” Founder and CEO Kevin Plank began the business in his grandmother’s basement in Washington, D.C.’s Georgetown neighborhood”

“Mission is to make all athletes better through passion, science, and the relentless pursuit of innovation”

“Shifting Boundaries of Digital Business” - Gartner

“90% of consumers are more likely to buy when helped by a knowledgeable associate”

— TimeTrade survey 2015”

Vaibhav PandeShriraj Mishra

Amod UpadhyeTrimbakkar

Amogh

Overview

Please ask!

Conclusion & QuestionsExpected Growth What are the expected results?

Problem FormulationObjectives

Marketing StrategyPlans for Marketing

Situation AnalysisMarket Environment

India

IntroductionAbout the Company

Under Armour, Inc. is an American sports clothing and accessories company  global headquarters is located in Baltimore, Maryland.

Operates in 4 continents across 6 countries

Founded by Kevin Plank in 1996. He got tired of having to change out of the sweat-soaked T-shirts worn under his jersey

25000 stores worldwide

Current expansion plans involve the Subcontinent market like India and China from 2015.

Introduction Under Armour

Growing middle class and the young population (600 million)

Constitute 2.7% of total retail market

Positive and high growth of GDP

Growing awareness about health and fitness

Situation Analysis - Why India

Sourcing by foreign retailers

Policy changes – partial FDI liberalisation in single brand retail

Current Market situation- India

Sportswear Market is estimated at 400 Billion Rupees as of 2016

Dominated by Pioneers such as Nike, Adidas, Puma and Reebok

Only 30% is organised sector spread across Metro Cities

Manufacturing sector growing at 10% -12%

Problem Formulation – Under Armour in India

Low Brand recognition and concentration on limited product categories such as shoes

Lack of Social Media Marketing

Competition against established players Nike, Adidas and Reebok

Late arrival in India – operations started in January 2016

Market Expansion in India

Plans to target Customer Segment age 15-40

Increase presence by developing the market

Product Development Launch products for sportspopular in India.

Objectives

Increase the Market Share of Under Armour

Market Strategy and Tactics

Target Profitable Sports in India

Cricket

Football (Soccer)

Social Media marketing

Indian Cricket

Average Attendance : ICC World T20 : 35,000 (estimated) IPL : 32,800

TV Viewership ICC World T20 : 730 MillionIndian Premier League: 552 Million

Cricket Tournaments: ICC World T20 Indian Premier League (IPL)

Most popular sport in India

Second Most Popular Sport in India

Average Attendance per ISL game : 26,376

ISL Estimated TV Viewership : 429 Million with Average growth rate of over 20%.

EPL and La Liga also popular in India,with estimated 2 million followers in India

Soccer

Popularity of expected to increase due to FIFA 2017 U-17 World Cup being hosted by India

Social Media Marketing

UA Record is fitness app which helps in improving overall health and fitness of individual.

89% of social media usage is done by the age group of 18-29.

Social media usage in India increased in leaps and bounds, as number of internet users in India reached 302 million users by December 2014

India is the second largest country using Facebook, US being the first

Achieve at least 1% market share

Achieve reach in at least 800 colleges in India

Have a customer base of 3 million in metropolitan cities

Achieve 4th position in terms of brand awareness

Expected Growth

Achieve Social Media Footfall of 5 million followers

Under Armour is a well-established sports apparel brand which seeks expand into the Indian market

Overall Under Armour is looking to invest up to $50 million in the country as part of advertising strategy

Tie-ups with major sporting events such as the Indian Premier League, Indian Cricket Team, Indian Super League Football

Shifting Boundaries of Digital Fitness through Social Media Marketing

Conclusion

Questions

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