Etude de cas Under Armour Corrigé

Etude de cas Under Armour.

• Analysis of the French sports market.

The French sports market generates approximately 9 million euros in 2011.

The competition is strong as there are many different sports brands with market leaders.

The main target for these brands are customers who play sports as they are usually the ones who spend the most, on average 322 euros.

In addition, the number of licensees is increasing.

• Identify and highlight the criteria that made the brand what it is today.

Under Armour is today an international brand name : the brand is second on the American market before Adidas or Nike, UnderArmour has a multitude of different products but also a very good brand image with consumers, it has strong points but also weak points...

The brand offers innovative products according to the fashion seasons, and clothing suitable for different sports practices.

In terms of weak points, the brand does not offer distribution networks or a little bit this results in low brand awareness.

The brand uses different marketing strategies, for example it does a lot of sponsoring with very high level sportsmen and women who are recognized worldwide for example, Memphis Depay football player has Olympique Lyonnais who wears Under Armour shoes, Michael Phelps and it also does sponsoring for sports clubs like Tottenham a London club.

The brand has a strong popularity among people between the ages of 18 and 25 years old who are in university.

The brand is still young on the market (20 years old), this is really a strong point, the brand communicates rather well especially with sponsors and if we look more closely we can see that it is active on social networks, on Instagram the player Memphis Depay regularly poses with the brand's clothes to do his PUB.

The brand often innovates and more and more it tries to be present in points of sale like Go Sport, Intersport...

• Define the Under Armour consumer.

At UnderArmour the consumer is not the same in America and in France.

In America: The brand targets mainly professional or amateur sportsmen and women but already evolving at a very good level. The typical consumer is therefore between 15 and 35 years old and evolves at a good level in sport and therefore really looks for high quality products.

In France: The typical customer is generally between 15 and 35 years old, he will also be a sportsman, but we can add that this customer is not necessarily looking for a garment.

• Differentiation strategy.

At the level of differentiation strategy, Under Armour needs to know the offer of its competitors and the strategy, but also what the customers want.

Competitors are present in most of the big companies like intersport, Go sport, decathlon... really in all the big stores. Contrary to UnderArmour these brands target all types of customers, young, adult, senior... whether they are amateurs or pros, beginners or experienced. Finally the product range is multiple.

UnderArmour differentiates itself by being less present in supermarkets since it seeks to target the pros, the annual basket of the customer is different from a household with 322 euros.

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