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Patagonia

Project 5
by

Anna McLearn

on 21 July 2013

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Transcript of Patagonia

The Tin Shed
Anna McLearn
Jasmine Kelly
Kristen Miller
Sandy Li
PRESENTED BY:
What We Do...
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
MISSION:
Outdoor Clothing/Gear
Environmental Initiatives
The Footprint Chronicles
1% For The Planet
SWOT Analysis
Current Marketing Efforts
Print Advertisements
Social Media Networks
Word Of Mouth
Buzz Marketing
Twitter
Blog
Advertisement
Buzz
Target Market
Communication
Needs
Communication
Goals
•Demographically: educated upper-middle to upper class men aging from 18 to 65, regions where consumers tend to have an appeal to outdoor activities.
•Psychographically: people who are environmentally conscious, care about giving back to the community, outdoor savvy individuals, nature lovers
Raise awareness of environmental initiatives
Gain a larger awareness in the Midwest
Make the brand more 'Everyday'
Increase our consumer’s awareness of our environmental initiatives by 25%.
Patagonia also wanted to increase a more broad and universal awareness (not just targeted toward ‘outdoor’ activities) of our clothing lines by 20%
Promotion
PROMOTION
Magazine Contest
best outdoor picture
prize: feature on cover and $500 certificate
Collaboration with Whole Foods
rewards program
spend $500 earn a $10 certificate
Advertising
Increase consumer awareness of environmental initiatives by 25%
Increase clothing purchased for everyday use by 20%
Increase percentage of women in customer base by 15%
Objectives
Slogan
“Escape with Patagonia”
Comfort
Tranquility
Freedom
TV Advertisements
Male ad aired on CBS during “Survivor”
Female ad aired on TLC during daytime and early evening shows
Backpacker Magazine
Mother Earth News
Home & Garden Magazine
Print Advertisements
"Escape with Patagonia"
Clothing Tag
International Sportmen's Exposition
target customers in a central spot
reduced publicity costs
Evaluation
Advertising:
Promotion
Conclusion
Broad public
Brand awareness
Globalize
Under represented
Any Questions?
Full transcript