patagonia 22 mars 2012

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Patagonia, Inc.

Victoire AgarMargaux BellangerVictoria BruneauGabrielle CornetteHelene Fraudet

Eco spirit

+Introduction

The earth is in danger: lack of water, of natural resources and global warming.

Actions are taken by numerous organisations such as Patagonia.

Patagonia founded in 1973, in Calofornia.

Manufacture outdoor clothing, gear, and accessories

+Motivation for chosing the brand

A trendy brand

Very popular in the US

Unknown in France

+Table of Contents:

Dual focus

Code of conduct

Target Market

Competitor Analysis

SWOT Analysis

Marketing Mix

Differentiation

Marketing Recommendations

+Dual focus

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the crisis”

Patagonia’s Mission Statement.

The environmental vision of Patagonia The “Climbing clean” concept

A socially responsible business

Mission, vision, culture of the company

+Code of conduct

Going Green!

Demand for high-quality products

+Who is our target group ?

Niche market segment Sports lover Professionals

Large Age range

25-70 year olds

Stays on top of newest technology sports

Green initiatives “Recycled Threads”

Wants people of all creeds Donate to charities

The ethical and green consumers

+What benefits does the innovation offer apart from sustainable ? High quality products

long lasting Strong as light as possible easy to care for

Expertly designed products Research and testing

Deliver the best product to the client Performance apparel

+Our typical consumerOlivier

• High school, started work at 25. 35 years old• Married with a sportive woman, without child,• Sports lover, especially outdoor• His family is important to him, but likes to go out

alone• Sport is more important than earning money, • More interested in the outdoor clothes than new

technology

• Knows what he needs to know, positive towards nature and health,• Respectful to the environment • Reads specialised newspaper, no time to watch tv expect for the news and sport

channels, uses internet to read short news stories

+Customer segment

Thinking and feeling :

Quality, Performance, EnvironmentHopes : A better future

Hearing :

Respectful to the environmentProfessionals advices

Seeing :

Nature, Sports, Recycling, Healthy

Gains:

To play a part to save the earth

Pains:

His own impact will not save the planet

+Positioning regarding to their competitors

High quality products

Innovative products

Added value to the product (environmentally friendly) VF Outdoor (North Face) Columbia Sportswear

The French market The US market

Ecological and athletic market

+SWOT Analysis

Environmentally friendly business

Ethical and strong corporate responsibility

High quality products

Customer service policies

Employee knowledge/lifestyle fostering/policies (on-site day care, etc.)

Easy-to-navigate website

Strengths

+SWOT Analysis

Few customer loyalty incentives

Less fashionable apparel compared to competitors

Price (very expensive)

Slow to expand product lines, expand into new outdoor sporting areas

Limited distribution partners

No celebrity endorsements

Weaknesses

+SWOT Analysis

Increase of online spending

Environmental activism increase

Expand target market

Expand to new countries

Opportunities

+SWOT Analysis

Competition with more attractive pricing (Columbia, Mountain Hardware, REI)

Changing activities, i.e. technology

Global expansion of competition

Threats

+Marketing Mix

Athletic, specific

Travel gear and accessories

Designing the product-Fabric (Common Thread)-Details

Most environmentally friendly fabrics : Chlorine-free wool, Recycled polyester and nylon

Product

Think Feel

High involvemen

t

Low involvemen

t

+Impact Matrix

+Marketing Mix

High-end prices- High quality, higher prices

Price range: $30- $450

Seasonal promotions, sales

2010 revenue: $260 million

Price

+Marketing Mix

Traditional marketing

- Catalogues- Word of mouth- Sales on website

Social media- Interactive website- Facebook fan page, Twitter, YouTube channel, blog

Advertisements on Itunes

Promotion

+Marketing Mix

27 stores in the US and Canada

Delivery in 27 European countries

Specialty outdoor shops

13 online retail stores

Place

Attract more clients to share the Patagonia culture

+Differentiation Strategy

Quality control

Feedback

The Customer Experience

20% of our consumers buy our products because of the environmentally friendly policy

+Differentiation Strategy

1% for the Planet

Common Threads Garment Recycling Program

Patagonia Employee Internship Program

Social Responsibility

+Marketing Recommendations Keep:

Environmentally friendly promotions Corporate responsibility

Change: Lower prices Expansion of lines

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Thank you for

your attention !