Principle of Marketing Communication

Running head: PRINCIPLE OF MARKETING COMMUNICATION
PRINCIPLE OF MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

PRINCIPLE OF MARKETING COMMUNICATION1
Introduction
The main aim of this paper will be to analyse the issue or campaign related to the
communications in the context of the company of Under Armour, which is one of the major
brands from the region of America. Critical evaluation of the issue will be done in this paper, by
using the recognized frameworks and marketing communications theory. The meaning of the
campaign performed by the organization using proper academic concepts. This will include the
meaning that has been created among the audience and the utilization process of the
communication mix that has been performed by this organization across the campaign. The
selection of media influences within performing the campaign of the organization along with the
utilization of the creativity in order to engage the audiences will also be discussed in this paper.
A critical evaluation of the campaign, which was “I will what I want”, that was launched in the
market place of America in the year 2015 to solve a critical business problem, which was how
does a brand long associated with American football win over a massive new target that outright
rejects the brand. Academic materials and tends in the marketing communications will be used in
evaluation of the paper in the context of the communication mix. The main focus of discussion
of this paper will be to assess the process of achieving a remarkable 28 per cent of increase in the
overall sales through this campaign by this business house along with the amount of impact on
the perception of people about the brand name or the products that are sold under this particular
campaign. At the end, a critical reflection will be done based on the critical evaluation of the
previous assessment and the improvements that has been performed while improving this
particular assignment.

PRINCIPLE OF MARKETING COMMUNICATION2
About the Organization
Under Armour, Inc. is an organization based in the United States who are engaged in
manufacturing and marketing of sports, footwear and casual apparel. The organization, which
was founded in the year 1996, have a worldwide presence and belongs from the fashion industry.
Toiletries is also another range of product that is sold by this business entity, which employs
over 15,800 employees in all the market places where Under Armour possess as presence. In the
context of the overall products that are manufactured and sold by this company are jackets,
shorts, athletic shoes, hoodies, t-shirts, pants and accessories like gloves, protective gear, bags
and caps. In this context, it can be said that it has been assumed in the global market place that
the organization is engaged in manufacturing the products mainly for men, but the overall
concept was changed from the year 2014. But this possess no impact on the overall position of
Under Armour, and the management has successfully placed themselves ahead of the
competitors in all the market places where they are operating. But, it has been found by the
research team of this American business house that the products that are meant for women only
sold products of 500 million dollars only, whereas the overall sales stood at 2.3 billion dollars in
the year 2013. In order to address this particular issue, the management launched a Total Market
Campaign, where mainly the women market segment was targeted, and the title which was used
to target this segment was “I Will What I Want” (underarmour.com 2020).
Analysis of the Campaign
It has been already stated that the campaign under the title “I Will What I Want” was
meant mainly for women, as the overall products that are sold to the women market segment was
very less in comparison to the overall sales of the organization of Under Armour in the year
2013, the figures of which are discussed earlier in this paper. It has been found in various market

PRINCIPLE OF MARKETING COMMUNICATION3
researches that a huge segment of the market were missing to purchase and use the fashion
apparels and accessories as the women segment felt that the brand of Under Armour was totally
hypermasculine and it was only meant for the male segment. The management of this
organization planned this campaign in order to convince the women segment for another chance,
and this campaign was designed to enable the women to define the term performances through
their own lives. Two new brand ambassadors were introduced to introduce the products freshly
to the women segment. It can be noted in this context that the experiences of these brand
ambassadors, who were Gisele Bundchen and Misty Copeland. The details about the campaign
were also published in publications like The Washington Post and Time, along with appearance
of the above mentioned brand ambassadors on popular American prime time shows like Good
Morning America and The Tonight Show. Other renowned personalities also involved in this
campaign and appeared in these shows. In the next few years, the commitment of the brand
towards the performances of the women grew. The products of Under Armour were used on the
campaign website, where the new brand ambassadors were showcased, which provided an
opportunity to the visitors to go through the products by themselves, and follow the stories,
poems and poets that were provided by the brand ambassadors in all the commercials. And as a
result, the overall sales of the women products increased to 28%, and the rate of increased traffic
towards the official website of the organization increased to 42% (Droga5 2020).
Application of Marketing Communication Theories
Marketing communication, which is the base of the topic that will be discussed in this
paper, can be described as an integral part for conveying messages between the business entities
and their consumers. Brand awareness is performed through this process and the target audience
comes to know about the product or the service along with features and attributes through which