Under Armour Case Study- How does this brand utilize and implement an IMC Program?

NAME OF ASSIGNMENT:

Under Armour Case Study- How does this
brand utilize and implement an IMC Program?

 I will attach the reference documents below.


(The objective of the assignment is to provide the students with the
opportunity to think

more about the concept of integrated
marketing communications and how it might be

used by a company.)

 

To Do:

• Watch the Under Armour videos provided,
review the material resources placed in

Assignments, and utilize all library
resources.

 

• Summarize how Under Armour used the
concept of integrated marketing

communications in developing a promotional
program for one of its current products

or services.

 

• Analyze the company’s IMC – Promotional
& Advertising elements including

advertising, direct marketing, interactive
media, sales promotion, publicity/public

relations, and personal selling and provide
directional recommendations on how each

one is used in the marketing communications
program.

 

• You should also consider how other
marketing mix elements such as the brand name,

package, price, and other factors
communicate with the company’s target audience.

 

Answer these questions:

1. What are the reasons for the
success of Under Armour since its founding by Kevin

Plank? What do you view are the most
important factors that have contributed to the

growth of the company?

 

2. What are the key components of
Under Armour’s integrated marketing

communications program? Discuss the
role IMC has played in helping build the Under

Armour brand.

 

3. Evaluate Under Armour’s decision
to enter the mainstream athletic shoe market and

compete in product/market segments
such as cross training, running and basketball

shoes?

 

4. Evaluate the strategy used by
Under Armour to enter the basketball shoe market and

compete against Nike as well as
adidas and Reebok. Discuss the pros and cons of

the company’s decision to use Brandon
Jennings as their primary endorser for its new

basketball shoe line.

 

5. Do you think Under Armour will be
successful in entering the basketball shoe market?

Why or why not?

 

The typed report:

Ø The report should focus on clearly
answering the above questions, and outlining

the findings and your recommendations (as
well as why you are making the

recommendations).

Ø This report must be computer generated in
a Word document, maximum 6 pages

long, 12 pt., single spaced. *Stay focused
on actionable key points not just “fluff”.

PLEASE, no run-on sentences. Spell check.

Ø Include a cover page indicating your
name, ID# and the Assignment Name and

date.

Ø Include all references / citations (if
used).

 

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