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Under Armour Presentation

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.

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Under Armour Presentation

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