4P & 3P MFM

Product: Under Armour specializes in performance athletic apparel, footwear, and
accessories. Their product range includes apparel for running, training,

basketball, football, golf, and more. They also offer a variety of sports-specific
equipment and accessories. According to their annual report for 2020, apparel
accounted for approximately 72% of their net revenues, footwear accounted for
around 22%, and accessories contributed about 6%.
Their product range is known for its innovative technologies, including moisture-
wicking fabrics, compression materials, and temperature regulation features.Their
product offerings include compression shirts, leggings, sports bras, sneakers,
training shoes, running shoes, and accessories such as backpacks, gloves, and
hats..
The brand continuously introduces new product lines and collaborates with athletes
and sports teams to develop specialized apparel for specific sports.
Price: Their major target segment consists of players and athletic people, and they
focus more on the functionality aspect pertaining to fabric technology and product
quality rather than the price or even design. That is one of the reasons it is able
to price its products slightly above the industry average as a part of its
marketing mix pricing strategy, as it is considered the market leader in this niche
category as people associate Under Armour with value and excellence, the company
still charges comparably to the similar dry fit technology products from
competitive brand houses like Nike and Reebok. Their pricing tends to be higher
compared to mass-market brands. Their pricing also reflects the aspirational nature
of the brand, appealing to consumers who value both style and functionality in
their athletic wear.
Promotion: Their invests significantly in marketing and brand promotion to create
awareness and drive sales. They leverage brand ambassadors, including professional
athletes and sports teams, to endorse their products and generate credibility and
authenticity. Under Armour's marketing campaigns often focus on inspiring and
empowering athletes, highlighting their commitment to performance and
determination. For instance, they partnered with NBA star Stephen Curry and created
a signature line of basketball shoes and apparel. In 2020, Under Armour spent
approximately 9.9% of their net revenues on marketing and endorsement activities.
Under armour 4 Ps
Place: : Under Armour has an extensive distribution network that includes their own
physical retail stores with flagship stores located in key cities globally, third-
party retailers, and e-commerce channels. They operate numerous stores globally,
with a strong presence in the United States and key international markets. They
also partners with major sporting goods retailers and department stores to expand
their distribution reach. Their e-commerce platform enables direct-to-consumer
sales and provides a seamless shopping experience for customers.
As of the end of 2020, Under Armour had 415 owned and operated retail stores
worldwide.
3Ps
People (Customers): Under Armour has a strong brand identity and a loyal customer
base, which it has built through a focus on providing high-quality sports apparel
and accessories to athletes and fitness enthusiasts. The company's marketing
strategy is centered around empowering athletes to perform better and achieve their
goals. Under Armour's customer engagement strategy includes sponsorships of
professional athletes and sports teams, social media marketing, and targeted
advertising.
Process (Product Making): Under Armour has a unique product development process
that focuses on innovation and cutting-edge technology. The company has a dedicated
research and development team that works to create new materials and technologies
that can enhance athletic performance. Under Armour also uses advanced
manufacturing techniques to produce high-quality products efficiently. The
company's products are designed to be functional, stylish, and durable, catering to
the needs of its customers.
Physical Evidence (Product Presence): Under Armour has a strong physical presence
in the market, with a global network of brand stores and retail partnerships. The
company's stores are designed to create an immersive brand experience for
customers, featuring interactive displays and digital technology. Under Armour's
products are also widely available online, with a user-friendly e-commerce platform
that allows customers to easily browse and purchase products. The company's
products are often showcased in professional sports events and competitions,
providing further physical evidence of the brand's quality and performance.
In conclusion, Under Armour's marketing strategy revolves around a focus on
providing high-quality sports apparel and accessories to athletes and fitness
enthusiasts through a customer-centric approach, a unique product development
process, and a strong physical and online presence. The company's commitment to
innovation, technology, and performance has helped it establish itself as a leading
global sports brand.
Price: Decathlon's pricing strategy is based on their commitment to offering high-

quality products at lower price points compared to competitors. They achieve this
by optimizing their supply chain, eliminating intermediaries, and designing and
manufacturing their own products under their in-house brands. Decathlon's
affordable pricing appeals to price-conscious consumers, allowing them to engage in
sports and outdoor activities without significant financial barriers.
Product: Decathlon offers a wide range of sporting goods, including clothing,
footwear, equipment, and accessories for various sports and outdoor activities.
Their product range covers over 70 sports, catering to customers of all ages and
skill levels. various sports such as running, cycling, swimming, football,
basketball, and many more. The company has its own brands, which provide quality
products at affordable prices. Decathlon also provides product customization
services, where customers can personalize their equipment with their names or
preferred designs.
Promotion: Decathlon's promotion strategy revolves around their value proposition

of "low price, high quality" and accessibility to sports for all. They emphasize
their affordability through various marketing channels, including in-store
promotions, advertisements, and digital marketing efforts. Decathlon also focuses
on educating and engaging their customers through informative blog posts,
tutorials, and social media content related to sports and outdoor activities.
Place (Distribution): Decathlon follows an omnichannel distribution strategy,
combining physical retail stores and ecommerce channels. They operate numerous
large-format retail stores worldwide, strategically located in areas with high foot
traffic and demand for sporting goods. Decathlon's physical stores provide
customers with hands-on experiences, allowing them to try out products before
making a purchase. In addition to their physical stores, Decathlon operates an e-
commerce platform that extends their reach and allows customers to shop
conveniently from anywhere.
Decathalon 4 Ps
People (Customers): Decathlon has a customer-centric approach and focuses on

providing the best experience to its customers. The company believes in creating a
community of sports enthusiasts and offers a wide range of high-quality products to
cater to the needs of all customers. Decathlon's stores have dedicated areas for
each sport, where customers can get expert advice from sports enthusiasts who are
also trained employees. The company also has a robust online platform that offers
customers easy access to its products and services.
Process (Product Making): Decathlon has a unique approach to product development,

where the company designs, produces, and sells its products in-house. This allows
Decathlon to offer high-quality products at affordable prices, as it eliminates the
middlemen in the supply chain. The company's product development process is driven
by innovation, sustainability, and affordability, ensuring that customers get the
best value for their money.
Physical Evidence (Product Presence): Decathlon has a strong physical presence in
the market, with more than 1,700 stores in over 70 countries. The company's stores
are designed to be spacious, well-organized, and easy to navigate. Decathlon also
has a strong online presence, with a user-friendly website that provides customers
with all the information they need to make informed purchases. The company's
products are packaged in a way that reflects its commitment to sustainability and
eco-friendliness, and customers can feel and experience the quality of its products
in its stores.
Decathalon 3 Ps

4P & 3P MFM

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4P & 3P MFM

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Product: Under Armour specializes in performance athletic apparel, footwear, and

accessories. Their product range includes apparel for running, training,

Price: Decathlon's pricing strategy is based on their commitment to offering high-

Promotion: Decathlon's promotion strategy revolves around their value proposition

People (Customers): Decathlon has a customer-centric approach and focuses on

Process (Product Making): Decathlon has a unique approach to product development,

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