Billabong Case Study

4) Product Differentiation: in order to communicate differentiation of their products to consumers, Big Three spent massively on advertising (advertising/sales ratio: 18.5%). In this regard, also brand extensions have to be considered, because in this way they’re reaching different markets (e.g., healthy-food lovers, with the introduction of fruit in cereals). In order to further differentiate from new entrants, the incumbents used to provide customers “In-Pack Premia” (only one at a time, in order not to be negatively affected one by the other).

Expanding its travel, catering and freight divisions to protect it from the peaks and troughs of its core airline business.

Attracts customers with other preferences and may compete broadly in the industry by branching out in new locations

That is your team could achieve growth by sub-segmenting customers, growing the core business, and by growing adjacent opportunities. By reformulating in Period 4 by removing the alcohol content, you were able to open your segment and thus provide a product that was desirable to all age ranges from children to adults to older generations. The additions of Allround+ and Allright were attractive growth opportunities within the core of the Allstar brand and an enhancement to the already popular Allround. Getting to know your customer base and the products they craved though the use of social media outlets like Facebook and Twitter, I believe is what enabled you to strengthen your position as a key competitor within the market. Offering a loyalty program was a brilliant way to create value as well as increase your bottom

Lastly, the company suggest to expand their current inventory through increasing production and capacity. With the increase in production rate the company can gain more consumers as a whole through supply and demand. Doing this would give the company an opportunity for more exposure and perhaps better brand recognition.

* Increase in sales and decrease in promotional costs for the introduction of the new product

TFC can look into boosting its revenues through investment in brand recognition or promotion opportunities like sponsoring or conducting fashion shows, updating its website, conducting workshops across schools or colleges dedicated to fashion, promoting new fashion enthusiasts and/or designers etc.

been profitable every year since 1932, and sales had increased every year since 1955. In 1984, the

3. Collaboration with similar companies in search and development of new products and thereby decreasing the competition for resources within the company.

Their main target customers was said to be the “young, cool and competitive teenagers”. Other than these groups, they were also targeting the athletes and sports enthusiasts.

obstacles, but also took advantage of opportunities for growth. In particular, the area of new technology has allowed the company to integrate and reorganize very effectively. In this way, customer brand loyalty has been fostered anew by adding value and by differentiating Boeing itself from its competition (particularly Airbus), as we shall see further on in the essay below.

• Focus on growing core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology.

Billabong uses a strong promotion mix to highlight and reinforce its image and product. A combination of an interactive website, promotional magazines and flyers, personal in store selling and strong public relations through both sponsorship of sporting events and famous athlete using Billabong products have generated a strong brand images amongst its industry. Billabongs sponsorship of international sporting events and sporting stars also helps to promote their brand not only in Australia but also on the international market as well.

It also commenced the re-organization of the business and the markets. Although, everyone had a strong belief that company needs a new launch to take it out of the situation however till mid of 2007, they had no products. Additionally, the credibility of the CEO was

in the international markets. The main objective is to keep the current competitor advantages of