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+             Patagonia, Inc.                           Victoire Agar                           Margaux Bellanger         ...
+    Introduction    The earth is in danger: lack of water, of natural resources and      global warming.     Actions are...
+    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       SW...
+    Dual focus    Mission, vision, culture of the company    “Build the best product, cause no unnecessary harm, use     ...
+    Code of conduct       Going Green!       Demand for high-quality products
+    Who is our target group ?       Niche market segment           Sports lover           Professionals               ...
+    What benefits does the innovation    offer apart from sustainable ?       High quality products           long last...
+    Our typical consumer    Olivier                                     •   High school, started work at 25. 35 years old...
+    Customer segment                                Thinking and feeling :                                Quality, Perfor...
+ Positioning regarding to their  competitors                                       Ecological and athletic market    Hig...
+    SWOT Analysis    Strengths       Environmentally friendly business       Ethical and strong corporate responsibilit...
+    SWOT Analysis    Weaknesses       Few customer loyalty incentives       Less fashionable apparel compared to compet...
+    SWOT Analysis    Opportunities       Increase of online spending       Environmental activism increase       Expan...
+    SWOT Analysis    Threats       Competition with more attractive pricing (Columbia, Mountain        Hardware, REI)   ...
+    Marketing Mix    Product       Athletic, specific       Travel gear and accessories       Designing the product   ...
+ Impact Matrix
+    Marketing Mix    Price       High-end prices        - High quality, higher prices       Price range: $30- $450    ...
+    Marketing Mix    Promotion   Traditional marketing    - Catalogues    - Word of mouth    - Sales on website   Socia...
+    Marketing Mix    Place       27 stores in the US and Canada       Delivery in 27 European countries                ...
+    Differentiation Strategy    The Customer Experience       Quality control                          20% of our consum...
+    Differentiation Strategy    Social Responsibility       1% for the Planet       Common Threads Garment Recycling Pr...
+    Marketing Recommendations       Keep:           Environmentally friendly promotions           Corporate responsibi...
+    Thank you for your        attention !
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Patagonia 22 mars 2012

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Patagonia 22 mars 2012

  1. 1. + Patagonia, Inc. Victoire Agar Margaux Bellanger Victoria BruneauEco spirit Gabrielle Cornette Helene Fraudet
  2. 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. 3. + Motivation for chosing the brand  A trendy brand  Very popular in the US  Unknown in France
  4. 4. + Table of Contents:  Dual focus  Code of conduct  Target Market  Competitor Analysis  SWOT Analysis  Marketing Mix  Differentiation  Marketing Recommendations
  5. 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. 6. + Code of conduct  Going Green!  Demand for high-quality products
  7. 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. 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. 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. 10. + Customer segment Thinking and feeling : Quality, Performance, Environment Hopes : A better futureSeeing : Hearing :Nature, Sports, Recycling, He Respectful to the environmentalthy Professionals advices Gains: Pains: To play a part to His own impact save the earth will not save the planet
  11. 11. + Positioning regarding to 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. 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. 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. 14. + SWOT Analysis Opportunities  Increase of online spending  Environmental activism increase  Expand target market  Expand to new countries
  15. 15. + SWOT Analysis Threats  Competition with more attractive pricing (Columbia, Mountain Hardware, REI)  Changing activities, i.e. technology  Global expansion of competition
  16. 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. 17. + Impact Matrix
  18. 18. + Marketing Mix Price  High-end prices - High quality, higher prices  Price range: $30- $450  Seasonal promotions, sales  2010 revenue: $260 million
  19. 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. 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. 21. + Differentiation Strategy The Customer Experience  Quality control 20% of our consumers buy our products  Feedback because of the environmentally friendly policy
  22. 22. + Differentiation Strategy Social Responsibility  1% for the Planet  Common Threads Garment Recycling Program  Patagonia Employee Internship Program
  23. 23. + Marketing Recommendations  Keep:  Environmentally friendly promotions  Corporate responsibility  Change:  Lower prices  Expansion of lines
  24. 24. + Thank you for your attention !

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