Under Armour's Marketing Strategy and Challenges
Added on 2020-07-23
8 Pages2104 Words44 Views
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Digital and DirectMarketing Strategy
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Issues faced by the company.......................................................................................................1Importance of these issues..........................................................................................................2Various solutions for the above issues........................................................................................3Implementation of the solutions..................................................................................................3CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................5
INTRODUCTIONIn this article, it will be discussing about the introduction of the sportswear companyhaving a brand name “Under Armour”. The following report will also be focusing towards thevarious issues which were faced by the company in this competitive market and about variouspromotional and marketing techniques which were used by the organisation. In 1996, the brandUnder Armour was launched having a main motive to replace the sweaty cotton shirts and under-worn footballs pads with their sportswear material and to this they had launched various productsin men and women's range.This sportswear company was launched by Kelvin Plank in 1996, having their major aimto become the biggest sports and Gym wear brand in all over the world. Under Armourstandardised their brand in 1999 after having the contract from Warner Brother to feature theirfilm with their clothing products (Lewis and Porter, 2010). After that in less than two decadesUnder Armour had become a popular brand and introduced its various other brand products likeshorts, shoes, etc., and had become a global business with less than $4 billion sales. In the end of2013, the company had also extended the products like shoes, shorts and other varieties in theirclothing like Slim fit t-shirt, shorts and a huge assortment to the range of their Gym wear. Issues faced by the companyThe major issues which were faced by the organisation, was the introduction of theirproducts in that there are huge competitors which grab their market share. The company washaving their rivals which were already having a very big name in the market, such as Nike,Adidas and other big brands as compared to the Under Armour at that time, these big brands hadalready settled their position in the market and it was a big challenge to compete in that marketand enhance their brand products.In addition to all this, it was a big challenge to the company to decide the way of theirbusiness promotion (Rosenau and Wilson, 2014). The organisation was also having variousissues to decide their focus to the way of promotion either it may be through the advertisementactivities by endorsing celebrities or with the help of social media and other artists.Other than this the company has to study the market and have to get every single detailabout their current market. After having a detailed study Under Armour, the researcher came to1
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