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Marketing Communication : PDF

   

Added on  2021-02-21

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MARKETINGCOMMUNICATION

Table of ContentsINTRODUCTION...........................................................................................................................31) Four P's of marketing mix.......................................................................................................32.) Brand Association of Under Armour.....................................................................................43.) Current strategy used by Under Armour ...............................................................................64) Marketing Communication Strategies....................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9

INTRODUCTIONThe different medium of communication which organisation adopts for exchange ofinformation about their goods and services to the customers is known as marketingcommunication. Experts of marketing communication plan different types of impressivecommunication strategy and deliver it to the targeted audience. Under Armour is an Americancompany manufacturer of sports clothing. Company's global headquarters are located inBaltimore and Maryland. In this study a brief overview of need of marketing mix of underArmour and their brand association in respect brand identity, brand image, brandpersonality(Alserhan., 2017.). The current strategy adopted by Under Armour for their brandpositioning and which marketing communication strategy require to be adopted by under armourfor better exposure of their company's product.1) Four P's of marketing mixMarketing mix of under Armour explains the marketing strategy of Under Armour. Thisstrategy tells about the promotion strategy, pricing strategy, advertisement strategy which canhelp the firm to elaborate the customer base and increase sales of the products(Armstrong andet.al., 2018).Product: Product designed by Under Armour is for all age groupswhich designs sportswear for allage groups they have three main categories on the basis of fabrics they are heat gears, cold gear,all season gears which are used as coolers and for comforts in different seasons for betterperformance of the athletes this makes them unique as compared to other product in the market,product design is made such that it is comfortable for the athletes and sports personality(Baker.,2016). Various other categories are turf wears and street wears for all age groups. They use highquality of technology for the fabrication of their product which give them a regular customerbase. They focus on the technology which gives a different customer base(Chernev., 2018).Technological update with fabrication is so much strong, products like athlete recoverysleepwear, sunblock, cool switch makes Under Armour different from other brands due to thisunique product they make. They use micro fiber technology to keep body as per the requirementthis makes the products unique. Price:

Pricing strategy of Under Armour is very different as the products made are unique theirprice are high as compared to other brands. This is because of superior innovation in the qualityand fabrication(Gillespie., 2015). Under Armour targets mostly athletes and players and theirrecovery, they are focused on fabrication technology rather than pricing as once the customertrust is built pricing wont affect the production. Under Armour targets the segment of customersrather than price. They have a unique pricing strategy which highlight it out of all other brands.Their aim is to focus on quality rather than price. Customers willing to pay higher price for theinnovation in technology with the products. Place:Under Armour is widely spread across all borders of the world by its various distributionchannels. Under Armour has two main strategy of namely direct and indirect channels. Directchannels is company owned under this brand and the second one is through the online channelwhich is widespread across the globe(Hartley and et.al., 2015). Online channel has various siteslike Amazon and it's own online portal. company operates around 188 factory houses. Its base isin North America with 150 factory houses. They sell product through online official websitesand deliver the product worldwide. Company is trying to improve its global footprints across theglobe with potential growth of customers.Promotions:UnderArmour does not outsource its agencies to others they keep their strategy intactthey use simple ways of promotions like television advertisements, hoardings, banners,advertisement on social media like YouTube and sponsorship. They have used campaign processlike 'I Will' campaign which focuses on athletes of different background like basketball, football,golf, running, hiking etc(Solomon and et.al., 2017). they introduced many other campaigns like“basketball matters, community matters more” which introduced many basketball courts inAmerica to promote diversity. They also offer free shipping for the customers. 2.) Brand Association of Under Armoura.) Brand IdentityBrand Identity refers to those brand elements which are visible and differentiates a brand fromother brands manufacturing same kind of products, reinforces message that brand wants toconvey and strengthen reputation of the brand. Brand identity elements could be colors, patterns,

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