NAME: MORENA MALLANEMODULE: MBXR 218STUDENT NUMBER: 25024949 SUBMISSION DATE: MAY 23, 2014 ASSIGNMENT 2: MARKETING MIX Business BackgroundIt all started with a simple plan to make a superior quality t-shirt. A shirt that wicks compression and perspiration away from the skin instead of absorbing it. A shirt that works with your body to regulate temperature and improve performance. (Kevin Plank)Under Armor was founded in 1996 by former University of Maryland football player Kevin Plank. Under Armor is the creator of athletic apparel to keep athletes cool, dry and light during the course of a game, practice or workout. Under Armor Marketing Strategy TARGET MARKET Under Armor is fundamentally a product made specifically for sports. With this in mind, it is very simple to determine the potential target market associated with this company. Sportsmen and women represent the exact target market for Under Armor products; they target these particular groups knowing full well that in various sporting fields there are fanatics who follow exactly what their favorite player is wearing. Covering almost all sports in the world, it attracts people from different parts of the world. Under Armor covers a wide range of sports such as rugby, football, golf and even athletes. From the above information and the fact that it focuses on sports and athletics we can assume that a large number of people will be interested in their products. HOW ARE THEIR PRODUCTS PRICED? The prices of Under Armor products are relatively low as they are testing them to compete in a market dominated by the likes of Nike, Puma, Adidas and Mizuno. These fierce rivals all fight to market... paper halves... products from their online website or to entice them to visit the nearest sports store. SALES PROMOTION Sales promotion is usually a short-term sales incentive that works effectively, but is subject to price sensitivity. They usually offer free delivery and transportation of products if they are ordered in a certain amount. PUBLIC RELATIONS Under Armor uses public relations as a tool to maintain good relationships with its investors. This is important to maintain quality relationships with investors to ensure that current shareholders continue to provide funds to the company. MARKET COVERAGE STRATEGY This is a promotion plan tailored to fit the target market that interests the planner. Under Armor is a different promotional offer created to offer a variety of products. They use different lines that fall within the company but offer different benefits