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Transcript of Patagonia
Primary forms of promotion:
Sponsor several pro athletes like:
Liz Daley- snowboarder
Kyle Theirmann- surfer
Surprisingly they don't advertise with commercials. They put out several videos on their YouTube channel instead, that advertise the specifics about their products.
Tyler's and Racquet and Jog
Several online sites:
Accurate for the quality of products they offer
Patagonia put out this ad in 2011 that encouraged their customers to buy less and skip out on Cyber Monday. Due to this promotion their sales increased by 1/3 to $534 million. This is clearly an example of a good promotion.
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Patagonia's Mission Statement
Patagonia grew out of a small company that made tools for climbers.
Mountain climbing remains at the heart of a worldwide business that still makes clothes for climbing – as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. (the silent sports)
Reason for Existence
A love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet.
Their business activity – from lighting stores to dyeing shirts – creates pollution as a by-product.
Reason for Existence Continued
Grants, in-kind contributions, and non cash donations
Minimize environmental harm of its product processes
Think of itself as a role model for other organizations
Commitment to the Environment
“Earth Tax” Program
- at least 1% of sales or 10% of pre-tax profits – whichever is more, to hundreds of grassroots environmental groups all over the world
-they donated funds to causes that had no direct relationship to the business unlike other businesses
2005, launched Common Threads Garment Recycling Program
- Customers return their worn out Capilene® Performance Baselayers, Patagonia fleece, Polartec® fleece from other manufacturers, Patagonia organic cotton T-shirts for recycling
1989, Patagonia co-founded
The Conservation Alliance
- 70 member companies, each of which contributes annual dues to a central fund
- donates 100 percent of membership dues to grassroots environmental groups working to protect threatened wild lands and biodiversity
Educate staff about issues related to the environment
- employees leave jobs at Patagonia for up to two months
- work full-time for the environmental group of their choice while Patagonia continues to pay employees’ salaries and benefits
Customer Service Center in Reno, built 1996
- Motion censored lighting systems
- 100% recycled polyester carpet, plastic
- Portions of office walls made from
compressed field straw, formaldehyde-free
- Efficient heating system, saves natural gas
If Patagonia could show that it could be financially successful and committed to the environment, other organizations might be willing to make environmental commitments
-“Birth to birth” model
-Donate 1% of sales/10% pre-tax profit
-Responsible Economy Program
-Afford the higher prices
-Mountain Climbing Market
Expand to popular retailers
Maintain current price
Market recycling program
Target young adult demographic
Every day use