Chapter 7: Business Marketing

Since Umbro’s change of ownership in 1999, the company has had to rethink its marketing strategy. As well as pioneering latest technologies in products, the time was right for using other technologies to target youthful people in a way that would meet their specific needs more closely. This process is known as segmentation, a process in which the marketplace is divided into smaller segments consisting of buyers with similar needs or characteristics.
Market segmentation enables an organisation to tailor products and strategies to different sectors of the market and just like a rifle, to hit the target market with precision. Using the world-wide-web has become a way of life for youthful people as they are able to search for new games, information sources, entertainment, and leisure activities.
The user is also able to make return visits by use of the web addresses. Internet users with an interest in football and who may want to buy an Umbro kit are different from high street buyers. UMBRO.COM represented a good opportunity to use a different medium with new

possibilities such as web casting, interviews and reports to develop a unique relationship with youthfully minded football enthusiasts.
As football (read: soccer) continues to shine brightly, Umbro's shadow continues to grow. Umbro makes and markets football products including uniforms (kits), equipment, and footwear, as well as casualwear. Harold Humphreys opened a workshop in Wilmslow, Cheshire, in 1920. In 1924 Umbro (a contraction of Humphreys Brothers) was founded. The company has manufactured uniforms for about 150 football teams, including Brazil's national team, which wore Umbro at several World Cups. It also produces uniforms for England's national team. Umbro's parent company, athletic-shoe-and-apparel-giant NIKE, has agreed to sell the company to Iconix Brand Group for $225 million.


Umbro continued to build its brand around its soccer heritage, promoting the game around the world in an effort to make Umbro synonymous with the game. During the World Cup year of 2006 the company launched a global marketing campaign based on the "One Love" theme. At the same time, Umbro looked to extend its brand appeal beyond soccer to cutting-edge fashion, hiring British fashion designer Kim Jones to reinterpret soccer fashion. In the United States in 2006 Umbro signed a 15-year licensing agreement with Dick's Sporting Goods, a move that was hoped would spur shopping mall sales. Overall, Umbro appeared to be well positioned as a soccer-focused sporting goods company. How long it would remain majority-owned by Doughty Hanson remained to be seen, however.

Chapter 17: Advertising and Public Relations

Every ad has a goal or objective that is trying to be achieved by the company who is exposing the advertisement for the brand. Umbro is always trying to expand global instead of local, but unfortunately not many ads are provided in the United States, New York especially. Most of their ads are located in Europe, South America, Asia, and Africa. Umbro believes that the United States is asking for too much money for a few ads and venues; and they believe that our country pertains the least population in terms of soccer compared to other countries. This is disappointingly true but as the months go by soccer in the U.S is increase at s rapid rate. I believe Umbro should start implying ideas for advertisement in the United States so by the time they are done brainstorming great ideas, the population of soccer in our country will have outstanding numbers. A great idea would be working with an advertisement for the 2014 World Cup. This is a tournament that is hosted every four years and it is a face off of every country around the globe.


Umbro is more of an institutional advertising due to it giving more importance of fostering a positive image to the public than their product. The company is more concerned on embracing the culture and passion of soccer than exposing the brand's products.



NIKE, Inc.today announced that it has reached a definitive agreement to sell its Umbro affiliate brand to Iconix Brand Group, Inc.for $225 million. The transaction is expected to be complete by the end of 2012.


NIKE, Inc. had announced its intention to divest of Umbro and Cole Haan to sharpen its focus on driving growth in the NIKE, Jordan, Converse and Hurley brands on May 31, 2012.
“It is a difficult decision to divest any business but this action will enable us to focus on our highest-potential growth opportunities,” said NIKE, Inc. President and CEO Mark Parker. “Umbro has a great heritage, but ultimately, as our category strategy has evolved, we believe Nike Football can serve the needs of footballers both on and off the pitch.”
“Umbro is a true, authentic football brand with a global loyal consumer fan base and we are thrilled to be adding it to our portfolio of iconic brands,” stated, Neil Cole, CEO Iconix Brand Group. “Umbro is an exciting acquisition with more than 30 licensees in over 100 countries with a devout following. We look forward to working with our international partners to maintain and expand upon the rich heritage of Umbro,” Cole added.

Chapter 8: Segmenting and Targeting Markets

It is very imperative that we target the correct consumers in the market so that we can create understanding with the people. Umbro's target market doesn't really have a specific target, but it is reasonable to state that the market can exclude infants and veterans. That category is too detailed; and after all the company provides soccer equipment to those who are active in the soccer community. This is why umbro, in my opinion, is the top soccer apparel and footwear company. They don't have a specific trend of people to follow, it's about the culture and sharing the passion of the sport around the globe. One can say that Umbro's market segmentation is the people who follow the trend of "soccer is love." Even though Umbro is not advertised much in the U.S, guaranteed that the brand is illustrated everywhere else around the world, especially Europe.Remember, Umbro is an England company and they know exactly what market to target in Europe. If you actually compare American soccer apparel to a foreign country, you will notice the difference in the materiel and style. European style in apparel, in any part of the fashion industry, is more of a slime fit if you haven't noticed. Haven't you ever wondered? Burberry, Moncler, Gucci, Louie Vuitton, and etc. Yes, it is because the clothing is cut differently but different ideas are implemented as well. Umbro embraces the passion of soccer and creates a connection within the environment they are surrounded by. It's hard to explain on paper about the passion of soccer, unless you are already involved with the sport. It is an amazing feeling, and that is why soccer is the most popular sport in the world.

Chapter 11: Developing and Managing Products

Umbro's objective, or better yet known as new-product strategy, is to create a cultured brand that can identify the passion of soccer through soccer apparel or footwear. According to EuroSport, a soccer magazine, Umbro is the only brand that is internationally known for only one sport, soccer. They create a selling culture by having people participate in their events and have them embrace the Umbro experience. The great thing about the company is their concern for the customers and what type of ideas for improvement of a product are needed. How do they know what exactly they are concerned about? Well Umbro provides a survey online which allows them to capture an idea on what they should be improving on and what product. Another way they seek comments from consumers is through soccer events. They set up portable laptops at the end so that people may answer a questionnaire about the brand; and as a result they get a picture with a professional football player who's in the market. As a result of every piece of information retrieved from the company, people, soccer players, and etc., they create a product that will catch everyone's attention, after it is appointed by a screening group. That's when currency takes place and they decide its potential profitability and then begin to manufacture the product.

Chapter 16: Integrated Marketing Communications

According to the text in "MKTG", there are two major categories involving communication; interpersonal and mass communication. Umbro is involved in both but mostly throughout the years they have been around, interpersonal communication is a big concept to them. The company feels that interacting with another individual in person shows more enthusiasm and built communication. When being involved in any part of the business industry it is imperative to illustrate interest, organization, and great perception of your company. A prime example of them interacting with people is the event they hosted in Flushing, Queens. It was a one day league that obtained eight teams and the winner of that team took a trip to England and played against a foreign country club team.
Mass communication is also another way for the company to communicate with consumers through media. Umbro is not a big fan of this concept but still manage to utilize it. Why? Well it is a smart way to get a large audience's attention through videos, blogs, ads, games, and etc. Not only to get their attention and make them recognize the brand, but to expand the company worldwide. So far in the market Umbro's best mass communication project was the World Cup involving models from foreign countries. They used jerseys from different countries, the ones they designed, and advertised the World Cup by photographing them and posting it all over the world and web.

Chapter Ten: Product Concepts

Umbro is classified, unfortunately, as an unsought product; strategically planning to create culture with the people through the passion of soccer. A budget has recently been an issue for them as Nike, a billion dollar company, continue to annex the people's attention with their million dollar investments on ads. But in my opinion, Umbro actually creates a bond with people all over the world, even a poverty community from the central. Umbro has to reinforce with the people in order to retrieve feedback from them. As a company they are very unique in the way they plan obtain happiness and connection with the market and the people. I explain facts as a writer and obtain knowledge while doing so, and it's is clear to conclude that with umbro's illustration as a company, they are humble and aim for high results.


With the foundation of Umbro Sportswear defined I was briefed to develop an "off-pitch" Sportswear collection, once again taking inspiration from the Umbro archives. This time my point of reference was the classic vintage running diamond tape which expressed Umbro's football heritage and epitomised how the sport inspires fans off the pitch as well as on it.

This collection was named Umbro "1350", aimed to reflect an "off-the-pitch" theme and the calculation performed by Umbro: “Away from the 90 on the pitch, there’s still 1350 minutes left in the day, time that is influenced and inspired by football, but spreads into other things.” After the 90 there are still 1350 Minutes left to play.

An icon of the 1970s, the Umbro diamond taping was created with a distinct personality and substance, epitomising the look and feel of an era. It reached its zenith in Argentina at the 1978 World Cup and will forever be held in football folklore. An icon of the 1970s, the Umbro diamond taping was created with a distinct personality and substance, epitomising the look and feel of an era. It reached its zenith in Argentina at the 1978 World Cup and will forever be held in football folklore.
Love Creative executed the marketing campaign which showcased Darren Bent, Carlos Munoz, Esteban Paredes, Mauricio Pinilla and Braulio Leal being tattooed in various international cities, all wearing 1350.

Chapter 18: Sales Promotion

Umbro rarely has any promotions throughout the year. The most they would do is give out a free pair of cleats or soccer ball at venues to a winner of a competition hosted by Umbro. Joga Bonito, a soccer clan that was expanding and eventually got deals with Nike and other sports brand, is a group of people to host soccer venues and competition, 3v3, to interact with the people. Umbro was represented by the Joga Bonito clan first than any other brand and as a result, Umbro decided to give out free soccer apparel and footwear to the highest competitors.

Their plan on selling and communicating with customers is very simple; begin the interaction, ask if they need any assistance, thank them for their patience, and wish them a great they with a smile.

Umbro is promoting its brand and products through a new international football tournament in London for under-16 players, which starts July 14.Experiential agency RPM was appointed to co-ordinate the Destination Wembley event which sees six international teams play in a tournament, including the UK, Canada, China, Italy and Scotland.

Each team of boys will get the chance to receive professional coaching and try out the latest Umbro football performance products, before playing the round-robin tournament.

They will also have an opportunity to be involved with local activities and see the sights of London. The tournament culminates this Saturday with a final match at Wembley Stadium, followed by an awards ceremony held on a Thames cruise boat.

The football teams were recruited through various consumer promotions worldwide. In China for example, they ran a retail promotion linked to the sales of Umbro football performance products. On purchase, consumers were offered the chance to enter a local talent day, where players were then selected for the Destination Wembley tournament.

During the tournament, the players will be staying at Kingston University campus, where a marquee will be installed providing entertainment for the player’s leisure time. Here, a gaming console will be available for a friendly interactive tournament, Destination Wembley Gaming, which will conclude on the boat during its journey from Putney to the London Eye.