Sustainable Management and Marketing

RUNNING HEAD: ICEBREAKER
Sustainable Management and Marketing

ICEBREAKER 1
Contents
Introduction......................................................................................................................................2
Company overview..........................................................................................................................2
Key principles..................................................................................................................................2
Marketing mix.................................................................................................................................3
Assessment......................................................................................................................................4
Marketing positioning......................................................................................................................5
Conclusion.......................................................................................................................................6
Bibliography....................................................................................................................................7

ICEBREAKER 2
Introduction
The research report is prepared on the title ‘Sustainable management and marketing’. It
pours light on the major aspect of sustainable management and marketing in relation to
‘Icebreaker’. Additionally, it provides an opportunity to upgrade the knowledge based on the
given title by practically analyzing the real-life company.
Company overview
Icebreaker is a New Zealand based company founded in the year 1995 by Jeremy Moon.
The company aims to develop garments for adventure purposes. It is the first company to
develop long-term contracts with key merino woolgrowers in the global world. It attains anxiety
for animal welfare. In the year 1998, Icebreaker has entered the international market. It has
initiated its first retail store in the year 2005. It provides multiple varieties of including hats,
socks and tops. It leads to the innovation of new technology named as ‘Corespun’ (Icebreaker ,
2019). It has around 4500 stores in 47 countries. Additionally, it also has its website in 23
countries (Icebreaker , 2019). Additionally, Icebreaker is one of the companies that are highly
engaged in the usage of sustainable practices in their business process (Pure Advantage ,
2011).
Key principles
Following are the principles of Sustainable Marketing and its relation with Icebreaker:
1. Customer-oriented marketing: It involves developing strategies by keeping customer
satisfaction at the core. It is usually done to achieve high sales and profit margins. It is
examined that Icebreaker does not avail many advantages of customer-oriented
marketing. It is assessed that in the year 2009, it has taken the use of Email marketing to
attain higher sales and customer attention (Campanelli, 2010).
2. Consumer value marketing: it is a marketing concept that involves the adoption of
marketing practices that focuses on customer satisfaction. It is analyzed that Icebreaker is
also aiming to develop a recycling program. The basic purpose of this program is to
retain the attention of its loyal customers. This will enable Icebreaker’s customer to