This report provides a comprehensive analysis of Icebreaker's sustainable management and marketing strategies. It begins with an introduction to the company and its background, highlighting its focus on merino wool and environmental ethics. The report then delves into the key principles of Icebreaker's sustainable marketing, including innovative marketing, a sense of mission, customer value, and consumer orientation. A detailed examination of the marketing mix follows, covering product, promotion, distribution, and pricing strategies. The report offers improvement recommendations, particularly focusing on enhancing promotional activities through social media, point-of-sale promotions, customer referral programs, and communal marketing. A marketing positioning analysis compares Icebreaker to its competitors, emphasizing its transparency and natural solutions. The report concludes by summarizing Icebreaker's commitment to sustainability and suggests further development of promotional strategies to enhance its market presence and customer engagement. The report is well-structured, supported by figures, and includes a comprehensive bibliography.
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