Under Armour is an American sports clothing company founded in 1996 that is looking to expand into India. It currently has operations in 4 continents and 6 countries, with 25,000 stores worldwide. India represents an opportunity for growth given its large population, including many young people, rising incomes, and interest in health and fitness. Under Armour's objectives are to increase its market share in India through sponsorship of popular sports like cricket and soccer, social media marketing, and product development for sports popular in India.

1. ” Founder and CEO Kevin Plank began the business in his grandmother’s basement in Washington, D.C.’s
Georgetown neighborhood”
“Mission is to make all athletes better through passion, science, and the relentless pursuit of innovation”
“Shifting Boundaries of Digital Business”
- Gartner
“90% of consumers are more likely to buy when helped by a knowledgeable associate”
— TimeTrade survey 2015”

2. Vaibhav Pande
Shriraj Mishra
Amod Upadhye
Trimbakkar Amogh

3. Overview
Please ask!
Conclusion & QuestionsExpected Growth
What are the expected results?
Problem Formulation
Objectives
Marketing Strategy
Plans for Marketing
Situation Analysis
Market Environment
India
Introduction
About the Company

4. Under Armour, Inc. is an American sports clothing and accessories company global
headquarters is located in Baltimore, Maryland.
Operates in 4 continents across 6 countries
Founded by Kevin Plank in 1996. He got tired of having to change out of the sweat-soaked
T-shirts worn under his jersey
25000 stores worldwide
Current expansion plans involve the Subcontinent market like India and China from
2015.
Introduction Under Armour

5. Growing middle class and the young population (600 million)
Constitute 2.7% of total retail market
Positive and high growth of GDP
Growing awareness about health and fitness
Situation Analysis - Why India
Sourcing by foreign retailers
Policy changes – partial FDI liberalisation in single brand retail

6. Current Market situation- India
Sportswear Market is estimated at 400 Billion Rupees as of 2016
Dominated by Pioneers such as Nike, Adidas, Puma and Reebok
Only 30% is organised sector spread across Metro Cities
Manufacturing sector growing at 10% -12%

7. Problem Formulation – Under Armour in India
Low Brand recognition and concentration on limited product categories such as shoes
Lack of Social Media Marketing
Competition against established players Nike, Adidas and Reebok
Late arrival in India – operations started in January 2016

8. Market Expansion in India
Plans to target Customer Segment age 15-40
Increase presence by developing the market
Product Development Launch products for sports
popular in India.
Objectives
Increase the Market Share of Under Armour

9. Market Strategy and Tactics
Target Profitable Sports in India
Cricket
Football (Soccer)
Social Media marketing

10. Indian Cricket
Average Attendance :
ICC World T20 : 35,000 (estimated)
IPL : 32,800
TV Viewership
ICC World T20 : 730 Million
Indian Premier League: 552 Million
Cricket Tournaments:
ICC World T20
Indian Premier League (IPL)
Most popular sport in India

11. Second Most Popular Sport in India
Average Attendance per ISL game : 26,376
ISL Estimated TV Viewership : 429 Million with
Average growth rate of over 20%.
EPL and La Liga also popular in India,
with estimated 2 million followers in India
Soccer
Popularity of expected to increase due to
FIFA 2017 U-17 World Cup being hosted by India

12. Social Media Marketing
UA Record is fitness app which helps in improving overall health
and fitness of individual.
89% of social media usage is done by the age group of 18-29.
Social media usage in India increased in leaps and bounds, as
number of internet users in India reached 302 million users by
December 2014
India is the second largest country using Facebook, US being the first

13. Achieve at least 1% market share
Achieve reach in at least 800 colleges in India
Have a customer base of 3 million in metropolitan cities
Achieve 4th position in terms of brand awareness
Expected Growth
Achieve Social Media Footfall of 5 million followers

14. Under Armour is a well-established sports apparel brand
which seeks expand into the Indian market
Overall Under Armour is looking to invest up to $50 million in the
country as part of advertising strategy
Tie-ups with major sporting events such as the Indian
Premier League, Indian Cricket Team, Indian Super League
Football
Shifting Boundaries of Digital Fitness through Social Media
Marketing
Conclusion

15. Questions
Thank you!