Under Armour: Soccer

Team 5 Alicia Tindall Brandon Nolting Courtney Kolpin Jay Snyder Mary Snyder

AGENDA

BackgroundCurrent Marketing IssuesSoccer in the USUnder Armour Soccer 2014ObjectivesTarget MarketPositioningMARCOM PlanBudgetsAdsSummary

BACKGROUND

Began in 1996Largest Market is FootballGrowing Internationally

Looking to capitalize on soccer

2014 FIFA World CupPrimary goal and focus

CURRENT MARKETING ISSUES

Three Large CompetitorsNike, Adidas, and Puma

N. America=94% of Net RevenueCurrent Strategy

Sports marketing, media, and retail presentation

US SOCCER

ESPN Increases CoverageESPN showing more soccer than ever

Solo Soccer ChannelsFOX has solo soccer channelNBC English Premiere League Channel

UA SOCCER 2014

Premiere League PresenceTottenham Hotspurs, EnglandColo-Colo, Chile

NCAA SponsorshipsNotre Dame

Combine & Youth eventsPremiere international athletes and recruits

FUTURE OBJECTIVES

Expand International Sponsorships

Premiere and World Cup teams

Present At International Events

In advertising and sponsorships

Connect With The Next Generation

Adapt to the changing soccer market

Improve Global Market Presence

TARGET MARKET

Current: Active Teens and Adults2020 Expansion: Global

soccer playersSegments: Clubs, US, Europe,

and South America

POSITIONING

Current: Tough and RuggedImage of quality by advanced technology

Future Focus: AdvancementContinue making innovation focusInfuse brightness and colorCreate family associationsSoccer is a way of life

POSITIONING

STATEMENT“For international soccer

players, Under Armour is the soccer apparel and gear that deliver the most innovative and effective product available, because only Under Armour is developing products to improve the performance of premiere athletes everywhere.”

MARCOM PLAN

Cause MarketingInner city and under developed outreach

International Team Sponsorship

Through Europe and South America

Building Momentum for 2020International Event Sponsorship for 2014 & 2018 World Cup and the 2016 Summer Olympics

BUDGET

2013 Marketing Budget=$256M

Conservative growth of $20M/year

$250,000 For World Cup TV Ad

During match adMultiple purchased for coverage

$3,000 For Full Page World Soccer Ad

Number of ads would increase as the World Cup gets closer

BUDGETMEDIA TYPE

2014 QUANTITY

2018 QUANTITY

2020 QUANTITY

TOTAL TYPE SPENDING

Commercial Development

($40,000)2 2 1 $200,000

World Cup 2014 Commercial ($250,000)

8 N/A N/A $2,000,000

World Cup 2018 Commercial ($280,000)

N/A 10 N/A $2,800,000

World Soccer Ad 2014 ($3,000)

20 N/A N/A $60,000

World Soccer Ad 2018+ ($3,300)

N/A 30 12 $138,600

Team Acquisitions ($200,000)

5 10 12 $5,400,000

TOTAL SPENDING $3,140,000 $4,979,000 $2,479,600

% OF MARKETING BUDGET

1.1% 1.4% .6%

PRODUCT ADJUSTMENTS

More Color, Brightness, and FlareUse of Lightweight Material

Carbon fiber, support fiber, thin plastics

Parallel InnovationNike Flywire, AdiZero tech, Nike sock tech

Replaceability and Customization

Cleats, laces, logosNike ID

PRODUCT IDEA

GENE 1

PRINT ADSimple Concept

Family CorrelationMakes soccer a pride point

World Cup Commercial

Summary

Continue to Lean on InnovationTarget the Next GenerationPosition For SuccessPlan that Builds MomentumStrategic Use of BudgetNew, Trending Product LineAds that Hit Home with the

Market

Questions

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