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P's of Patagonia

All of Seth Godin’s 14 P’s can be seen in Patagonia.  They have had a tremendous amount of success building their brand and products.  Here are some of the few that caught my eye:

Positioning

Patagonia’s branding recognition is in a league of its own.  They have found a niche market and they have completely dominated that market.  Many companies have tried to replicate Patagonia’s success, but have been largely unsuccessful.  Patagonia’s name is so strong, people use it when talking about their products instead of simply calling them by the specific article of clothing.  It’s similar to people saying Kleenex instead of tissue.   

Pricing

Much like other trendy fashion items, Patagonia’s seem relatively expensive.  However, Seth Godin argued the ticket price of Patagonia’s has nothing to do with it, but instead revolves around the perceived value of Patagonia’s .  When you buy a Patagonia, you are getting more than a piece of clothing.  You are getting a trendy, fashionable item that will be replaced if it is worn or defective.  In addition, purchasing a Patagonia makes the statement that you are buying from a sustainable and environmentally friendly company. 

Placement

As Godin said it’s all about spending money on proximity and aligning yourself in a spot that works.  For Patagonia, this goes beyond simply being on display with other outdoor gear.  Patagonia’s brand has more meaning than that.  As an environmentally conscious and sustainable company, Patagonia wants to be placed with other companies that follow the same practices.

Promotion

At this point in time, Patagonia could barely market their products and still stay quite successful.  With their clothing being worn by people everywhere, you’re never too far away from their products and their tags. However, they must continue to promote in order to keep themselves from being static.  With their commitment to being “green” Patagonia can continue to harp on that and show consumers that buying their product isn’t just good for their sense of fashion, but that it’s good for the environment.

Publicity

Going off of promotion, Patagonia can do without much publicity.  People everywhere are wearing them.  Patagonia has become a ubiquitous brand. However, their continued efforts of environmental sustainability could be a source of publicity to show they are committed to it and not just a ploy to sell more products.    

Public Relations

With their “green” efforts, Patagonia is seen in a positive light.  If anything, they are the ones themselves shinning the only negative light on themselves by saying they are harmful to the environment, but are doing their best to improve by partnering with other sustainable organizations.   By doing this, they are taking away the power to bring them down.  It’s already out in the open, so nobody can dig it up and sham the entire brand of Patagonia.

Placebo

With their guarantee for life, people will expect that the item will last for a very long time.  This may even encourage consumers to take better care of their Patagonia attire.  People are also more prone to hold onto their Patagonia’s instead of throwing them out and thus going against Patagonia’s plan for no unused jackets going to waste. 

Pavlov

A perfect example of this “P” is in the “don’t buy this jacket” advertisement.  After seeing it, you immediately think why shouldn’t I buy it?  I should probably buy it.  It grabs consumers’ attentions and makes them want to at the very least look into the brand and their products.   

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