So when Under Armor started it was geared towards men with the dry wicking material for football and basketball players. It was built for the “tough guy” that played sports. Its marketing and advertisement had focused on targeting men by delivering technical apparel positioned as innovative and modern. In 2013, Under Armor had $2.3 billion in sales yet only $500 million came from its women’s apparel.1 Plank was ready to expand into the female market segment (Darden Business Publishing, 2016). In 2013 Adidas took over the number two spot in the sport apparel category and gearing it towards women , but ended up being a complete failure and then seeing their failure Under Armor decided to continue to pursue the female side of the clothing line and came out with a campaign “I Will What I Want”. Pouring millions of dollars into the campaign they saw success in their marketing towards the female and not so much towards the male.
Some key points to remember when implementing segmentation strategies are:
- Psychographic: Grouping customers into social status, lifestyle and personality type.
- Decision Makers: Grouping customers based on who decides to purchase the product.
- Behavioral: Grouping customers by product usage.
- Geographic: Grouping customers by a specific area.
- Distribution: Grouping customers based on where they go to purchase the product.
- Demographic: Grouping customers by age, income level, gender, family size, etc.
I would say a new market segment I have noticed in recent times would be how every thing can be delivered to your home now. Yes delivery has been popular over the years with companies that had delivered pizza or packages. But now with the technology we have deliveries can be made within a hour after you paid for a product. You can have someone go pick up your food order and bring it to you fast and still hot. The rise of food delivery in the United States was caused by economic necessity, as during the 1950s, the growing American middle-class were content to stay at home watching their new television, and to make their food in their own kitchens. This meant the restaurant industry in the U.S. was starting to collapse. Restaurants were forced to adapt by creating the modern delivery service, even advertising their menus on televisions. Time and The New York Times say that restaurants who began providing delivery services boosted their sales up to 50 percent in a short time. The success of this idea led to the modern day, where food can be ordered from practically any restaurant with phone apps, computers, or a call. Delivery continues to be a staple of the food industry and will continue to be for the foreseeable future (Ian Harvey, 2019). I think the reason for this is that people just don’t have the time or the want to actually go to the store themselves. I know that I am one of those people.
https://www.thevintagenews.com/2019/01/08/food-delivery/
https://services.hbsp.harvard.edu/lti/links/content-launch
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