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The 14 P's of Patagonia

 

  1. Positioning
    • Patagonia makes you seem outdoorsy and down to earth while still being comfortable and fashionable; this is the unusual yet effective niche the brand has created. The arrival and growing popularity of the environmentally friendly and aware population has created a movement toward Patagonia and other brands that are appealing to the same population (though Patagonia and North Face are really the only major competitors).
  2. Pricing
    • Patagonia is expensive, but it lasts. Both Patagonia and North Face have emphasized that though these products cost an arm and a leg, as Patagonia put it, “The blood, along with the snow, the rain and everything else, stayed out,” i.e. it’s worth it. The brand also emphasizes the idea of “Reduce, Reuse, Recycle” in their advertising, by offering to find a place for peoples unused or unwanted Patagonias, appealing to exactly the audience that buys their products. They even have an advertisement with “don’t buy this Jacket” plastered across their very jacket. I don’t know of many brands that could do that.
  3. Placement
    • Patagonia is on almost every college campus, campground, and gym in the U.S. without having to pay for one bit of advertising. The most brilliant piece of advertising that Patagonia invested in is bumper stickers, particularly on water bottles and computers. The idea that people want to advertise their brand is perfect and something that any company should strive for. The company also has a great online presence (particularly on Facebook, youtube and on their own website) which has helped their brand spread immensely. The interruption advertising (billboards, etc) are not focused on as much with Patagonia, though there is that presence.
  4. Promotion
    • Because Patagonia has created their own niche, they can generate the emotions that they would like to generate. Patagonia creates a need to o outside and enjoy the world. Their products make you feel adventurous and alive, which is something few brands can do.
  5. Permission
    • As mentioned earlier, Patagonia has backed-off interruption advertising. The consumer is the walking talking marketing department who are usually people you trust. Therefore, the brand has already earned the trust by making good products that people want to show off and spread the word for.
  6. Purple
    • Patagonia doesn’t make revolutionary products, but they make a few things really well. They do outdoorsy products that are durable, comfortable and worth the money you spend. The people in the Patagonia items are what makes it “purple.”
  7. Publicity
    • The publicity that Patagonia generates is due to the people who wear it. Yes, they fund various athletes (rock climbers, snowboarders and skiers, etc) but also the brand name is on everything it sells. The consumer is almost all the publicity the brand needs.
  8. PR
    • The brand generates videos and stories (via youtube and Faceboook) that are usually funny, but that also tell the story of what you could be doing with their products. The idea of climbing Mt Everest is intriguing and exciting, making people want to buy the products.
  9. Placebo
    • Again, the entire marketing strategy of Patagonia is to create a few things really well and have their consumers tell everyone else how great it is. This brilliant strategy probably accounts for most of why people love it so much.
  10. Pavlov
    • Patagonia creates an image. If you wear the brand, people assume you are outdoorsy, adventurous and down to earth. Wear the brand get the image. Wear the brand be a better person.
  11. Persistence
    • As mentioned before, Patagonia is everywhere. The bumper stickers and labels on the clothes create repetition.
  12. Place
  13. Personalization
    • While Patagonia started out as a specifically out-doors store, the brand has since diversified. Those who walk into the store can get durable hiking gear, but can also get stylish hats and gloves and scarves, etc. Patagonia’s marketing strategy is again, in the consumers. Patagonia cares about who you are and what you have to say. They create an active consumer though their reduce, reuse recycle campaigns and others like it.
  14. People like us
    • People buy the brand to have the image of having the brand. The brand created an image and made consumers want that image instead of shoving it down their throats.

 

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