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- 1. Under Armour: Soccer Team 5 Alicia Tindall Brandon Nolting Courtney Kolpin Jay Snyder Mary Snyder
- 2. AGENDA Background Current Marketing Issues Soccer in the US Under Armour Soccer 2014 Objectives Target Market Positioning MARCOM Plan Budgets Ads Summary
- 3. BACKGROUND Began in 1996 Largest Market is Football Growing Internationally Looking to capitalize on soccer 2014 FIFA World Cup Primary goal and focus
- 4. CURRENT MARKETING ISSUES Three Large Competitors Nike, Adidas, and Puma N. America=94% of Net Revenue Current Strategy Sports marketing, media, and retail presentation
- 5. US SOCCER ESPN Increases Coverage ESPN showing more soccer than ever Solo Soccer Channels FOX has solo soccer channel NBC English Premiere League Channel
- 6. UA SOCCER 2014 Premiere League Presence Tottenham Hotspurs, England Colo-Colo, Chile NCAA Sponsorships Notre Dame Combine & Youth events Premiere international athletes and recruits
- 7. 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
- 8. TARGET MARKET Current: Active Teens and Adults 2020 Expansion: Global soccer players Segments: Clubs, US, Europe, and South America
- 9. POSITIONING Current: Tough and Rugged Image of quality by advanced technology Future Focus: Advancement Continue making innovation focus Infuse brightness and color Create family associations Soccer is a way of life
- 10. 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.”
- 11. MARCOM PLAN Cause Marketing Inner city and under developed outreach International Team Sponsorship Through Europe and South America Building Momentum for 2020 International Event Sponsorship for 2014 & 2018 World Cup and the 2016 Summer Olympics
- 12. BUDGET 2013 Marketing Budget=$256M Conservative growth of $20M/year $250,000 For World Cup TV Ad During match ad Multiple purchased for coverage $3,000 For Full Page World Soccer Ad Number of ads would increase as the World Cup gets closer
- 13. 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%
- 14. PRODUCT ADJUSTMENTS More Color, Brightness, and Flare Use of Lightweight Material Carbon fiber, support fiber, thin plastics Parallel Innovation Nike Flywire, AdiZero tech, Nike sock tech Replaceability and Customization Cleats, laces, logos Nike ID
- 16. PRINT AD Simple Concept Family Correlation Makes soccer a pride point
- 18. Summary Continue to Lean on Innovation Target the Next Generation Position For Success Plan that Builds Momentum Strategic Use of Budget New, Trending Product Line Ads that Hit Home with the Market
- 19. Questions Thank you for your time.