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 respond to will begin to outline the plan of action.

Creating a plan of action will allow you and your team to create the marketing campaign. This is where refinements and using research come together to great the segments.

Launching the marketing segmentation is not the final step. Once the campaign is launched, monitoring it closely and noting the reception will be key factors in creating future segmentations. 

Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?

I have been pretty active in the organization and productivity side of the internet as of late, and I've found myself thinking of several occasions about how incredibly large the community of people who are seeking to stay productive is, versus the amount of readily available content and products there are for us. The same several apps and brands sit atop the marketing throne, and competitors, while abundant, aren't utilizing the market space to advertise to these people.