Organic Climbing, USA is a company founded in 2003 committed to producing the best gear possible. The products are designed to be functional, durable, and unique and built on a philosophy of sustainability. Over the past 20 years, the company has relied on the quality of its products and word of mouth to sustain its business model. While Organic Climbing experienced growth spurts, it would like to work towards continued growth strategically, based on its foundational approach to sustainability in manufacturing and authenticity. The company noticed a shift in consumer behavior that often appears distracted. Though consumers may purchase, they do not understand the core values of Organic Climbing and what makes its products unique and this story does not seem to be passed on via word of mouth. Organic Climbing is interested in making the brand come to life and using storytelling as a way to share and establish its identity. The students prepared a marketing plan that integrates their values and sustainable attributes, identified target market, and ensure that it uniquely highlights Organic Climbing.
Sustainable Communities Collaborative Contact Info
University Faculty Contact
Karen Page Winterich
Gerald I. Susman Professor in Sustainability and Professor of Marketing
kpw2@psu.edu
814-863-4483