Marketing Strategy of Umbro analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Umbro marketing mix, help the brand succeed in the market. Let us start the Umbro Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Umbro marketing strategy can be explained as follows:
Umbro is one of the leading sportswear, sports apparel and equipment company in the world, serving millions of customers worldwide. The focus of Umbro is on Football related products as a part of its marketing mix strategy and equipment such as apparels, boots, ball, hats etc. The products are available for adults as well as children also. As a sports jersey manufacturer, it also supplies uniforms to English football clubs such as West Ham United, Blackburn Rovers FC etc.
Further training wear clothing is also provided by Umbro such as T-shirts, Jerseys, Jackets, Shorts and Pants. Apart from clothing, football equipment such as ball, gloves, hats, boots are also sold by Umbro. Umbro has now also introduced casual lifestyle clothing inspired by existing product line and its various products boasts of technological innovation in their design and use of high grade material.
Image: company website
Umbro Price/Pricing Strategy:
Below is the pricing strategy in Umbro marketing strategy:
Umbro is a sportswear brand operating in a very niche segment and it faces competition from the likes of Nike, Adidas, Puma etc. who also manufacture football related clothing and equipments as well as part of their product portfolio.
While Nike charges a premium for its products, Umbro tries to provide quality products at affordable prices. Thus, the prices are competitive in its marketing mix as its products are offered at price that are lower than its competitors with its costliest products priced 35% lower than most of its competitors. Further, Umbro wasn’t to promote its products among the youth and hence offers student and youth discount to them to make the products mode affordable.
Following is the distribution strategy in the Umbro marketing mix:
Umbro products are available in over 90 countries including USA, Canada, Norway Sweden, Morocco, South Africa, Serbia, India etc., with expansion plans in several other economies. Umbro has rapidly expanded using franchise based business model by signing deals with existing retail players to expand in countries outside UK. The products are also sold online via their e-commerce website. Umbro products are sold through third party retail stores as well as other e-commerce websites such as Amazon.
The retail stores target consumers with interests in the game of football with the ambience of an exclusive store reflecting different aspects related to the game.
Umbro Promotion & Advertising Strategy:
The promotional and advertising strategy in the Umbro marketing strategy is as follows:
Umbro has promoted itself as a brand associated with the sport of football as it has a long history as sports manufacturer and sponsor to football clubs for more than 90 years. The Umbro brand is highly active on various social media platforms such as Twitter, Facebook, Instagram to directly connect with its target population and promote its products. Further, Umbro is endorsed by football athletes being the brand ambassador of the brand. Further, the brand also undertakes sales promotion activities by offering various discounts and deals to its customers. Umbro has been involved in sponsoring several sporting events and sports teams. This gives huge visibility to the brand as football is a highly penetrative and popular sport in Europe and UK. Hence this completes the marketing mix of Umbro brand.
Umbro is England based sportswear company established in 1920, on the outskirts of Manchester, by the Humphrey Brothers- Harold and Wallace Humphrey. The name of Umbro originated from the ‘um’ in Humphrey and ‘bro’ in Brothers. The main focus of the brand is on football related apparel, kits, equipments and boots.
Umbro was acquired by Nike in 2007 for GB285 million pounds but was later sold to Iconix Brand Group for US $225 million. Umbro has a long history as official sports manufacturer, sponsor and supplier to English FA cup and has since then expanded in various countries with its products currently selling in over 90 countries.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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