Patagonia's Ps

How does Patagonia implement Seth Godin's Ps into their marketing?

Positioning

Patagonia not only founded its own niche but also defines it. Patagonia is unlike other brands, and any that are similar are probably trying to emulate Patagonia. Patagonia is a outdoor brand that recognizes the inevitable effects of the production of its products on the environment. Even to those who are merely hurrying by, the marketplace for Patagonia looks like a sustainable, environmentally conscious, and charitable brand.

Pricing

As Seth Godin says, the price of Patagonia’s products have nothing to do with the meaning of this P. The price is based on the perceived value of the item. In Patagonia’s case, they can charge whatever they want because their mission is provide the customer with an impeccably craft product and even have promised that if the product were to defect, that Patagonia would fix it. The pricing of their items is based on quality and on the trust that the customer has for the company.

Placement

Seth says that ultimately the purpose of placement is be in the right spot. Spend the money on proximity because that changes the way that people see your brand. So in Patagonia’s case, they want to be not only next to other outdoor gear, they want to be next to other sustainable companies that share their commitment to giving back to the environment. I don’t know what Patagonia is placed next to in stores, but I do know that they donate profits to “Friends of the Ventura River” because that’s where their headquarters are and where they cause ecological damage.

Promotion

The best promotion possible is creating an emotion within someone so strong that they want to share it word-of-mouth. So if someone gives me a Patagonia and says that it has a lifetime guarantee, it’s contributing to bettering labor practices, and its mission is to create less environmental waste, then that’s a great gift because it means that that purchase means I’m receiving more than just a jacket. I will then be more inclined to buy these products in the future because having such a product and supporting such a company makes me feel good.

Permission

“Sure I want to hear from you” is a great thing. Patagonia talks to the people that want to be talked to. Environmentalists want to hear from Patagonia because they want to hear about how their product continues to prevent damage to the environment.

Purple

Patagonia has definitely defined itself as a company and a brand that has products, worth talking about. This P also requires a story. Patagonia has something that differentiates itself from other companies like Eastern Mountain Sports, even though they sell similar products.

Publicity

Patagonia doesn’t need much publicity – I don’t see their commercials or even their ads. Their website, however, has pictures of the beauty of Patagonia and of nature and that within itself publicizes their motto and mission.

Public relations

Patagonia tells a story. They tell the story of how their company negatively effects the environment and the climax of their story is how they partner with environmentally friendly mills and factories. They also tell the story of how an increase in purchasing is not essential for brand profitability.

Placebo

If you buy a Patagonia jacket with the expectation of using it for so long that it needs to be sent back to Patagonia for donation or fixing, then you most likely will use it for that long.

Pavlov

When you hear, “Don’t buy this jacket”, you immediately think of Patagonia. Pavlov is all about association. When you hear something, you expect something. When you see their logo, you expect their advertisement or product. Patagonia has aced brand recognition.

Persistence

Persistence is about frequency and consistency. It’s about communicating with your audience enough that they remember you and remember what you stand for. Patagonia is persistent in reminding their customers not to buy products that they don’t need. Patagonia reminds its customers of its initiatives.

Place

Place is about creating an emotion that people feel for the company. In their new store in NYC, customers feel authentic and un-wasteful because the store was kept the same as it had been – wooden beams and all. Patagonia didn’t want to waste, as it part of their culture.

Personalization

Patagonia values customer involvement in their campaign to protect the environment. They call upon their loyal customers to do so every time that they buy a product: do not throw an unused jacket away, give it back to Patagonia who will donate it through their Common Threads partnership. The headline even uses phrases like “join us” and “together we can”.

People Like Us

Patagonia imbues this P very well, in fact their company is encapsulated by it. If you buy Patagonia products it probably means that you are using those items for spending time outdoors. If you spend time outdoors, doesn’t that mean you have an affinity to the environment. Does that also suggest that you wish to preserve it the way that it looks? People who care about wildlife and want their children to, buy Patagonia products because the company takes strides to do so.

 

 

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