Sustainability Marketing

Running head: SUSTAINABILITY MARKETING
Sustainability Marketing
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SUSTAINABILITY MARKETING1
Table of Contents
Company Background................................................................................................................2
Marketing Strategies concerned with Icebreaker.......................................................................2
Marketing-Mix.......................................................................................................................3
Recommendations to improve the marketing strategy...............................................................6
Market Situation of the Organization.........................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Company Background
The company concerned in this particular report is named Icebreaker. With the help of
the past studies, it is examined that Icebreaker is a clothing industry that works with the
merino wool outdoor consideration as well as the natural outdoor sector in the aspect of
manufacturing their products (Hoover 2016). Founded by Jeremy Moon in the year of 1995,
it is considered to be headquartered in Auckland, a region in New Zealand. It is known to be
purchased by the VF Corporation, an entity which was listed on the NYSE in the fiscal year
of 2018. The vital sustainable principles of the Icebreaker Company is known to be designed
and established in a concern that the organisation can attain its sustainable goals with the
philosophy of using the synergy of natural fibres while manufacturing its own clothing
products (Swaffield and Winchester 2016). Along with this, the company is known to work
with a sustainable approach that relates to causing zero harm to animals. Specifically, not
using the animals in the concern of producing the clothes that are offered to the customers (its
products are natural, but involves no animal skin).
Marketing Strategies concerned with Icebreaker
The business practices related to the aspect of its marketing strategies have recorded
to be widened as well as developed with the frequent changes that are taking place in the
modern business market (Wirtz et al. 2016). The aspect and philosophy of marketing
strategies started from focusing on the attempt of the business organisations towards the
study and research of its marketing needs. At present, the same targets in a broader concept of
the strategic roles and plans that are connected to the marketing philosophies of the complete
business organisation and its corporate strategies. In this concern, it was analysed that the
concept of marketing at present includes the decisions of the operational department as well
as the financial department of the firm (Feng, Morgan and Rego 2015). In addition, the other

SUSTAINABILITY MARKETING3
sectors covered by the marketing strategies is the marketing-mix strategies a company is to
implement in its organisation (Kolb 2016).
Marketing-Mix
The practices in business that is related to the marketing mix are known to occur since
last several decades and are considered to help the productive business organisations to place
the correct product in the correct combination at the correct place at the correct point of time
(Lancaster and Massingham 2017). However, the past studies show that marketing-mix and
its study is multifaceted and challenging. This is because the marketing-mix strategies are
known to involve the entire details involved in business transactions (Chaffey and Ellis-
Chadwick 2019). In light of this, the given report shades the marketing-mix strategies that are
used by the clothing industry of Icebreaker, to understand whether the same is valid or not.
The same is discussed below.
Product
The products of a company are produced and sold in the synergy of selling the same
to the end market and gaining the desired amount of profit as well as revenue from the same
(Lee, Sridhar and Palmatier 2017). A product of a business entity is determined to be one of
the vital factors which helps the same to build a competitive advantage in the business market
and satisfy the unique needs and demands of its potential as well as casual customers (Huang
et al. 2016). Customers are known to be connected to a business enterprise only when they
are to purchase any amount of goods or services from the company. Therefore, with the help
of the studies, it is seen that the clothing firm named Icebreaker has built its product in a
manner that the same has grabbed the prior attention of the customers to stay loyal to the
company (Scott 2016). The above part of the paper significantly shows that the company uses
the synergy of natural fibre in consideration of manufacturing its final clothing products. This