Under Armour´s Willful Digital Moves

CASE #3: UNDER ARMOUR´S WILLFUL DIGITAL MOVES

-Members:

• Michelle Santander
• Humberto Terrones
• Diego Nuñez
• Paolo Solorzano
• Franko Ochoa

-Course: Marketing Global

-Professor: Rios-Pita Ruiz Marco

-Section: S-004

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Assignment Questions:

1. Should Under Armour continue targeting and growing the female market segment? Or should it target a broader population to gain more traction on Nike and get closer to number-one spot?

Under Armour should continue to target and grow the female market segment, one reason it's because women account for the vast majority of purchase decisions, Nielsen research shows, and American girls’ participation in sports has been on a growth streak for years, and this is an example of the participation of the woman in sports. Now exist a higher interest in sport, and female sporting celebrities providing role models who are closing the gap with non-sport celebrities and their male counterparts; in this case, due to ‘I Will What I Want’ campaign was such a success, Under Armour can be continuous with that idea an cover different market segment and increase their market share.

1. Should Under Armour keep paying famous athletes to be part of its advertisement campaigns or should it use more everyday people?

We believe that while it is true that an athlete gives an image of prestige to the brand, the costs are higher that are not the most appropriate for the profitability that it generates annually. We recommend that ordinary people be used to promote the brand, since going to another niche market can help you get more customers and compete with leading brands in the world. Furthermore, if consumers are reflected in Under's advertising, they will most likely buy the brand and all its accessories, which will be an important objective for the organization in general.

1. Should the next campaign be run on multichannel platforms or should Under Armour solely focus on one channel, such as television or online advertisement?

Under Armor should run its next campaign in different communication channels if it has sufficient resources. Thanks to this way will achieve a better effect on the target audience because the impact of the same message through different platforms would increase the recall of it and depending on the level of segmentation that allows each channel (Example the digital channel) we can be more precise and direct with the message of the campaign.

When carrying out a multichannel campaign, the user will perceive the trust, the message, the communication, the communication, the means, the personalized message for each user. on each platform and give it an added value. In addition, thanks to this approach, communications are related in the client as the object is not presented in the product, it is achieving the most effective interactions in moments of truth.