Sustainability Management and Marketing: Icebreaker Case

This case study examines Icebreaker's approach to sustainability management and marketing. Founded in 1995, the company focuses on garments made from merino wool, emphasizing ethical and sustainable practices throughout its operations. The analysis covers Icebreaker's marketing mix, including product (garments and accessories), premium pricing, promotion (ethical and social marketing), and green supply chain distribution. The study evaluates the effectiveness of Icebreaker's marketing strategies, highlighting their contribution to the company's success and market positioning. It compares Icebreaker's approach with competitors, emphasizing quality, environmental responsibility, and ethical considerations. The conclusion underscores the importance of integrating sustainability into all aspects of business, including raw materials, marketing, and overall strategy, as demonstrated by Icebreaker's achievements.