Under Armor: Where Do We Go From Here?

In the case study article, Under Armour’s Willful Digital Moves, expanding the female market segment was identified. They already had a growing brand awareness by being identified as built on “tough-guy” and “football images” (University of Virgina, 2016). The segmentations strategies that were implemented included an integrated marketing system. This included marketing over a multiple channels to get their message across. They advertised through print, TV, and digital marketing. They also implemented the segmentation strategies of using celebrity endorsements to gain the traction of more female consumers. Word of mouth and viral marketing was also used and invoked an emotional response from the female consumers. Under Armor also tried to make their campaign sentimental by appealing to the determination side of the female buyer. Launching the “I Will What I Want” campaign allowed Under Armor to highlight female athletes in a light that was not easily visible before. The differential segmentation strategy seemed to work as the female buyers were soon beginning to shop with Under Armor.

Four or five key points to remember when implementing segmentation strategies is:

  1. “Consumer preference heterogeneity (the idea that consumer preferences vary)” (Cline, 2020)
  2. “The majority fallacy (the risk of focusing on large average segments and neglecting smaller, less typical segments) (Cline, 2020). The consumers grouped together in a segmentation should share similar interests, behaviors, attitudes, etc. This will ensure the marketers are tailoring the product/service for the specific segment of people.
  3. “The sales-cost trade-off (the fact that market segmentation increases sales and costs simultaneously)” (Cline, 2020)
  4. “Potential for cannibalization (the case in which different products offered by the same company are so similar they compete with each other)” (Cline, 2020)

A new market segment I have been seeing lately are the “shop from home” consumers. Most stores have a “shop from home” or “shop and pick up” option when it comes to grocery shopping. I believe this is an untapped market because some people still do not use this option when coming to the store. Those shop from home shoppers are normally brand loyal and know what products they want verses the consumer who needs to go to the market so they can go up and down every aisle for what they think they might need. If I were creating a segmentation strategy, I would first make sure the consumers are segmented correctly with the people who are normally shopping online for food and/or clothes.  The segmentation strategy I create would be geared towards differentiated segmentation or niche segmentation. These strategies would help market to our specific segment of shopping from home customers.

Cline, F.K.M.C. T. (2020). Consumer Behavior. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781305161689/

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