Essay about Professional Athletes And Amateur Athletes

768 Words Jan 27th, 2015 4 Pages
A brand is a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. The Under Armour brand is a megalodon in a sea of sports apparel. Starting literally in a basement in 1996, the brand has grown from its first sale of $17,000 to annual sales of $638 million in 2013. The brand is incredibly important to the company’s marketing strategy because it defines what the company stands for, the promise it makes to consumers, and the personality of the product. Created by and for athletes, Under Armour has made itself a trusted provider of functional, attractive sports apparel.

As learned in previous modules, market segmentation involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Two market segments that Under Armour would cater to would be professional athletes and amateur athletes/sports enthusiasts. Professional athletes would demand a high-performance line of apparel that actually enchances their performance; a product example being the moisture wicking, cooling t-shirts that got Under Armour it’s start. First marketed to University of Mryland football players, the shirts quickly took off and were used by NFL players who loved their dry, cool effect under padding and safety equipment. Amateur or sports enthusiast segments…

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