UNDER ARMOUR

Case Report 04

Presented by Group 1A (TITANS)

TEAM MEMERS: -
Bhanushree Jha -140009
Sudhanshu Kumar -140041
Priyanka Srivastava -140028
Mani Raj- -140021
Divya Jyoti -140011
Ruby Ruchi -140031
 SITUATION ANALYSIS
PROTAGONIST
Kevin Plank, Founder, Chairman and CEO of the company - Under Armour

Problem Statement :-
• UA’s initial foray into the women’s market came in 2003. However, its “shrink it and pink it”
approach unsurprisingly failed to move product. For next several years UA concentrated on growing
its men business.
• UA began its women’s business reboot with a new line of apparel. By 2013, roughly 30% UA’s
sales were to women.
• Although UA had worked hard on both its product line development and advertising and promotion
campaigns, it was not clear which of its various positioning and advertising models would best
serve the brand going forward.
 Selection of Alternatives: -

“
•

•
UA used the same campaign which is used for male counterpart for a women of woman
product segment.
UA has to create product marketing from which they had to increase the women campaign.
• UA had to work hard on both product line advertising and promotion for which they had to
hire endorsers for their development and advertising their apparel on the TV channels like
CW, MTV, etc.
 Description of Alternatives: -

• UA hired fashion brand veteran Leanne Fremar as VP and creative director for
women’s business after failure of their campaign in 2013.
• UA has to concentrate on improving their marketing management which took them
10 years from the first failure of women market segment in 2003 as creative team
of women designers which focus on the feminine.
• For advertisement they should hire celebrity and athletes for their advertising
campaign and they should hire specific brand ambassador for male and female
separately. They should ran the promotion campaign on multiple social media site
for male and female separately for focusing on separate product segment.
 SWOT ANALYSIS
STRENGTH WEAKNESS
TV campaign, Relatively small among industry giant
Strong brand in US Less media focus
High quality apparel Less market revenue

OPPORTUNITIES THREATS

New competition from newely emerging

brand.
Increase in product that support lifestyle
Industry giants like Nike, Adidas and
Innovative product variety
Reebok.
A lot of prospect for further expansion
It may loss its brand identity if proper
expansion doesn’t take place.
 Implementation:-

They should focus on advertising and promotion in US and international market for their
growth for both male and female separate by designing separately market for every country
and by hiring athletes from those country for promotion of their product.