Under Armour: Where Do We Go From Here?

In this case study article about Under Armour, the market segments that were identified were female athletes. The company realized that they were generating a large amount of sales, but only a fraction of those sales were coming from women even though they were participating in sports more than ever before. They saw this opportunity to market to a new demographic and ran with it in an effort to expand on sales from this segment. They began to run campaigns such as “I Will What I Want” which focused on a female angle. 

I believe that there are four very important points to remember when implementing segmentation strategies, such as: 

1. Focus on the price or cost of the item you are looking to market. Depending on if it is a luxury item, the demographic you are targeting will be very different, as well as the way you choose to advertise it. 
2. The occasion or time of the year is of great importance. If the time of advertisement is around the holidays, people may be more willing to spend more money during that time. 
3. The region/geography of the country or even world that you are looking to target. Culturally people may have different taste, customs, or ideals which you need to keep in mind when looking to market to them. 
4. How often will a person use the product? If they are going to be frequent users or repeat customers, it would-be a great idea to come up with a loyalty system to reward them for returning as opposed to going to another competitor. 

I am very into health and wellness, and one trend that I have begun to see blow up is the Whole 30 diet. For 30 days you cut out alcohol, processed foods, dairy, and you are not allowed to weigh yourself. It has become a very popular lifestyle trend, and I am now beginning to see a lot of food companies coming out with “Whole 30 Approved” products with their logo of approval. As a consumer if I was doing the 30 days, and I saw that logo on a bottle I would be very inclined to purchase it. According to our text, I believe that this would be a behavioral demographic who are focused on health conscious items and not necessarily price. If I were a restaurant I would want to create a section on my menu that is dedicated to these people, giving them to freedom to eat out without worry. I would market it as a way to eat healthy, with convenience, no hassle, and no stress about breaking any Whole 30 rules.