Under Armour is a company that was founded on marketing focused on the football “tough guy” image, but in 2013, it decided to enter the women’s apparel market (University of Virginia, 2016). The purpose of this post is to explore the Under Armour case study and identify the market segments and strategies used. I will also be detailing several points to remember when implementing segmentation strategies and using those to develop a strategy for a new market segment.

Under Armour Market Segments and Strategies

In the Under Armour case study article, the following market segments were identified (University of Virginia, 2016):

• tough guy/football image
• female athletes
• physically and mentally strong women (not traditional female athletes)
• fitness market (enthusiasts and memberships)
• everyday women

Under Armour’s success in each of these market segments, achieved through effective segmentation strategies, demonstrates the power of understanding the consumers. These strategies are defined as “a marketing concept that refers to a company’s plan for identifying each section of its target market” (Indeed Editorial Team, 2024, What Is a Segmentation Strategy? section).

The various segmentation strategies used in the case study are as follows:

1. Under Armour began by providing distinctive, functional, and modern athletic clothing to a specific demographic—”tough guys” who love football. This product was tailored for them and met their needs and desires.

2. Adidas used social media artists to target women–specifically female athletes. Although they targeted a niche market using social media promotions and influencers, this strategy failed.

3. Under Armor used social media to target women, focusing on the universal theme of being rejected for their body types. They launched the campaign across social media, television, and print. The campaign featured a top ballerina who had struggled with this issue, and it was highly successful.

4. Nike used celebrity endorsements, which traditionally boost sales and brand awareness, but they can backfire. Tiger Woods was significant for Nike until his scandal, and then this endorsement lost them money.

5. Dove markets its product using everyday people instead of celebrity endorsements, which makes it easier for the typical customer to identify with the brand.

6. Word-of-mouth and viral marketing can strongly impact consumers while saving them money. This strategy has worked well for Nike, Adidas, and Under Armour in targeting markets that do not necessarily identify with celebrities.

7. Specialty clothing for athletic and fitness activities is another segmenting strategy. With the rise of and interest in fitness and exercise, targeting specific activities and creating clothing for that activity or sport has done well for Under Armour and others. (Indeed Editorial Team, 2024; University of Virginia, 2016)

Points To Remember

When implementing segmentation strategies, it is essential to remember the following:

1. Set clear expectations and define your business goals. Understand who and why you are targeting them.

2. Make sure your whole team is involved in the process, not just marketing.

3. Accept that there will be trade-offs and be prepared to use them when necessary.

4. Use all existing resources, not just financial ones.

5. Evaluate and monitor your progress so you will know when you have succeeded in accomplishing your goals.(Mamajanyan, 2024)

New Market Segment: Conservative Women

Especially in light of the current political climate in the U.S., conservative women seem to be a new segment to research in order to market to them effectively. While conservative women used to be considered a small group with little influence, the scope of this segment is changing. While conservative women are often overlooked in mainstream marketing campaigns, it would appear that the time has come to begin focusing on them as a market segment.

1. Thorough research is critical to creating a segmentation strategy for conservative women. It is vital to understand their demographics, characteristics, needs, wants, and interests without making assumptions based on biased media. By sending out surveys and polls, we can gain valuable insights into this market segment, allowing us to create targeted and effective marketing campaigns.

2. Understanding the core values of the conservative women segment is crucial. By researching their buying and lifestyle behaviors, favorite brands, and the motivations behind their purchases, we can develop marketing campaigns that resonate with their traditional beliefs and preferences.

3. We will develop a few buyer personas as we divide the group into several segments based on demographics and psychographics. These fictional characters will represent different facets of the conservative women segment. This will assist the team when creating campaigns that resonate with the market segment.

4. Choose influencers that resonate with them, and if there are celebrities who are considered conservative, it would be wise to include them. I would choose a top conservative woman like Candace Cameron Bure, who has a substantial following, and use her to promote the product or service. I would make her ads available on television (especially the networks this group watches), some social media (usually Facebook or Instagram, but research would need to happen), on billboards in top conservative cities, and in local/conservative newspapers and periodicals.

5. It would also be wise to consider the positioning of the products or services. Depending on the socioeconomic status of the various market segments, there might be high-end offerings as well as those more economical. It would be wise to consider the backgrounds of the women and discover how that will influence the overall marketing.

6. When targeting conservative women, it is essential to consider the competition. By understanding what the mainstream media offers this segment, we can ensure our brand or services are not only better but also more in line with what the customers want compared to the competitors.

7. Ensure maximum profitability with the segment and test the appeal of the product or service with that segment. Actively connect with and track audience demographics and interests, and be willing to reevaluate and adjust your marketing to meet current needs. (Indeed Editorial Team, 2024)

By following these guidelines and strategies, we can prepare appropriate and targeted marketing campaigns that will resonate with this group on a deep level. The fact that this segment has been traditionally overlooked makes this the ideal new market segment on which to focus. 

References

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