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Patagonia Utilizes the 14 P's

Positioning

Patagonia has found its niche in the business world. It is an outdoor clothing and gear company who understands their environmental and social responsibility. Some examples are that 1% of Patagonia’s sales go to support environmental organizations around the world, the company believes in corporate responsibility- making sure its products are produced in legal, humane, and safe working conditions, through their Common Threads Partnership, are trying to reduce consumption, and one of their current clothing collections is, Vote the Environment T-Shirts.

Pricing

Patagonia’s mission statement is to, Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Patagonia promises to produce the best high-quality products, and as a result, they can price based on the value of the “best product.” Patagonia also has an ironclad guarantee- if the customer is not satisfied with a product or it’s not performing to the customer’s needs, than it may be returned for repair, replacement, or refund.

 

Placement

Seth Godin says that “proximity changes the way people see you.” Patagonia has retail stores in Minnesota, Maine, Washington, Colorado, Massachusetts, Utah, Texas, Oregon, Illinois, Hawaii, New York, Georgia, Nevada, District of Columbia, California, Connecticut, and Montana. These stores are in each area of the country, but many particularly, are in states near the ocean, lakes, mountains, areas close to where their gear can be utilized.

 

Promotion

Promotion enables the consumer to spread the story that the company wants them to spread. Patagonia is successful in using this P in their brand. One example is one of their clothing collections, Truth to Materials. This collection uses the purest material possible like minimally processed wool, or reusing cutting room scrap. They say “it is about discovering the origin of a material and staying as true to that as possible during every step of design and manufacturing.” If a previous consumer came to me, and told me about this collection and a piece they may purchased from it, I would recognize the progress that Patagonia has made in becoming a “greener” company. I would notice their recycling efforts, minimal processing tactics, and a great focus on craftsmanship. This responsibility would make me inclined to go buy one of those products from that collection, to look into their other collections, and to pass on what I heard about the company.

 

Permission

Patagonia has many outlets for anyone to contact them by. They have a live chat for online customers, a phone number, email, facebook, twitter, retail stores, and a blog. Between all these mediums, customer service questions can be asked and answered, knowledgeable advice and assistance can be given, and stories and conversations about the products, the outdoor activities, or the environment, can be shared.

 

Purple

Patagonia has made many things worth talking about from their products, their materials, their grants, and their promises. There are many other outdoor clothing and gear companies, but Patagonia has set itself apart from the others through many of those things that have been worth talking about. With their minimalist style, their knowledge on their environmental footprint, their donations, and their values, they do live up to their missions statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. I doubt many other companies’ reason for being can compare.

 

Publicity

On Patagonia’s website, they do have a page on their press- press inquiries and press releases. Additionally, their blog thecleanestline.com, is for employees and customers to talk anything Patagonia, and their Facebook and twitter pages allow for more Patagonia conversation.

 

PR

Patagonia tells their story. Glancing at their website for even just a minute, it is clear how they want to be seen. From just the quick slideshow that opens up when clicking on their website, I have already learned that they want to lessen their environmental impact, they are coming up with new product technology, they use responsible manufacturing methods, they want to find environmental crisis solutions, they are really into sustainability, and they want to leave behind a plant they would want to live in, with the help of other committed leaders. I learned all of that in under 2 minutes.

 

Placebo

This is the idea that consumers will buy their products with the mindset that they will be using it until it is no longer performable and will be sent back for repair or recycling. If the supplier and consumer both share that mindset, then the product will probably be used that way.

 

Pavlov

The idea of we do this, you get that. To train people to expect something. We give you this information to vote for the environment, you vote for the environment. Or you damage your product in the field, we repair it for you.

 

Persistence

Patagonia is persistent and consistent with marketing their values. For example, with their “don’t buy this jacket” campaign for Black Friday, Patagonia was asking consumers to buy less of everything, even their own products. The ad says to not buy what you don’t need, think twice before you buy anything, and to visit Patagonia.com/commonthreads to join Patagonia in reimagining the world where we take only what nature can replace. Again, marketing against and for themselves to can trust and expectation from consumers in what the company stands for.

 

Place

What do you want to remind people of? Patagonia wants to remind people of their traditional style of simplicity- not altering or disrupting places, materials, etc. For example, the company opened a surf shop in New York City- their first surf shop on the East Coast. In opening, the space was altered as little as possible to preserve the building’s natural aesthetic and history.

 

Personalization

Patagonia knows their customers, their audience. They show them how to be leaders in solving environmental issues, offer them products for particular sports, and invite their involvement in the company, their values, their partnerships, and their success.

 

People Like Us

Do people like us do something like that? If you shop Patagonia products, you are most likely purchasing those products for outdoor activities. If you do those activities, then you most likely love the places where you can participate in those activities. It’s sort of a domino effect, if you participate in these activities, love the places you practice these activities in, then you are inclined to save those places where you can do your activities. With Patagonia’s products, and values, that you share with them, you can also share participation with them in donating time and services to save the damaging decline in the environmental heath of the planet.

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