Poster- Marketing Methodologies

-

Poster Task

I decided to base my poster on the marketing methodologies of Umbro. As their marketing is an element of Umbro that I find particularly interesting.

We had a seminar that summed up the changing fashion landscapes, it included a section on marketing methodologies. 

Companies can be heavily bricks and mortar, for example John Lewis, as they have a lot of physical stores around the UK and many people choose to visit the stores rather than use their online option. However, there are some businesses that are exclusively online, such as ASOS. 

Umbros' marketing methodology is slacking. They barely have any adverts and also are active on social media platforms that aren't particularly popular in the modern era. Their most used platform is Facebook, which has dropped in popularity since the likes of Instagram have come about. Instagram is now the most popular social media platform. Therefore, Umbros marketing methodologies could be seen as outdated, as they haven't put a lot of effort into the more popular platforms. 

Umbro also have no independent stores, so this makes them harder to access and also can seriously damage their market share. They stock their products in retailers stores such as JD, which in itself is damaging their brand image, as this makes it look as if the brand is no longer established enough to invest in having independent stores around the UK. 

Umbro are also not pushing enough to engage with the consumer, both digitally and physically, for example, Topshop have deals online and in-store constantly, which is drawing their demographic in. However, Umbro are doing nothing like this and are therefore suffering.

Comments

Post a Comment

Popular posts from this blog

Market Positioning

-
Image
Market Positioning This is marketing map that I have created to show the current position of Umbro and its competitors. These are the axis I used:  High Quality Low Quality Premium Pricing Affordable I felt that these are acceptable and evaluative axis as these are the main factors that are causing Umbro to decline. I placed them on the low quality side and the upper end of affordable pricing. As their football shirts and merchandise is of a high quality, however, their garments that aren't related to football are of a poor quality, meaning that I placed them on the low quality end. In comparison to Nike, Adidas and Fila, who are on the "High Quality" and "Premium Pricing" section, yet consumers are more willing to buy their products as they know that they are getting the quality that they are paying for.  Ideally, Umbro should be more toward the "High Quality" and on the line of affordable, as people would definitely buy into this,
Read more

SWOT Analysis: Umbro

-
Image
SWOT Analysis A SWOT analysis is a way of analysing a company's S trengths, W eaknesses, O pportunities and T hreats. It is a form of strategic planning for a business so that it can work on re-strategising based on the identified points. The strengths and weaknesses are internal issues within the company, and the opportunities and threats are external issues for the company. I decided to conduct a SWOT analysis on Umbro so that I was able to take my research further. Strengths Umbro are an established brand in their industry.  They have stuck strongly to their core identity. Well known in the football industry. They have attempted to diversify into streetwear.  Continuous discounts (their set prices are lower than competitors as well) Weaknesses They've decreased in popularity.  Limited presence in bricks and mortar retailers. Poor Branding. Not very active/ relevant social media. Not much advertising.  Opportunities  Product differentiation.
Read more