Complete Marketing Introduction 2022

[MARKETING]
2019
Icebreaker

MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Overview of Icebreaker..........................................................................................................2
Marketing Mix.......................................................................................................................3
Case Analysis.........................................................................................................................5
Market Positioning.................................................................................................................5
Perceptual Mapping...........................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................8

MARKETING 2
Introduction
The aim of this paper is to discuss the sustainable marketing practices
and principles adopted by Icebreaker Company in order to operate
effectively in the market. The paper is also presenting the product, price,
distribution, and promotion strategy of Icebreaker in relation to the
sustainable marketing interest. Besides this, the analysis is being
conducted in order to identify whether the implemented strategies are
successful or not by the company. In the end, the paper is highlighting the
positioning of the company in comparison to its competitors.
Overview of Icebreaker
Icebreaker is a natural performance and merino wool outdoor brand of
clothing with headquarter in New Zealand. The business was bought by
the VF Corporation, which is a New York Stock exchange-listed company in
the year 2018 (RNZ News, 2017). Icebreaker is considered and intended
behind the sustainability philosophy, by the use of natural fiber
considering environmental ethics, social ethics, and animal welfare. The
business initiated its operations with the main specialization in the
development of merino base layers and today it provides outerwear,
underwear, accessories, socks, and mid-layers with the use of natural
fibers. Icebreaker was established in the year 1995 by Jeremy Moon, and
today it supplies its clothing in 50 nations to 4700 stores (Icebreaker, 2018).
The company’s sustainable marketing principles is to take nature as its
guide and focus to incorporate sustainable, ethical, and natural practices
into every activity the business performs, comprising their product and its
marketing. Some of the principles are described below:
Natural – Icebreaker claim that it is the natural performance innovators.
The company's roots are identified in the merino sheep's land. This drives
them to lead, create, and innovate from the things offered by nature (Ross,
2018).