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 house” 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 better http://www.time.com/time/magazine/article/0,9171,1806798,00.html Athletes Run (2009) First running shoe line for Under Armour Four different running shoes: Apparition™, Illusion™, Revenant™, and Spectre™ Cartilage design Athletes Run Promotional Materials Target Market Athletes train when they run “all runners are athletes and all athletes run” Targeted towards professionals, 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 personality” 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 him/herself) 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) Branding Why has branding become more important? 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 campaigns 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, image/associations 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 STRONG BRAND REPUTATION & UNIQUE BRAND IDENTITY 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 Stimuli 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 environment 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 occured Application: Many athletes have felt what its like to sit on the bench and can identify with the character we portrayed They see the character getting better and actually getting in the game This demonstrates a positive behavior that hopefully the consumers will embody THE END!