15

--

Seth Godin: The Patagonia Project

Seth Godin: The Modern Marketing Workshop

“The Patagonia Project” Assignment

 

 

 

Positioning: The company does a great job of positioning. Despite the fact there are several other companies that offer the same goods and services as Patagonia, the company continually outperforms the competition. This applies to the price and the quality of the product they distribute.

 

Pricing: Patagonia prices their inventory based on fair concepts. Their product pricing is related to the quality of the good. The goods they sell may be higher than the competition, however, Patagonia’s product is of better quality and will probably last longer.

 

Placement: Patagonia’s products are often placed in the front of stores. When on a website for a department store and one searches for equipment or clothing, the company’s goods are often among the first to come up. When respected people started to use Patagonia, everyone got hooked.

 

Promotion: The company does most of its promotion through the use of its customizable attire. The first time I ran into Patagonia and their products was during middle school when people had customizable book bags on with their name and the company’s logo.

 

Permission: Patagonia got the attention of the public through the offering of customizable equipment and quality products. As more people began trying the product, people started shifting their attention to the company.

 

Purple: The quality of the products made Patagonia worth talking about. All of the goods they provide generated positive reviews from students, hikers, and outdoors fans. Afterwards, average people began looking into the product for outdoors clothing for simply lifestyle needs and adventures.

 

Publicity: Patagonia does a fantastic job of publicity. The company doesn’t focus a large amount on this “p” however. They might do a few reviews here and there, but the company allows the products to speak for themselves.

 

P.R.: People resonate with the story behind Patagonia, even though the story isn’t widely known. The company separates telling a story from its publicity responsibilities.

 

Placebo: Patagonia markets it’s product to make it seem better than it actually is. Many of the ads on the website often contain rough stories that state how well a product kept from getting wet or keeping outside elements from affecting its consumer. They create a conclusion that their product is better.

 

Pavlov: Patagonia provides discounts for all customers. “Buy one, get one 15% off.” The company also provides a membership customers can be part of in order to receive discounts and special deals.

 

Persistence: Patagonia’s website contains repetitive deals and offerings of their goods; however, these deals do not get annoying because of the way the message is constructed for each item.

 

Place: Patagonia stores offer a feeling of an upscale athletic attire department at a mall. They offer nice clothes to prepare those for the cold weather, hot weather, or for travel. These clothes are often prepared for those who engage in extreme hiking and other such activities.

 

Personalization: The company website can track what you’ve already bought and tell you what else you could be interested in. The membership Patagonia provides loyal customers with issues special deals and services that other non- members may not share.

 

People Like Us: The company’s website shows images of people hiking and participating in activity during the harshest of outdoor elements. The clothing the company provides is meant to be of high quality and reliable. This is the image the company shares with its customers.

 

 

 

Comments

Please sign in or sign up to comment.