The Many P's That Make Up Patagonia | Skillshare Projects



The Many P's That Make Up Patagonia

Positioning: Patagonia was founded in 1972 and since has found its niche in the outdoors clothing and gear market. Patagonia is appealing to both sexes and prides itself on the practicality of the products and the sustainability. Patagonia uses hemp, organic cotton, recycled nylon, etc., in its clothing making their brand extremely marketable and enticing from an environmental standpoint. 

Pricing: According for Seth Godin the price of Patagonia’s products has no relation to how much it actually cost to make the product you are paying that higher ticket price for the name-brand and because you know when you get a Patagonia you are assured quality. Patagonia is so set on pleasing its customers that if there is something wrong with your Patagonia item they will fix it free of charge because they really are about the overall quality experience for the customer. 

Placement: Godin says that you notice products when they are surrounding you. In other words the more people that have Patagonia’s the more that will want it. That is why Patagonia tries to make itself extremely marketable to all types of people. Although there main focus is on the outdoors Patagonia also has half zip ups that are extremely comfortable just for lounging around and they all come in a variety of colors making it appealing to all types. You might think that Patagonia would want to stay as far a way as possible from other outdoor stores but it is actually quite the opposite because of this P. "The proximity that you get from placement changes the way people see you." 

Promotion: Godin says the best way to promote a product is to evoke an emotion within the customer that will make them want to go and either buy the product or tell others about the product/brand. For example if your friend is really excited about their new Patagonia jacket they'll share that feeling with you making you want to go out and buy one as well. 

Permission: Permission is very powerful because it is giving companies like Patagonia the go ahead to reach out to you and talk to you about their brand because they now know you are interested. For example if you say you want to be part of the mailing list you are giving that company the permission to contact you. Patagonia only wants to talk to the people they know are interested and hopefully if all goes well those people will then promote the brand to others. 

Purple: Patagonia has made its brand something worth talking about by incorporating all the other P's. If you have nailed the other P's than this P should come naturally. Patagonia relies on their sustainability angle to get people talking and to differentiate themselves from other outdoor companies such as North Face.

Publicity: According to Seth Godin publicity has lost most of its meaning and it can be a dangerous place to be in. Patagonia doesn't do much publicity unless it is intentional like promoting their wellness and adventurous motto. Publicity is definitely not the most important P of the 14 Ps. 

Public Relations: "The act of telling a story. Patagonia does a beautiful job telling their story of intertwining comfort with adventure. Almost all of the ads created for Patagonia display some sort of adventure, i.e.: climbing a mountain; but while still being comfortable and good for the environment. Patagonia is huge with promoting their story because they know that their story is what sets them apart from competitors and they know it is what makes them unique and enticing to customers.

Placebo: The placebo effect is essentially tricking the customer into thinking that your brand and or product is better. Patagonia does this by their story and their guaranteed satisfaction. If you believe you are getting a high quality product you will automatically realize that the product will instantly become better even though in actuality nothing has changed. 

Pavlov: Pavlov compliments the placebo effect because it is saying that if you are use to getting something routinely you will expect to get that something even if it is no longer there. This fits in with Patagonia because when you see the Patagonia logo with the mountains you automatically assume it with your favorite Patagonia item and have a desire to go buy a Patagonia item even if you do not need it. That is why ads are effective because if you see a great advertisement chances are you will be more inclined to go purchase that product.

Persistence: Persistence is all about being consistent and being frequent, it's about "showing up." The more frequent and consistent a brand is with advertising or telling their story the easier it’ll be on the customer because they will already have a familiarity with the subject matter. For Patagonia because we so frequently see the Patagonia logo we no longer think about what it could be for and even if we saw the mountains with out the Patagonia name we would know it was still marketing the Patagonia name.  

Place: "What is it like to be with you." All Patagonia stores have the same feeling, which gives their customers a sense of comfort and familiarity. Although ever Patagonia store is set up a little but different the overall feeling is the same making it very known that you are in a Patagonia store. 

Personalization: The more you know about your customer the more you can cater to their individual needs. Patagonia values their customer and realizes that none of Patagonia's success would be possible without consumers. Patagonia honors customers if they are loyal customers by giving them special offers and perks to show that they care and notice.

People Like Us: Patagonia is all about selling an experience and is very strategic with the way they have gone about creating their brand and marketing campaign. Patagonia highlights the outdoorsy lifestyle and wouldn't you say that most people who like the outdoors like the environment? Patagonia picked up on this and made this a huge part of their marketing strategy. Patagonia basically says people whom care about the outdoors and the environment will love Patagonia. 


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