1. Introduction This report focuses on examining outdoor clothing brand Patagonia’s marketing strategies and techniques in the United States (The U.S.) and how these strategies are in line with its business model and marketing objectives. Nature of engagement in Patagonia’s Social Media channels is studied by observation and secondary data. Finally, necessary frameworks and guidelines for the company are presented. 2. Company Overview Passionate rock climber, Yvenes Chouinard, found that the pitons available for climbing were not ideal for the environment as they were placed in the rock and left there. Chouinard never saw himself as a businessman but began making and selling handmade hard iron pitons in 1957 to minimize his interest’s negative …show more content…
The industry is in a rising trend and from 2010 to 2015 it has grown annually 1,5%, with an expected 2% growth rate from 2015 to 2020 (Alvarez, 2015). There are over 3,150 brands in this industry and in terms of market shares, wholesale company REI leads the local industry (Alvarez, 2015). However, REI is not far away from the industry’s biggest brands, The North Face, Columbia and Patagonia, mostly due to their strong brand recognition and loyalty. According to The Guardian, The North Face is the biggest with 2,3 billion revenue and Patagonia growing fastest, yet being the smallest and only private company of these three (Meltzer, 2017). According to Outside Online article, Patagonia’s sales increased 18% during the last year and it controls now 9% of the outdoor apparel market, excluding the company’s massive direct-to-consumer business (Streep, …show more content…
However, it can be questioned that is relying solely on online media and having such an intense approach to influence people as a brand, the most effective way to reach and retain as many potential customers as possible. According to the PEW Research usage and engagement rates of Patagonia’s main communication channels are still on the rise (Duggan;Greenwood;& Perrin, 2016), but it is my own opinion that people in Patagonia’s target group will be part of the first ones who are getting tired of social media. Some predictions of the decline of Facebook can already be found as Millennials are starting to use Facebook at a slower rate and the satisfaction levels of the users are declining (Bridge Ratings,
Patagonia outdoor clothing company, established in 1972, began its’ journey based on the passion of outdoor climbing. Yvon Chouinard, founder and resident philosopher, built his multi-million dollar empire with a vision of inspiring and implementing solutions to the environmental crisis. Trial and error brought various challenges to surface which guided the success of the company creating an awareness of sustainability. A downward spiral of the economy resulted in a global recession influencing society’s perception. Chouinard’s goal was to prove that by doing the right thing, it is possible to be both environmentally responsible and profitable at the same time.
protect the environment through initiatives, grants, the ways in which their products are manufactured, and proper waste disposal. In the field of marketing, it is known that “Too many choices means no choice at all”, which signifies that if customers have too many options to choose from, they tend to get confused and overwhelmed, which often leads to them not making a purchase (Barry, 2003). However, having very limited options tends to bore and discourage customers from purchasing the product as well. Patagonia, overall, doesn’t have a large product mix.
The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings” (Vinerean, 2017). Therefore, it is essential that the former Genaflek employees enhance their skill set to include social media marketing tactics. They have been using more traditional marketing methods such as paper and television ads, focus groups, and press releases. RPZ will invest in an ongoing continuing education program. The program will allow employees to gain and retain the skills to become competitive in today’s market using social media concepts. RPZ will also hire a social media professional, as a consultant, who would be able to start the educational process and the continuing education program. Employees will participate in online courses to sharpen and stay on top of interpersonal, marketing and online skills. Frank Kasimov, of BusinessLenderMatch.com, says, “You can build on the traditional way of marketing and greatly increase your customer base and your company’s bottom line.” The former Genaflek employees would also have a vital role in training. They will introduce the former RPZ Social Media Analytics and new employees to systems and approaches used in traditional
The brand originally was used by park rangers and officers in the north that needed the durability of a proper outerwear. The key design of the infamous niche product, the Parka, features a coyote fur hood that has natural windbreak elements and a down filling made from the softest and warmest part of a quill. What sparked the interest of consumers is the concept of warmth without the bulk due to the major demographics of buyers are in cold climates like Canada. However, these elements aren’t only the key ingredients that makes Canada Goose have a more competitive advantage over competitors, it’s the value that goes into the production of their products. Each product has an element of consistency of quality meaning that each one made is up to high Canada Goose standards. Because Canada Goose has established themselves as a brand with high end, reliable production of quality within their products, they will carry this core business model with them if they create athleisure wear. Their gained trust from current shoppers who already wear the brand will cause repeat customers once they launch new product and will also gain attraction from a new market segment. Therefore, it will have a high impact in terms of their future sales and the probability of it occurring will also be
In Patagonia is one of the more interesting books that I've read lately. It's the only book that I know of that crosses theives with archaeology. It is mainly a collection of Bruce Chatwin's logs and descriptions of his travels in the South American frontier in the late 70's and early 80's (during the Cold War), filled also with short stories and vignettes. Some of them are true, though some mix the facts with fiction. Chatwin leaves these stories hanging and ties most of them back together in the end.
The connection between social media and relationship marketing cannot be disregarded. This is because in the modern world that we are in now a sporting organisation can use social media to launch a well-coordinated campaign with the click of a button. Whereas, many years ago in order have a success relationship marketing a huge amount of labour, money and time were needed. Due to social media still being considered to be in the early stages, a lot of sporting organisation has not fully incorporate it into their marketing strategy in order to gain maxim potential that these powerful tools can offer. Most sporting organisation needs a better understanding of the background of social media which will potentially allow for strategies to be implemen...
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
"Patagonia 's Mission Comes from Its Founder 's Values" (Stanwick and Stanwick, 2014, p. 388).
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...