“While most of us think of Under Armour as just a clothing company, a deeper dive into its business strategy reveals a content producing machine (2017, Congdon).” Under Armour’s marketing strategy allows them to apply new methods and assure them to keep growing. When Nike, Adidas and Puma are developing towards a more voguish and fashionable sport wears, UA focuses on a more sport related aspect, “health”. They created a “robust health blog” that competes with the best health blogs and video channels. Moreover, UA created a free smartphone APP called MyFitnessPal with over 175 millions of users. This accessible APP helps the user to create a healthier lifestyle by keep track of calories consumed, footsteps and getting critical health information. In the 21^st century, the internet is one of the most important resources. UA invested heavily to ensure that Google search will lead people right to its sites.

 

“Coca-Cola is more than a drink; it’s an essential part of the American culture (2017, Congdon)” Coca-Cola invested heavily on their social media content. Its contents are always about its business, its brand, and its customers. When Coca-Cola share an article or video, they always did it in a creative way that encourages people off social media and clicks into its website. This marketing strategy enables Coca-Cola to continually remind clients about the brand, and lead them to make a sale and make an offer. Moreover, it also helps them to gain more information about clients that dedicates to the future focuses of marketing.

 

In COM101 class, one of the articles about marketing states, “If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions (2009, David).” Under Armour and Coca-Cola, both invested heavily on social media that allows them to promote the brand and to reach consumers moment of decision. As an Under Armour APP user, it really helps me to keep track on my health. The product “UA band” that connects to their app allows me to keep track on my sleeping time and quality, amount of exercise and also resting heart rate. It encourages me to purchase Under Armour’s sports wears when deciding which brand to go to. On the other hand, Coca-Cola’s social media strategy has always entertained me with the creativeness of the videos that reminds me of the brand whenever purchasing soft drinks.

 

 

 

 

 

 

 

 

In conclusion, I think UA and Coca Cola’s marketing strategy really reaches the moment when purchasing that increase their sales. I will suggest companies to imitate their marketing strategy.

(Wrod Count: 420)

 

Resources:

Congdon, L. (2017, October 09). One Thing Coca-Cola, Geico and Under Armour Are Doing That Every Company Should Do Today. Retrieved October 14, 2017, from https://www.entrepreneur.com/article/302119

David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik. (2009, June 15). The consumer decision journey. Retrieved October 14, 2017, from, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey