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Brand Audit: Patagonia

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on 1 June 2015

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Transcript of Brand Audit: Patagonia

Final Brand Audit
Kyle Broderick, Lindy Holts, Anna Kovach, Ethan Mentzer
Background
Founded in 1973 by Yvon Chouinard in Ventura, California
5 main activities: climbing, skiing, snowboarding, trail running, and fishing
2013 revenue: $600 million
Current Market Position
High quality, high performance, high cost outdoor gear and apparel
Sub-market: young, preppy, wealthy, status-seeking
Key Competitors: Mountain Hardwear, REI, North Face, Columbia
Sportswear by Patagonia
Focus Group Findings
Brand Audit: Patagonia
Marketing 490
Professor Mercurio
Spring 2015

Survey Findings
60 Respondents
28 male, 32 female
Introducing...
1. What attributes are consumers primarily looking for when searching for outdoor gear/ clothes?

2.How do consumers perceive Patagonia as a brand?

3.If there's a correlation between people who don’t consider themselves as outdoorsy, and an interest in Patagonia the brand?

What we wanted to find:
71.4% of respondents who said they DIDN’T consider themselves to be outdoorsy at all, also said that they WOULD consider buying Patagonia gear or apparel.
Brand image is split: Outdoorsy individuals and younger consumers who are motivated by aesthetics and brand name
More outdoor-oriented participants liked Patagonia less than those individuals who were not into outdoor activities.
Gathered insight and feelings about Patagonia from participants that made us curious if a correlation exists between "outdoorsy-ness" and willingness to consume Patagonia products.
Findings guided survey questions and areas for improvement
Focus Group Findings
Survey Findings
Divide into 'Patagonia' and 'Sportswear by Patagonia'

Why?
Change in target market(s), brand identity protection, growth opportunity
Key Recommendation
Implementation
Branded Materials
Launch
Measuring Success

Implementation
Branded Materials
Measuring Success
Questions?
Launch
In Store
Online
Social Media
Branded Materials
Key Recommendation
When: October 1st
How: In-store and Online
Why: Holiday shopping, winter weather
Percentage Change in Sales Revenue
Website Clicks on both landing pages
Cost of Goods Sold
Key Measurement: Analysis of each individual line, and analysis of both lines combined
Integrated Marketing Materials
Social media
New Logo
Models
Better represent new target market
Full transcript