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					       A Consumer Behavior Presentation
By: Amy DeLorenzo,Kaitlin Kuolt, and Nicole Raisch
Under Armour Mission
   Company Mission: To provide the world
    with technically advanced products
    engineered with our superior fabric
    construction, exclusive moisture
    management, and proven innovation.
    Every Under Armour product is doing
    something for you; it's making you better.

    Brand Mission: To make all athletes
    better through passion, science, and the
    relentless pursuit of innovation.
Under Armour Marketing
   3 marketing campaigns (promo materials):
     We Must Protect This House (2003)
     The New Prototype (2008)
     Athletes Run (2009)
   3 consumer behavior concepts:
     Culture and Subculture
     Brand Identity
     Perception/Stimulus
    We must protect this house!
   The first Under Armour Campaign

   Their tagline caught on to several
    sports teams—dominating on
    their own turf “protecting their

   They used a famous athlete in
    their ad—Eric Ogbogu linebacker
    for the Dallas Cowboys
    (friend/teammate) of Kevin Plank,
    founder of Under Armour

   This was a great kick off
    campaign for Under Armour—it
    definitely had staying quality with
    the intensity and motivation of the
    athletes in this ad
The New Prototype (2008)
 UA’s first shoe line, moved the
  company out of just apparel
 Re-introduced the “cross trainer”
  for the first time since the 1980s,
  going head to head with Nike
The New Prototype:
Promotional Materials                   The New Prototype Superbowl Commercial

The New Prototype Interactive Website
 The New Prototype: Target and Pitch
         Target market
           young consumers
           hyper focused athletes
           “95-5” players
         The pitch: train in our specialized shoes
           during the 95% training time, don’t use any
              old shoe, wear a Prototype so you can get
Athletes Run (2009)
 First running shoe line
  for Under Armour
 Four different running
     Apparition™, Illusion™,
     Revenant™, and
   Cartilage design
Athletes Run
Promotional Materials
Target Market
 Athletes train when they
 “all runners are athletes
  and all athletes run”
 Targeted towards
  collegiate, high school
  kids, and amatuers
Culture and Subculture
       Culture: shared meanings, values, and customs
        that are particular to a social group, “a society’s
         UA represents a culture of athletes
       Subculture: share a set of distinguishing
        meanings, values, and behaviors
         UA’s subculture goes far beyond just althetes
         athletes that train and work hard and want to
          become better
         The avenue they choose to use to get better is
          through technology and innovation

Definition adapted from: American Heritage New Dictionary of Cultural Literacy
Culture and Subculture
   Factors of subculture:
     customs: training, working hard, getting better
     attitudes: value on working hard, being trained althetes,
      being part of an athletic elite
     values: athleticism, hard work, pride, performing well, ect.
     common activity/unifying social condition: sports, working
      out, training

   Evidence in promotional tools
     New Prototype Interactive Website: specially tailored for
      the subculture
     New Prototype Ad: “we are UA”, “the future is
      ours”tapping into this sense of subculture and
      capitalizing on it
     Athletes Run: “athletes” are part of a culture/subculture
      and they use this identifying characteristic to make these
      ads effective
Cultural Process
    Cultural process: cultural meaning can be
     moved into products using advertising,
     marketing strategies, and opinion leaders
      These meanings can be moved from products into
       consumers through rituals and an integration of
       products into consumers “self-concept”
       (individuals thoughts and feelings about

    Athletes Run campaign
      UA is trying to target the “95-5” athletes by stating
       that “Athletes Run”
      In promoting this statement, UA is attempting to
       entice consumers to integrate running shoes
       (specifically UA shoes) into their daily rituals and
       sense of self-concept (i.e. that athletes run)
   Why has branding become more
     Branding is more important because it
      is how we as consumers make
      connections and associate a product
      with a particular brand
       ○ Particular spokesmen can
         enhance the brand’s identity
       ○ Barry Bonds
       ○ Eric Ogbogu
     Under Armour has a very
      distinct logo that is largely
      recognized in particular by
      those serious athletes that are
      ready to perform with top
      quality, high performance gear
Consumers and Brands
   Consumers
     As consumers, we view
      brands as a form of self-
      expression—like the ad on
      the right— he has on Under
      Armour gear on
     Nowadays, consumers
      know more about brands
      and the companies that
      make them—this has made
      consumers even pickier
     Consumers seek and share
      information with other
      consumers via the Internet
      on brands which may distort
      and sway a consumer’s
      purchase decision
Brand Identity
   Brand Identity can be defined
    as the— feelings, moods,
    emotions and connotations
    evoked by a brand

   Under Armour has positively
    evoked the minds of several
    consumers through their
    commercials and big

   Motivation, fierce competition,
    drive, desire, toughness all
    describe Under Armour’s
    authentic brand identity
    Brand Identity
   Brand identity is a
    combination of:

     Name, logo, symbols, design,
      packaging, performance,

     It encompasses the consumers’
      awareness, knowledge, and
      image of the brand as well as the
      company behind it. Brand
      Identity extends beyond the
      experience or outcome of using
      the product
Brand Identity
   Under Armour has built a

   Under Armour’s brand
    identity is portrayed as
    pushing athletes beyond
    their own limits. Whether it’d
    be in football, soccer,
    baseball, volleyball all these
    sports are advertised to
    ultimately dominate with
    Under Armour’s gear.
Perception and Stimuli
   Occurs when stimuli are registered by one of
    our five senses: visual, hearing, taste, smell,
    and touch.
     Visual Perception:
      ○ Size and shape: Consumers like to buy products
        that seem taller and bigger
      ○ Color: determines whether we see stimuli
      ○ Physiological Responses: our mood changes
        towards colors
     Hearing Perception:
      ○ Consumers are more likely to notice loud music
Enhancing Retrieval through
   Characteristics of Stimuli
     Salience: Something that stands out from the
      larger context in which it is placed because it is
      bright, big, complex, moving, or prominent in its
     Prototypicality: Frequently rehearsing and re-
      circulating to make the memory trace or
      prototypical brands strong
     Redundant Cues: Memory is enhanced when
      the information is items to be learned seem to
      go together naturally.
     Medium: research is still being done to see
      which works best
How can I get better?
Work for it…
The power of YOU and UNDER ARMOUR
Our Advertisement: Concept
   Vicarious Learning
     Definition: processes by which individuals
      change their behaviors because they observed
      actions of others and the consequences that
   Application:
     Many athletes have felt what its like to sit on the
      bench and can identify with the character we
     They see the character getting better and
      actually getting in the game
     This demonstrates a positive behavior that
      hopefully the consumers will embody

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