The 14 P's of Patagonia

Positioning

Seth Godin explains that one of the goals of marketing is to find a niche and fill it. Where is the market slot that people will care about and how can you fill it? Patagonia does this job right because unlike the other outdoor activity brands, Patagonia created their brand based on their focus of being environmentally conscious.

Pricing

Looking through the products Patagonia's prices ranges from $14–$700. That's a huge range and one would say that a product must have to cost that much based on the time and materials they used, but Godin says otherwise. He says that there is no relationship between the cost of the product and the process of making it. This P is based on what the customer finds value in the product. In Patagonia's case, while the cost of the product is high, what the customers are paying for is the lifetime durability, impeccable service, a cause to support an environmentally friendly place and the quality of their products.

Placement

Godin explained how one must invest to be placed at the perfect location so that the right customers see your brand. As a brand that focuses on the outoor life and the environment, Patagonia strategically places their stores at a location where they know what their customers want. Each of their store carries a specific inventory based on what the person in that area wants. Also, each store is heavily involved in the environmental well being of the area they are placed in.

Promotion

The best promotion that Godin believes is one where it spreads the story you want to spread. I chatted with a Patagonia employee where they told me that they don't use advertisers to promote their brand. What they do rely on is their customers word of mouth. Patagonia believes in the quality of their product and the belief that they stand for, which is why they don't use ads. They have complete faith in their customers and brand. And they're very succesful at it.

Permission

In this case permission is when you talk to those who want to talk to you. Patagonia does a good job doing this by keeping in contact with local environmental organizations as well as allowing current and future customers to sign up for emails and holding a live chat with their employees with any questions they have.

Purple

The meaning behind this word is when you make something worth talking about with the hopes of it being remarkable. With that said, Godin explained that it is not up to you to decide if your product is remarkable, but the customers. Patagonia consistently produces equipments that exceeds their customers expectations. They doe this by not just selling a high quality product, but also incorporating the beliefs that their gear is perfect for anyone, while still being environmentally conscious when producing them.

Publicity

Every marketer has a hunger for publicity, but what Godin believes is that a marketer should want to please customers. Like I mentioned earlier Patagonia does not rely on advertisers and solely rely on the word-of-mouth method by their customers. Now, if you go to their website you can experience the beautifully designed home page that shows you in less than 10 seconds what their brand is about.

Public Relations

Public relations is not the same as publicity. What it is, is the act of telling a story and having the people resonate with the story. They do campaigns and stories where they incorporate what their brand stands for: their lifetime durability products and passion for the environment.

Placebo

Just as you think this term means. If you have expectations that an outcome will happen, then it surely will. With Patagonia if you believe that the wetsuit you bought from them lasts a lifetime because of the high quality it is made out of, then it will last a lifetime.

Pavlov

Like the famous psychologists known for Pavlov's dog, marketers train their customers that what you buy is what you get. This works for Patagonia's frequent customers and with the help of their P.R. possible potential ones. Customers believe that whatever new products Patagonia brings out, they won't be disappointed because Patagonia will always exceed their expectations.

Persistence

Godin explains that persistence is frequency + consistency. That by being consistent on your approach to marketing, you will increase your customers trust. Patagonia is consistently engaged with improving the environment by supporting and sponsoring local environmental organizations wherever their shops are located. They're also consistent with the type of high quality products they create as well as how they share their stories.

Place

"Real estate is worth something." Does your costumer feel safe? Comfortable? The question marketers will have to answer when opening their own place is this: How will the customers feel? Whenever Patagonia opens a new shop they make sure to preserve the buildings history as possible. This can be shown in their newest store in NYC where nothing is wasted while still carrying the feel of Patagonia's brand and culture. That's their design.

Personalization

This is how you keep your customers, by treating them differently once you know them. They're very committed to their customers and connected with the communities they're in. This is especially true with allowing their customers to be involved with helping the environment and customer satisfaction. They allow customers to join them with their cause and that if they feel that they should throw away a product, they should instead give it back to Patagonia so that they can either fix it or donate it.

People Like Us

This is something that Patagonia does well. Patagonia is not just your average outdoors store. It's a store where if you buy a product, not only are you a person who constantly does activities outdoors, you're also environmentally conscious where you embrace the beauty, wonder and harshness of mother nature and still enjoy living life to the fullest.

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