,
SI & Time Magazines
IMC Platform
• Very Effective IMC Plan• “Protect This House” Theme
– After campaign, sales increased to $25 million
– UA now found in over 2,500 retail outlets
Critique of IMC
• Founded in 1995 by Kevin Plank, a Maryland football player, Under Armour began as a product strictly for football players, by football players
• Over its 11 year life, UA has expanded to suit the needs of virtually all athletes, creating a very strong advertising image
Image Advertising
• UA has successfully exuded a tough, high performance image that speaks directly to its target market: – Athletes and aspiring athletes
Image Advertising
• UA’s image advertising conveys that their product makes an athlete better, faster, stronger, and more feared
Image Advertising
• Under Armour crosses into daring advertising, calling out its competitors and showing that as athletes shouldn’t be afraid of their competition, UA isn’t afraid of facing their competition either
Image Advertising
• Creating emotional rapport with consumers to try to make a product as close to their ideal state as possible
• This concept has 3 levels:– Consumers…
1. Consider product benefits
2. Assign a personality to the brand
3. Develop emotional bonds to the brand
Emotional Bonding
• Showcase the Product Benefits– Entered an industry dominated by such
goliaths as Nike, Adidas, and Reebok
– Marketed as something that can help athletic performance
– Named products after their primary benefit• Ex. HeatGear, ColdGear, TurfGear, and AllSeasonGear
Emotional Bonding
• Showcase the Product Benefits– UA snuck in under the radar of Nike, and now
controls 75% of performance apparel industry
– Traditional industry giants have caught on and are trying to take market back from UA
• Nike Dri-Fit, Adidas ClimaLite, and Reebok Hydromove
Emotional Bonding
• Assigning Personality to the Brand– “We Must Protect This House”
– Shows UA football players practicing to try to beat the “Goliaths”
• Players exude confidence and perseverance• Camaraderie & affiliation between UA team
Emotional Bonding
“WE MUST PROTECT THIS HOUSE!!!”
• Assigning Personality to the Brand– UA doesn’t use marquee athletes
• More relatable to target markets• Pull off the role of the underdog
– UA brand personality is that of a tough, testosterone-driven, giant-killing persona
– Many athletes endorse for free
Emotional Bonding
• Assigning Personality to the Brand– “Click Clack” ad campaign (2006)
• Refers to sound of cleats on concrete
– Subtitle: “I Think You Hear Us Coming”• Double entendre: showcases both UA’s brand
momentum and new entry into the cleat market
Emotional Bonding
• What’s Next?– Continuous exposure to these messages will
develop emotional bonds so that emotions like accomplishment, confidence, pride, and affiliation become synonymous with UA
Emotional Bonding
Strengths•TV campaign•Strong brand identity•High quality apparel•Trade promotions•Interactive website
Weaknesses•Relatively small amongst industry giants•Narrow media focus•Not leveraging sponsorships and technology
Opportunities•Entering new markets
–Demographics: Gender, Age
–Geographic: Texas Tech, Auburn
–Psychographics: Variety of sports
–Products: Cleats
Threats•Encroaching new competitors•Industry giants•Loss of brand identity in expansion
SWOT Analysis
• Focus on product benefits– Technology: HeatGear, Compression, ColdGear
– Majority of benefits are unknown to potential customers
Recommendations
• Target new markets– Different sports
– Product launches (like “Click Clack” campaign)
– Geographic, psychographic, and demographic
• Create and leverage sponsorships– More athletes, teams, and leagues
• Increase brand loyalty• Increase saturation level
– Event sponsorship
Recommendations