Under Armour's Marketing Strategy

Under Armour compression apparel has become a popular brand name in many households. They have done so by marketing their product to the specific needs of a targeted population, namely professional and college sports programs as well as outdoor enthusiasts. The marketing techniques used by the Under Armour Company are to some extend similar to those of other companies; however, Under Armour has focused heavily on brand marketing since the beginning and developing products based on customer preferences and tastes during the developmental stage of the product.
Under Armour’s approach to satisfying the customer preferences, begins with Under Armour’s sales team. The sales team will make the contacts using various methods such as face-to-face interviews, social media, and word of mouth marketing. Working with the product development team, Under Armour will develop a product specifically for the customer. Using this approach, Under Armour was able to develop or invent a product for the consumer, which will specifically meet the tastes and preferences each particular prospect they encounter. Under Armour will then patent the product, thereby, allowing them to use word of mouth marketing and increase brand awareness. Word of mouth marketing is one of most impactful methods of marketing, influencing awareness, expectations, …show more content…
When someone sits down to watch a professional football or hockey game it is clear that the player is wearing UA compression gear! This is a form of using an aspirational group. People do not belong to this group but if they see one of their favorite players wearing Under Armour compression gear, they aspire to be like them and feel as if they belong to the