2-1 Blog: Under Armour: Where do We Go From Here?

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

I believe that the Under Armour campaign, “I Will What I Want,” used a demographic based segmentation. Demographic characteristics include age, gender, income, education, occupation, social class, marital status, household size, family life cycle, and culture or ethnicity. Under Armour’s “I Will What I Want” campaign was targeted toward an all women’s as well as using some women in unorthodox sports like ballet or modeling.

  • What do you believe four to five key points to remember when implementing segmentation strategies?
    • Market Segmentation: the process of dividing the large and diverse mass market into subsets who have similarities like common needs, characteristics, and/or behaviors.
    • Target market: where a firm’s marketing efforts are directed
    • Positioning: the process of communicating with target markets through the use of marketing mix variables — a specific product, price, distribution channel, and promotional appeal
    • Segmentation strategies — differentiated, micromarketing, mass communication, niche segmentation
  • Identify a new market segment that you 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?

A new market segment that has been targeted to me recently that hasn’t before are clothing items specific to the southeastern conference. I think this is because I’ve taken over my company’s instagram account and we are a company heavily involved in the collegiate market. I also have been keeping up with the college football scores, so I google the games to find out the scores.  



Kardes, F. R., Cronley, M. L., & Cline, T. W. (2013). Consumer Behavior (2nd ed.). [Cengage Learning]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781305161689/ 

Saghian, M., & Murray, M (2016). Under Armour’s Willful Digital Moves. HBS No. UV7147-PDF-ENG. Boston, MA: Harvard Business School Publishing

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