McGraw Hill Case Study - Patagonia9-2023Individual
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McGraw Hill Patagonia Case Study Worksheet p. 463-465
Team #: List all team member first and last names: Please review the Patagonia case study, conduct secondary research and answer the below questions. (No more than 4 pages, plus an Appendix).
Questions
2.
In the McGraw Hill case study, compare and contrast the ‘Categorize the Patagonia’ customer according to the segmentation scheme described in Table 3-1. 3.
The McGraw Hill case mentions that celebrities like Jennifer Garner, Harry Styles, and Prince
Harry have been spotted in the media wearing Patagonia clothing. In what ways is this potentially positive or not for the brand? Include research that reflects a related trend (e.g. add a chart from Statista, WSJ) 4.
Consider that Patagonia was going to sign a celebrity endorser or social media influencer to its brand:
a.
What factors should Patagonia consider when choosing a celebrity endorser or influencer?
b.
What celebrity endorser or influencer would be effective for Patagonia? Why?
a.
b.
5.
Chapter 12 outlines the VALS TM lifestyle segments.
a.
Which of these lifestyle segments is the most likely target market for Patagonia products? Could more than one group be a good target market? Why? b.
Complete the VALS survey (review McGraw Hill figure 12-3 and access the survey on:
https://www.strategicbusinessinsights.com/vals/presurvey.shtml). Identify which psychographic segment you fall into using the VALS framework. Include a snapshot of your VALS in the Appendix. Based on your results, are you a good target for Patagonia? Why? c.
If you are CMO of Patagonia, how would you market to the best target market for Patagonia which you identified above. What type of messaging would you use?
Appendix
Add snapshot of your VALS results.
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