IMC Project: Marketing Campaign Patagonia 

Introduction

Patagonia is a California based company specializing in clothing and gear designing for outdoor sports. Patagonia also design casual clothing for the consumer market. But due to the fact that they specialize in a specific category of sports clothing, their primary marketing focus is on advertising in this specific category and focus just a little on advertising casual market. We believe that Patagonia has a good change chance of competing in the casual clothing line and there is a need to develop a marketing mix strategy to attract the consumers of casual clothing as will to increase Patagonia’s sales and hence its profits.

Marketing Plan

Marketing is the process or business of promoting and selling products or services, including market research and advertising.

In all our advertisement campaigns, we would be highlighting the sustainability efforts that are carried out by Patagonia. Patagonia is a company that believes in fulfilling its corporate social responsibility and its products are produced through sustainable and safe processes (Patagonia, 2017).

There are a number of sources available for markets in modern days we will try to use all of them to target our group of audience. Patagonia makes clothing for sportspersons involved in indoor adventurous sporting activities but we want to market its casual clothing insteat using a variety of platforms inclusing internet and televised advertisment. We would want to highlight to our audience the durability of the casual clothing by pointing out that our sportswear has been among the best in the sports clothing industry. This is our primary goal, to focus on the strengths and the trust of the consumers on our already famous products and convince them to buy more of our products.

We would advertise the casual clothing in the time slots of 8-9 pm which is the time most of family members might be watching TV dramas. Our other target is the millennials who spend more time watching TV than other age groups (Lynch, 2016).

Next, we would advertise the products on the cover pages of magazines, especially the cover pages of fashion magazines. Some of the magazines of our choice would be InStyle, People Style Watch and Teen Vogue.

The final stage of the marketing plan would be to utilize social media to reach out mostly the young potential consumers. Facebook and Twitter are two of the major social media platforms that can be used for advertising. We would advertise our casual clothing from the company’s social media pages. This advertisement would be interactive as most of the social media platforms provide a specific set or attributes that can be set for advertisement management. Our customer’s services would respond to consumer’s via social media and direct telephone calls to answer their inquiries.

In all our advertisement campaigns, we would be highlighting the sustainability efforts that are carried out by Patagonia. Patagonia is a company that believes in fulfilling its corporate social responsibility and its products are produced through sustainable and safe processes (Patagonia, 2017).

We can incorporate the concepts of human motivation from Maslow’s theory of motivation. Casual dress can be placed among one of the basic necessities. So we can call for the physical needs of the consumers through our advertisement. We can say that casual need is a basic dress of the daily routine and we can make it special with improved quality.


 

References

Lynch, J. (2016). How Millennials Consume TV Depends on Which Stage of Life They’re In.             Adweek.com. Retrieved 29 March 2017, from http://www.adweek.com/tv-video/how-millennials-consume-tv-depends-which-stage-life-theyre-170393/

Patagonia, W. (2017). Hang Tight! Routing to checkout…. Patagonia.com. Retrieved 29 March     2017, from http://www.patagonia.com/corporate-responsibility.html

 

Part 5: Select a Marketing Communication Mix )
  • ·  Develop a core message that is consistent with the company, brand, spokesperson, or products overall message.
  • ·  This message should be clearly stated and then implemented throughout the entire campaign.
  • ·  The goal is to develop a campaign that will motivate the customer to purchase your brand over the competition.
  •  Relate a theory or concept you learned in class this semester to any part of your new IMC campaign.
  •  Why does this theory or concept apply?