ICEBREAKER. Icebreaker. Sustainable Management and Mark

Running Head: ICEBREAKER 0
Icebreaker
Sustainable
Management and
Marketing
Student Name:
Student University:

ICEBREAKER 1
Contents
Contents......................................................................................................................................1
Introduction................................................................................................................................2
Marketing Mix...........................................................................................................................2
Product...................................................................................................................................2
Promotion...............................................................................................................................3
Distribution............................................................................................................................4
Pricing....................................................................................................................................4
Sustainability Strategy...............................................................................................................4
Competitive Advantage..............................................................................................................5
Conclusion..................................................................................................................................6
Bibliography...............................................................................................................................6

ICEBREAKER 2
Introduction
Icebreaker is a company providing garments of petrochemical fibres and
merino wool for maintaining sustainability started by Jeremy Moon in
1994. He developed the world’s first natural layering system with
exceptional warmth. The company focused on building long-term relations
with wool growers in concern with maintaining trust for animal welfare
and environment protection. The company lead in banning the mulesing
of sheep and made policy for animal welfare, and work with innovative
technology for providing quality products. The company’s sustainable
principles guides through three rules applied on sheep station of high-
country, environment, and business which is varied according to the
changing environment, cooperation for working together achieving the
common benefits, and sustainability for not wasting nature (Green, 2014). In
this report, the aim is to analyse the market position of the company
relating to sustainable interests.
Marketing Mix
It is important for the company to make a strategy for future growth with
a change in technology, quality improvement and achieving competitive
advantage. Icebreaker success is attained by innovation strategy through
management for development effectively. The company implements plans
by analysing its structures and the current environment for continuous
growth by evaluating its marketing mix (Gummesson, 2017). The marketing
mix is discussed of the company in relation to the sustainable marketing
interests of Icebreaker.
Product
Icebreaker aims at natural and sustainable products that look for longevity
and versatility in designing products. It provides high-quality clothes that
are needed by the customers where they avoid wasting resources and
keep on processing natural and synthetic materials. The company uses
merino wool for clothing performance which feels great after wearing it on
the skin, free-breathing, temperature regulations and no odor in the fabric