This paper seeks to examine and consequently analyze the marketing mix of the Patagonia Clothes. The marketing mix for this product allows for the combination of all marketing tools available to the Patagonia Clothes in order to ensure that the company’s product is sold. In this regard, the design, packaging, safety and how environmental friendly the product us will be considered in the marketing of Patagonia Clothes.
Marketing Mix Analysis Overview
Patagonia Clothes is a renowned company that engages in supplying outdoor clothing of high quality as well as clothing equipments that are tailored towards meeting the needs of the customers. This company is based in California and its reputation that is based on awareness creation by far surpasses its size. Patagonia Clothes is a private enterprise and a subsidiary of a corporation by the name Lost Arrow. It was established in the year 1984. Patagonia Clothes marketing mix takes the form of design, where fashionable designs are developed for specific groups in the market model. Packaging, where appearance and convenience is considered in the determination of the marketing tools for the product. Safety and environmental concerns are the other aspects of the marketing mix that Patagonia Clothes engages in its marketing strategies. Safe products and one that preserve the environment are preferred with less emphasis on the price, thus favorable to the company (Sweeney, 2007). It is important to note that this marketing mix occurs in the context of product, pricing, placement and promotion for the brand.
Patagonia Clothes have already made a name in the market model for the company. Good products provide an automatic marketing for themselves. However, the importance of the company to undertake marketing strategies cannot be ignored. This follows the presence of competitors and price changes influenced by counterfeit products and imitations. Patagonia Clothes operates in the growth stage of product life cycle. This is evidenced by the fact that the company seeks to improve and consistently build on the clothes brand preference so as to further increase on its market share (Treacy, 2009). Through the product design, packaging, safety and environmental consideration, the brand quality seeks to be maintained. Supportive services and additional features to the product enhance this realization. This makes it possible to shop for the product regardless of its category in consumer goods.
Operating at the growth stage ensures that Patagonia Clothes enjoys an increased demand for its products, while it enjoys little or minimal competition. However, to build on its revenues, the company must still pursue pricing strategies favorable to it. Competitive pricing may be essential at some point in the marketing process but care should be taken so as not to operate at a cost that the revenues cannot cover. Patagonia Clothes is also in a position to undertake cost-plus profit, where the profit it needs to make is counted as a cost in the evaluation of revenues in order to safeguard the interests of the company. This company also employs value pricing. The value of the products delivered to the customers sometimes exceeds the price charged, but this is done to account for competition due to other operating firms (Treacy, 2009).
Acceptability of the product prompts the increase or decrease in channels of placement or distribution. This is driven by the increase or decrease in the demand for the product. This company placement focuses on selling to the customers, retailers and wholesalers. The clothes line necessitates the need for this channel as the productive process dictates. Any shortcoming in the process that reduces efficiency should be accounted for by reorganizing the placement process to better suit the customer.
Promotion for the Patagonia Clothes is for the broader audience in the marketing model. For this company, promotional mix takes the form of advertisement, public relations and sales promotion. The advertisement is mainly focused on reaching the target group, within the required frequency and thereby passing the required message. Public relations ensure building of new relationship with all the stakeholders in the market model at no extra cost. Sales promotion characterized by trade fairs, discounts and sale coupons enhance undertakings in the promotional mix that engages sales promotion. IMC plan executes and coordinates promotional mix activities (Treacy, 2009). Product, pricing, placement and promotion seem to be well coordinated for the Patagonia Clothes, thereby by greater margin meeting the expectations of the customers.
Patagonia Clothes can go global by establishing operational firms in foreign markets, being served by the host firm in California. The company can also link the global markets through the e-business and commerce operations. The fact that it is well established and has already earned itself a name in the clothing line is an advantage. All the company would require is enough capital, and considering its assets portfolio, it is in a proper state to become international. International advertisement and promotion can be done through the internet, and the distribution channel would require that shipping be undertaken. Pricing would be determined by a given country’s market forces in the international arena, with the existing quality in a position to satisfy the international market (Tyler, 2006).
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