11

Under Amour MBA+ ProjectJune 26th 2013

22Demographic Insights

18-24 25 - 34 35 - 44 45 - 54 Male Female

37,7

18

62,6

50

67,2

05

71,7

45

460,

785

498,

953

131,

677

178,

176

153,

587

153,

253

1,06

8,90

9

1,13

5,94

2

5197

4

7651

1

8317

2

8950

4 2817

83

2887

10

5680

1038

4

9770

8185

3049

0

2624

7

Gender and Age data by countyBethesda Natick Annapolis Vail & Eagle County

25-34 & 35 – 44 year olds have almost parity representation within each countyAnnapolis and Bethesda have higher mix of 45-54 year olds Vail county has higher mix of 25-34 year oldsTarget most events for 25-44 year olds with few exceptionsSelected segment has high purchasing power and interested in new products

33Event Tracking

Use wrist bands to register attendees Wrist Band to have code which can be scanned

for giving attendee discounts Wrist band registration gives us additional

demographic information Re-use wrist bands for multiple events to track

brand loyalists Design code to work with POS system

44Quarter 1

Jan -I will

Feb – Super Bowl Mania

Mar – Path to Pro

55

What is the event?– An opportunity for men and women to interact & share personal fitness goals– Interact with fitness & nutrition experts to understand how to achieve their goals. – 4 Focus Areas:

Why (Target Consumer/Aligns with UA philosophy)– UA not only wants athletes to get better but also wants a common person to achieve

his/her person fitness goals.– . Emphasize that UA products employing the latest technology in sports ensures an injury-

free workoutTarget Customers

– Men and women; 18 – 45 years old.– Conscious about physical appearance. Greater consideration

for staying fit (especially for people above 30)

I Will!

WORKOUTWeight

loss/Staying fitRUNNING YOGA NUTRITION

66I Will!Event Execution

– Event check-in (scanning of barcodes)– A mixer at the beginning to allow participants to interact with each other– Store tour showing latest UA products.– UA representatives talk about UA products such as shoes, apparel, accessories.– Sessions with fitness & nutrition experts.

• Experts talk about specific areas followed by Q & A.• Tips sessions where experts evaluate individuals in action and point out an areas ofOpportunity

Marketing Plan:– 20% discount for participants, 10% additional on referral, follow-up sessions for specific

purchase limits . ($100 spending - 1 session, $200 – 2sessions) and so on.– In store promotions – flyers, bag drop-ins – Advertisements via email to existing customers. Advertisement on local billboards; local

radio & TV stations– Tie-up with local companies to have a UA booth on their campuses during lunch hour

promoting this event. – Tie-up with local gyms to promote this event.

77Super Bowl ManiaWhat is the event?

– A fun-filled, interactive quiz event about Super Bowl history with a emphasis on UA football products.– Display UA football products and product try-outs

Why (Target Consumer/Aligns with UA philosophy): – Behind a football player’s armor is Under Armour.– Demonstrate how UA products are enhancing football performances at pro as well as amateur level

Target Customer– Men (18 to 35 years)– Interested in football. Followers of the sport and desire to feel like an athlete, this translates into desire to buy UA

products.Event Execution

– A beer social with some of the classic football games shown (focus on the games of local teams)– Display UA football products in the store. Experts talk about the advantages of UA products– Quiz: Several early rounds of quiz to increase participation with final 3 players contesting a jeopardy style quiz game.

UA products can be given as prizes. Participation from other people via twitter– A UA sponsored NFL/NCAA player can be invited to this event to sign any products bought at the store during the

event. Photos with the playerMarketing Plan

– Buy one get one free on any product.– In store advertisements (banner).– Advertise through facebook event, UA app/website, local radio stations

88Path to ProWhat is the event?

– A March Madness related event targeted towards young boys and girls to help them understand how to realize their dream of playing in NCAA & eventually NBA

Why (Target Consumer/Aligns with UA philosophy): – Under Armour’s key value is to help athletes get better and achieve their goals– Today’s kids are tomorrow’s professional players.

Target Customer– Boys and girls (10 – 18 yrs age)– Dream of playing in NCAA & eventually NBA. UA wants to help them get close to this dream.

Event Execution– Rent a basket ball court.– Invite basket ball coach & players (e.g. Terps) to talk to young athletes about how to become a pro.– Have product comparison. Bring your current gear and compare it with UA.– Basketball shooting championship for boys and girls.

Marketing Plan– Promotions like discounts on the day of the event for participants– Promote this event in local schools.– Advertisement in local TV channels, radio stations.– Facebook advertisements (Share event to get $10 store coupon)

99Quarter 2

MAY-DANCING DIVASCelebrating the women in our lives!

APR(Earth Day) - Stay

Rooted!

JUN –Get Off On The Right

Foot!

1010

Dancing DivasWhat is the event? Celebrating UA Women by dancing the night off with your friends!

Why : Connected to UA Women/UA Beautiful!– Often one needs fitting/fashion/shopping advice– Fashion experts can help participants decide what to buy based on their needs – Zumba and other fitness activities are very common —picking dance as the activity for this event

would unique– a great form of exercise and a lot of fun when friends are around.

Target Customers: – Women aged 21-40 - to draw a young, fitness/looks conscious, and outgoing crowd – This group of customers will repeat buy clothing/shoes/accessories-targeting to infuse brand

loyalty at an early age

Event Execution– All day event (noon – 5) – Fashion experts in house for guide on apparel selection.

• Cheese and glass of wine for all participants of the fashion event (noon to 5)

– Participants who consult with the fashion experts and buy a complete attire will have pictures uploaded to FB (with store employee help)• Raffle for all the participants who buy a complete attire—attire free

– After hours (5-7 pm)-- Dance it off with DJ Kopec (2 hrs) with your girlfriends • Assortment of hors d'oeuvres and drinks/alcohol should be serve for the dance party

1111

Dancing DivasMarketing Plan

– Advertising through - “UA beautiful” app and UnderArmour Women Facebook page – • 671,080 likes · 12,067 talking about this—huge market! The # of likes on each post is very high.

– Collaborate with some of the women’s shops in the mall to advertise for you.– Distribute Flyers around the mall.– Start talking about how successful Yoga event to encourage fans/customers.

• Upload photos of Rave event on FB and ask fans to guess what the event was/number of people who attended.

• Use the words ‘rave’ event often, in order to promote ‘”coolness” surrounding these events.

– Incremental revelation: Drop in flyers –to mark the calendars/to gather their girl friends

1212

Stay RootedWhat is the event? Earth day apparel donation and recycling event.

Why: Connected to UA Green!– Create awareness about UA’s commitment among UA green products in the community– Focus on UA catalyst products/UA green products

Target Customers: • Families with kids

– Gaining knowledge about recycling can be useful to any age group. – All age group of people want to save money. – Many parents want their kids to learn early on the importance of saving energy and going green, hence

no age limit.

Event Execution: • Video containing the following should be repeat played in the displays in UA stores

– Day to day energy saving activities.– How is UA energy efficient?– What makes UA green products ‘green’ and different? – How are UA green products manufactured from plastic bottles?

• Have huge recycle bins cartons at the entrance of the store-– Participants can bring in their old apparel for recycling/donation – Tie with Habitat for Humanity or any NPO UA has existing ties with

• Have a projector on one wall of the store– keep some seating area in case some kids would want to sit and watch, while the parents shop around.

• Giveaway herbs/plants for first 100 participants who make a purchase

1313

Stay RootedMarketing Plan:• Social media:

– FB/App/Twitter– Email marketing should be done to reach out to the masses at low cost. – If email marketing is costlier than Radio, Radio option is preferred to lower costs.

• Flyers in mall• Twitter/FB Post Suggestion: “Did you know? Our Men’s UA Catalyst T-Shirt, made from recycled plastic

bottles, blurs the line between science and nature. Join us at the store to learn more”• Challenge the customer to ‘go-green’ for 15 days—

– Can be done before or after the event. – If done before, the following cards should be dropped in customer’s bags 1 month prior to the event—so that they

have 15 days to participate in the go-green routine• Drop in a flash card with 5-6 bullet points on how a customer can save energy at home (switch off lights/separate trash

for paper etc.)• Drop in a calendar to stick on the refrigerator to cancel off each day if they are following the bullet points from the flash

card.

1414

Get off on the right footWhat is the event? Shoe fitting event for men

Why: UA Green– Men tend to be more brand loyal than women.– Male consumer important - 90% women consult their significant others to purchase big ticket items!

Target Customers: – Target Age group: 18-40 Males– This event would target serious athletes, men who play drills/practice sports on a weekly basis, or kids

who are training to become athletes – This segment understands the seriousness of wearing good fitting and appropriate shoes.

Event Execution– Shoe fitting experts in house to guide you to pick your shoe for your favorite activity (7pm– store

closing)– Bring in your old shoes or pictures of your old shoes to determine your wear and tear points, to help

experts determine the right shoes for you.– Donate your old shoes.– 44% of men use WOM for telling +ve experiences to friends—give personalized attention to each

customer on the day of the event.

1515

Get off on the right footMarketing Plan

– 50% of young dads (25-40) are influenced by digital ads and banner. 44% are influenced by major search engines. • invest in Google Adsense, if you don’t already have one. Advertising on Amazon and other famous

sites.

– 58% use 4 or more sources to do their research• invest in multiple digital sources of advertisements.

– 68% of male smartphone users are most likely to purchase based on mobile ads vs that of 58% of women smartphone users• invest in mobile ads.

– Only 5% of men check catalogues for ads • Do not use catalogues for advertising or marketing to men

– 54% men use social networks while researching products.– 41% of online shopping by affluent males (>100k) is done on amazon--Does UA have an amazon

account? –very few UA products on amazon.– 43% of affluent male think shopping as relaxing /enjoyable activity--– Flyers in local gyms/malls– Start talking about why shoes wear and tear/effects of ill fitting shoes on social media

FB/APP/Twitter

1616

Quarter 3

Aug – Back to School

July – Celebrate Freedom

Sep – College Football Night

1717

Celebrate FreedomWhat is the event?

– Promote Freedom Gear and UA Freedom movement to honor our nations heroesWhy (/Aligns with UA philosophy)

– UA Freedom– Supports our military and promotes patriotism

Target Consumer – Patriots, individuals celebrating independence day and displaying their

patriotism.– Families with children, independence day is a family event, children can be

targeted with the giveaways.Event Execution

– Celebrate independence day and promote UA Freedom gear with free car stickers and antenna balls depicting the US flag and the UA logo.

– Promote UA freedom gear using discounts.– Track traffic and sales revenue during promotion.

Marketing Plan– Use Facebook page to promote event to veterans and their family members. – Mail inserts to target families in the local area– Use UA website to tie in event to UA freedom.– Cost: $1500 for giveaways. $1000 for advertising material

1818

Q3: August: Back to SchoolEvent Title : Back(pack) to schoolWhat is the event?

– Provide exposure to UA apparel and fashions as a back to school options. UA is not just for sports. Promote recycling of old shoes.

Why (Aligns with UA philosophy): – UA Green

Target Consumer: – Back to school is a significant shopping event for students ages 5 to 18. Clothing, shoes and

backpacks are sold in high volume during this shopping season. Style and brand recognition can be built in this market segment

– Target market represents greater than 15% of the population in each of the representative areas, virtually all of the targeted age group participate in back to school shopping.

How : • Event Execution:

– Recycle your old shoes to obtain a 10% discount on backpack and hoodie, shoes and T-shirt, or Jacket and shorts combo.

– Provide opportunity to display back to school fashions through tryouts.– UA back to school Fashion show where shoppers can participate as models.

• Marketing Plan:– Bag drop of flyers to target demographic and their families.– Campus message boards and news papers at local high schools.– Facebook and email marketing to target age group.– Cost: $1000 for fashion show setup, use customers as participants

.

1919

College (Football) NightWhat is the event?:

– College night, promote UA technology and local college apparel. Why (Aligns with UA philosophy)

– UA youth movement.Target Consumer

– Target high school and college aged athletes, ages 15 to 23.– Athletes of any age interested in local football.

Event Execution – %5 discount for student athletes on sporting gear and college branded gear– Promote storm technology and heat gear for training. – Provide limited samples of new technology available from UA.– Promote football cleats by conduction a shoe fitting event.

Marketing Plan– Bag drop fliers one month prior to the event targeting families.– Email marketing to college students.– College news paper advertisement several weeks prior to the event.– Promote event on UA website and provide registration for targeted age group.– Targeted advertising using Facebook.– Cost: $2000 in samples and giveaways to promote technology. $2000 for campus

advertising.

2020Quarter 4

WINTER WORKSHOP

Power in Pink

Get Fitted

Thank Our

Heroes

2121

Winter WorkshopWhat is the event?

– A workshop to enable consumers to stay active in colder monthsWhy (Aligns with UA philosophy)

– Active individuals don’t want to hibernate because it’s too cold outside. Key core product promotion with base layers

Targeted consumers– Primary Target: Men 18 – 40, Secondary Target: Women 19 – 30 – These consumers cannot stop their love for keeping active because of the weather. They

tend to be more experimental with their sporting choices and are willing to go out and enjoy nature.

Event Execution– Trained employees in layering will assist consumers to get suited up for an active winter. – Have stations for key sporting category: skiing, running, winter group sports– Primary promotion of Cold gear base layers and top layers– Secondary promotion of accessories– Serve Hot chocolate with marshmallows for anyone coming in for the event

2222Winter Workshop

• Marketing Plan:– Bag drop targeted consumers 2 weeks prior to the event– Flyer at Ski resorts in the area if applicable– Target local area running groups via website – Use Face book to promote: first to arrive at the event to get 10% off their purchase

2323

Thank Our HeroesWhat is the event?

– Thank our active and retired Military members on Veteran’s DayWhy (Aligns with UA philosophy)

– Continue building communities one athlete at a time. Reinforce commitment to military service members. Target Military families in the Anna polis area due to proximity to military base.

Targeted consumers– Active Military families, Male and Females 21 – 40– Bring in active military members and families to honor and thank them for their service

with additional discountsEvent Execution

– % of all the purchases on this day will be donated to the Wounded Warrior project Military members gets additional 5% discount on Veterans day

– Have a thank our troops banner in the store for the entire month and have the local community members write their thoughts. Present to the military base for display end of the month

2424Thank Our Heroes

• Marketing Plan:– Local news paper print advertisement to target military families – Mail drop/flyering in military communities – Flyering at Military Commissaries– Local Media – Store Pop display

2525

Girls Night Out: Get FittedWhat is the event?

– Girls night out with exclusive bra fitting eventWhy (Aligns with UA philosophy): Something as simple as the right bra can make the difference between a great and bad work out. Targeted consumers

– Females 21-40– Seen success with this event at local sporting goods store Luke’s Locker. Had attendance

of 25 people. Build an incentive to bring a friend to increase attendanceEvent Execution

– Private shopping event post regular store hours for women to come in with their girl friends, unwind with a glass of wine and get fitted for a sports bra & new clothing collection.

– Drawing for a technical t-shirt with purchase of 2 or more bra’s – 10% off if you bring a girl friend with you for all purchases made during that event

2626Girls Night Out: Get Fitted

• Marketing Plan– Bag drop females in the store starting 3 weeks prior to event – Store table cards – Facebook the event starting 3 weeks before it and build momentum by engaging female

consumers with new product releases – Email target consumer in the trade area– Email local community college female sport teams

2727Luke’s Locker Girls Night Out Event

Bra fitting Food and massage Turn out of 30 women Exclusive women’s

event

2828

Power in Pink What is the event?

– Bring in personal trainers to engage women to get active and fight against breast cancer.Why (Aligns with UA philosophy): Targeted consumers:

– Promote power in pink. Engage the community and female consumers to channel their inner athletes

– Females 25-50– Get this growing and active target segment to commit for a cause

Event Execution– Bring in 2 personal trainers to help female consumers schedule a balanced work out and a 30

day commitment plan. – Work with local organization to get a mobile cancer screening for all

participants that evening – Participants will be entered to win a power in pink Empower gift bag. – Partner with a local heath food store to set up display and give out

granola bar or help develop a robust nutrition plan for the participants

2929Q4:Power in Pink

• Marketing Plan– Bag drop targeted consumers 2 weeks prior to event– Table cards– Use face book to get people to sign up for time slots to come and meet personal trainers – Email to target consumer in the trade area – Radio broadcast during traffic rush hour during the week of event

3030Appendix

3131Costs: Q1

• I will– Food & Beverage - $200– Experts - $ 360 (3 hrs; $30/hr; 4 experts)– Radio, TV & billboard advertisement - $3000

• Super Bowl Mania– Food & Beverage - $200– Radio & TV advertisement - $2000– Professional player - ???– Professional photographer - $ 200

• Path to Pro– Food & Beverage - $200– Radio & TV advertisement - $2000

3232Costs: Q2

Stay Rooted– Total cost: $860– Carton boxes -- $30– Radio advertising - $200– Rent projector -- $30– Plants -- $100– Flyers /flash cards-- $500

Dancing Divas– Photographer – get 1 employee to click pictures– Fashion experts (5) – 5 * $400 (4 hrs) =$2000– Raffle ticket winner prize cost = $200– Cheese and Wine - $300– DJ cost for 2 hrs – $500– Flyers cost/print -- $500– Renting Dance studio for 2 hrs --$300– Total cost: $3800

Get off on the right foot– Shoe fitting experts = 3 hrs * 4 experts * $100/hr = $1200– Carton boxes to donate shoes = $30– Flyers print outs MISC costs - $500– Digital ads/Google ad sense—cost? This will be ongoing expense.– Total cost = $1730+

3333Costs: Q3

Celebrate freedom– Giveaway items (Antenna balls, bumper stickers) - $1500– Mail insert advertising - $2500– In store decoration/advertising material - $500– Total cost- $4500

Back (pack)to school– Store equipment for recycling - $ 1000– Recycling cost for shoes - $1000– Fashion show setup - $1000– Campus advertising - $1500– Flyers cost/print -- $500– Total cost: $5000

College football night– Samples for promotion = $2000– Flyers cost/print - $500– College newspaper advertising - $1500– Total cost = $4000

3434Costs: Q4

• Winter Workshop– Food: $200– Flyer printing and advertisement: $500– Web banner adds targeted to running clubs in the area: $2000– Bag Drop Flyers: $500

• Thank Our Heroes– Local news paper print advertisement: $1000– Mail drop/flyering in military communities: $300– Flyering at Military Commissaries: $100– Local Media: $3000

• Girls Night Out– Flyers for bag drop: $300– Table cards: $300– Food and Wine costs: $300

• Power in Pink– Bag drop flyers and table cards: $400– Free breast cancel evaluation: $2000– Radio broadcast: $1000