Marketing Mix and Strategies of Patagonia Inc.

This presentation discusses the marketing mix elements of Patagonia Inc. and the strategies used by the company to achieve business success. It also analyzes the integrated marketing program and how it has supported the sales plan of the company. The target market of Patagonia Inc. is LOHAS community, and the company uses effective promotional strategies, market development, and efficient distribution channels to enhance their reach and achieve higher market share within the retail industry.

MARKETING

COMPANY BACKGROUND
 Patagonia is a well-
known private company
within the retail industry
that deals in selling
outdoor apparels and
sports clothing to both
men and women.

MARKETING MIX ELEMENTS

PRODUCT
 The key product that is offered by Patagonia includes
outdoor sports wear for both men and women.
 The company not only offers sporting goods and
clothing but it also provides underwear, insulation layers
as well as technical parts.
 Such offering by the company differs them from their
competitors that are Helly Hanson, Nike, etc.

PRICE
 Another element within marketing includes
price with the strong policy company offers
affordable pricing for their clothing apparels
(Tripathi, 2017).
 Primarily for its outerwear such as jackets
company set price from $100-$400 and it set
$80-$300 for fleeces.

PLACE
 Another element within marketing mix
includes the place that refers to a location
through which product can be easily
accessible for the customer.
 Patagonia Inc. the global company that ships
their range of goods among international
market, therefore, company implement
different strategies such as intensive,
selective and exclusive distribution

PROMOTION
 The last element within marketing function includes
promotion it is considered as the significant aspect that
assists Patagonia in promoting their range of products
among the different target group.
 It is also considered as an effective marketing
communication channel through which message is
communicated to the targeted audiences.

INTEGRATED MARKETING PROGRAM
ANALYSIS OF COMPANY
 It has analyzed that Patagonia Inc. focuses on
documenting integrated marketing program that assists
them in accomplishing specific marketing objectives in
the stipulated period.
 The integrated marketing program mainly focuses on
different stages such as mission statement it considered
as the statement that direct the business towards attaining
long term goals (Sheth & Sisodia, 2015).

CONTD.
 The marketing program would also analyze the target market
of the company that is Patagonia Inc. would target which
market.
 It has been analyzed that to serve its best, company target
LOHAS (Lifestyles of Health and Sustainability)
community.
 This market segment focuses on sustainable living and
mainly opts to choose organic clothing that fits their
lifestyle.

MARKETING STRATEGIES TO
BUSINESS SUCCESS
To attain success in competitive environment business
focuses on using different marketing strategy. It assists
the business in enhancing their reach as well as
achieving higher market share within the retail industry.
It is analyzed that different marketing strategies are used
by Patagonia Inc. it mainly includes-
 Using effective promotional strategies

CONTD.
Market development
 Another effective marketing strategy that is
used by Patagonia Inc. includes market
development strategy (Resnick, Cheng,
Simpson, & Lourenço, 2016).
 With the help of this strategy, the company
develops its market through entering into the
areas.

CONTD.
Effective distribution channels
 To achieve business success it has also been analyzed that
Patagonia Inc. endorses efficient distribution channels so that
products can be easily accessible by customers.
 The company uses multiple channels for distributing their
sports apparels that are via opening their authorized retail
stores. With their retail stores, they easily attract customers
towards purchasing their products (Moriarty, Mitchell, Wells,
Crawford, Brennan, & Spence-Stone, 2014).

ANALYSIS OF MARKETING TO SALES
PLAN SUCCESS
 From the above-integrated marketing plan, it has been analyzed
that it has supported sales plan of the business.
 With the help of marketing activities and strategies, Patagonia Inc.
has resulted in increasing their sales volume that further benefit
them in attaining higher income and profit ratio (Kleinaltenkamp,
Plinke, & Geiger, 2016).
 The marketing program mainly focuses on targeting LOHAS
community as they are likely to purchase the organic clothes as it
protects the environment and engages in sustainable practices.

CONCLUSION
 From the above presentation, it is concluded that
marketing plays the significant role within the Patagonia
Inc. as it assists in promoting their range of products in
the target market. The presentation has also analyzed the
key concept as well as marketing strategies related with
each of the element of the marketing mix that is the
product, price, place and promotion.

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CONTD.
 Patagonia. (2017, August 7). Company History. Retrieved September 14,
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CONTD.
 Take part. (2012, August 3). Clothing Company Tells
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