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Patagonia 22 mars 2012
- 1. + Patagonia, Inc. Victoire Agar Margaux Bellanger Victoria Bruneau Eco spirit Gabrielle Cornette Helene Fraudet
- 2. + 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
- 3. + Motivation for chosing the brand A trendy brand Very popular in the US Unknown in France
- 4. + Table of Contents: Dual focus Code of conduct Target Market Competitor Analysis SWOT Analysis Marketing Mix Differentiation Marketing Recommendations
- 5. + Dual focus Mission, vision, culture of the company “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
- 6. + Code of conduct Going Green! Demand for high-quality products
- 7. + Who is our target group ? Niche market segment Sports lover Professionals The ethical and Large Age range green consumers 25-70 year olds Stays on top of newest technology sports Green initiatives “Recycled Threads” Wants people of all creeds Donate to charities
- 8. + 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
- 9. + Our typical consumer Olivier • 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
- 10. + Customer segment Thinking and feeling : Quality, Performance, Environment Hopes : A better future Seeing : Hearing : Nature, Sports, Recycling, He Respectful to the environment althy Professionals advices Gains: Pains: To play a part to His own impact save the earth will not save the planet
- 11. + Positioning regardingto their competitors Ecological and athletic market High quality products Innovative products Added value to the product (environmentally friendly) VF Outdoor (North Face) Columbia Sportswear The French market The US market
- 12. + SWOT Analysis Strengths 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
- 13. + SWOT Analysis Weaknesses 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
- 14. + SWOT Analysis Opportunities Increase of online spending Environmental activism increase Expand target market Expand to new countries
- 15. + SWOT Analysis Threats Competition with more attractive pricing (Columbia, Mountain Hardware, REI) Changing activities, i.e. technology Global expansion of competition
- 16. + Marketing Mix Product Athletic, specific Travel gear and accessories Designing the product -Fabric (Common Thread) -Details Most environmentally friendly fabrics : Chlorine-free wool, Think Feel Recycled polyester and nylon High involvement Low involvement
- 17.
- 18. + Marketing Mix Price High-end prices - High quality, higher prices Price range: $30- $450 Seasonal promotions, sales 2010 revenue: $260 million
- 19. + Marketing Mix Promotion Traditional marketing - Catalogues - Word of mouth - Sales on website Social media - Interactive website - Facebook fan page, Twitter, YouTube channel, blog Advertisements on Itunes
- 20. + Marketing Mix Place 27 stores in the US and Canada Delivery in 27 European countries Attract more clients to Specialty outdoor shops share the Patagonia culture 13 online retail stores
- 21. + Differentiation Strategy The Customer Experience Quality control 20% of our consumers buy our products Feedback because of the environmentally friendly policy
- 22. + Differentiation Strategy Social Responsibility 1% for the Planet Common Threads Garment Recycling Program Patagonia Employee Internship Program
- 23. + Marketing Recommendations Keep: Environmentally friendly promotions Corporate responsibility Change: Lower prices Expansion of lines
- 24. + Thank you for your attention !