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This is my final brand marketing report, using all the research and information that I collected and posted on this blog. 

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Market Positioning

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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, ...
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Mood Boards on the Current Position of Umbro

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The current brand market position of Umbro How the brand is currently perceived by customers, where the brand sits in the market.  This is the moodboard I created to show Umbros' current position in the market. It is heavily football orientated with one or two items that are not to do with football. This is currently how Umbro are placing themselves in the market. There is also a "£54.99 was £105" taken from the schuh.co.uk website, this was for the "Bumpy" shoes. Considering this is near enough half price, that shows that they are not that popular.  The current competitors of Umbro The current competitors of Umbro and the potential threats to the brand. This is a moodboard that I created to show the current competitors of Umbro, including Adidas, Nike, Fila, Puma and Kappa. I decided to compare the different trousers that they make, as this is one of the most popular items if people are to buy anything from a sportswear brand. It is clear t...
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Social Media Analysis- Umbro

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Social Media Analysis- Umbro I decided to conduct a social media analysis on Umbro, as social media is one of the biggest factors in the success of a company, in terms of marketing, promotion, and sales.  From the survey, the most popular social media site was instagram, so I decided to review their instagram first.  Instagram Follower Count (as of 21/01/19): 320,000 Posts: 1,930 Average engagement: I worked this out by taking the total likes for the post (14/01/19), and adding this to the total comments.   7,831+602=8,433 I then took the total and divided that by the total followers and divided that number by 100. 8,433/(318x100)= 2.65 The average engagement for a successful instagram post is 5%, so considering Umbro's is half of the average, this shows that their social media is lacking interest.  As a comparison, I decided to do the same for one of Nikes, posts, as they are one of the main compe...
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