Black Friday Case study
Marketing Mix
Social Media Analysis
of
By:
Khushi Goyal
FRIDAY, NOVEMBER 25, 2011
NO. 1
Market Share Holder in the Outdoor Apparel Market (nearly 10%)
More than
70 Patagonia Stores Worldwide
“WE’RE IN BUSINESS TO SAVE OUR HOME PLANET.”
MISSION STATEMENT
87% of the product line is made of recycled materials.
COMPANY OVERVIEW
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
MARKETING MIX
PROMOTION
PRICE
PRODUCT
PLACE
PEOPLE
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
PRODUCT
Comfortable and casual
OUTDOOR APPAREL
SPORTS GEAR
Ropes, tents, backpacks, helmets, sleeping bags, etc.
CAMPING FOOD
Soup, lentils, grains
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
PLACE
FLAGSHIP STORES
WEBSITE & E-COMMERCE
PLATFORMS
SUPERMARKETS & HYPERMARKETS
LICENSED STORES
In offshore locations
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
Right place
Right time
Right quantity
PRICE
Premium Pricing policy by delivering quality products
Psychological Pricing enables it to grow its sales by adding value to its products
Geographical Pricing to cover shipping and customs expenses
Bundle Pricing generates higher returns at low distribution
costs
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
PEOPLE
Succession planning
Training
Organizational ownership
Motivation building
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
PROMOTION
Reward Programs
Digital Marketing
Community Advocates
Environmental Marketing
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
A
B
C
D
E
Buy Less, Demand More
Black Friday Campaign
Worn Wear Tour
MARKETING STRATEGY
Advertising Campaign
Don’t Buy This
Jacket
ADDITIONAL P’s
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
PHYSICAL EVIDENCE
PROCESS
The physical evidence elements of the marketing mix refers to the physical environment experienced by the customer. This could include:
Process refers to the flow of activities or mechanisms that take place when there is an interaction between the customers and the businesses.
PHYSICAL EXISTENCE
Customer friendly store atmosphere
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
PHYSICAL EXISTENCE
Customer friendly store atmosphere
Purpose oriented and interactive website
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
PHYSICAL EXISTENCE
Customer friendly store atmosphere
Unique packaging with elegant touch
Purpose oriented and interactive website
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
Clearly defined operations
Progressive people management systems
Quality maintenance
Storage management
PROCESS
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
DIGITAL PRESENCE
YouTube Channel
Instagram Page
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
WEBSITE ANALYSIS
| | | | | |
Global Rank | 7,115 | 9,303 | 10,722 | 20,154 | 60,835 |
Total visits in last 3 months | 7.2 M | 5.5 M | 4.8 M | 2.7 M | 823.2K |
Average visit duration | 4:19 | 3:15 | 3:45 | 3:19 | 2:42 |
Domain Authority | 83 | 75 | 67 | 66 | 64 |
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
Engagement Rate | YouTube | |
| 0.23 % | 0.96% |
| 0.13% | 1.99% |
| 0.14% | 0.35% |
| 0.30% | 4.53% |
| 0.10% | 3.23% |
SOCIAL MEDIA ANALYSIS
Patagonia
Canada
Goose
Columbia
The North
Face
Arc’teryx
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
LEARNINGS
1
2
3
4
Aim for long term growth by creating awareness
Focus on your value addition
Build a community,
not a consumer base
Create shareable content
COMPANY OVERVIEW
MARKETING MIX
ADDITIONAL P’s
SOCIAL MEDIA ANALYSIS
LEARNINGS
BIBLIOGRAPHY