Under Armour, Where Do We Go From Here?
In the case study article, what market segments were identified and what segmentation strategies were implemented? In the "I Will What I Want Campaign" Under Armour sought to advertise to a female demographic. This marketing campaign implemented techniques in their digital media campaign to spread the "women can do anything" type of response. Using this messaging was well received and caused their YouTube video ad to go viral in the very first week. They rode this wave of success by using another famous woman to continue this marketing strategy. What do you believe are four to five key points to remember when implementing segmentation strategies? First and foremost, an objective must be identified when beginning a marketing segmentation. Understanding your goals and what you aim to achieve is a step you can not skip. Identifying who you aim to market to would follow goal setting. Understanding the people who are marketing to and what this group of people respon