Buyer’s Behavior: Under Armour’s target market is consumers that are involved in physical activities. The demographic age groups that they cater to varies from youth to adults. Their products can with stand any weather condition from cold weather to warm weather, which means their product can be used in any geographic location. These consumers can be either light user like walkers or heavy users like football players. As previously stated, these consumers are involved in some sort of physical activity, and this is a trend that has grown in the past few decades. The trend of participating in physical activities will continue to see growth due to lifestyle changes of the consumers. Since, people are noticing a change in the human life capacity, …show more content…
Due to the various options of distribution channels their prices vary. Consumers take that into consideration when purchasing their products. When customers decide what product or what brand they should purchase they consider a few different factors. Light users focus on pricing and the look of the products. Whereas, heavy users look for performance capabilities. Does the provide them with what they need during their activity? The reason consumers select Under Armour is because the brand is innovative. They’re constantly creating new products. Under Armour is the originator of performance apparel. That is what attracted their first customers, their present customer, and future customers. Add that with their marketing, and that is what helps make the company what it is today. Companies like Under Armour and Nike are investing a lot of money in big data wearables. This line of products allows consumers to track their physical performance throughout their day or throughout their workouts. Under Armour provides their consumers with bigger company’s like …show more content…
They could overtake Adidas if they continue with their innovative strategy because they’re only $3.5 billion away. Since now-a-days consumers are all about technology and new innovative products, if Under Armour continues with their innovative strategy they will continue to see an increase of financial growth, become a major competitor for Adidas, and a closer competitor to Nike. wearables that connect to apps such as MapFitnessPal. The apps provide consumers with the ability to track their food consumption, and view a nutritional breakdown of their food intake. Furthermore, Under Armour’s goal is to expand their wearable watches and bracelets into built-in sensors that go into the clothing they create. This product will allow consumers to be accessory free and still will be able to track their activity levels. This innovative idea will surely bring in consumers, and provide Under Armour with the push they need to directly compete
Under Armour’s product is swim gear. They sell their product by doing what Adidas did, used motivation, emotion, and a message to connect with the audience. But, Under Armour used a famous celebrity named Michael Phelps. The audience starts to pay attention to the ad and either feels connected or wants to be a better athlete like Phelps. Under Armour finally manipulated their audience into buying their
Overall, Under Armor did an outstanding job targeting young, aspiring athletes to do what they want to do with their life. They used logic to show how hard the athletes work along with emotion to show how serious they take their training. Finally, Under Armor used the credibility of the athletes to sell their new training shoe. This commercial will make anyone want to purchase a pair of shoes and workout themselves. Since the commercial is on such a serious level, viewers emotionally connect with it which makes Under Armor seem like the best brand
Strengths. Through the innovation of high tech undergarments for athletes who compete in various climates, Under Armour is the leader in the industry. The innovation has created a high quality apparel with brand loyalty. The fabric is moisture-wicking geared to high demand of a target market. The ability of
And finally Nike and Under Armour are both very good companies and many people go to both stores. Nike and Under armour are both good sports clothing stores but I prefer nike. I like Nike more out of the two because I think nike is better becuase Nike sponsors more NBA basketball players`I think Nike is a cooler company and that's why I like Nike
Wearable is getting much hyped lately and is projected as the next big thing to come, deemed as the future of consumer electronics. It is the biggest new innovation in technology since smartphone, and the possibilities are endless. Devices fall into this category are watch, glasses, armband, shoes, and any other things that we use everyday as part of our daily life. Electronic brain is embedded to this product, enable it to collect data, analyze, advice, and influence us in our daily decision making process.
When it comes to sports brands there is always a huge disagreement on which brand is the better brand. People say Under Armour is the top sports brand selling the best of the best to young people all over the nation. Then there is Nike, which is where greatness was built up and sold to youngsters everywhere, making them very happy people. This big argument over which is better has been going on, ever since the competition between the two has heated up to make better products than the other. Nike has the title of being the number one sports brand, but Under Armour is making a huge effort to reach the significant goal that Plank the CEO has set for the company.
Under Armour is a leading athletic clothing line directed towards the overall athlete who is looking for the most comfort during extracurricular activities. The mission of the company is, "to provide the world with technically advanced products engineered with exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour product is doing something for you; it's making you better."
This company has seen major expansions in outlets throughout the world over the years. Adidas on its part has managed to build a powerful brand through its technological innovations and aggressive marketing where they spend up to thirteen per cent of their revenue besides offering high quality services. These scenarios seem to present Under Armour with a massive competitive disadvantage. Through an inside-out perspective, Under Armour has been able to concentrate on the growth mission. Its mission is about building ... ...
Although, Fitbit is an amazing company and creation you still need accessibility to an Iphone to use it, which I believe is the most important aspect of wearable technology today. Along with the Bluetooth headphones, Apple Watches, there are 1 million different uses for the Iphone from thousands and thousands of apps, to do all different sorts of tasks. Apple makes the other companies wince because of their ability to put everything in a big picture, then dissect these big pictures to know exactly what to use and how to go about it. For instance, although they were mainly a computer company. Their knowledge of the future of wearable technology was vast. They studied the 1969 walkman with cassette tapes, then discmans in 1984, following after was MP3 players in the early 1990’s, then came Ipods to destroy the competition out of MP3s. The biggest aspect of why this idea worked so well was the connectivity and accessibility to everything on one platform, Apple’s platforms were the not so secret weapon to control all of the wearable technology. Although, many companies are trying to knock Apple off of the totem pole, it’s safe to say they aren’t giving up power any time
The sports apparel and accessories industry has a highly competitive market. Businesses are constantly competing for elite athletes to sponsor, raw materials, and every opportunity to expand. Under Armour is able to not only survive but thrive in this market because of their ability to think outside of the box. They are constantly creating new and exciting products that help athletes everywhere.
The everyday health and fitness individual has the availability to track running, walking, sleeping, daily movement, and lets you set goals and challenge previous records. This group of individuals accounts for 128 million possible sales and are going to be in the best shape of their lives to take advantage of the fitness capabilities the Apple Watch has to offer. These active tech savvy students or business individuals can dress the watch up or down, and still keep track of fitness goals. The available apps for the Watch will help individuals keep notes, update events in personal calendars, check stocks, pay with Apple Pay, send and receive emails, and improve efficiency of tasks throughout the day while working out (Apple: The Watch Reimagined,
...st people would buy Nike products during sales when the products are sold at a cheaper price or during sports related events, such as the FIFA World Cup every four years, when there is a “sports fever”. They look for performance and design in the products and also whether or not it is “value for money”. Nike also tries to attract people of different user status to buy their products. Nike attracts ex-users to use their products again by showing that they provide superior customer value when compared to other competitors, potential users and first-time users are attracted by the benefits that the product can offer them. Nike retain their hard core loyals by offering premium quality products with unique designs to allow consumers to stand-out, soft core loyals are captured by providing products at cheaper price as compared to similar products offered by competitors.
Among one that is growing in popularity in recent years is the use of wearable fitness tracking technology, such as the Fitbit and Samsung Gear Fit. (Wright & Keith, 2014). Wearable fitness technology are electronic devices that are incorporated into wearable accessories such as shirts, headbands, and bracelets (Wright & Keith, 2014). This type of technology has similar abilities as smartphones, but also have additional sensory features that can track the daily physical activity of the one wearing it (Wright & Keith, 2014). The device can also track and monitor daily steps taken, heart rate, food intake, and sleeping habits (Wright & Keith, 2014). In a recent published study, Raymond, Miltenberger, and Solley (2015) investigated the effectiveness the Fitbit and Fitbit Plus Coach, an internet-based program that incorporates a virtual coach. During this study the participants were asked to wear a Fitbit One device where the data collected would synced into the Fitbit tracking website. The study found that the Fitbit device with the coach component increased the daily steps of the participants by 48.4% to 65.6% with an average adherence of 93%; however, the participants did not have a lot of weight loss. The Fitbit showed a modest increase in physical activity among the participants of the study especially when it came with the virtual coach feature (Raymond, Miltenberger, &Solley, 2015).
The first recommendation for Under Armour is that they should build on its relationship with veterans and first responders. In order to do this they should continue to offer the ten percent discount to these groups. Additionally Under Armour will develop a marketing campaign that appeals to veterans and first responders, and builds Under Armour’s reputation as the brand that supports those that support us.
...ual Income Statement). Adidas has chosen not to make their advertising plans publicly known (How Much Money Does Adidas Spend on Advertising?).Under Armour is an up and coming company founded in 1996, their net income starting at 46.79 million and by 2013 ending with 162.17 million dollars (UA Annual Income Statement). Under Armour is focusing their advertising on internet marketing and mobile marketing, 6,500 dollars towards a mobile app and an overall advertising budget of 40,000 (Zoe Suffety).