Patagonia is launching a new line of hemp clothing and an advertising campaign called "Hemp. It's in our DNA" to reposition itself as a lifestyle brand. The summary includes sponsoring Earth Day to showcase the new hemp line, emphasizing the sustainability of hemp as a material, and focusing advertising through TV, online, outdoor and other channels to reach their target audience of active outdoor enthusiasts.
-Conducted an audit of an existing company’s digital marketing
strategy.
-Developed criteria for the audit that is appropriate to the sector and
industry and applied those criteria to assess the digital marketing capabilities of the
company.
-Followed the company throughout the semester; signed up
for e-newsletters, etc. Observations lead to recommendations.
-Conducted an audit of an existing company’s digital marketing
strategy.
-Developed criteria for the audit that is appropriate to the sector and
industry and applied those criteria to assess the digital marketing capabilities of the
company.
-Followed the company throughout the semester; signed up
for e-newsletters, etc. Observations lead to recommendations.
The case study was given to us by our Professor in Business Policy and Strategy where we were to analyze Patagonia's achievements and successes as well as their downfalls, and give them new ways to expand their business. We took a look at they're corporate strategies, finances, and sales, and then provided feedback with data for where they should ultimately take their company which was described in the case analysis that was given to us.
A brief analysis of the Certified B Corporation, Patagonia, Inc.'s content marketing strategy. Section slides include brand mission, consumer profile, SWOT analysis, and brand value proposition.
This project was done for Digital Marketing (MGMT X 460) at UCLA Extension. The slideshow format editing and section content presented comprise an individual contribution to a fully collaborative project.
This is an official draft of my master's dissertation, a case study on the new US corporate status B Corporation, taking Patagonia, Inc., as the case of study. No data, information, quotes, or content may be copied without official permission.
Analysis of a Harvard Business School case study on Procter & Gamble: Marketing Capabilities.
The analysis and the corresponding evidences from statistics will help one to understand how P&G continued to evolve and innovate as the world's largest marketer.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
The North Face- Brand and SWOT AnalysisPerla Serrano
For our BUS 130 course (Intro to Marketing), we assessed The North Face and created a SWOT analysis for the company.
In our presentation, we were in charge of answering the following questions:
What attracted us to this company?
Who is their current target market?
General information about the company as needed (history) etc.
Where do they excel in social media?
Where are they deficient in social media?
Where do they excel in traditional marketing?
Where are they deficient in traditional marketing?
How do they compare to their industry?
What chapter we used as our primary focus?
Piano di marketing e strategia web per gruppo IDM (Innovazione di Moda)Erika Amigoni
Il seguente piano di marketing è stato redatto per individuare una soluzione alle esigenze
di piccole aziende del Veneto che producono molti articoli fashion venduti poi in tutto il
resto del mondo; queste realtà sono ancora anonime nonostante le innumerevoli capacità
dal punto di vista tecnico e artigianale.
Per rispondere alle esigenze del brief si è ipotizzato di creare un consorzio costituito da
alcune imprese, finalizzate alla nascita di un nuovo marchio.
Il brand emergente si rivolge a segmenti specifici all’interno dei mercati di consumo industriali,
sfruttando le opportunità derivate dall’alta domanda di prodotti Made in Italy
nei mercati esteri.
Lo scopo di questo piano vuole proprio essere quello di trovare una strada ideale per far sviluppare
queste aziende e farle conoscere anche all’estero,soprattutto grazie al canale Made in Italy.
Patagonia - Flourishing Business Canvas Case StudyHolonomics
Holonomics is a business consultancy that supports organisations in their transformation processes based on the New 4Ps – Platforms, Purpose, People and Planet. We elevate enterprises through our consultancy, we scale our knowledge globally through Holonomics Publishing, and we amplify impact through our Deep Tech Network.
We are specialists in the areas of strategy, customer experience, employee experience, deep tech, cultural and digital transformation and the design and delivery of high- impact ESG initiatives.
We define strategy through the New 4Ps of platforms, purpose, people and planet. With this framing, we help leadership teams develop an expanded view of their business models, ensuring that their organisations are fully equipped to grow, respond rapidly to changing global trends, and create a positive impact.
As part of that we utilise the Flourishing Business Canvas which provides seventeen necessary and sufficient questions to describe any business model: financially, socially and environmentally.
We have created this case study based on Patagonia, generally regarded as one of the most sustainable and authentic companies in the world, to help leaders, design teams and regenerative practitioners explore the canvas in detail.
The case study was given to us by our Professor in Business Policy and Strategy where we were to analyze Patagonia's achievements and successes as well as their downfalls, and give them new ways to expand their business. We took a look at they're corporate strategies, finances, and sales, and then provided feedback with data for where they should ultimately take their company which was described in the case analysis that was given to us.
A brief analysis of the Certified B Corporation, Patagonia, Inc.'s content marketing strategy. Section slides include brand mission, consumer profile, SWOT analysis, and brand value proposition.
This project was done for Digital Marketing (MGMT X 460) at UCLA Extension. The slideshow format editing and section content presented comprise an individual contribution to a fully collaborative project.
This is an official draft of my master's dissertation, a case study on the new US corporate status B Corporation, taking Patagonia, Inc., as the case of study. No data, information, quotes, or content may be copied without official permission.
Analysis of a Harvard Business School case study on Procter & Gamble: Marketing Capabilities.
The analysis and the corresponding evidences from statistics will help one to understand how P&G continued to evolve and innovate as the world's largest marketer.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
The North Face- Brand and SWOT AnalysisPerla Serrano
For our BUS 130 course (Intro to Marketing), we assessed The North Face and created a SWOT analysis for the company.
In our presentation, we were in charge of answering the following questions:
What attracted us to this company?
Who is their current target market?
General information about the company as needed (history) etc.
Where do they excel in social media?
Where are they deficient in social media?
Where do they excel in traditional marketing?
Where are they deficient in traditional marketing?
How do they compare to their industry?
What chapter we used as our primary focus?
Piano di marketing e strategia web per gruppo IDM (Innovazione di Moda)Erika Amigoni
Il seguente piano di marketing è stato redatto per individuare una soluzione alle esigenze
di piccole aziende del Veneto che producono molti articoli fashion venduti poi in tutto il
resto del mondo; queste realtà sono ancora anonime nonostante le innumerevoli capacità
dal punto di vista tecnico e artigianale.
Per rispondere alle esigenze del brief si è ipotizzato di creare un consorzio costituito da
alcune imprese, finalizzate alla nascita di un nuovo marchio.
Il brand emergente si rivolge a segmenti specifici all’interno dei mercati di consumo industriali,
sfruttando le opportunità derivate dall’alta domanda di prodotti Made in Italy
nei mercati esteri.
Lo scopo di questo piano vuole proprio essere quello di trovare una strada ideale per far sviluppare
queste aziende e farle conoscere anche all’estero,soprattutto grazie al canale Made in Italy.
Patagonia - Flourishing Business Canvas Case StudyHolonomics
Holonomics is a business consultancy that supports organisations in their transformation processes based on the New 4Ps – Platforms, Purpose, People and Planet. We elevate enterprises through our consultancy, we scale our knowledge globally through Holonomics Publishing, and we amplify impact through our Deep Tech Network.
We are specialists in the areas of strategy, customer experience, employee experience, deep tech, cultural and digital transformation and the design and delivery of high- impact ESG initiatives.
We define strategy through the New 4Ps of platforms, purpose, people and planet. With this framing, we help leadership teams develop an expanded view of their business models, ensuring that their organisations are fully equipped to grow, respond rapidly to changing global trends, and create a positive impact.
As part of that we utilise the Flourishing Business Canvas which provides seventeen necessary and sufficient questions to describe any business model: financially, socially and environmentally.
We have created this case study based on Patagonia, generally regarded as one of the most sustainable and authentic companies in the world, to help leaders, design teams and regenerative practitioners explore the canvas in detail.
I need two pages for CUSTOMER ANALYSIS (Check Banana Republic fideladallimore
I need two pages for CUSTOMER ANALYSIS (Check Banana Republic Fit - SAMPLE FINAL
REPORT)
Page 1: Market Size & Consumer Behavior
Page 2: Forecast & Discussion of Marketing Challenges and Opportunities
Hypothetical Concept
Nike x Oceana collaboration
Introduction
After Nike was founded in 1964 by Bill Bowerman, the company has distinguished
themselves as a market leader for all athleisure wear, footwear, and accessories. Nike was built
on innovation, product- development, fashionable trends, and marketing endorsements by major
athletes such as Michael Jordan. As consumers are becoming more aware of sustainability and
the effects of their carbon footprint; we believe that Nike should collaborate with an environment
based nonprofit to uphold their sustainable and trusted reputation. In which, the nonprofit
Oceana whose vision is to “seek to make our oceans as rich,healthy, and abundant as they once
were” would be a smart marketing decision for both companies. Throughout our proposal we
give deeper thought on our marketing plan that will include our marketing research along with
external and internal analysis regarding this collaboration.
Environmental Context/ Background of Problem:
With oceans making up 71% of our globe, there is a strong emphasis for consumers and
businesses to be socially responsible for maintaining the ocean’s health. Oceana states, “The
oceans are vast, but they are not immune to human influence. We have already altered or
destroyed marine ecosystems and driven million-year-old species to the brink of extinction.”
Society as a whole has progressively destroyed these oceans and changes need to be made soon.
In a study by Science only four percent of the ocean remains unaffected by humans. Humans are
becoming more aware of environmental issues by the popular outlet of social media. It has given
society a platform to share pictures, videos, news articles and more about issues occurring
worldwide. With so many posts now going viral, consumers are taking more conscious steps to
help the ocean. The National Geographic suggests stopping the use of plastic and that consumers
purchase reusable straws or paper ones given by restaurants.
Nike as a whole is making changes and has a campaign “Nike Move to Zero” with a
mission that states, “We exist to serve athletes everywhere and that’s why we’re on a mission to
help ensure a healthy planet.” Nike understands the importance of helping the planet and that
staying healthy is a key factor in why it is beneficial for both Nike and Oceana to collaborate on
a clothing line. The reason being, “studies show consumers want socially responsible businesses
and will actually choose these companies over their competitors. They may even seek out
responsible products and services as alternatives. Up to 66 percent of consumers are willing to
pay more to a company that reflects these values' ' (Dolye, 2018). With this collaboration ...
Unit VII Case Study MelissaFor this assignment, complete the.docxmarilucorr
Unit VII Case Study Melissa
For this assignment, complete the case study titled, “Succession Management at General Electric” located on page 301 in Chapter 10 of your textbook. Read the case study and answer the three questions that follow. Explain your responses using what you learned through this unit.
Answer all three questions in one Word document. Your entire case study should be a minimum of two pages in length and use APA style.
Information about accessing the Blackboard Grading Rubric for this assignment is provided below.
Case Study
Succession Management at General Electric
General Electric (GE) is widely recognized for its leadership talent and its succession management system. One of the best examples of succession management is how GE’s former CEO Jack Welsh shaped and elevated the company’s philosophy, practice, and reputation for developing leaders. In a speech, Welch stated, “From now on, choosing my successors the most important decision I’ll make” GE’s commitment to developing leaders from within has yielded positive results for both the company’s employees and for GE. In fact, the program has been so successful that it’s been widely emulated by other global organizations.
Measuring and developing talent lies at the forefront of GE’s business strategy discussions. Ge’s operating system, referred to as its “learningulture in action,” entails year round learning sessions in which leaders from GE and outside companies share best practices with one another and generate ideas for new practices. Every GE business is responsible for having succession plans for key leadership roles.
GE’s succession management system is fairly simple. GE managers and executives are moved from job to job every two or three years, and each job for change or promotion is a well-though-out process, the provides mangers with much-needed experience and exposure to certain elements of the business, This has allowed GE to build a management team that is very knowledgeable and experienced. Performance management and leadership assessments help to identify future leadership talent, and a comprehensive leadership development plan helps prepare these people for what they need for the next level. GE’s employee management system tracks individual employees’ progress and regular organizational succession reviews help to keep the talent pipeline full. GE also makes it one of its business leasers’ top goals to help their people grow and move them along their career paths In addition to business results, leaders are also expected to hit employees growth and development targets.
Questions
1. Do you think that GE’s approach to succession management would work for all organization’s? Why or why not?
2. What are some possible disadvantages of moving people to new jobs every two or three years?
3. Why does GE’s succession management approach work so well?
Daniels Fund Ethics Initiative
University of New Mexico
http://danielsethics.mgt.unm.ed ...
RUNNING HEAD Strategic Plan Part 11Strategic Plan Part 1.docxtoltonkendal
RUNNING HEAD: Strategic Plan Part 1 1
Strategic Plan Part 1
Strategic Plan Part 1BUS/475
October 11, 2016
Introduction
Diageo is a renowned global leader and powerhouse, famous for its range and collection of alcoholic beverages. In addition to the top-notch beer brands, the company looks to come up with a non-alcoholic beverage drink to tap into the ever-growing market in this sector to meet new customer needs. The new product line is backed with the vision of being the best producers of high quality, healthy non-alcoholic products that are natural, to enable and retain worldwide market leadership in the product line, and a mission of producing high quality and natural products ensuring consistency in high quality production, Diageo has promised to ensure customer satisfaction whilst maintaining a high quality product.
Propose a new product or service for the new company division. The division should be customer-focused with an innovative mission statement. Ensure that you are differentiating your product or service.
Diageo, best known for its top-notch beers and liquors, it has been dealing widely with alcoholic drinks of various types. Being a global market leader, Diageo has a huge market to tap into, and with the dynamics of consumer tastes there is always an opportunity to improve on services that are offered. Due to increased need and use of non-alcoholic beverages by customers, there is a need for establishment of a division to deal with production of such beverages, so as to meet customer expectations. Since there are numerous non-alcoholic beverages in the market, the division’s endeavor to come up with a unique beverage that will guarantee a fulfillment like no other to consumers. These drinks will include exotic flavors; Atemoya flavor will give our customers a sweet and tart taste which in essence is a combination of pineapple, coconut and vanilla. Jackfruit flavor will give our customers a tarter taste with the sweetness of a banana. The new and exotic flavors, backed with attractive packaging, a great competitive edge is ensured, given the fact that it’s completely new product. The production of our products will be customer-centric, with numerous tasting sessions to ensure we get the right mix for our product.
The product will retail in the right market after thorough research and market segmentation while ensuring that the new beverage meets the required standards set, for both health and environmental aspects. This means all our packaging will be environmentally friendly. The beverage will retail affordably in economical packages with a price range that cuts across income levels to ensure that no customer is left out. Besides, it will be consumable in a wide range of events such as weddings and other social gatherings as well as accompanying any meal.
The mission of the new product division shall be: To always produce high quality, healthy and natural beverages for all people.
Describe how the division addre ...
Case Study: Colgate- Palmolive Company: The Precision ToothbrushPalak Bansal
Study of this Harvard case help us to know about the background of the company,its current scenario and various analysis which was done during this entire process.
Advertisement Class, Fifth session
Based on the book: Contemporary Advertising and Integrated Marketing Communications, 15th edition
(All photos/videos - copied from the internet, used only for educational purpose)
To understand the impact of Building oneself as a macro force on the emergence of new product categories in India and the subsequent drivers and trends that have resulted in a shift in society.
Report on Management and HRM of P&G. Its History, introduction, internal and external environments,product line, marketing, pricing, promoting strategies with video ads, HR functions and methods, organizational structure......
1. Written and designed by Group X
Scott Farrell, Lucy Mao, Mel Fish, Chris Borncamp
2. TABLE OF CONTENTS
CREATIVE BRIEF 1
RESEARCH SUMMARY 2
STRATEGY STATEMENT 3
BUSINESS MEMO 4
PRESS RELEASE 5
BROCHURE 6
WEB LANDING PAGE 7
BLOG ENTRY 8
TELEVISION STORYBOARD 9
BILLBOARD 10
MOBILE APP PROMO 11
SUMMARY/CONCLUSION 12
3. CREATIVE BRIEF
Client: Patagonia
Project: ADV 402 Final Project
Challenge (What is the client asking for?)
Reposition Patagonia as a high-performance and environmentally friendly brand to increase share
of pocket compared to competitors.
Target (Who are they?)
Males (Index 93)
Ages: 35-49 (Index 101)
Graduated college (Index 113)
Earn $100,000 or more (Index 102)
Believe that eco-friendly products are of higher quality (Index 107).
What do they currently think?
Patagonia is a high-quality brand, but it does not fit into their lifestyle; it’s clothing for an older
generation, but it is not trendy for young people.
In general, Patagonia products are not for everyday activity. Instead, it is suitable for extreme out-
door conditions that they are not exposed to.
What do we want them to think?
Patagonia hemp is not just a product. It is an extension of a broader brand philosophy towards
healthy living and a healthy environment.
Product Insight (what makes it unique, product differentiation)
Patagonia is a high-performance brand that suffers from bland consumer perceptions; hemp
clothing can help reinvigorate Patagonia’s image and bridge the gap between style, function and
environmental friendliness.
Mandatories (logo, media, tone, etc.)
» Tone should reflect confidence and values of the Patagonia brand
» Logo should remain consistent across integrated platforms
4. RESEARCH SUMMARY
MARKET POSITION
Patagonia is a high-performance clothing brand, and blended with other fibers like PCR polyester,
proving that business can provide an immediate organic cotton and spandex.
solution to the environmental crisis. “By evaluating
raw materials, investing in innovative technologies, “Patagonia’s hemp clothing requires no irrigation,
and rigorously policing their waste, we must cause uses no pesticides or synthetic fertilizers, and is
the least harm to the environment” (Patagonia. harvested and processed by hand” (Patagonia.com).
com). And Thus, differentiating themselves from their
top competitors such as Timberland REI, Eastern
Their hemp clothing is grown organically using all Mountain Sports, and L.L. Bean.
natural ingredients, utilizing hemp both on its own
PATAGONIA COMPETITIVE SET
Patagonia’s top direct competitors are Eastern Mountain Sports, The North Face, REI, and Columbia. These are considered high-
performance, specialty brands. Consequently, they have all have similar target demographics.
Each of these brands compete for share of pocket in the following product lines:
» Alpine Climbing
» Hiking/Trekking
» Rock Climbing
» Ski/Snowboarding
» Travel
» Body/Underwear
» Jackets
*http://www.mahalo.com/patagonia-sale/
Patagonia should focus on differentiating itself by emphasizing the eco-friendly, stylistic, and functional components of
its products. While the target demographic may remain similar to competitors, Patagonia can draw a strong emotional
attachment through strategic DMAs and media buys.
CURRENT BUSINESS STANDING
According to U.S. News and World Report, Patagonia will likely see $500 million in annual sales this year. Five years prior,
the company reported $270 million in annual sales. This $230 million increase indicates Patagonia’s prominence and success
in the category (Smartplanet.com).
Much of the brand’s success can be attributed to its corporate vision; “to build the best product, cause no unnecessary
harm, use business to inspire and implement solutions to the environmental crisis (Patagonia.com). This continuously
enables Patagonia to differentiate from its competitors and give consumers a reason to keep coming back more for.
5. CEO Casey Sheehan explains that Patagonia did not intentionally position itself as a fashionable brand, and claims that it,
“...Just sort of happened” (Patagonia). Staying true to its roots and sticking to its philosophy of technological innovation and
practical clothing has proven to be a recipe for success.
DEMOGRAPHICS
Current Demographic
Current demographics of organic/environmentally-friendly clothing include men and women of 18-35 who are generally
active, lovers of outdoors and nature, and advocates of sustainability and conservation. These users also purchase other
organic goods and maintain a lifestyle that reduces environmental havoc (carpool, recycle, vegetarian eating). They are also
willing to pay more money for higher quality clothing.
Recommended Demographic (Based on Simmons OneView 2010)
Patagonia continues to grow in credibility as a high-quality, environmentally friendly brand. To more effectively target its
consumers, we recommend that Patagonia further segments its target consumer. According to the following Simmons
indices, we suggest:
Males (Index 93)
Ages: 35-49 (Index 101)
Graduated college (Index 113)
Earn $100,000 or more (Index 102)
Believe that eco-friendly products are of higher quality (Index 107).
New Market Recommendation: We propose that Patagonia focus much of its media spend in North East and West Coast
markets, focusing their advertising in urban and suburban areas.
6. STRATEGY STATEMENT
Proposal:
Our goal is to transform the Patagonia Hemp Brand into a top-tier, high performance clothing that is
recognizable amongst brands such as Timberland, REI, and North Face. Through traditional and non-
traditional mediums such as television, magazine, and digital outreach as well as sale promotions,
we want to demonstrate the style and functionality of the product, utilizing adventurous people in
our advertisements.
Creative Approach:
Creative executions should run evenly across traditional and non-traditional mediums. All executions
should demonstrate the style and functionality of the product, showing active and adventurous
people engaged in outdoor scenarios. The visuals should indicate that Patagonia Hemp Clothing is
a top-tier product, ultimately to increase perceived badge-value of the Patagonia Brand. We also
recommend Patagonia lands a celebrity endorsement with someone likely to resonate with the
target market.
Mandatories:
Description of features and product sourcing, clear visual of Patagonia logo, and active/adventurous
tone.
Recommended Media Buy*:
Television:Networks which index well with Men, 35-49, HHI $100k+
Magazine: National Geographic, Conde Nast Traveler Magazine, Outdoor Life, Outdoor Photographer,
Men’s Journal, and other titles involving outdoor/adventure activity.
Rationale:
Our target indexes well with psychographics involving the outdoors and eco-friendly products (107).
The above listed magazine titles will reach these segments effectively.
Digital: airline/travel (174), auto shopping (164), banking (147), sports (287)
Rationale: Based on psychographics, our target is also likely to visit websites involving
the outdoors and adventure activities. These categories should be a significant part of the
overall media buy.
7. Outdoor: Strategically placed outdoor collateral in recommended DMAs. We suggest that
outdoor billboards are purchased along interstate highways leading to popular outdoor/
adventure destinations. This is intended to reach our target when they are most salient.
Non-Traditional: Sales promotions at niche outdoor sporting stores where our target is
likely to shop. This includes brands such as Eastern Mountain Sports, REI, Bass Proshops,
and Cabellas.
*Rationales were based on demographic/psychographic information from Simmons OneV-
iew. We cross-tabulated the demographic information of our target against media usage.
Base: Male, 35-49, HHI $100k+ (Simmons OneView 2010)
Media Breakdown:
8. MEMO
Date: April 9, 2012
To: Joe Benincasa, Creative Director
From: Group X
Joe,
Patagonia has made it a long way. Group X plans to take them further.
Our campaign builds off of Patagonia’s vision of being a leading top-tier clothing line. The goal?
Take them beyond existing as a mere clothing brand, and redefine their positioning into the
lifestyle category. Patagonia’s new hemp clothing line presents us with a unique opportunity:
We can showcase an intriguing product as well as introduce Patagonia’s eco-friendly DNA. To do
so, let us Introduce our brand new campaign, “Hemp. It’s in our DNA.” Creative executions will
consistently highlight Patagonia’s unprecedented functionality and quality. All media buys will
be highly targeted to maximize the impact of the advertising.
Group X truly believes in what Patagonia stands for in the world. The brand is at a tipping-
point, and we are here to lead them to that next step.
Sincerely,
Group X
9. PRESS RELEASE
Date: April 20, 2012
For Immediate Release
PATAGONIA GEARS UP TO SHOW CONSUMERS THE PRACTICAL SIDE OF HEMP
BURLINGTON, VT- Patagonia CEO Casey Sheehan announced this morning that the brand will play a significant
role at this year’s Earth Day festival on April 22nd. Patagonia recently developed a clothing line made of high-
quality hemp material, and will use the popular festival as a platform to showcase it to consumers.
“We’re truly excited to launch this new line and allow our consumers a first-hand glance of what we have to
offer. There are many new products to introduce, and we have a very innovative advertising campaign to show
it,” said Christina Speed, Patagonia’s Director of Marketing.
As part of the Earth Day sponsorship, Patagonia plans to unveil their new advertising campaign, “Hemp. It’s
in our DNA.” Consumers will come in contact with all of the materials used to make the clothing, and by inter-
acting with the hemp, Patagonia hopes to draw a connection between the product and its high-quality, highly
functional traits.
“Our hemp [is] grown organically using all natural ingredients. We believe that by showing consumers what is
under the hood, they will realize the benefits of high-performance hemp clothing,” said Sheehan.
Patagonia is well-known for its involvement with forward-thinking organizations. Last year, the brand part-
nered with the Common Threads Initiative to help reduce the environmental footprint. In August they will host
a benefit concert to help build awareness about environmental sustainability.
The brand has also announced that they will be rolling out several new product lines over the next coming
months.
Based in Ventura, CA, Patagonia continues to grow in credibility as a high-quality, environmentally friendly
brand. As the ‘green’ movement continues to mature, companies around the United States are finding unique
ways to lessen their impact on the environment. Not only does it mitigate many environmental problems, but
it has also proven to be an effective marketing platform. This vision allows Patagonia to differentiate from
competitors such as North Face, Timberland, EMS, and REI.
For more information, please contact Mel Fish at (315) 555-4343
####
10. PATAGONIA BLOG POST
[RELEASED ON PATAGONIA.COM]
Dear Friends,
First let me take the opportunity to introduce myself. My name is Casey Sheehan, CEO of Patagonia. Thank
you so much for your continued support, we could not do it without you. Please take a moment to read
some exciting news that I would like to share with you.
As you know, Patagonia relies on a vision of environmental sustainability. Each of our products is
developed with this significant goal in mind. One of the most important things that sets us apart from
our competitors is our commitment to research and development, so that we can continue to make
improvements to both our brand and the environment. That is why I am happy to present to you our brand
new hemp clothing line.
Hemp is not only a high-quality, extremely functional material in this new product line, but it also fits
directly into our committment to a safer and healthier environment. This new line is 100% natural, meaning
that its impact on the environment is non-existent. Intended for an array of outdoor activities, we feel this
line fits directly into the pure and natural lifestyles of our consumers.
I am also pleased to announce that a brand new advertising campaign will be launching tomorrow: HEMP.
IT’S IN OUR DNA. Please visit hempdna.com to learn more!
Thank you again for your loyalty, and please do not hesitate to contact me directly at Casey.Sheehan@
patagonia.com if you have any questions, concerns, or simply want to chat!
Regards,
Casey Sheehan, CEO
11. CONCLUSION
Hemp. It’s in our DNA. is an extendable, integrated advertising platform that will effectively
reposition Patagonia towards the lifestyle category. Through television, online, outdoor, and
guerilla advertising, Group X can effectively reach our target to jumpstart the new line of
Patagonia Hemp Clothing. In a cluttered category, it is vital for brands to remain relevant to its
target without losing its core values, and the DNA campaign ensures that Patagonia stays true
to what it has always believed in.
12. Patagonia
EARTH DAY
Please visit patagonia.com if you have any questions, concerns, or you simply want to chat. We’ll be there.
13. Patagonia believes in creating high-quality products
while minimizing the impact that we have on IT’S IN OUR DNA...
everything around us. It’s not easy to do this when
we have performance and style in mind, though. The GUESS WHAT? YOU ARE AMONGST THE FIRST
solution? Hemp. TO FIND OUT ABOUT OUR NEW ADVERTISING
PLATFORM AND BRAND REPOSITIONING:
Hemp is an extremely sustainable and versatile plant HEMP. IT’S IN OUR DNA.
WELCOME TO THE 2012 that can survive in a variety of different climates. It
is well-known for its tough and durable properties,
EARTH DAY CELEBRATION and because it’s natural we don’t need to sacrifice
strength for dangerous synthetic chemicals.
We’re excited to sponsor this
year’s event, as well as share
with you a guide to our brand
new line of Hemp Clothing. Our vision is simple: To build the best
product, cause no unnecessary harm,
use business to inspire and implement
SHIRTS. PANTS. SHOES. SOCKS. solutions to the environmental crisis.
Yes, we can cover you head to toe
in our brand new line of hemp Founded by Yvon Chouinard in 1972,
clothing. Each of these are resistant Patagonia hasn’t turned back. We thrive to
to the elements, and will keep you create top-quality products without losing
Coupon Code: X7KK98EDAY
pushing further and further down the sight of what is truly important. After all,
SEE THIS? IT’S A COUPON. unbeaten path. our clothing is meant for the outdoors. We
Enter it on www.Patagonia.com/ need it to stick around for a while.
HempDNA and get 10% off your
next hemp purchase.