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How Patagonia Uses The 14 P's

Positioning

Patagonia definitely creating its own niche. It is a great quality, environmentally friendly outdoor clothing brand. To any ordinary citizen, Patagonia is a sustainable and philanthropic organization with high quality, useful clothing.

Pricing

The price of an item is based on value.The value of Patagonia clothing is however high they percieve it to be. Patagonia does a fantastic job making their clothing of high value. Quality is the most important thing to people and they will pay for it.

Placement

According to Seth Godin, you want your product to appear in the perfect spot. Positioning is everything. It needs to be eye-catching as well as exceed the competition. Padagonia would be placed next to other outdoor clothing brands in stores. Their ads may appear at the front of the store as well if they really want to catch customers' eyes. 

Promotion

Promoting your brand is all about enabling the consumer to spread the world about your brand. You need to promote your brand in a positive way and to the right consumers. You want to spark emotion out of the possible consumers so that they want to share the greatness of your brand to everyone they know. In order to promote Padagonia, the company places their company values on its ad. On one in particular is has the "Common Threads Initiative," which promises consumers that they REDUCE the amount of items they have to buy by promising great quality so that they only buy what they need, REPAIR any Patagonia gear that is broken, REUSE Patagonia gear that the consumer no longer needs passing it down or selling it to others, and RECYCLE old Patagonia gear that is worn out. If I were a consumer, this ad would definitely help me make my decision to purchase from Patagonia.

Permission

Patagonia's main focus is being environmentally friendly. Environmentalists want to hear from Patagonia about their environmentally sustainable clothing as well as anyone else who wants to hear from them.

Purple

Patagonia definitely makes its brand worth talking about. Their ads are unique and sometimes even bold. They once had an ad that featured a Patagonioa jacket with the words "Don't Buy This Jacket" written across the ad. This is super eye catching first of all. What brand would write this on their product? However, the ad also had a sidebar stating all of its environmentally friendly qualities. Only a truly confident brand could post this ad. It will absolutely get consumers' attention while further informing them of its fantastic qualities. 

Publicity

I don't see much publicity of Patagonia, however, they don't really need it at this point. They are a very well-known and liked brand with many devoted consumers. The only free publicity they need is through word-of-mouth.

Public relations

Patagonia tells a story. They share stories of consumers who use their products and support their claims. They let consumers know about the negative impacts on the environment and what Patagonia does to help. Furthermore stating that a portion of their profits goes to environmental protection companies. 

Placebo

If you think something will work, it works better. So, if you purchase a Patagonia product thinking it will last 3 or more years, it probably will. 

Pavlov

Pavlov is all about recognition and training consumers to expect something. In the ad stating "Don't Buy This Jacket," Patagonia creates a reaction. This ad will embed in your mind and will always "ring a bell" toward Patagonia. 

Persistence

Persistence is all about frequency and consistency. You want to build trust with your consumers. You want to always communicate with your consumers so that they never get tired of your brand. Patagonia does a great job of reminding consumers of its initiatives as well as gaining their trust by telling them that with Patagonia, they will never buy what they don't need. 

Place

Place is reminding your consumers what it is like to be with you. Patagonia reminds its customers that with them, they will always be sustainable and authentic. In their New York City store, they do a great job of keeping this message, modeling thier store after a cabin-type building. This allows the customers to truly get the feel of the authenticity of their brand.  

Personalization

Patagonia values its customers because its customers value them. They invite their customers to join them on their initiative, by saving the environment together. They get their messages across in a very personal way. 

People Like Us

Patagonia products are for people who spend time outdoors. It is not necessarily targeted toward environmentalist customers or environment activists. It is for regular, everyday people who need to make use of their product. However, by informing their consumers of the benefits of buying Patagonia products, and informing them of how they help to preserve the environment and wildlife, it gets their initiative out and makes customers care about the same issue that they do. 

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