Executive Summary Research 2022

Executive Summary
In this research study the finding are going to be analyzed. The survey conducted was to
understand the factors that would influence the buyers to buy the jacket and use it. Out of the
total number of people neatly half of them bought the product for the workout while yet a good
half bought it to style up. There are several factors that contribute in prompting consumers to buy
a product. In case of Under Armour, it is the quality and style that it offers at a price range that is
quite affordable. The quality of the product and the utility driven out of it forms the main basis
of the decision making. Price also influence it and this is the sole reason why very expensive
brands are not preferred but brands that offer competitive pricing record the highest sale. This
section is the report of the findings of Under Armour jacket through survey and with relevant
literatures and marketing theories as well considering the current marketing mix that the
company is employing. The findings of this research study need to be aligned with the
communication mix that the company is currently applying. As a researcher, one is also in
position to recommend some strategies that could be used to strengthen the current strategies.

Contents
Executive Summary.........................................................................................................................1
Product Overview and Market Performance...................................................................................2
Marketing Communication Mix......................................................................................................4
Communication Marketing Mix and the Findings...........................................................................5
Recommendation.............................................................................................................................6
References........................................................................................................................................8

Product Overview and Market Performance
The product is track jacket from Under Armour. The track jackets that are produced by this
company is well appreciated by people and those who go to gym are inclined to buy this product
because of its flexibility, variety and also prices. The jackets have quality that lasts longer and
with the price it is quite within the reach of the people who belong to middle income group and
also higher income group.
The market performance of Under Armour is upward rising and in the year 2017 it was ranked in
the fifth position in the most valuable sports business brand. In the graph below the net sales of
Under Armour worldwide can be seen from the year 2008 to the year 2018. The global net sale
of the company is recorded as 5.19 billion U.S. dollars in 2018. This is growth is substantial to
classify Under Armour as one of the fastest growing sports brand in the world.
The sport wear industry is a growing industry and in the years to come, it is going to record a
higher growth than right now. The two companies that are dominating the sports company is
Adidas and Nike (Araujo Caldwell and DeFanti, 2018).

Source: (Fernandes, 2015).
The two corporate giants are dominating the world sports industry and one cannot compare it to
Nike and Adidas. Yet, Under Armour is recording a phenomenal growth and the company with
its competitive pricing is penetrating in the developing economy and is receiving a good
response.
A company that can be regarded as a better benchmark for Under Armour is Puma. If, with its
current performance pace, Under Armour is able to advance into more segments and have a
better product line then it can quite easily be a tough competitor to Puma (Sethna and Blythe,
2016).
There are several categories of products that the company has and out of all, apparel is recording
the highest sale which is followed by footwear, sporting equipment and accessories (Armour,
2018).

Marketing Communication Mix
Communication Mix is the set of strategies that are used by a company in order to promote its
product in the market to the targeted consumers group. Ranging from different models there are
five to six elements that are to be included in the communication mix.
Advertisement
The very first thing that plays an important role in communication mix is advertisement.
Majority of the consumers can be reached through the medium of advertisement. It is a form of
sending a message to the consumers about its product. These messages are sent through paid
platform and for this reason the company has to allocate adequate funds in promoting the
products through advertisements. Under Armour is engaged in employing successful advisement
strategies. The major advertisement is done through the presence of Dwayne Johnson who is a
world famous personality and fitness icon for all (Krueger and Storlie, 2015).
It is through advertisement that Consumers’ attitudes, group influences are targeted by Under
Armour. The company through its ads appeals to the hard-work and endeavor of the people who
are in sports. It is quite important that the content of the ad campaigns appeals to the target
group. For the track jacket the targeted consumers are gym goers and also people who like to
style themselves in sportswear.
The social class that Under Armour appeals to is the youngsters who are actively into sports.
Often, the actors or the characters that feature in the ads are Black Americans. Dwayne Johnson
himself is a Black American and is a symbol of hard-work (Nikodimou and Dimitrakopoulou,
2019).
Personal Selling and Direct Marketing
This is an important marketing method which has made many brands reach every home. The two
methods are different and it is important to find out the difference so that we can understand
whether or not Under Armour is using this technique. Personal selling involves the consumers
being talked by the sales person while direct selling is more emails and text messages (Popescu,
2016).

Under Armour is activity involved in sending infomercials online and sends greeting cards and
offers through it. This is a vital direct marketing method. Through this the management is
targeting consumer learning processes (Genchev and Todorova, 2017).
Discounts and Promotion
Personal buying is something that the company needs to influence by employing different
methods that include making the feel the desire to have the product. This can be done through
discounts that are provided to them in festive seasons and in other situations. The personal
buying habit of the consumers, need to be influenced through effective strategies and one of the
vital ones are discount (Todorova, 2015).
Direct Marketing to Targeted Customers
The decision-making processes of the consumers depend on various factors. Under Armour is
involved in direct marketing in order to influence the decision making process.
Event Sponsorship and Having a Presence
Culture is influenced By Under Armour through event sponsorship as it creates a sense
belonging to all the people who are interested in working out and staying fir at the same time
believe in the very discipline of sports (Marketing, 2017).
Communication Marketing Mix and the Findings
The communication mix that the company is following and the findings if the research need to be
aligned with each and if it is not then it means that there has to be some recommendation made
so that the findings can be addressed. It is important that the result of the research studies is
taken into consideration to ensure that the marketing strategy that is followed by the company is
in alignment with the findings. It is then that the loopholes can be detected and worked up on by
experts.
Based on the findings, the communication marketing mix of Under Armour says that the
company does not engage in direct selling. There are many globally established companies that
have engaged in direct selling. No doubt it is going to be difficult to have that approach after

being selected as the fifth growing sports brand in the world but it can resort to this in developing
nations where the consumers may need to be personally convinced of the quality that the
products are going to offer. Apart from this, there is high profitability in tying up with native
brands so that it can have wider accessibility to the consumers (Rao and Raju, 2015).
A best example of this is that Hush Puppies having its product in the showrooms of Bata India.
Bata is well known brand which is quite loved by people who look for quality products. Hush
puppies got its initial exposure in India from there and now have its own showroom in many
places. The same strategy can be adopted by Under Armour. At present Under Armour products
are available online platforms in India and no outlets can be commonly seen whereas Asics,
FILA and Puma are increasing its outlets at a commendable pace.
Under Armour is liked by the people who go to gym because of its prices as the products are far
less expensive than what other giants are producing. This gives an added advantage to the brand
in spreading itself in the developing and the under0developed economies. It can employ its
resources in producing more competitively priced products so that the consumers can buy it and
the brand can become a universal name in gym and styling.
The findings show that the products of the companies are suggested through friends who are
interested in sports. In this way the fact that it is engaging in increasing sports sponsorship is
quote commendable and this aspect of the communication mix is indeed aligned with the
findings.
Recommendation
The strategy that Under Armour is following is that of slowly penetrating the market and keeping
the prices competitive. The prices are quite affordable and the jackets that they are
manufacturing are not only used in workouts but also in styling. The consumers like the products
are carrying it outside the gym also. This can be effectively utilized by the strategist. The
designers at Under Armour can be more creative with the designs. This is going to be prompt the
non-gym going consumers to go for the products of Under Armour which is going to boost up
the sale as well as the popularity (Armstrong, 2018).

The sponsorship of the company is quite high in amount and it spends in almost all the sports
events that take place in USA. While this is a great way of making people feel the presence of
the company, a minor cut down in this will leave more resources at the disposal of the company
which can be utilized in developing track jackets and other sportswear. This is one of the
recommendations that can be made by looking at the findings and the communication marketing
mix of Under Armour. The sportswear industry is a rising industry and in the years to come, it is
going to record an level upper growth than currently. The two companies that are dominating the
sports company is Adidas and Nike. It can make its place among them with time. For now, it is
tough competition to many of the sportswear brands in USA and around the world.
Research and development is an important part of any company to ensure that there is proper
product development. Product development keeps the consumer interested in the company and
its products. Consumers are always open to options. Hence, it is vital that the research and
development team of the company is taking active part in it. The consumers are very easily bored
and the loyal group of consumers is not something permanent in competitive market. Under
Armour has to employ strategies to keep them interested in the new products (Heroux, 2017).
Another recommendation that can be made based on the findings is that the ads that Under
Armour has can become more experimental in terms of content. Content is the most import
device in digital marketing at present. The content can be experimental and it is going to help the
brand be more interested in the company. Nike and Adidas have followed this idea quite well
and have taken to a benchmark level. One cannot over look that the fact that Nike and Adidas
has much higher level of resources and capital. Therefore, they are able to invest in the ads as
well hire leading sport celebrity in the world (Visser, Sikkenga and Berry., 2018).

References
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Visser, M., Sikkenga, B. and Berry, M., 2018. Digital marketing fundamentals. Noordhoff
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