Target Group Analysis
9 September, 2020
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Contributors
Problem
As shown in the recent market report, Under Armour(UA) is still struggling to win over the female apparel market after trying to reach females for years. Although over $100 billion is invested in the product line and service each year, it doesn’t turn out to an obvious positive effect on the female market. The company just “pinkify” their male apparel and assumed that it would appeal to women interested in work-out clothing at their first attempt. However, this strategy didn’t succeed as the company neglected a fact that male-focused apparel did not 100% suit females. Therefore, it's necessary for the company to reconsider its product line.
Business Objectives
The data analysis is to uncover the target group for UA based on customers’ purchase intention and explore the target group's preference for product attributes. And thus, I can provide data-driven recommendations for the team to improve the company's product lines.
Methodology
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Define problem statement and business objectives
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Conduct data cleansing and data manipulation before exploratory data analysis
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Perform complex data visuals and extract valuable business insights
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Conduct statistics analyisis to verify our hypothesis
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Create dashboard and propose memorandum for presentation and further review
Dashboard
Findings and Recommendations
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UA should more focus on the female adults with a habit of doing sports and under 35 years old, aiming to provide them with high-quality, durable and fitted apparel at an affordable price.
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"pinkify" is not the solution for female customers as they value color not as much as other product attributes such as fitted, durable,
high-quality, style, aesthetically pleasing as well as physically attractive.
More content and codes
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Power BI
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rstudio
target group analysis
data reporting