Marketing Mix - 4 P's

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9. Marketing Mix

9.1 Product

Umbro could be and has been considered as one of the leading football sports apparel companies as they sponsor 20% of Premier League teams currently (scoreandchange.com). Their  product focus is football attire including boots, kits, equipment. They sponsor several UK football teams; Derby County, Everton, West Ham etc,  as well as many other international ones; Colombian teams, Brazilian teams, Tokyo FC and Canada meaning their products will be consumed by these athletes all over the world. Umbro have collaborated with many other brands producing items embracing football with street style attire to engage a new audience. Palace X Umbro, collided football and streetwear creating a collection featuring football jerseys with the bold Palace logo. ‘Umbro let us rework a properly iconic bit of English football history’ (Palace Chief; Lev Tanju. dazed.com).

9.2 Price

When comparing Umbro to their competitors; Nike and Adidas, Umbro is much more affordable which sets them aside from the premium priced popular sportswear brands. Umbro generally offer sports attire which is cheaper but at a high quality, the majority of items must be lower than most of their competitors as that is what keeps there smaller loyal audience interested in what they produce. They also offer student discount; a small suggestion that they want to branch out to a more youthful market.

9.3 Place

Umbro was founded in Cheadle, Manchester, they have a strong British Heritage and their headquarters is in Manchester. The products are available worldwide in over 90 countries, dominantly in Brazil, USA, Canada, UK and France. ‘the Manchester-based label gradually broadened its footprint on the French market, outfitting top-flight French football clubs and being distributed by about 500 multibrand retailers’ (uk.fashionnetwork.com). Many UK sponsorship deals had been taken over by Nike in 2012 when they sold Umbro to Iconix Brand Group. Umbro products are sold by third party retailers JD and Sports Direct in store as well online, Amazon and their own website also market the products. 

9.4 Promotion


Umbro’s constant approach through social media and off line adverts are always to associate themselves with football. Their approach to advertising on social media is minimal, over 2/3rds of the general public stated that they do not advertise enough and that they had forgotten the brand existed leading to a decrease in interactivity. They have not released a TV advertisement for over 6 months (thedrum.com) and they have also not had any major billboard advertisements since 2012 when they sponsored England for the Euros. Since Nike took over this roll, it can suggest a lack of English engagement in the brand as they are no longer supporting the countries team. The heritage could be considered lost, hence why the brand focussed on more international teams.

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