Sustainable Marketing Management

Running Head: Sustainable Marketing Management
Sustainable Marketing
Management
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Sustainable Marketing Management 1
Contents
Background of the company............................................................................................................1
Key Sustainable Marketing Principles of Icebreaker......................................................................2
Marketing Mix Strategy...................................................................................................................2
Recommendations for the Strategy..................................................................................................4
Positioning Strategy.........................................................................................................................4
References........................................................................................................................................5

Sustainable Marketing Management 2
Background of the company
Icebreaker is a New Zealand based clothing organization that is present in the worldwide market.
The organization is headquartered in Auckland, New Zealand and perform sustainable business
functions in the market to grow and increase the productivity of the company. The founder of the
organization is Jeremy Moon who is constantly working with the merino sheep farmers to
provide high quality clothing products to the people in the external environment. The company is
working from past 20 years and is satisfying the interest of people in the environment. The
quality of the apparels is the prime strength of the organization in the environment due to which
the customers gets attracted towards the brand (Icebreaker 2019).
The founder of the company met the merino at the merino station and acknowledged the
stupendous quality of the product that attracted him. By using the merino, he started producing
perfect synthetic outdoor clothing for the people. Since then, the organization has grown into a
brand that is world class Apparel Company that focus on sustainability aspect. The purpose of
the Icebreaker organization is to provide best quality outdoor apparel to the people that can be an
alternative for the synthetic garments. The company also aims to create products so as to change
the environment in more healthier and sustainable future. The organization works to discover the
association between the people and the nature. The company is working from 1995 and has
attained global sales of NZD $227m in the previous year of 2018 (Icebreaker 2019).
Today, the company is working with more than 2500 wholesale clients and has opened 45 retail
stores across 45 nations in world. The firm provide garments to men, women and children as
well. These garments are made of material that is very pure and next to skin category. It should
also be noted that the company works with full transparency in the environment and aims to
support the nature and natural resources, while the business also focuses on eliminating the use
of synthetic fibre from the clothing industry. The functions of the company are transparent and
the business provides transparency report to show that the activities of the company do not harm
the nature in any way (Lee, Seifert, and Cherrier 2017).