Analysis – It’s been proved that there is growing population of staying in shape about the sports clothing. This has led to new customers for Under Armour because they are currently focusing their market on products that benefit young sport players, mainly male. Growing buyers have to prefer the apparel differentiated from others. Furthermore, a decrease in consumer spending as a result of the current weak economy has made consumers to become very critical in making choices. As a result of these, Under Armour has got to continue to provide a superior product so as to convince today’s customers of the value of their brand and the quality of the product they are paying for. Providing consumers with the assurance of a better brand equity needs to be the focus of all marketing communicators. An increase in the unemployment rates that has not only affected the United States, but also the rest of the world and Europe in particular as dramatically decrease the net income of Nike and Adidas thus providing Under Armour a chance to compete on a central stage as it makes more of its revenue in the United States. The innovation technological is embedded that also bring trends in fitness. More people are joining to this trend of fitness, regardless of gender or age. It should remind UA something which are they need to expand their customer segment. Alternatives – First different aged people demand different products, so Under Armour has to produce certain merchandise to appeal to each category. For age group of 0-10 , because of their young age and rare participation in athletics that would require the apparel, Under Armour should caters to this niche by producing colorful and fun printed goods at a lower price, sports equipment for beginners, and creating an image through commercials and advertisements that children of this age group aspire to be. For the second age group of 10-18 years, the company correlates to this segment such as sports equipment and recreational clothing and also begins pricing their items parallel to the quality at this segment. In the 18- 30 age segment, college athletes and active young adults are included who consume high quality athletic apparel and accessories regularly to support a healthy lifestyle. To appeal to this group, Under Armour should sponsors collegiate teams and sells their products at competitive prices at college bookstores and athletic apparel stores that are accessible to this group. Finally, individuals over the age of 30 may not require as specialized segmentation as the other age groups. People of these ages are already active, brand loyal, and willing to pay
for Under Armour product, allowing the company to forego heavy advertising expenses towards this category.
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- Summer '19