In the case study article, what market segments were identified and what segmentation strategies were implemented?

This case study focuses strongly on the female market segment and Under Armour’s “I Will What I Want” campaign that was implemented after Adidas launched their “Unite All Originals” campaign. After watching Adidas release their ad campaign and only garnering 400,000 views on YouTube, Kevin Plank, the founder of Under Armour, and his team believed they could do better. At $15 million, “I Will What I Want” was the largest global women’s marketing campaign Under Armour had ever run. The “I Will What I Want” campaign’s success surpassed what Plank had imagined. It produced 5 billion media impressions worldwide and a staggering $35 million in earned media. The campaign also resulted in a 28% increase in women’s sales and a 42% increase in traffic to UA.com. It’s clear that targeting the female market with this viral campaign proved to be a winning strategy for Under Armour in the long run.

What do you believe are four to five key points to remember when implementing segmentation strategies?

When implementing segmentation strategies it is incredibly important to clearly and concisely define your customer segments based on relevant data such as, demographic, interests and even location. A second key point to keep in mind when implementing segmentation strategies is, ensuring that implementing your segmentation strategy has the potential to be profitable. Conducting thorough research to understand your segment’s needs is also extremely important when not only implementing the segmentation strategy but also creating it. Lastly, regularly reviewing and updating your segmentation strategy as customer behavior changes over time is an essential part of implementing a segmentation strategy.

Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?

When it comes to a new market segment that I have noticed recently during my own consumer experiences, I think of my generation. The younger millennials are at a point where they are transitioning to the primary consumers for most brands. This can be seen through many companies reverting to a more nostalgic marketing strategies. Many companies and brands are running old ads and releasing products that resemble a vintage or more mid-late 90’s look. A great example of this was the recent McDonalds campaign. Morgan Flatley, Global Chief Marketing Officer and Head of New Business Ventures at McDonald’s even stated: “These new collectible cups commemorate some of our most unforgettable designs and global collaborations over the years, allowing longtime fans to relive treasured moments and helping a new generation make their own lasting memories.”.