A Case Term Project by
overview
overview
I. Market Analysis
II. Market Segmentation
III. Product Positioning
IV. Impact on the Consumer
V. Consumer Decision Process
VI. Marketing Mix
VII. Market Plan Assessment
history
● Yvon Chouinard
● Established 1973
● First reusable steel pitons
● Aluminum chocks
product
Nano Puff Jacket
with Re-Zip
Technology
market analysis
Values:
“Build the best product, cause no unnecessary harm, use business to inspire and
implement solutions to the environmental crisis.”
● Common Threads Initiative
● “Don’t buy this jacket.”
market analysis
market segmentation
Market Growth Rate:
● Market Value
● Changing Lifestyles
market segmentation
● Alpha Eco's
● Eco-Centric's
● Eco-Chic's
● Economic Eco's
● Eco Mom's
product positioning
Patagonia is an outdoor apparel brand that is deeply committed to
preserving the natural environment through sustainable business
practices, from product creation and manufacturing to product
disposal. The brand’s invention of the recyclable zipper further
solidifies the brand’s position as a leader in quality and innovation in
the industry. Patagonia has mastered the art of synthesizing its brand
name with its environmental efforts—“Patagonia” is synonymous with
“eco-friendly.”
impact on the consumer
● Perception/Brand Image/ Personality
● Self Concept/ Lifestyle
○ The Experience
○ "Going Green"
consumer decision process
●
●
●
●
Situational Influence
Problem Recognition
Information Search
Post Purchase
marketing mix
● Price
● Promotion
● Product
● Place
○ Quality
○ Re-Zip tech
○ 100%
○ Auditory branding
○ Integrate
"reduce, reuse, repair, recycle, re-imagine and
RE-ZIP"
market plan assessment
● ReZip's Entry Strategy
● Exclusivity
● Competition
the FIRST and the ONLY...
overview
I. Market Analysis
II. Market Segmentation
III. Product Positioning
IV. Impact on the Consumer
V. Consumer Decision Process
VI. Marketing Mix
VII. Market Plan Assessment
Questions?