Patagonia, Inc. and the extreme snowsports outerwear market : integrated marketing communications plan

Abstract

The purpose of this comprehensive IMC programme proposal is to map aggressive strategies that will improve perceptions of the Patagonia brand in the ski and snowboard outerwear market, encourage trial among the highly influential 18-34 year old target audience, and develop favourable attitudes towards the brand that will lead to a preference for Patagonia products, thus driving sales. Primary research is used to identify objectives, and strategies are developed for the Patagonia brand that accurately reflect current market trends and resonate with the target market.