G2 Group 8 – Under Armour (Project Summary)

Greeting fellow classmates,

Our group is doing a research on Under Armour.

So far, UA has five stores and concessions in Singapore, three in the Philippines and three in Malaysia. Despite the outstanding reputation UA has in North America, we felt that there were many rooms of improvement for UA to build upon their social media strategies to refine their branding in Singapore.

Currently, UA is strong in their branding in North America by being very engaged through storytelling and getting their consumers to talk about the brand online. However, in Singapore, there were very limited effort done to engage with their consumers here. Despite having 5 stores in Singapore, many are still very unsure of what the brand is all about. Worse, the small number of followers on Instagram and Facebook makes it even harder for it-savvy consumers to learn more about the brand.

Thus, we came up with three important objectives:

  1. To develop brand community in Singapore
  2. To increase UA Singapore social media followers
  3. To enhance brand perception of UA in Singapore

We want to deliver this whole notion about how hard work pays off at the end of the day in order to achieve their goals. Using UA’s underdog strategy, we also want to align our message strategy with their current one. We aimed to attract women, Singaporeans who are more price sensitive and low brand loyal consumers whose main criteria when it comes to buying sportswear is the high performance and quality that UA can provide.

We came up with long and short term strategies. For long term strategy, we would like to host a yearly obstacle course race whereby UA is the main sponsor for the shirts and collaterals. We would use facebook to provide details of the race and mobile application to help runners to keep track of their runs. Not only that, we would use Instagram to encourage participants to upload their photos and tag UA Singapore page to garner more followers and traffic into the page.

As for short term strategy, we would create an online Instagram photo contest whereby dedicated and loyal customers can upload their best photos when they are wearing UA clothes or accessories. This is to engage more with the consumers and recognise their loyal consumers. Another suggestion would be to collaborate with famous local athletes to be the brand ambassadors so that they would help UA to build a community of UA fans on Instagram.

All in all, we believe that UA has a great potential to be one of the famous sportswear in Singapore, due to its high performance quality and the meaning that is labelled to the brand. With the rising lifestyle of going to the gym and being more fit, UA can tap on these people to build a strong and loyal community in Singapore.

We hope you will look forward to our presentation to know more about what we have found from the research that we have done on Under Armour. 🙂

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