Case Summary:
This week’s case discusses the brand “Under Armour (UA)”. Under Armour, which is seemingly on a brand takeover mission; is attempting to revolutionize its brand by making all athletes of all sports prominent through desire, style, and continued innovation to eventually make UA athletes number one choice. UA was established by its CEO, Kevin Plank in 1996. The company’s global headquarters is located in Baltimore, Maryland. Under Armour is a company that produces sports/casual apparel, and footwear. Perhaps, the company is best known for its exceptional moisture-catching “Dry Fit” sports apparel. This unique attire sole purpose is keeping athletes cool, dry and comfy throughout competition and various sporting activities. Throughout …show more content…
Ironically, when consumers usually rave about products and popular brands that identify themselves as producing high quality merchandise; these are the major brands that typically with stand the competitive market. The higher the quality, the more expensive the product will become. With higher quality, consumers will appreciate and wear the product more. UA’s company’s success is primarily owed to its popular “Dry Fit” athletic products that is used to keep athletes cool and comfortable during competition …show more content…
Pricing strategies are normally an avenue or a strategy intended to accomplish pricing and advertising objectives. Normally, establishing pricing strategies can in deed assist dealers with resolving the applied difficulties when establishing pricing strategies. UA has implemented several pricing strategies for countless products on its product line in order to cease the opportunity with competing its competitors such as Nike and Adidas. Price skimming is essentially wrongly alleging the maximum price possible that consumers may be eager to pay. Under Armour is indulging in this by announcing a “Healthbox”. This product provides a scale that in fact tracks your activities throughout the day and measures your heart rate. However, the price of the “Healthbox” will cost you as much as $400. Penetration pricing is essentially charging the lowest price than other competition brands. Marketers enter the market, looking for rapid increase on revenue and market shares. With Stephen Curry and Cam Newton strongly endorsing the company’s athletic shoes in basketball and football, an amplified amount of shoe revenue has increased since sponsoring these two profound athletes. Under Armour must execute advertising in this manner in order to compete against competitors Nike and Adidas; who are currently ranked #1 and #2 in the
This week’s case discusses the brand “Under Armour (UA)”. Under Armour, which is seemingly on a brand takeover mission; is attempting to revolutionize its brand by making all athletes of all sports prominent through desire, style, and continued innovation to eventually make UA athletes number one choice. UA was established by its CEO, Kevin Plank in 1996. The company’s global headquarters is located in Baltimore, Maryland. Under Armour is a company that produces sports/casual apparel, and footwear. Perhaps, the company is best known for its exceptional moisture-catching “Dry Fit” sports apparel. This unique attire sole purpose is keeping athletes cool, dry and comfy throughout competition and various sporting activities. Throughout …show more content…
Ironically, when consumers usually rave about products and popular brands that identify themselves as producing high quality merchandise; these are the major brands that typically with stand the competitive market. The higher the quality, the more expensive the product will become. With higher quality, consumers will appreciate and wear the product more. UA’s company’s success is primarily owed to its popular “Dry Fit” athletic products that is used to keep athletes cool and comfortable during competition …show more content…
Pricing strategies are normally an avenue or a strategy intended to accomplish pricing and advertising objectives. Normally, establishing pricing strategies can in deed assist dealers with resolving the applied difficulties when establishing pricing strategies. UA has implemented several pricing strategies for countless products on its product line in order to cease the opportunity with competing its competitors such as Nike and Adidas. Price skimming is essentially wrongly alleging the maximum price possible that consumers may be eager to pay. Under Armour is indulging in this by announcing a “Healthbox”. This product provides a scale that in fact tracks your activities throughout the day and measures your heart rate. However, the price of the “Healthbox” will cost you as much as $400. Penetration pricing is essentially charging the lowest price than other competition brands. Marketers enter the market, looking for rapid increase on revenue and market shares. With Stephen Curry and Cam Newton strongly endorsing the company’s athletic shoes in basketball and football, an amplified amount of shoe revenue has increased since sponsoring these two profound athletes. Under Armour must execute advertising in this manner in order to compete against competitors Nike and Adidas; who are currently ranked #1 and #2 in the