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.

Chapter 15: Retailing

Retailing is an imperative part in the marketing world especially when the product has variety of apparel, footwear, or any other product that is being sold. Umbro's retailing is very different than every other soccer apparel store due to their creativity of setting up their stores. They design their stores looking like a professional bench, turf floor, and every other material that is viewed in a soccer game. This is utilized, according to Joel J., clothing designer, to create an image and attract consumers to be driven by the passion of soccer. For example, my job position, a sales associate at Timberland, has the theme of a cowboy farmer look to the store designed with wooden furniture and railroad materials holding the apparel. A good illustration in retailing is key to the results of the performance driven. Not only the results driven but attraction and communication is engaged with the buyers; sometimes even creates an attention for new buyers. This is why, in my opinion, Umbro is one of the top athletic designed stores in Europe . Not only is illustration imperative, but the coworkers' knowledge and interactions with the consumers.

Chapter 6: Consumer Decision Making

What is it that drives the consumers to purchase Umbro over any other soccer apparel and footwear company? The fact that we are socializing with the people and identifying their demands as the company progresses is not the only thing that drives the buyers into purchasing Umbro, but understanding the people. We understand what they want, why they want it, how will it benefit them, and at the same time share a connection with them through the soccer environment. Umbro also hosts a soccer event every year located in England to embrace the brand and passion throughout the soccer skills of people that go to compete. The most competitive league in the world, UEFA Champions League, is always introducing/exposing the top soccer brands around the world. Umbro is involved in this league every year whether it is by the league itself or the brand being advertised through billboards or jerseys.

Just because they originate from England doesn't mean the brand is no diverse. Umbro has been involved everywhere around the globe where there is commercial cities. A clear example of Umbro diversifying their brand was when they had made different foreign country jerseys for the World Cup for each model from that country.

Soccer is the most popular sport in the world, maybe it's not recognized much here in the U.S, but definitely around the world. This is why consumers follow and are attracted by Umbro's trend so much, because they are all about creating a deep connection with the people and embracing the sport through the apparel and footwear. As a result, trust and culture is created with the consumers, so the number of people following the trend increases, and so do numbers in the market.

Chapter 5: Developing a Global Vision

Culture
A Famous Football Moment Inspires Harold Humphries

We are all about the culture. It all began in the year 1923 when an inspirational moment was presented to Harold Humphries at the FA Cup final. Two english teams, Balton and west Ham, were giving every last breath on the field. This moment was located at Wembley where over 200,000 supporters came to the roaring but yet loving atmosphere. Its amazing how a game can symbolize football by initially being a popular sport to a national obsession as time "travels." Harold Humphries, a young tailor, saw this as an opportunity to intervene into the soccer sportswear indusrty.

Their history says it all, the brand today is still the brand it was yesterday, diverse. Age to Umbro is irrelevant due to the culture, passion, and love shared throughout the world. The company had venue locations around the world trying to embrace with society not only around the market, but society around the world. The love of soccer is what illustrates attraction to the people, so they purchase it with great compassion.

Although the brand is expanded around the globe, unfortunately its least audience is located in the U.S market. Why? Better advertizement surrounded by a high class society such as New York. The Big Apple is amazingly advertized with brands such as Adidas, Nike, Under Armour, NBA, and etc., but Umbro is never illustrated to the crowd. I believe the company should try and invest more towards the U.S market, where population is always increasing and always shopping. The U.S also contains an amazing number of tourist every year that are astonished by cities such as New York. The high beaming lights of advertizement put tourist, from other countries around the world, into amazement and appreciates the beautiful atmosphere of provded by the people of New York.

Chapter 4: The Marketing Environment

Umbro's target market has always been the same since the mission statement was implied to the company, which was given in the beginning of the company. They, the marketing group,don't stress it enough on how imperative it is for them to interact and target their market with the people who have a passion and every day culture for soccer. Most of these people are not locatd in the United States, they are mostly located in other continents such as Europe, South America, Central Amaerica, and etc. In order to succeed in America they must exude that passion through the people who live by soccer every day. Not only are they exposing great advertisement through the soccer culture but great soccer apparel and footwear is being designed and merchandised. The prices on the items are very reasonable for the quality provided to the customers. Most of the jerseys are from English teams due to the brand's inheritence. Not to mention, Umbro is collaborating with top designers Aitor Throup and Peter Saville on the England football shirts, adding to the number of innovative creative thinkers to work with the brand.

A lot of the values that Umbro sends out is upward mobility which means "success would come to anyone who got an education, worked hard, and played by the rules." Not only do they share culture with the people but they recieve feedback by asking them to complete a survey through the web so Umbro can be aware of any discommunications, improvements, and compliments. The CEO of the company once stated, "Society implies ideas about looking for the currency when in reality all we try to exude is the passion and love for soccer through our apparel and footwear. Each of our products has a storyline to them which can be defined as culure."

 

Umbro doesn't have an exact demography in terms of age or race because soccer is not about race nor age but the embracement of the sport through apparel and other soccer equipment that Umbro provides for the football intitution.

Chapter 3 - Ethics & Social Responsibility

According to the text in MKTG,discipline is very imperative when it comes todecision making and strategic planning in the marketing. Search engines hadnothing about ethical behavior for Umbro but my perception about ethics is verybroad.

Umbro should have an open minded attitude with asocial behavior to be able to interact with different people with differentpersonalities. A marketer’s communication skill has to be remarkable in orderto identify the customers/society. For example, if you are talking to a buyerwho likes to feel comfortable and well greeted before initiating into ameeting, then the best thing to do is keep him company with a positive attitudeand a smile. Not only that, but offer them anything like food, a drink, somemellow music before showing the line to him/her.

There a several responsibilities that a marketer aresponsible for and these are legal, economic, ethical, and philanthropicresponsibilities. These all fall into corporate social responsibility which tome is a major concept to pertain in your marketing career.

Another concept to keep in mind while being in themarketing career is false advertisement. False advertising or deceptiveadvertising is the use of false or misleading statements in advertising.As advertising has the potential to persuade people into commercialtransactions that they might otherwise avoid, many governments around the worlduse regulations to control false, deceptive or misleading advertising."Truth" refers to essentially the same concept, that customers havethe right to knowwhat they are buying, and that all necessary information should be on thelabel. One thing I know about Umbro is that their products and internationalcommercials is how they actually present themselves. Umbro has a passion forembracing the most popular sport in the world and you can see that throughtheir montages and commercials.

Umbro’s marketingcan be defined as green marketing due to the fact that they expose the passionand excitement of soccer in every product they advertise. They also try andcreate different venues for the youth to interact through soccer games withincommunities around the globe. This is creating a positive energy in theenvironment which minimizes negative effects throughout society by keeping thepeople happy and active.

Chapter 2: Stragetic Planning for Competitive Advantage

Umbro's one plan, besides creating great numbers with their products, is to expand the culture of soccer to those who embody it in their every day lives. To these people soccer isn't just a sport but a passion that was built throughout their life. Other brands, such as Nike, Adidas, Puma and etc. may see it as just another sport but Umbro enhances the soccer institution by sharing their passion for the sport with the people. Not only is the company creating a connection with the people, but they retrieve new members in to the Umbro institution due to their passionate way of embodying the sport through their brand.

When Nike marched in waving its wallet and trumped Umbro for the much-prized contract to supply Manchester United's kit from next year, it only underlined what observers already knew - that football had become a global media property.

Against that sort of competition, Umbro begins to look like the Premiership equivalent of Southampton: nice people but without the ability to mount a serious challenge to the high value institutions such as Nike, Adidas and Reebok. Last year, Umbro spent £500,000 on advertising, a fraction of Nike's £8m budget.

Not everything is lost, however. The strengths of Nike and Adidas, huge budgets and the desire for world domination of all sports markets, are also weaknesses in the football market. For Umbro there is only one sport: football (soccer). This gives it a powerful heritage and allows it to suggest that its rivals are not as focused on the soccer perspective.

This is a great opportunity for Nike on the other hand due to the concentration on the soccer department from Umbro.

Umbro is known on developing positive brand values and not seek to improve the image of the player that advertises their brand. The great thing about Umbro is that they use their own assets as tools for their own purposes and not allow them, the player representing the brand, to dominate  their campaign. For example, young people should remember UMBRO.COM and not Michael Owen as a result of your promotions. The media you choose should target young audiences.


The four Ps are imperative in the marketing career because it is the other half, besides the culture and creating a connection with the people, of a successful company.

Product/Price
I believe product and price kind of merge together in the same category. Umbro is one of the few companies that makes high quality products and sell them for a reasonable price. On the other hand, companies like Adidas and Nike sell high quality soccer appereal/equipment for a high price most of the time. Another reason why Umbro is such a great soccer institution for most of the people who advertise it.

Place
Umbro is a brand that is located all around the world and is still expanding trying to increase their number of locations immensely. It's amazing how a company starts off in one country, England, and becomes known worldwide to the soccer association and the people who follow it.

Promotion

Umbro has done a lot of promotions throughout the years they have been in business and one of the most imperative promotions that elevated the brand drastically was providing beautiful ladies with the country jerseys they made for the 2012 World Cup. Attracting the people is a big role in the marketing world and in my opinion this was a brilliant idea to catch the people's, mostly men of course, attention.

Chapter One: History & Mission Statement

An amazing soccer equipment institution was foundedin the year 1924, Umbro. This brand Umbro designs, sources, and marketssport-related apparel, footwear, and equipment. Its products are sold in over90 countries worldwide. This brand originated from England and was founded byHarold Humphreys, along with his brother Wallace in a small workshop inWilmslow, Cheshire, inspired by the growing interest in football witnessednationwide. Umbro's gear was enhanced in the year 1934 FA Cup final where inthe match, Manchester City and Portsmouth, two England teams, the jerseys werethe advertisement for this brand. Later on after a period of time Umbro beganto expand rapidly throughout the market and various teams began to represent iton their jerseys. The following teams that carried Umbro in every match theyplayed were Sheffield United and Preston North End, ManchesterUnited and Blackpool. All of these were England teams. Thebrand began to revolutionize their gear from better quality jersey tocomfortable and stylish cleats. By 2008, Umbro was bought by America’s topknown sportswear brand, Nike. In September 2012, the Football Association announced that futureEngland kits would be manufactured by Nike.

 

“That history givesus the essence of the brand. We are an English football tailoring brand, that isour unique point of view,” said Trevor Cairns, the marketing director. Hepoints out that although Nike itself has a high profile within football, thebrand has only been in the sport for about 15 years and is focused on producinghigh-performance product innovations for the field of play. Umbro’s revisedbrand is focused on “where football and culture collide”. Cairns explained:“Football is the biggest shared culture in the world. Whoever engages with thegame, Umbro can have a conversation with them. Nike is more focused on the guywho plays and trains three times a week.”

Umbro is an inspirational brand that exists to provide the culture of the most popular sport in the world.