The P List Applied to Patagonia | Skillshare Projects



The P List Applied to Patagonia

1. Positioning- Seth claims that the idea of positioning is that marketers cannot just force themselves as a "new filing cabinet" into a consumer's brain. A product has to fill a niche in his/her brain so they feel that they need the product. Patagonia makes themselves appealing in the marketplace to those who care, such as climbers, bikers or anyone who likes being outdoors.

2. Pricing- Patagonia makes their brand worthwhile by pricing it based on what it's worth. If companies were to price their goods based on what it took to make it, the products would most likely turn out a lot cheaper, which makes them less appealing to the consumer. Patagonia is an expensive and well-known brand of outdoor gear, which makes the consumer want their brand rather than a cheaper brand.

3. Placement- Patagonia succeeds in placing their brand among "respected people." By placing their product next to the people they want to be next to, they create a want among their consumers for their gear. Whenever I see celebrities or people in power participating in outdoors activities, they are typically wearing Patagonia.

4. Promotion- I'm not sure how Patagonia got their brand promoted in the beginning, but they've succeeded in commiting themselves to the promotion business. Promoting a brand is a long-term goal and by perserving in using trial to create emotion, they've established a popular name for their brand.

5. Permission- Along with promotion, permission is all about pushing the consumer until they give in to purchase the product or say "stop." By continuously promoting a product, the consumer will always be knowledgeable of it, whether they want to or not.

6. Purple- Patagonia has done a great job with making their brand one worth talking about as well as one that consumers want to purchase. By prooving they're a remarkable company, they don't need to express how they're a remarkable company.

7. Publicity- I never see commercials or extremely obnoxious advertisements for Patagonia. By not making publicity they're number one priority, I feel Patagonia has still established a good level of publicity.

8. Public Relations- The strategy of public relations is definitely one to invest in. By maintaining a good reputation and flying under the radar, for the most part, Patagonia has escalated as one of the top outdoor clothing and gear companies in America.

9. Placebo- Patagonia convinces their customers that their brand will work so that their customers will think it works better. By building their brand as elite outdoors gear, they'll be convinced it works better. 

10. Pavlov- Patagonia is able to make customers reflect on past experiences. Most likely if you go skiing or biking with any type of group or professional, some product of Patagonia will be involved. 

11. Peristance- Patagonia is able to maintain a consistent and frequent approach to the market, which enables consumers to believe and trust them. By showing up, and not just annoying customers, they hold consumers' trust.

12. Place- By making consumers feel safe and comfortable when interracting with the Patagonia, whether it's visiting their website or shopping in their store, they are able to gain the trust of their customers, thus making them more loyal to the company.

13. Personalization- By getting to know their customers and gaining the ability to treat them individually to customize their brand to their consumer's needs, Patagonia is able to gain customer loyalty.

14. People Like Us- "People like us, do things like that." This P is basically the pressure consumers feel to fit in. What goods we purchase is our way of imitating the type of person we want to be like. Patagonia succeded in establishing their brand as something we want, even if it's not something we need.


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