Brand Analysis

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Patagonia Brand

The purpose of this report is to analyze the four components of the marketing mix of the Patagonia brand. To discuss and examine possible changes to Patagonia’s product, pricing, placement, and promotion.

Marketing Mix Analysis Overview
Patagonia, Inc. is a Ventura, California based clothing company, focusing on outdoor clothing. The clothing is focused on outdoor environmentalists who are willing to pay a premium for the Patagonia brand name and ethic.The company is accociated with several environmental movements and is considered a socially responsible company. It was founded by Yvon Chouinard in 1972. Patagonia is owned by Lost Arrow Corporation.

Product
Patagonia clothing line is for skiers, hikers, surfers and mountain climbers. Their marketing strategies show how concerned they are with not harming the environment in any way. Patagonia will not participate in promotion will negative effects on the environment, such as billboards. Patagonia does a large portion of their sales through catalogs. Four Catalogs are produced each year; all of them are printed on recycled paper. It is pricied at a premeium, take their cotton line it is constructed out of 100% pure organic cotton. Patagonia has a commitment to making more durable products so that people don’t have to buy as often. Their replacement of nylon and polyester (petroleum based products) with recycled polyester fleece made out of soda bottles, are supposed to last three times longer. The company continues to search for ways to package their product in enviormentally safe packaging.

Pricing
Patagonia is a leader in the retail industry, continuing to find new enviermentally safe fabric’s. Their pricing is in line with the quality of the product and the cost of manufacturing the product through enviormentally safe means. Their product is considered a premeium product line, many consumers call it the Gucci of outdoors clothing....
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