Consumer Insight: Driving profitability with retail analytics

The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. UA's stated goal is to build a $1.9 billion women's business by 2019. In laying out UA's growth and competitive moves, the case lets students analyze broadcast, social media, and other digital advertising campaigns in view of the company's brand development and strategic targeting. The case also highlights the importance of leveraging brand heritage and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets.

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A RECIPE FOR CONSUMER INSIGHT

Marketing Education Review ◽

10.1080/10528008.2018.1448285 ◽

2018 ◽

Vol 28 (2) ◽

pp. 104-108

Author(s):

Emily M. Moscato

Keyword(s):

Consumer Insight

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Consumer Insight

10.1007/978-3-8350-9521-2 ◽

2007 ◽

Keyword(s):

Consumer Insight

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Consumer Insight for Improved Nutrition

10.52439/blvx2040 ◽

2017 ◽

Vol 2017 (1) ◽

Author(s):

Hannah E Theobald

Keyword(s):

Consumer Insight

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A family-enterprise collective certification trademark: consumer insight

Journal of Family Business Management ◽

10.1108/jfbm-10-2019-0067 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Anna Maria Nikodemska-Wolowik ◽

Piotr Zientara ◽

Anna Zamojska

Keyword(s):

Family Business ◽

Design Methodology ◽

Family Firms ◽

Research Work ◽

Strong Relationship ◽

Content Type ◽

Family Enterprise ◽

Negative Perceptions ◽

Consumer Insight ◽

Practical Implications

PurposeThe purpose of this study is to find out how consumers respond to a proposed family-enterprise collective certification trademark and how they perceive family firms in general.Design/methodology/approachThe paper employs a quantitative approach. It draws on a questionnaire survey conducted among 1,091 Polish consumers in January 2018. Statistical methods, such as exploratory factor analysis, were applied.FindingsPolish consumers responded positively to the proposed trademark. It also turned out that those who pay attention to the producer or the brand owner in a given sector also pay attention to the symbols placed on products or services from these sectors. There was a strong relationship between consumers' positive perceptions of family firms and their assessments of the proposed trademark. This did not extend to negative perceptions. The findings from this study may be generalisable to other post-communist societies.Practical implicationsFamily firms should redouble their efforts to introduce a family-enterprise collective certification trademark (not only in Poland, but also in those countries where such a trademark is non-existent). This should be handled by umbrella bodies for family business.Originality/valueLittle research work, based on a large and representative sample, has so far focussed on the issue of how consumers respond to a family-enterprise identity. The value of this study lies in deepening understanding of the processes and mechanisms that underlie the organisation–consumer relationship within the context of family-enterprise operation.

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