Transcript Patagonia Promotional Strategy - Zenia Villa`s e

®
Promotion Plan
AMM 230:
16 March 2010
Cecily Arambula,
Taylor Bittner,
Elizabeth Burdman,
Amy Kremer,
Ariana Rendon,
Zenia Villa.
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 Introduction……………..….1
 Target Market…………..….2-3
 Competitors……………..…4-5
 Comparison Matrix..............6
 Competitors Conclusion…..7
 Problem Statement……..…8
 Promotion Solutions………..9
SPRING 2010
 Introduction……………..….1
 Target Market…………..….2-3
 Competitors……………..…4-5
 Comparison Matrix..............6
 Competitors Conclusion…..7
 Problem Statement……..…8
 Promotion Solutions………..9
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 Our intent was to discover
new promotional
objectives for us at
Patagonia to appeal more
to their target market
through analyzing their
main competitors’
characteristics.
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 Our main goal at Patagonia
was to use new advertising
strategies that would create
greater customer loyalty in
their core target consumers
and secondary market.
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 Men and Women, ages 18-40
Geographic
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•
•
•
Warm and cold weather states
Developed countries
Richer neighborhoods
Rural versus urban areas
 High income: $75,000-$100,000
 Environmental Activists
 Organic lifestyle
Demographic
• Educated
• Generations X and Y
 Outdoor sports enthusiasts
 Invest in quality, eco-friendly
apparel
 Quality of apparel in the utility
rather than fashion trend
(Patagonia 2010)
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Psychographic
Behavioral
Middle and Upper class
• Active lifestyle
•
Knowledgeable of other
brands, but prefer eco-friendly
ones.
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 The differences between the
primary and secondary
market segment are mostly
found in psychographic and
behavioral segments.
 Secondary market is less
concerned with the
environment and more with
durable gear.
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Psychographic
Behavioral
• Active lifestyle
• Health-conscious
• Young
• Less focus on wants, more on
needs
• Brand-loyal
• Less concerned with
environment, higher concern
for durable gear
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 Patagonia is a southern California based
outdoor sportswear brand, whose main
focus is on the environment. They strive
to make all gear and apparel with
organic or recycled material. We donate
to and partners with many organizations
to promote environmental activism and
conservation. We believe in using
business to inspire solutions to
the enviromental crisis
(Patagonia
2010).
 REI is an outdoor gear retailer who stocks the highest
quality and eco-friendly products, and also have their own
high-quality line. At REI, “[They] inspire, educate and
outfit for a lifetime of outdoor adventure and stewardship.”
(REI 2010)
 The North Face focuses on alpine outdoor gear,
but offers a broad spectrum of high quality apparel. At the
North Face “sustainability and conservation form the core
of The North Face pledge to advance the well-being of the
planet, its citizens and those who enjoy exploring it.”
(North Face 2010)
 ARC’TERYX focuses on producing the highest
quality and most durable alpine gear and apparel, rather
than focusing on environmental issues. “ARC‘TERYX
strives to continually become more aware of and sensitive
to the environmental impact of our business practices”
(ARC’TERYX 2010)
 Columbia is a widely available outdoor sportswear
company who has developed the highest quality Omnitechnology products. Columbia focuses on maintaining
social and corporate responsibility, “[They] drive
environmental efforts within [their] own facilities and in
[their] operations, as well as in the field.” (Columbia 2010)
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____________________________________________________________________________________________________________________________________________
Consumer
-Participate in wide variety of outdoor activities
- Outdoors lover with an active lifestyle
Personality
-Ec0-friendly lifestyle
- Promotes the climate change effort and lives an eco-friendly lifestyle
-Involved in community and outdoors
-Longs for quality and technologically advanced clothing
____________________________________________________________________________________________________________________________________________
What sets them
- Offers a carbon-neutral travel service for consumers
-Large focus on global climate change and awareness
Apart
- Engaged in communities across the country
- Offer wide variety of equipment, tents, sleeping bags etc.
- Enthusiastic workforce willing to assist customers; rated
- Constantly using new technology to create more sustainable products
in 100 Best Companies to Work For by FORBES magazine
- Series and Collections of activity-specific enhancing sportswear
____________________________________________________________________________________________________________________________________________
What they Use
- ecoSensitive apparel and gear made from high percentage
- Recycled materials in most product lines including apparel and
of recycled, rapidly renewable and/or organic fibers
footwear; offer 100% organic cotton products
____________________________________________________________________________________________________________________________________________
You’ll Find…
Widely accessible,
Easily Available
Many Stores, Online and online outlet
Few Stores and outlets nationwide, Online
____________________________________________________________________________________________________________________________________________
Quality Standards
High Quality; 100% Satisfaction Guaranteed
High quality, yet eco-friendly
____________________________________________________________________________________________________________________________________________
Making the World
- Reducing carbon footprint; become climate neutral by 2020
A Better Place
- constructing building with less environmental impacts and
lower operating costs; LEED certified distribution center
- Over 3.5 million dollars spend towards nonprofit organizations
in support of conservation and recreational access (REI 2010).
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-Partnered with many climate change organizations such as 350.org
BICEP; created online site called Planet Explore
-Invests in renewable wind energy, offsets 100% of energy use in US
-Installed solar panels at Visalia plant, provides for 25% of energy use
(The North Face 2010).
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___________________________________________________________________________________________________________________________________________________
Consumer
Personality
“Outdoor athletes who are engaged in physically challenging
activities in the most severe alpine environments.”
- Extreme sports enthusiast
- Outdoor sport and nature enthusiasts
- Love exploring the great outdoors and getting involved in the
community
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What sets them
- Activity specific garments, ensures freedom of movement
Apart
- Prefers long-lasting quality over eco-friendly gear
- Alpine environment based gear
- Focus on community involvement, outdoor education, environmental
conservation
- Advanced Omni-tech products that keep the elements out
- Offers a membership card and collegiate apparel
___________________________________________________________________________________________________________________________________________________
What they Use
- Highest performing and most durable materials
available
- Non-organic, Non-renewable resource products
- Range of Omni technology materials that keep UV rays off, water out,
body heat in, and cool you down with thermal transfer technology
- Not committed to organic, some products contain small traces of organics
___________________________________________________________________________________________________________________________________________________
You’ll Find…
Limited Availability
Two stores in Canada, Online through other retailers
Widely Available
Online, worldwide company stores and outlets, other retailers
___________________________________________________________________________________________________________________________________________________
Making the World
- Striving to find eco-friendly high quality material
A Better Place
- Recycle all paper waste, use 99.9% recycled paper
- Use nonpolluting hydroelectric generating plants
(ARC’TERYX 2010).
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- Focus on reducing upstream impact (energy & material usage), and
responsibly managing downstream waste
- Partner with many organizations including MercyCorp, the Skin Cancer
Foundation, and the Conservation Alliance (Columbia 2010).
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Target age
Price Range
Stores
Advertising
EcoFriendly
REI
18-30
$$
Many stores,
online
Print media
outlets
***
Northface
16-35
$$
Some stores,
online
Word of
mouth
**
Arc’teryx
18-25
$$$
Online, some
retail stores
Special events
*
Columbia
20-40
$$
Many stores,
outlets and
online
Billboards
**
Patagonia
18-40
$$$
Mostly online,
few stores
Word of
mouth
****
Eco-friendliness determined by a brand’s efforts to conserve the environment through organic and recycled
fabrics, supporting environmental organizations, and reducing their carbon footprint. (On a Scale of 1-5)
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 The competitors use more efficient promotion tactics than
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Patagonia through special events, billboards, and catalogs.
We have a strong standing brand image in terms of
environmental activism and eco-friendly products.
Our company is committed to efforts that better the environment
and its inhabitants.
Our brand is just as economically successful as their competitors
without spending significant amounts of money on advertising,
We aren’t acquiring new customers in the younger market
segment, as their competitors are
In order to create an incentive among returning customers, we
should create a reward system as their competitors do.
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The competitor analysis showed that in order to keep the attention of the younger market segment,
Patagonia should increase brand awareness and expand accessibility to the product. Based on our
primary research, the younger generation were not aware of Patagonia.
 Our company will target the
younger generation as a future
market segment.
 By informing them now since
they are the future care takers of
our planet and when they settle
into their careers, they will be
able to afford the products.
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 Also, by offering a student
discount card this will increase
the likelihood that the younger
segment will purchase our
products.
 We will utilize all possible media
outlets that would effectively
target the younger demographic.
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The promotion plan will be to increase brand
awareness amongst the younger demographic
through a period of intense promotion
• This will be achieved through student discounts, college vendors on
college campuses, and special sporting events to attract a younger
crowd
• They will also offer a student discount card made of recycled plastic
to make affording our products easier
• Our proposed campaign will improve brand familiarity and loyalty
among the Generation Y demographic.
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 It is important to increase brand awareness among the Gen Y
demographic because they currently more know about competitors,
and are purchasing the types of products that we sell from other
retailers instead of us.
 Our company is more committed to the environment than any other
outdoor brand, and by attracting a younger demographic, we can
spread awareness and promote activism among this age group.
 When generation Y becomes more economically stable with secure
jobs, they will continue to take part in protecting the environment by
purchasing the products we sell they once couldn’t afford.
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Spring for Green
 Our promotional theme is “Spring for Green”, which will
encourage youth to explore the outdoors.
Theme Colors
 The season will be spring, which is known for rebirth and
youth
 The green aspect of the theme will inspire environmental
awareness in youth by using the color green as a metaphor
for conservation as well as that will appeal to them.
 The spring aspect of the theme promotes going outdoors
and exploring nature and also directly relates to the spring
season
 The colors for our theme are bright and pastel hues of the
colors found in nature, these promote both springtime and
nature
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 A “Spring for the…” series of 6
ads highlighting different areas
of activities that we sell gear for.
Includes fly fishing, hiking,
yoga, surfing, and
snowboarding.
 Command headline urges being
physically active, which the body
copy has an implied suggestion.
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 Colloquial language attracts a
younger target
 Photography makes the ad more
realistic and dramatic.
 Ads printed on recycled paper
which stays true to our core
values of environmentalism.
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 Encourages the younger generation to be active and
become one with nature
 Heightens awareness of environmental conservation within
the younger generation
 Celebrating the arrival of spring.
 Increases the eco-friendly trend of organic clothing
amongst generation Y by showing that it can be used for
outside activities.
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 The Triple Threat Event is a
series of three sporting
competitions in a three day span.
They will be open to the public
to compete.
 1st place for each event will win
activity-specific gear, 2nd and 3rd
places will win Patagonia gift
cards
Who will be there:
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Musical guests include Linkin’ Park, Rise
Against, and The Strokes
Patagonia Ambassadors will speak at the event.
Kashi will provide organic refreshments.
April 16
April 17
April 18
Amateur Snowboarding
competition
@ Lake Tahoe, CA
Trail Running
competition
@ Yosemite, CA
Surfing competition
@ Huntington Beach,
CA
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 Encourages young people to be
active and be one with the
outdoors through fun
competition.
We will have an apparel booth where
the younger market will be given the
opportunity to try and check out
Patagonia gear.
 Winners will receive Patagonia
gift cards to discount and raise
awareness about the brand for
the younger segment.
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 Patagonia representatives will be on college campuses nationwide during
student’s lunch hours to assist in planting trees.
 Open to the public.
 Each person that plants a tree gets a free organic Patagonia tee. Will occur
April 22nd (Earth Day) from 11 am-1 pm.
 Whole Foods will cater with organic food.
 We will also have a booth selling our clothing for those who are interested
after wearing the organic t-shirts.
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 This is an institutional
event that will enhance the
image of our company
through a charitable cause.
 This event is more about
engaging the youth in
planet conservation rather
than selling clothes.
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 The recycled cotton bag with the Patagonia logo on the Earth shows that we put
our Earth first.
 The shirt is an example of the organic cotton shirts that we will be giving away at
the tree planting event.
 The example of the student discount card will convey to student newspapers how
we are attempting to reach out to their market segment.
 The energy saving light bulb helps to conserve our planet.
 We are including a seed packet to promote the Plant a Tree event.
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 The media kit will be
distributed to Sports
Illustrated, ESPN Weekly,
Green Living Magazine,
and college newspapers.
 This will target all the
important segments of the
market: active, organic,
students.
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 The media will be sent
out a month before the
sports event to create
buzz in advance, and
remind media outlets
to advertise for our
Earth Day event.
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 The media kit will contribute to the promotional
theme by showing it is easy for young people to get
involved in conservation efforts.
 By advertising in student newspapers, we will prove to
students that our organic sportswear can help them in
any outdoor activity.
 The student discount card will convey that we are
committed to their patronage.
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 “We do not inherit the earth from our ancestors, we
borrow it from our children.” –Native American
Proverb
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 Arc'teryx. (n.d.). Arc'teryx. Retrieved March 5, 2010, from
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http://www.arcteryx.com
Columbia Sportswear Mobile. (n.d.). Columbia Sportswear Mobile.
Retrieved March 5, 2010, from http://www.columbia.com
Patagonia Outdoor Clothing, Apparel and Gear for Climbing, Hiking,
Surfing, Running, Travel. (n.d.). Patagonia Outdoor Clothing, Apparel
and Gear for Climbing, Hiking, Surfing, Running, Travel. Retrieved
March 5, 2010, from http://www.patagonia.com
REI - Gear, Equipment and Clothing for a Lifetime of Outdoor
Adventure and Stewardship.. (n.d.). REI - Gear, Equipment and
Clothing for a Lifetime of Outdoor Adventure and Stewardship..
Retrieved March 5, 2010, from http://www.rei.com
The North Face. (n.d.). The North Face. Retrieved March 1, 2010, from
www.thenorthface.com
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