MBA 724 Final Project by Jayden Roos

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MBA 724 Final Project by Jayden Roos The brand whose integrated marketing communications plan I have done research on throughout the semester is Patagonia. The description of Patagonia as a brand is best described by Patagonia itself on its website when it says, “Patagonia is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running” (2024). Patagonia is one of the biggest outdoor brands in the United States and is growing rapidly throughout the world. Patagonia is known for its environmentally friendly products and its contributions to environmental organizations to help take care of our planet. Patagonia’s biggest tool to their success is how they use marketing to not only promote their products but to promote action towards keeping the environment clean and this write-up will describe how the company does it. a. Industry Overview The outdoor apparel industry is a thriving market, driven by increasing consumer interest in healthy lifestyles, environmental conservation, and outdoor activities. The market is experiencing steady growth, with the global outdoor apparel market size expected to reach “USD 123.6 billion by 2027, exhibiting a CAGR of 5.5% from 2020 to 2027” (McKinsey,2023). Social influences, such as environmental awareness and the promotion of healthy lifestyles, are shaping the industry and encouraging consumers to invest in high-quality, sustainable outdoor apparel. b. Company Profile

Patagonia is an American outdoor clothing and gear company founded in 1973 by Yvon Chouinard. The company is recognized for “its commitment to environmental activism and sustainable business practices” (Patagonia,2024). Patagonia’s product category share includes outdoor clothing, footwear, and accessories for climbing, surfing, skiing, snowboarding, fly fishing, and trail running. The company’s growth has been consistent since its inception, with revenues reaching approximately $1 billion in 2017. Patagonia’s success can be attributed to its “unwavering commitment to environmental activism and sustainability, which has resonated with consumers and created a loyal customer base” (Brand the Change,2024). c. Brand/Product Evaluation Patagonia’s brand design features a distinctive mountain logo that represents the company’s focus on outdoor activities and environmental conservation. The company’s product line is known for its durability, functionality, and innovation in design and materials. Patagonia has differentiated itself from other brands by emphasizing its mission to “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis” (2024). This unique approach to business has set Patagonia apart from competitors and solidified its reputation as a leader in sustainable practices within the industry. d. Consumer Segment Patagonia primarily targets consumers who are passionate about the outdoors and environmentally conscious. The company’s core demographic consists of “individuals aged between 25-45 years old who engage in outdoor activities such as hiking, camping, climbing, skiing, or surfing” (Helixa,2018). These consumers are typically “affluent and well-educated with

strong preferences for sustainability and ethical sourcing” (Helixa,2018). Patagonia’s consumer base exhibits strong brand loyalty due to the company’s “commitment to environmental activism and responsible manufacturing practices” (Wolfe,2023). e. Competition Key competitors in the outdoor apparel industry include:  The North Face - “Never Stop Exploring” - Strengths: “Strong brand recognition; extensive product line; global presence” (Chiffey,2022); Weaknesses: “Perceived higher prices compared to competitors; limited focus on sustainability” (Chiffey,2022).  Columbia Sportswear - “Tested Tough” - Strengths: “Broad product line; extensive distribution network” (Chiffey,2022); Weaknesses: “Limited focus on sustainability; perceived lower quality compared to premium brands” (Chiffey,2022).  Arc’teryx - “Define Your Limits” - Strengths: “High-quality products; innovative design” (Chiffey,2022); Weaknesses: “Higher prices compared to competitors; limited distribution network” (Chiffey,2022).  REI Co-op - “For Every Adventure” - Strengths: “Strong brand loyalty; extensive retail presence” (Chiffey,2022); Weaknesses: “Limited international presence; dependence on brick-and-mortar stores” (Chiffey,2022).  VF Corporation (owners of The North Face & Timberland) - “Empowering Movement” - Strengths: “Diversified brand portfolio; extensive distribution network” (Chiffey,2022); Weaknesses: “Limited focus on sustainability compared to Patagonia” (Chiffey,2022). f. Brand Positioning Strategy

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Patagonia positions itself as a leader in sustainable practices within the outdoor apparel industry while maintaining a strong focus on producing high-quality products designed for demanding outdoor activities. The company emphasizes its commitment to environmental activism through “various initiatives such as its “Worn Wear” program promoting product repair and reuse” (Matthews, 2021). This unique positioning strategy allows Patagonia to stand out among competitors and appeal to a niche market of environmentally conscious consumers seeking durable and functional products that align with their values. By prioritizing sustainability and ethical sourcing practices alongside product innovation, Patagonia has successfully positioned itself as a trusted brand that resonates with discerning customers who value both quality and environmental stewardship. g. Communication Objectives Brand Awareness : One of the key communication objectives for Patagonia could be to increase brand awareness among outdoor enthusiasts and environmentally conscious consumers. This can be measured through brand recall or recognition in surveys and market research studies. By implementing targeted marketing campaigns across various channels such as social media, print ads, and sponsorships, Patagonia can enhance its visibility and ensure that its brand is top-of- mind when consumers think about outdoor apparel and gear. Brand Attitude: Another important objective for Patagonia could be to shape consumer attitudes towards the brand, especially in terms of its commitment to sustainability and ethical practices. For new brands, the goal would be to establish a positive perception from the start. For existing brands like Patagonia, the focus might be on reinforcing these values or changing

any negative perceptions that may exist. Through storytelling, content marketing, and partnerships with environmental organizations, Patagonia can influence how consumers view the brand. Brand Purchase Intention : To drive sales and encourage consumer action, Patagonia can set a communication objective to stimulate purchase intention. This can be achieved by offering incentives such as gifts, coupons, or limited time offers to motivate potential customers to make a purchase. By highlighting the quality, durability, and sustainability of their products in marketing messages, Patagonia can increase the likelihood of conversion and boost sales. Brand Purchase Facilitation : To make the purchasing process smoother for consumers, Patagonia can provide additional information that helps facilitate the buying decision. This could include directing customers to their website where they can find detailed product descriptions, customer reviews, sizing guides, and information on where to locate retail stores or authorized dealers. By offering a seamless shopping experience both online and offline, Patagonia can remove barriers to purchasing and make it easier for consumers to buy their products. By aligning its communication objectives with these key areas of brand awareness, brand attitude, brand purchase intention, and brand purchase facilitation, Patagonia can effectively engage with its target audience, strengthen its brand image, and drive sales while staying true to its core values of sustainability and environmental responsibility. h. Creative strategy The creative strategy for Patagonia should revolve around the brand’s core values of sustainability, quality, and environmental activism. This strategy will not only highlight the

tangible attributes and features of Patagonia’s products but also emphasize the benefits and values that customers support through their purchases. First up is identifying the attributes and features of Patagonia’s products which are sustainability, durability, and fair trade certified. The sustainability of Patagonia’s products is due to the use of recycled materials and organic cotton. The durability of Patagonia’s products is because of the use of high-quality materials that are designed for longevity. Lastly, Patagonia’s products are fair trade certified which means that they were created “using ethical production practices that ensure fair labor conditions” (Patagonia, 2024). The benefits of buying products from Patagonia for users are the company’s contribution to environmental conservation, the long-term value of the products, and buying products from Patagonia shows support for ethical practices. First off, purchasing products that are made from sustainable materials helps reduce waste and pollution. Next, Patagonia’s durable products withstand the test of time which will reduce the need for frequent replacements. Lastly, purchasing Patagonia’s products gives consumers pride knowing that their purchase supports fair labor practices and contributes to the welfare of workers. The creative concept that I have come up with for Patagonia is called “Wear the Change You Want to See”. This concept encapsulates the idea that consumers are not just buying outdoor gear but are also making a statement about their values. This campaign would feature real stories from customers and activists who have made a positive impact on the environment through their choices and actions, highlighting how Patagonia’s products have supported their journey. This creative strategy is crucial because it transcends traditional product advertising, connecting with consumers on a deeper level. It emphasizes the impact of their purchase

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decisions on the environment and society, aligning with the growing consumer demand for brands that take responsibility for their environmental footprint. The intended impact on the target audience that “Wear the Change You Want to See” should have is an increase in brand loyalty, an increase in the perception of the Patagonia brand, and an increase in the consumer’s motivation to act. By reinforcing the brand’s commitment to sustainability and ethical practices, the campaign aims to strengthen emotional connections with the target audience, leading to increased brand loyalty. The campaign should position Patagonia as a leader in environmental activism and ethical manufacturing, enhancing its reputation and appeal among conscious consumers. Lastly, the creative strategy should inspire consumers to make more sustainable choices in their lives, further aligning their values with the brand. This strategy is unique because it focuses on the broader impact of consumer choices rather than just the functional benefits of the products. It adds value by providing consumers with a sense of purpose and belonging to a community that shares their values, enhancing Patagonia’s brand positioning as a catalyst for environmental change. i. Aim for Marketing Communications The marketing communications that I have set up for my Patagonia integrated marketing communications plan have 4 objectives for them to hit which are to increase brand awareness, improve brand attitude, stimulate purchase intention, and facilitate brand purchase. The first aim is to reach the target audience through channels they frequently use such as social media platforms and streaming to share compelling stories that highlight Patagonia’s mission and values. The second objective is to educate consumers through blogs, podcasts, and influencer

collaborations about sustainability issues and Patagonia’s efforts, fostering a positive attitude toward the brand. The third objective is to provide incentives through email marketing and in- store promotions that encourage consumers to make a purchase, emphasizing the long-term value and impact of their decision. The last specific objective of the creative strategy is to make it easier for consumers to find information and purchase Patagonia products through the Patagonia website, reducing barriers to conversion.

Citations Chiffey, M. (2022, September 27). Patagonia competitors analysis . Business Chronicler. https://businesschronicler.com/competitors/patagonia-competitors-analysis/ Marketing, H. (2018, August 15). Patagonia: U.S. audience analysis . https://www.helixa.ai/blog/patagonia-audience-analysis Matthews, R. (2024, January 5). 10 reasons why Patagonia is the world’s most responsible company . Change Oracle. https://changeoracle.com/2021/09/10/10-reasons-why- patagonia-is-worlds-most/ McKinsey & Company. (2023, April 20). Patagonia shows how turning a profit doesn’t have to cost the Earth . McKinsey & Company. https://www.mckinsey.com/industries/agriculture/our-insights/patagonia-shows-how- turning-a-profit-doesnt-have-to-cost-the-earth Patagonia. (2024). Environmental activism - patagonia . Patagonia Outdoor Clothing & Gear. https://www.patagonia.com/activism/ Patagonia. (2024). Environmental & Social Footprint . Patagonia. https://www.patagonia.com/our-footprint/ Stuart, R. (2023, June 15). Together as one . Patagonia Stories. https://www.patagonia.com/stories/together-as-one/story-135802.html Weller, A. (2024, February 6). Patagonia Brand Story . brand the change. https://brandthechange.org/blog/inspiring-brands-for-change-patagonia

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MBA 724 Final Project by Jayden Roos

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