Patagonia Case Study - Marketing Assignment Help

Assignment Task :

Patagonia
Patagonia is a brand that places a heavy focus on sustainability and fair trade and in fact leads the way, we’re thrilled to have their product available in South Africa. We are excited to introduce Patagonia to South Africa – a region known for its world-class climbing crags, trails, surf break and rivers. It’s an area near and dear to the hearts of many of us who’ve had the pleasure of enjoying its unique landscapes and cultures. Patagonia not only want to reach a new audience, they also want to work towards a larger goal – to change the relationship people have with the things they buy. Most companies make money by
selling new stuff. Through its “Worn Wear” programme, Patagonia encourages people to repair and reuse existing items. It might be counter-intuitive, but it’s a powerful example of the progressive thinking that Patagonia fans love.
Patagonia’s counter-intuitive approach has the great advantage of being a disruptive idea – once you saw it, you couldn’t forget it. We had to find a way to get it in front of as many people as possible. Millennials as an audience value self-reliance; they’re naturally DIYers (do-it-yourselfers). Patagonia’s Worn Wear concept would speak to them if we used it as a tool for empowerment. Finally, apparel marketing at its best is a tactile experience. We wanted to get people to “touch the merchandise” and form a stronger bond with the Patagonia brand. So, how could we bring this message to more potential customers ... and South Africa at large?
 

Your task:

• Patagonia have contracted you to develop an Integrated Marketing Communication Plan for their launch in South Africa.
• Please do this in five pages.
• Please take the South African context into account together with what Patagonia does and what Patagonia stands for.

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