Entrepreneurial Marketing: Icebreakers Company Case Study

Firms utilize core value propositions to target consumers, who could advantage them most by using the company’s goods, and this assists to preserve a constant flow profits; the idyllic value proposition is succinct and calls to the consumers’ strongest decision-making drivers; moreover, firms pay a high price when consumers mislay prospect of the company’s value proposition. Throughout the history of its operations, Icebreakers has not been adequately purposeful about its core value propositions. For being more focused about the value proposition, the leading proposal must comprise the suggestion of charging people lower than rivals; this tactical suggestion has analysed as follows:

• Create differentiated brand illustration: A sensible charging tactic for the items will reinforce the awareness of Icebreakers’ brand
• Sustain the core believes of Icebreakers: An extremely drenched industry could denote falling trade in approaching times; on this condition, the trade of Icebreakers might be increases through a rational charging tactic
• Exercises central capabilities: Presenting superior quality apparels with gentle, comfy, exhalable apertures, incredible lining, and very soft exterior, and comprising overwhelming smell defiant capacity are the firm’s central proficiencies; consequently if inferior charges has presented, attractiveness of the products will definitely enhance; furthermore, raising its ability employment by manufacturing economically could facilitate the clients of the company to profit from subordinate prices
• Better responds in aggressive competition: Other firms that exist on the industry can detain elevated share of the market; as a result, the apparel seller must come up in the field by reformation of its charging strategy
• Construct a dissimilarity to generate exceptionality: An inimitable trading price will facilitate the apparel seller to additionally distinguish its cloths from the ones of the competitor’s
• Engenders dedicated client stand: The piece of information that the international economic disaster has cause many joblessness in the earth, the buying capacity of people have lowered down; for that reason, reformation of charging tactic is best way to generate great buyer base
• Diminishes monetary hazards: Charging tactics like this could also facilitate the Icebreakers to become manifest from the economic peril that occurs whilst a unexpected descend in demand grounds a stern fall in revenues
• Amplifies enduring enlargement velocity: With the aim to run as the industry leader in upcoming years, the company should expand more; it might be attained by selling more at reduces charges

Except for demanding to enlarge the central value propositions of the corporation by being engaged in the scheme of presenting lower charges, it is also significant for the company to widen the value propositions by spending further over promotional activities; this tactical suggestion has analysed as follows:

• Create differentiated brand illustration: With aim to diminish rigid antagonism from several firms and engross patrons to Icebreakers’ commodities, this is vital to think about carrying out promotional activities to extend the trading awareness in incredibly small period and allow individuals recognize the relaxing and amazing clothing
• Sustain the core believes of Icebreakers: because the most important revelation of the apparel seller is to offer higher superiority, this strategy will aid to alert folks concerning the product diversity
• Exercises central capabilities: The apparel seller has by now enhanced the artefact eminence to keep away from any client displeasure, but frustration connected to delayed supplies caused by regrettable distribution channel could be detached by triumphant promotional activities
• Better responds in aggressive competition: Because the end user goods industry is extremely aggressive, this promotional activities will unbolt novel access to contend with outsized rivals and connect additional clienteles
• Construct a dissimilarity to generate exceptionality: This strategy raises superficial demarcation; promotional activities will satisfy these features and facilitate Icebreakers to craft exclusive familiarity
• Engenders dedicated client stand: Promotional activities will aid to expand communal responsiveness concerning the apparel sellers’ goods and persuade consumers’ mentality that will in succession generate faithful purchaser base
• Diminishes monetary hazards: Execution of this scheme could possibly entail huge finance; however, the danger is negligible because of the prospective success of the promotions
• Amplifies enduring enlargement velocity: This strategy is obliged to assist rising firm revenues for short period in the majority of the trade sector of this apparel seller
• Believes purchaser to be the centre of business: This strategy will convene the decisive factor of assuming clients as the initial precedence as enormous study should be performed to accomplish the promotion by observance of shopper actions in mind
• Boosts elasticity: It must turn effortless to amplify firm’s revenues through these promotion activities

With the aim to spread out the total share of Icebreakers in the market and engage additional customers, it’s indispensable for the firm to turn complementarily diverse and attractive to the clients through efforts to compose the trademark by promoting trends and creating promotional ads to augment the demand of the goods and to distinguish it deeply from the rivals. Aside from carrying out promotional activities to turn additionally enviable, Icebreakers must freshly arrange its corporate practices by concentrating a number of different issues. Icebreakers must understand that the function of trademark is elementary and effectiveness of trademark itself must become a influential advertising instrument; consequently, the decisive aim of the trademark is generating its own distinctiveness that commences with title, icon, maxim, ensigns, superiority, packaging, features and many more; these are incredibly crucial phase of booming outcome; therefore, the trademark needs to be:

The marketer of Icebreaker should segment the market into distinct groups of target customers considering new distribution channel along with taking into account different requirements, characters, or customer behaviour. As a result, Moon has met with top 10 CEOs of the industry, contacted with the local distributors, and researched on customer behaviour in order to select the appropriate target market for the company Lassiter & Heath (7). However, Moon identified different groups, such as –

• Realistic or cautious group: According to case of Lassiter & Heath (15), the customers of this group only concern about their actual needs, for instance, Pam Bell, Olympic Snowboarder argued that Icebreaker is ideal for snowboarding to stay warm all day in -25⁰C
• Apathetic group: the behaviour of the customers of this group is completely different from other groups and it is difficult to predict their behaviour, for instance, Moon believed most of the US customers would purchase local products without knowing about the quality though educated people consider products made from merino wool;
• Brand Oriented: the customers of this group are less interested to purchase the cheapest goods because they would like show off their money without consider comfort and advantages of the products, as a result, they spend more only for brand image;
• Rest: Rest woollen product customers some times cannot understand the importance of the quality of the products

However, Moon’s research demonstrates that Icebreaker should target realistic groups as they always concentrate on their real demand, quality of the products and the budget for purchasing products. In addition, Moon observed that distributors of the US also not interested to contract with the foreign companies or highlight the quality of the products to the customers, which influence Moon to target educated customers who would read the product description before purchase. At the same time, IMC Campaign would play vital role to aware this group easily about the feature of the products Icebreaker, for instance, Icebreaker is superior brand as it would keep warm from -20⁰C to +14⁰C temperature.

Lassiter & Heath (2) stated that it was easy for the marketer of Icebreaker to sale its products in the European market by 200 stores but US distributors was disappointed with the deal and reluctant to sale its products with care; therefore, the sales of Icebreaker in the US market were likely to be only $250000 for the fall 2003 season. Moon estimated that Icebreaker could be a big hit in the $2 billion-per-year US outdoor apparel market in spite of having competitors, for instance, Columbia, Marmot, Patagonia and so on (Lassiter & Heath 2) though value chain was not effective; however, the following figure demonstrates that its sales revenue from export is increasing and;

In order to avoid such problem, this company decided to alter supply chain management procedure and contracted with distributors about the product features, and finally, it adopted selling system through outdoor and snow sports retailers, which was new in this market. However, it relied on the two traits to separate from competition, such as, it would focus on unique properties of New Zealand merino wool, and it capitalized on an edgier.

Corporate governance of Icebreaker

Jeremy Moon will be having the ultimate control of the business and he would stay as the CEO of the company; moreover, he will be responsible for all decision-making within the company. For carrying out its operations, besides of other most experienced and efficient employees, renowned sportsmen and authors like Pam Bell, Tracey Edwards, John Clayton, Kym McConnell, Peter Travers, Nicholas Cowie, Jeremy Mitchell, and Sir Peter Blake should be working at the advertising department to promote Icebreakers by sharing their good experience with the products

Recommendations to gain competitive advantage

Lassiter & Heath (14) reported that Icebreaker is so warm because of tiny air pockets in the fabric, which trap air and locked in body heat, and it also uses to regulate temperature. However, Icebreaker failed to achieve competitive advantage in the US market though the marketer used campaign projects and other effective management strategic tools and applied the experience. Therefore, this report recommends the marketer of Icebreaker to sign joint venture agreement with the well-known US Company to gain competitive advantage; however, the following table illustrates it more broadly –

Work Cited

Lassiter, Joseph. & Heath Dan. Icebreaker: The US Entry Decision. Boston: Harvard Business School Publishing, 2006. Print.