2-1 Blog: Under Armour: Where Do We Go From Here?

In the case study article, what market segments were identified and what segmentation strategies were implemented?

Under Armour was founded in 1996 by Kevin Plank. When the company first opened it sold wicking materials to replace the cotton worn under football pads. Thus, men were their primary target. The article, “Under Armour’s Willful Digital Moves,” shows how that has changed and identifies how females have become the market segment that Under Armour is trying to appeal to. By doing so, this company implemented what is referred to as niche segmentation as they attempted to capture a large share of a smaller market segment. To determine their precise target market, however, they had to implement other strategies, such as focusing on psychographics and women who believe in physical and mental strength. They also centered their attention on behavior, which primarily consists of those who spend a great deal of their time exercising either at home or in the gym. Once they determined their audience, Under Armour celebrated them by launching their “I Will What I Want” campaign in March of 2013, which was a huge success that ultimately led to Plank asking “where do we go from here”?

What do you believe are four to five key points to remember when implementing segmentation strategies?

When implementing segmentation strategies, I believe a company needs to remember to complete their analysis and research as this step is critical. Also, they should consider not defining their segments too broadly as this creates a bigger opportunity for a competitor who targets more narrowly. Another consideration, of course, should be the consumers demographic, geographic, psychographic, and behavioral characteristics. And it would be an excellent idea for a company to think carefully about managing their segments globally rather than regionally. Otherwise, they could be blindsided later by a more dynamic global economy.

Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?

Although this segment isn’t all that new, I believe that pregnant women who are still athletic would be a great market to explore. I say this because I’m an avid gym goer, and there are expecting mothers where I work out who struggle to find stylish, yet affordable athletic apparel. Their frustration resonated with me the other day as I was shopping online at Dick’s Sporting Goods, which does not have a maternity section. If I were to create a strategy to reach this new market segment, I would use niche marketing because this targeted marketing plan would allow me to focus on one particular section of the market that has high potential to connect with my product (maternity activewear). I would also use the benefit of lower prices to reach this new market segment because my experience has led me to believe that most women do not want to spend a small fortune on clothes they’re only going to wear for nine months.

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