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The Significance of Investing on Good Marketing Strategies on The Example of Under Armour and Adidas Companies

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This memo entails the analysis of factors that have been making Under Armour Company to loop through the competitive environment and top-in sales within a short period of time. This memo will note various things that Adidas Company saw as a problem but Under Armour company saw them as opportunity and thus invested on them adequately.

My opinion concerning the two companies under question is that one company used the weakness of another as an opportunity. Adidas and Under Armour are two developed companies in the US registering billions of sales. However, owing to the prominence of Adidas and number of years it has been in the business, it is one of the best companies in producing both men and women apparel. The speed at which the sales of Under Armour surpass the sale of Adidas links our thinking to the marketing strategies that Adidas have been applying in making its products best known to customers. The main problem that resulted in failure of Adidas Company from registering high sale of the women apparel is the mode they were applying in introducing female apparel in the market.

One fact related to the problem is “I will what I want” campaign that showed a reality that Adidas Company did not take their marketing strategy well and thus were bound to fail in this campaign. The main motive of this campaign was to increase sale of women apparel that were low in the company. However, the way in which they took this campaign in 2013 led to its failure. Despite them having more than 400,000 views on YouTube they still did not have the chance of boosting their sales. This conveys that as a company, the number of views that a product registers will not automatically transform to the development of sales of the company. Thus, this makes an implication that social media can act as mirror in knowing the number of people who have seen your product but this might not automatically transform to them buying the same product in the market. Thus, the technique applied in marketing a product often has a lucrative result in both number of views in the social media and the sales that the company registers.

The result of investing in good marketing is seen from Under Armour Company because they were actually successful in the “I will what I want” campaign that Adidas failed. The major reason that culminated to the failure of this campaign in Adidas Company emanated from poor strategies in marketing. Let me pinpoint some of the things that gave Under Armour success of their campaigns; the featuring of Plank and his team in American Ballet Theatre with a musician at the center of performance in advertisement of the product, was one of the strategy that was capturing many females. In essence, the company deployed the fame of musicians in making their products known to a larger female population. Musician are sometimes the best avenues in marketing of products because their followers would often want to copy what they wear and the result from this will be high sales of products advertised. Thus, its true to note that Under Armour applied modern marketing strategies in advertising their products.

This makes an implication that marketing of products tend to require adequate analysis of the opportunities as well as the things that will hinder the already planned strategy. The cost of hiring halls and performance artists might be high but it does not compare with the high sales that a company would be registering in the end. Consider Adidas and Under Armour Company and you will actually know that better strategies in marketing can define the future of a company.

Marketing is a central pillar of sales in a company and the sales in the company defines the profit that a company would be making. Talking about marketing then it means that a company has to be in a position of employing modern ways of marketing in targeting a large population toward their products. Failure or Success of a company further depends on the marketing strategies. For instance, in the case study about Under Armour and Adidas companies, one will clearly note the significance of investing in good marketing and advertisement strategies. The strategies that a company makes in marketing often give the guidelines that will be defining an action that would be offering a better customer value.

The kind of competition in market does not give room to low performance strategies in marketing. The dynamics of customer’s preferences ought to be giving companies a better way of transforming their marketing strategies so that they can have the ability of capturing all many customers.

In conclusion, application of market-driven strategy in marketing opens the avenues of the company in dealing with their threats and minimizes loss. Failure of a marketing strategy renders a big loss to the company because of the lowered sales. Under Armour and Adidas Company give us more insights on the significance of investing on good marketing strategies.

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The Significance of Investing on Good Marketing Strategies on the Example of Under Armour and Adidas Companies. (2019, July 10). GradesFixer. Retrieved August 5, 2022, from
“The Significance of Investing on Good Marketing Strategies on the Example of Under Armour and Adidas Companies.” GradesFixer, 10 Jul. 2019,
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The Significance of Investing on Good Marketing Strategies on the Example of Under Armour and Adidas Companies [Internet]. GradesFixer. 2019 Jul 10 [cited 2022 Aug 5]. Available from:
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