Question

• How did Under Armour become successful?

Answer 1

SOLUTION

The following factors contribute to the sucess of Under Armour

1. Great product -Founder and CEO Kevin plank discovered a moisture wicking shirt that remained dry irrespective of level of sweating . He make an expenditureof $ 17000 for manufacturing 500 shirts and started sending those shirts to his former teammates who were currently playing in NFL .And they like those shirts .

Barry Bonds a famous baseball player was wearing under armour products even though such shirts are not send to him by Under Armour . They approached him and manage to convince him for photoshoot for them.

2. NETWORK - The network of founder with early football players prove to be a big advantage to Kevin plank as he provided them and test out his product so their liking for the product .

He tell them about his product and send them couple of shirts to test he also send some extra shirts so that players could pass them to their team mates in this way they start wearing those shirts and start talking about them and team feel oblised to buy them .

3 MARKET CAMPAIGN I WILL WHAT I WANT - Previously the product is male oriented . Their Shrink and prink strategy proved ineffective to attract females until they changed their focus .

Women just like to be treated similar to men ,understanding their needs they started I WILL WHAT I WANT campain , Armour ad for female show female athletes overcoming their adversities and pushing on .

This new foucius and better quality female clothes resulted in bigger sales .

4. SOCIAL MEDIA - iN 2011 Armour announced intern program in which students could apply and go through a series of challange and winners would get work  with them in summer it helps the brand to communicate their values and messages through social media .

This contest drew more than 10,000 inquires on over 5000application on Facebook and Twitter. and following of one million following .

NOTE - PLEASE UPVOTE IT SHALL BE A GREAT FAVOR THANKS