MKT 501 SLP4

[MKT 501 SLP4]

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MKT 501 SLP4

As the competition among the organizations increases , the need for promoting the products in an effective way is increasing . Consumers are already bombarded with loads of information and offers , but they want to choose the one that provides optimum utility to them . The paper would highlight promotional mix of an apparel company `Under Armour , its integration of the marketing mix , and description of competitive advantage that it has . Under Armour is an apparel company

that offers a wide range of footwear , apparel , accessories , sports items , both for men and women

Promotional Mix

Promotional mix for any product or service includes five fundamental marketing elements - advertising , personal selling , sales promotion publicity , and public relations . When it comes to the application of these marketing tools over Under Armour , it adopts all of them except sales promotion . Among all these 4 promotional tools , the most active one is advertising since the company believes it to be more effective and communicative

Under Armour promotes its products through advertising on television magazines , and newspapers . It adopts Pull Strategy where spending is done on advertisements and making the customers of the products , their features , and benefits (Plank , 2005 . Their main purpose of advertisement is to get the brand name in the minds of the consumers and introduce `new ' products to them . Personal selling is also implemented by Under Armour where it visits schools , colleges , universities , and athlete programs where they sponsor certain events...