• In the case study article, what market segments were identified and what segmentation strategies were implemented?

Since 1996, Under Armour has funneled their target market predominately towards men – particularly those who play football; however, Under Armour’s men’s segment received 460% more revenue than their female segment as of 2013. Foreseeing successful opportunities, this company took a huge risk in 2014 to expand from their origin market. This endeavor pursued women “who had the physical and mental strength to tune the external pressures and turn inward and chart their own course (Saghian and Murray, 2016).” However, Adidas (one year prior) had attempted a similar endeavor and failed – trailing only 400 thousand followers on YouTube. Under Armour’s attempt to snag this market, meant that their marketing strategy is critically developed.  Their team chose to use unorthodox athletes such as a persistent Professional Ballerina and a skilled Runway Model/Boxer. Celebrities and influencers already familiarized in the sports advertising realm are usually hired to be a face for a brand. Since that didn’t work for Adidas, Under Armour used that to their advantage, using the market’s “Strike 1” for the women’s sports segment. So, Kevin Plank decided to use many media outlets like, television and online; wherein the company had expected to reach $10 billion by 2020.

• Male (beginning 1996)
  • Football type/ tough guy
  • Female (“I Will What I Want” campaign, 2014)
    • Strong-willed  

• What do you believe are four to five key points to remember when implementing segmentation strategies?

1          Observe Competitions Marketing Attempts

2          Explore the Customer’s root need

3          Act Like a Customer, Ask like a customer

4          Numbers are Next to Godliness

We all want to be heard. That’s why when implementing a new market segment, there are a few ideas that should linger in the back of your head. First, is to be wary of competitors attempts in the market. Look at the external and internal environments. Learn from their mistakes so you don’t have to waste your time. Second, is to explore the customer’s needs. This takes it to the root. Examine what the customer is need of and if they have questions, don’t be afraid to probe and get to know their story. Third, act like a customer, ask like a customer. This ties to the customer’s needs in that not only do we need to ask the customer on the outside, but we also need to get an internal view as best we can ourselves and step into the customer’s shoes. Finally, numbers are next to godliness. This means that, any mathematics involved, should bring the most accurate results. Mixing these marketing practices creates a cohesive understanding when shifting or expanding markets for other purposes.  

• Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?

In exploring a new market, we need to figure out how to communicate what the company represents and with what they are capable of. So, by identifying our possible market extension to mothers who stay active with their kids (likely because of them), Under Armour can dive into another successful opportunity.  To keep this market corralled, social media and television accompany the segmentation strategy. Mom is on Facebook, Instagram, and Pinterest. She takes pictures of her husband and kids and is always searching for inspiration with an open mind. Heeding my own advice, I would first observe the competitions marketing attempts. This will show what has been attempted to succession or failure. Therefore, being one of the hikers in the back watching the leaders footing, inclines me to ensure I do not make the same mistakes.  Another segmentation strategy to implement in exploring the customer’s needs is surveying. Surveying allows for individualized insight involved in mother’s and their special daily to-do list and the behaviors that surround what matters most to them about their lives so that our product can enrich their purpose.

References:

Saghian, M., & Murray, M. (2016). Under Armour’s Willful Digital Moves. Darden Business Publishing Cases, 1–5. https://doi.org/10.1108/case.darden.2021.000025