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

Written by: Lidia Bronkowska


Market segmentation is the process of dividing the large and diverse mass market into subsets of consumers who share common needs, characteristics, or behaviors, and then targeting one or more of those segments with a distinct marketing mix (Kardes, p.39). According to the Under Armour case study, the founder, Kevin Plank, realized that a small portion of the sales came from women’s apparel; specifically only $500 million sales out of $2.3 billion sales in 2013. With that in mind, Plank was ready to expand into the female market segment. In March 2013, Under Armour’s competitor, Adidas, had launched a campaign geared toward the female market but was considered a failure. However, this didn’t discourage Plank as he continued to pursue a campaign to pursue the female market; Under Armour launched the “I Will What I Want” campaign in 2014 (Murray). 

I think Under Armour used demographic characteristics to create one market segment. Looking at the demographic characteristics would be things like age, gender, income, education, occupation, social class, marital status, household size, family life cycle, and culture or ethnicity (Kardes, p. 41). Under Armour also took in consideration psychographics. Psychographics is a term variously used to describe the measurement of lifestyle, attitudes, beliefs, and social values (Kardes, p. 50). Leanne Fremar, senior VP and creative director of women’s business stated that the overall goal of the campaign was to celebrate women “who had the physical and mental strength to tune out the external pressures and turn inward and chart their own course” (Murray).

I think some key points to remember when implementing segmentation strategies is to remember who your marketing too. Create a few personas and market to those people. Another point to remember is what is the goal? Are you trying to get your brand out to the public? Are you selling a product or a service? Are you trying to reach people’s emotions and relate to them? Are you reaching a new market segment? Like Under Armour did with the “I Will What I Want” campaign. A third point is to remember is are you marketing to the mass or are you marketing to a niche group of consumers?

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 create graphics that sometimes require me to search current and retired player stats. I’ve also started playing fantasy football this year with a few of my friends and so I’m also following the NFL more than I normally have in the past. I think this would be a fun market to explore; new football fans and to narrow it down even more, new female football fans. One of the first things I would do is create personas, one of them would be similar to me, as whatever these other companies are doing are working and reaching me as their consumer. 


References

Kardes, F. R., Cronley, M. L., & Cline, T. W. (2015). Consumer Behavior (2nd ed.). Boston, MA: Cengage Learning.

Murray, M., & Saghian, M. (2016). Under Armour’s Willful Digital Moves. Charlottesville, VA: Darden Business Publishing

1-2 Blog: Consumer Who? Consumer You!

written by: Lidia Bronkowska


There are two types of consumers: individual and organizational. An individual consumer purchases goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others. While an organizational consumer purchases goods and services in order to produce other goods or services, resell them to other organizations or to individual consumers, or help manage and run their organization (Kardes, 2013, p. 8). Out of the two, I am definitely an individual consumer.

Since I don’t have bills like rent/mortgage, electric, water, etc. my spending is a little less frugal than others. I tend to buy more things that I want than I probably should, however, the things that lead into actually purchasing something are packaging designs and whether or not I am interested in something. For example, with grocery items or beauty items, packaging is a big component in what product I choose. When it comes to clothing, such as graphic tees, then it’s something I’m super interested in than I’m more likely to buy it, even if I don’t really need it. For example, the FRIENDS tv show celebrated their 25 year anniversary last year, so a lot of companies were and still are doing things with FRIENDS such as Pottery Barn, Target, and The Coffee Bean & Tea Leaf. I have purchased something from each of those places. Another aspect that influences my buying decision is whether or not something is supporting a cause, in particular non-profits who fight against human trafficking. 

Purchase activities are those through which a consumer acquires goods and services (Kardes, 2013, p. 9). This is everything from researching the product or service to the reviews of said thing. If I’m looking into making bigger purchases like running shoes or a paddle board or even activities in other cities, I research all I can to make sure I get the best quality of product or service within my budget. For example, last November, I took my boyfriend to Chicago to visit my family, but I also wanted to take him around the city. I did all of my research on which buses and trains to take and when to take them. I also looked up all of the prices of all the museums and buildings we would visit and found out that a CityPass would be cheaper than purchases tickets for each place individually.

When it comes to being influenced to make a purchase, one of the first things to grab my attention is design. The way a product is marketed, as well as packaged, is an almost sure way to get a sale from me. I think this stems from being a graphic designer, and naturally having an eye for things like this and then appreciating the work behind it. I have tried things I absolutely hate, just because I loved the packaging so much. For example, I am not a fan of kombucha. The benefits of it appeals to me, but the taste does not. However, one time the packaging of a certain brand of kombucha was so appealing to me, that it shifted my mindset into believing that it would taste different; however though, that was not the case.

Post-purchase behavior is how a consumer feels after their purchase; whether they feel satisfied or dissatisfied (Boundless). Majority of the time my post-purchase behavior is positive, as I’m satisfied with my purchase. Very rarely am I dissatisfied, and that is due to my research prior to making purchases, especially on big purchases. With smaller purchases, I am usually still satisfied, because I’m either purchasing something that is a need or I’m purchasing something I have a high interest in or a deep passion in.


References

Boundless. (n.d.). Boundless Marketing. Retrieved from https://courses.lumenlearning.com/boundless-marketing/chapter/the-consumer-decision-process/

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