patagonia 22 mars 2012
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Our slidesTRANSCRIPT
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Patagonia, Inc.
Victoire AgarMargaux BellangerVictoria BruneauGabrielle CornetteHelene Fraudet
Eco spirit
+Introduction
The earth is in danger: lack of water, of natural resources and global warming.
Actions are taken by numerous organisations such as Patagonia.
Patagonia founded in 1973, in Calofornia.
Manufacture outdoor clothing, gear, and accessories
+Motivation for chosing the brand
A trendy brand
Very popular in the US
Unknown in France
+Table of Contents:
Dual focus
Code of conduct
Target Market
Competitor Analysis
SWOT Analysis
Marketing Mix
Differentiation
Marketing Recommendations
+Dual focus
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the crisis”
Patagonia’s Mission Statement.
The environmental vision of Patagonia The “Climbing clean” concept
A socially responsible business
Mission, vision, culture of the company
+Code of conduct
Going Green!
Demand for high-quality products
+Who is our target group ?
Niche market segment Sports lover Professionals
Large Age range
25-70 year olds
Stays on top of newest technology sports
Green initiatives “Recycled Threads”
Wants people of all creeds Donate to charities
The ethical and green consumers
+What benefits does the innovation offer apart from sustainable ? High quality products
long lasting Strong as light as possible easy to care for
Expertly designed products Research and testing
Deliver the best product to the client Performance apparel
+Our typical consumerOlivier
• High school, started work at 25. 35 years old• Married with a sportive woman, without child,• Sports lover, especially outdoor• His family is important to him, but likes to go out
alone• Sport is more important than earning money, • More interested in the outdoor clothes than new
technology
• Knows what he needs to know, positive towards nature and health,• Respectful to the environment • Reads specialised newspaper, no time to watch tv expect for the news and sport
channels, uses internet to read short news stories
+Customer segment
Thinking and feeling :
Quality, Performance, EnvironmentHopes : A better future
Hearing :
Respectful to the environmentProfessionals advices
Seeing :
Nature, Sports, Recycling, Healthy
Gains:
To play a part to save the earth
Pains:
His own impact will not save the planet
+Positioning regarding to their competitors
High quality products
Innovative products
Added value to the product (environmentally friendly) VF Outdoor (North Face) Columbia Sportswear
The French market The US market
Ecological and athletic market
+SWOT Analysis
Environmentally friendly business
Ethical and strong corporate responsibility
High quality products
Customer service policies
Employee knowledge/lifestyle fostering/policies (on-site day care, etc.)
Easy-to-navigate website
Strengths
+SWOT Analysis
Few customer loyalty incentives
Less fashionable apparel compared to competitors
Price (very expensive)
Slow to expand product lines, expand into new outdoor sporting areas
Limited distribution partners
No celebrity endorsements
Weaknesses
+SWOT Analysis
Increase of online spending
Environmental activism increase
Expand target market
Expand to new countries
Opportunities
+SWOT Analysis
Competition with more attractive pricing (Columbia, Mountain Hardware, REI)
Changing activities, i.e. technology
Global expansion of competition
Threats
+Marketing Mix
Athletic, specific
Travel gear and accessories
Designing the product-Fabric (Common Thread)-Details
Most environmentally friendly fabrics : Chlorine-free wool, Recycled polyester and nylon
Product
Think Feel
High involvemen
t
Low involvemen
t
+Impact Matrix
+Marketing Mix
High-end prices- High quality, higher prices
Price range: $30- $450
Seasonal promotions, sales
2010 revenue: $260 million
Price
+Marketing Mix
Traditional marketing
- Catalogues- Word of mouth- Sales on website
Social media- Interactive website- Facebook fan page, Twitter, YouTube channel, blog
Advertisements on Itunes
Promotion
+Marketing Mix
27 stores in the US and Canada
Delivery in 27 European countries
Specialty outdoor shops
13 online retail stores
Place
Attract more clients to share the Patagonia culture
+Differentiation Strategy
Quality control
Feedback
The Customer Experience
20% of our consumers buy our products because of the environmentally friendly policy
+Differentiation Strategy
1% for the Planet
Common Threads Garment Recycling Program
Patagonia Employee Internship Program
Social Responsibility
+Marketing Recommendations Keep:
Environmentally friendly promotions Corporate responsibility
Change: Lower prices Expansion of lines
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Thank you for
your attention !