Under Armour Marketing Strategy Analysis

This assignment delves into the marketing strategies employed by Under Armour. It employs analytical frameworks such as Porter's Five Forces and Ansoff Matrix to evaluate their competitive position and growth opportunities. The assignment also incorporates a SWOT analysis to identify internal strengths and weaknesses, as well as external threats and opportunities facing the company. Additionally, it examines competitors and their influence on Under Armour's market share.

Running Head: The Extended Marketing Mix Proposal – Under Armour 1
The Extended Marketing Mix Proposal – Under Armour
Student’s Name
Professor’s Name
Course Name

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Table of Contents
Introduction 3
Under Armour’s T-shirts and competitive advantage 3- 4
General strategies for growth 4-5
Pricing strategies 5-6
Communicaiton and Promotional strategy 6-7
Summary 7
Action plan 7
Reference 8

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Introduction
The Under Armour Inc. is known to produce innovative casual wear and sports
apparel. They are a unique reformer of tough performance clothing. The company is
primarily motivated in a market focused on the all-purpose sporty public or
personalities with an additional active routine (Rassman, Rashford, Williams, 2013).
Under Armour is not the same as other opponents for the reason that they propose a
more loud style to furnish sports attire. The company is unique in the way that the
product of the company is designed to give the high-performance range of athletic
apparel that engrosses moistness from the sportsperson's body to augment their
comfort and performance in warm or cold environment (Buren, 2017). The mission of
the organization is to make all sportspersons enhanced through the persistent
recreation of innovation. Under Armour is trying harder to do something great for its
customers and assisting each one to them for better use of their merchandises.
3.1. Under Armour’s T-shirts and competitive advantage
Under Armour, t-shirts is made up of the synthetic fabric specially designed for the
sportswear, and designed to improve the performance of clothing. The property of
this material, is soft. The shirt can enable uniform shift in the body and provide
moisture free experience to the person (Bedoshvili, 2011). Whether the person does
heavy work through training or dominate the football field, this super light fabric
always keep the person cool and dry. Let’s have a look on what actually does this T-
shirt provide (Zimmerer, Scarborough, 2012):
 Moisture resistance
 Odor control
 Ultra-Violet Rays Protection
The fabric of the t-shirt takes the wetness from the body and wrench it from end to
end from the material so that it vaporizes fast, and keep the clothes light. This leads
to a relaxed and wetness free experience for the wearer (Kraft, Patrick, Lee, Jason,
2009). Anti-microbial technique repels the development and spread of bacterial odor
within the fabric. The evaporation of sweat with the fabircu is fast and powerfully
shared with the anti-microbial skill. This decreases odor superior to any additional
arrangement available in market (Vajen, 2015). Ultra-Violet Protection factor (UPF)

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defends the body of the person from the sun’ harmful rays, and protect body
effortlessly. Extra guard of the body from ultra-violets rays is at all times a good thing
for the skin, and the general well-being. Under Armour in this sense has been
recognized for their remarkable products.
This section further explains the various categories in which company offers variety
of range to the customers. Each category supports individual technology to provide
different benefits.
1) Heatgear: All the products under this category are made up of the micro fiber
for the hot weather. This micro fiber technology helps the body breathe and
gets rid of moisture. It also helps to keep athlete’ body sweat free, and
comfortable. The product is high in demand and also used by the defence
forces of various countries (Rassman, Rashford, Williams, 2013).
2) Coldgear: This is the most expensive range provided by Under Armour. This
product is mainly made up for the cold weather situations. It also uses the
microfiber like the heat-gear range, but additionally, it has the technology to
lock the body’ warmth (Buren, 2017). Probably this will not be a overstate if
one says that the cold-gear product range has the ability to increase the
revenue of the company.
3) All season gear: This product range is suitable for the all kinds of weather. It
does not use micro fiber technology but has other technology to provide
comfortable zone to the sportsperson (Kraft, Patrick, Lee, Jason , 2009).
4) Recovery Gear: This range is specially designed for the people who do heavy
duty works and exercises. This is designed in a way, that allows people to
wear the product even after the activity for helping the body to recover,
through relieving pain and aches (Vajen, 2015).
3.2. General strategies for growth and distribution
Growth strategy: Under Armour’s has to deal with so many competitors to get the
high place in the marketplace (Rassman , Rashford , Williams, 2013). As all the
competitors are already well established, so the Under Armour’s trying to upgrade
the expansion of the products on the continents. The continuous growth is the key to
the success for the company. Under Armour’s focus is on the getting licenses in the

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various countries for marketing and selling of the products, which enables
convinence of product for the consumers (Zimmerer, Scarborough, 2012).
Under Armour has developed new technology to give good experiences to the
people through their innovative products. The main revenue does come from the
clothing like t-shirts. So the organization has been trying to provide the latest
technology with additional benefits to the customer. The goal is to make clothing that
will make the sportspersons superior, and to provide the creation in such style that
defines the paybacks more noticeable to the buyer. The prime invention of the
corporation is PolyArmour, a mixture of polyester and elastane, which welfares the
sportspersons in different ways (Rassman, Rashford, Williams, 2013). The motto of
the company is clear, to design the clothes with visible technology, utilizing attractive
colors and fabrics.
To enhance the establishment’ presence the Company considered the signing of
contracts with the sportsperson from the different fields. The approach of the
company is very realistic, where regularly focus in on the stars of the next
generation. The company also signed up with the other product suppliers like
footwear and accessories to increase the revenue by providing things in the
combination. This has contributed towards increased presence of the brand in the
market. The company has augmented worldwide movement over the past years, and
has enabled presenece through varied outlets for the availability of the product.
3.3. Pricing strategies
In the business world, no business can afford to ignore the pricing issue’ importance.
The primary focus of any industry is to get the maximum benefits within the
competitive environment. Pricing strategies helps the company to achieve the
defined business goals. Pricing dramatically affects the profits of an organizaiton
(Paul, 2017). Below is the strategy that can be used to get maximum benefits:
Value based pricing: Key point of setting the price of the product should not depend
upon the competitors and base price of the cost. Rather it should be based on the
customer value. Previous reports outcomes stated that the value based approach is
ethical and demand driving approach, that one can take to get great paybacks. By
difference, cost based and competition based pricing are possible to be unfavorable
to company productivity (Vajen , 2015).

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Value based pricing can be known as the price of the customer’s best substitute
(reference value) and the value of whatever distinguishes the proposing from the
substitute (differentiation value). Value-based pricing is especially suitable for
extremely distinguished products (Kraft, Patrick, Lee, Jason W., 2009). This strategy
fully supports the price elasticity concept. As the value of the product is solely
depends upon the customer's section criteria. Difference between rising price and
falling prices depends upon the customer choice (Rassman, Rashford, Williams ,
2013). The company can grealy benefit throught the adoption of these strategies.
3.4. Communicaiton and Promotional strategy
Under Armour is completely capable to retail their products due to their huge share
of effective advertising of these merchandises. Under Armour make use of all the
fundamentals of the promotional mix in the directive to trade the maximum products
as conceivable. Basic focus is on the 3 P’s strategy. Having and supporting only one
strategy cannot give benefits to the company. Thus, the organizaiton focus on the
expected strategies cosniderte of the factors of Push, Pull, and Profile. Under
Armour use sales employees in the merchandising supplies stores, that is also a
method of individual marketing (Rassman, Rashford , Williams, 2013).
The company promotes in diverse ways, together with the use of television, posters,
publications, magazines, sponsorships and the Internet. At so many places nearby is
huge billboard publicity for Under Armour, which was strategically placed there in the
directive to attract the most of the travelers into the city day-to-day. Under Armour
also has a great public presence on the small screen, with their campaign. This
campaign was planned to influence a big number of audiences by including
sportspersons from numerous backgrounds, in confidences that new listeners will be
capable to relate.
Under Armour also promotes on the Internet, whether it is on the YouTube
advertisements or commercials on the sideways of the computer display. These
advertisements are not available for all customers who search the internet it only for
those who specifically search for the healthy lifestyle (Hitt, Ireland, Hoskisson, 2012).
Under Armour uses public relationships to endorse its product and extent a
respectable appearance of the organization. Company also do regular media
releases, that keeps stockholders knowledgeable. This is also recognized as an

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additional form of community relationships.The company uses trades advancement
through proposing deals coupons or discounts (Vajen, 2015). All the approaches
Under Armour practices in endorsing, like make sure celebrities opting their
merchandises or by attractive TV and Internet advertisements.
3.5. Summary
When discussing the marketing properties of any company it is equally important to
look at the people of the company, as they are the representatives of the
organization. In the present case, Under Armor has been recognized to have a team
of innovative and consumer centric staff. Another aspect in the business framework
is the process, which also includes the element of human capital for the company in
terms of enabling standardization and customization. These practices are evident in
the company as well. Lastly, the business framework of the company in terms of
physical evidence, which is reflective of the location of the organization. In past the
company has enabled a presence for itself in calming environment, and in places
such as malls, where other sporting equipment are placed (Rassman, Rashford,
Williams, 2013).
Action plan
Sr. No. Task Start date End date
1 Growth Strategies 5th September 2017 8th September 2017
2 Pricing strategies 9th September 2017 11th September 2017
3 Promotional strategies 12th September 2017 15th September 2017
Reference
Bedoshvili O. (2011). New company operating in the athletic apparel and footwear
business. Available from: https://ido.ge/files/1507-
38229c5fd89967aa9d6805696c0/Under_Armour._Bedoshvili_Oto.pdf. [Accessed 6th
September 2017]
Rassman F., Rashford D., Williams J. (2013). Marketing Plan for Under Armour
[Online]. Available from:
http://community.loyola.edu/frassman/wp-content/uploads/sites/23/2014/11/
Under-Armour-Final-Project.pdf. [Accessed 6th September 2017]

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Kraft, Patrick, Lee, Jason W. (2009). Protecting the House of Under Armour [Online].
Volume: 18 Source Issue: 2. Available from:
http://www.biomedsearch.com/article/Protecting-house-Under-Armour/
201712741.html . [Accessed 6th September 2017]
Paul Buren. (2017). Under Armour’s strategy analysis [Online]. Available from:
http://www.academia.edu/31987041/UNDER_ARMOUR_S_STRATEGY_ANALYSIS
_USING_PORTER_S_FIVE_FORCES_AND_AN_EXTENDED_VERSION_OF_THE
_ANSOFF_MATRIX . [Accessed 6th September 2017]
Brown R., Daigle R., Dion T., Valentine S. (2014). Under armour case study [Online].
Available from:
http://robertdaigle.com/wp-content/uploads/2014/01/BowenDaigleDionValentine_Und
erArmour_CaseStudy.pdf.
[Accessed 6th September 2017]
VAJEN L. (2015). UNDER ARMOUR [Online]. Availble from:
https://run.unl.pt/bitstream/10362/16797/1/Vajen_2016.pdf. [Accessed 6th
September 2017]
Toikka, Ville. (2016). Creating and launching a new brand: The Other Danish Guy.
Available from: https://www.theseus.fi/handle/10024/117173. [Accessed 6th
September 2017]
Thomas W. Zimmerer, Norman M. Scarborough. (2012). Essentials of
Entrepreneurship and Small Business Management. Available from:
https://pdfs.semanticscholar.org/47a0/994784765843ab70eb1779f5a8052ef3b2e2.p
df. [Accessed 6th September 2017]
Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson. (2012). Stretegic
management [Online]. Available From: https://books.google.co.in/books?
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