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).