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

1-2 Blog: Consumer Who? Consumer You!

  • What type of consumer are you?

I am definitely an individual consumer. An individual consumer is a person who purchases goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others (Kardes, 2013, p.8)

  • What influences your buying decisions, and how?

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 if 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 is celebrating their 25 year anniversary this year, so a lot of companies are doing things with FRIENDS such as Pottery Barn, Target, and The Coffee Bean & Tea Leaf. Which I have purchased something from each of those places. 

  • Which stage actually leads to your purchasing decisions?

Purchases activities is what actually leads to purchasing decisions. Purchase activities are those through which consumers acquire 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 a bigger purchase like running shoes or paddle boarding or even activities in other cities, I research all I can to make sure I get the best quality of product and service within my budget.

  • When making a buying decision, how are you influenced by marketing research and marketing design?

I am highly influenced with marketing design. 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.

  • Do you experience any post-purchase behavior?

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 big purchases.  



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/