Our slides

1. +
Patagonia, Inc.
Victoire Agar
Margaux Bellanger
Victoria Bruneau
Eco spirit Gabrielle Cornette
Helene Fraudet

2. +
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

3. +
Motivation for chosing the brand
 A trendy brand
 Very popular in the US
 Unknown in France

4. +
Table of Contents:
 Dual focus
 Code of conduct
 Target Market
 Competitor Analysis
 SWOT Analysis
 Marketing Mix
 Differentiation
 Marketing Recommendations

5. +
Dual focus
Mission, vision, culture of the company
“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

6. +
Code of conduct
 Going Green!
 Demand for high-quality products

7. +
Who is our target group ?
 Niche market segment
 Sports lover
 Professionals
 The ethical and
 Large Age range
green consumers
 25-70 year olds
 Stays on top of newest technology  sports
 Green initiatives
 “Recycled Threads”
 Wants people of all creeds
 Donate to charities

8. +
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

9. +
Our typical consumer
Olivier
• 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

10. +
Customer segment
Thinking and feeling :
Quality, Performance, Environment
Hopes : A better future
Seeing : Hearing :
Nature, Sports, Recycling, He Respectful to the environment
althy Professionals advices
Gains: Pains:
To play a part to His own impact
save the earth will not save the
planet

11. + Positioning regarding to their
competitors
Ecological and athletic market
 High quality products
 Innovative products
 Added value to the product (environmentally friendly)
 VF Outdoor (North Face)
 Columbia Sportswear
 The French market
 The US market

12. +
SWOT Analysis
Strengths
 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

13. +
SWOT Analysis
Weaknesses
 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

14. +
SWOT Analysis
Opportunities
 Increase of online spending
 Environmental activism increase
 Expand target market
 Expand to new countries

15. +
SWOT Analysis
Threats
 Competition with more attractive pricing (Columbia, Mountain
Hardware, REI)
 Changing activities, i.e. technology
 Global expansion of competition

16. +
Marketing Mix
Product
 Athletic, specific
 Travel gear and accessories
 Designing the product
-Fabric (Common Thread)
-Details
 Most environmentally friendly fabrics :
 Chlorine-free wool,
Think Feel
 Recycled polyester and nylon
High
involvement
Low
involvement

17. + Impact Matrix

18. +
Marketing Mix
Price
 High-end prices
- High quality, higher prices
 Price range: $30- $450
 Seasonal promotions, sales
 2010 revenue: $260 million

19. +
Marketing Mix
Promotion
 Traditional marketing
- Catalogues
- Word of mouth
- Sales on website
 Social media
- Interactive website
- Facebook fan page, Twitter,
YouTube channel, blog
 Advertisements on Itunes

20. +
Marketing Mix
Place
 27 stores in the US and Canada
 Delivery in 27 European countries
Attract more clients to
 Specialty outdoor shops share the Patagonia
culture
 13 online retail stores

21. +
Differentiation Strategy
The Customer Experience
 Quality control
20% of our consumers buy our products
 Feedback because of the environmentally friendly
policy

22. +
Differentiation Strategy
Social Responsibility
 1% for the Planet
 Common Threads Garment Recycling Program
 Patagonia Employee Internship Program

23. +
Marketing Recommendations
 Keep:
 Environmentally friendly promotions
 Corporate responsibility
 Change:
 Lower prices
 Expansion of lines

24. +
Thank you for your
attention !