Nicole Liebman Owen Coale Salem Demirkon Under Armour New Product Line Company Profile Background One of the leaders today in the sporting clothes and accessories industry Based out of Baltimore MD ID: 463318
Download Presentation The PPT/PDF document "Grafton Elliot" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Grafton ElliotNicole LiebmanOwen CoaleSalem Demirkon
Under
Armour
: New Product LineSlide2
Company Profile: BackgroundOne of the leaders today in the sporting clothes and accessories industry.
Based out of Baltimore, MD.
Annual sales around $2.25 billion dollars and continuing to grow.
Biggest competitor is Nike (Columbia, Adidas, Reebok)
Annual revenue of around $25 billion Slide3
Company Profile Cont…
Under
Armour
offers a total of five product lines:
Cold Gear
Loose GearTurf GearAll-Season GearHeat GearFirm focuses on innovative productsShirts that monitor heart rateShoes that mimic the human spineTape-replacing cleatSlide4
Product: Under Armour Snowboarding Boots and HelmetsCold gear bootsCold gear helmets (Over
Armour
by Under
Armour
)Slide5
Market PotentialNumber of US snowboarders in 2010= 6.1 million, compared to 4.3 million in 2000.Women make up 33% of snowboarding market
Global sporting events such as 2014 Sochi Olympics present exponential marketing opportunitiesSlide6
Competitors in Future MarketIndustry Leader(Snowboard Boots): Nike and Burton SnowboardsIndustry Leader(Helmets): SmithSlide7
PriceMen's Snowboarding Boots: $150-200Women’s Snowboarding Boots: $100-150Men’s Over Armour Helmets: $125-175
Women’s Over
Armour
Helmets: $100-150Slide8
Target MarketUsers ages 12 to 24Largest number of snowboarder range from 12 to 24 (56%)Also 25 to 44 years of age (25% of market)These consumers tend to have a stronger brand awareness of Under
Armour
as well
Both male and female
Income level of $65,000+, people who are more affluentSlide9
Distribution MethodToday, UA uses a selective distribution strategy (multi-channel design). Sell to both retail as well as directly to consumers
Online
Principal customers: Dick’s Sporting Goods, Eastbay, and Sports Authority. Slide10
Social MediaTelevisionBillboardsSporting EventsIn-store promoCelebrity Endorsements
PromotionSlide11
Telephone interview300 people called50% incidence rate lowering us to 15050 people refused leaving us with 100 qualified and willing to respond
Survey & Results Slide12
Correlation TablesDescriptive StatisticsPivot TablesBar GraphsPie ChartsLine Graphs
Survey Interpretation MethodsSlide13
Negative relationship between the likelihood to purchase the Under Armour product and the frequency of Snowboarding/SkiingDemonstrates that those who are involved in snow recreation activities are less likely to buy our newly developed productWhy?Brand loyalty possessed by avid snowboarders and
skiiers
RESULTSSlide14
Quality shows to be the dominant trait for UA as demonstrated by the respondents.Shows that other aspects for the products need more focus such as safety and comfort.Safety is most likely rated lower due to UA’s lack of actual safety productsSurvey ResultsSlide15
Price Rating had the largest variance illustrating that there were a lot of mixed results for how people perceived UA’s pricing for their productsPeople of Asian decent are least likely to purchase our newly developed productsPeople of Hispanic decent are most likely to purchaseMost respondents answered “4” for likelihood indicating a strong interest in purchasing
Survey ResultsSlide16
Gender
Race
Apparel Brand
Type
Likelihood
Income
City
Price Paid Helmet 1
Price Paid Boots 2
Frequency
Snowboading
/Ski
Quality
Price Rating
Durability
Aesthetics
Comfort
Safety
Gender
1
Race
0.047970385
1
Apparel Brand
-0.075073769
-0.006223799
1
Type
-0.126537055
-0.020069432
0.652244413
1
Likelihood
0.029935223
-0.024423888
0.479677312
0.103422
1
Income
-0.083069327
-0.067323291
0.389419146
0.25119
0.16129179
1
City
0.080257235
0.031049762
0.400891863
0.471181-0.11078940.509971-0.042285457-0.1650117140.3752931940.2846120.128013690.344310.4043138651Price Paid Helmet 1-0.031978212-0.1462415290.3533860140.3355180.192697990.386530.458409468110.0315434530.0828724360.3819461210.3814370.126842260.430210.5221902140.3505110.4640123211Price Paid Boots 20.0315434530.0828724360.3819461210.3814370.126842260.430210.5221902140.3505110.46401232111Frequency Snowboading/Ski0.0944486080.119230002-0.1797749840.02132-0.2038341-0.1742-0.153316655-0.13155-0.156219344-0.14439-0.1443919561Quality-0.0370414860.029389941-0.218591843-0.182650.01446213-0.3747-0.507858964-0.10441-0.174737455-0.28854-0.2885398310.0731008261Price Rating0.20017043-0.1114938550.066185161-0.013250.078650240.19870.0212264740.0681410.116765890.0310260.031026266-0.0198977030.0307044491Durability0.102380116-0.016663985-0.0634272240.0288020.10712003-0.0576-0.0647417460.1508850.1454132660.002420.0024197540.0553528220.0425896730.0516217771Aesthetics0.0368900390.0753330940.044325253-0.017390.03140735-0.09830.079016358-0.28217-0.1868122340.0451550.0451554540.0122178370.0899898340.1201569220.022848321Comfort-0.1855140.1056401620.0128666750.1067220.03306050.162920.1542627590.1297230.1729774910.0282750.028274856-0.121563673-0.121931821-0.0657885780.0361153350.1620169531Safety0.0182846360.036500274-0.0896003830.005517-0.1211508-0.06110.115307404-0.03761-0.039884761-0.07279-0.0727906970.1017665670.05051949-0.062832725-0.1988599770.051423543-0.0640572621
Correlation TableSlide17
No STRONG correlationsStronger than normal correlation between Apparel Brand & Likelihood to Purchase (positive)The table indicated that most people preferred Smith productsCity and type of item purchased(positive)City and consumer income(positive)Strongest correlation is the Apparel brand purchased and Type of Apparel Purchased
Indicates that most people buying helmets prefer to go with a Smith product
Most males buying boots lean towards a Burton Product
Women favored the idea of buying boots from Under
Armour
Correlation tAble results