Billabong Marketing Plan Essay

Created by two avid surfers, Billabong is a brand designed by surfers, for surfers. In 1973, Billabong offered little more than a small range of surf wear: mainly surfboards and board shorts. But today, Billabong is a brand that encompasses the Australian surf culture by offering products that cater not only for the surfer inside many of us, but for fashion and lifestyle needs.

In this report I will analyse Country Road Clothing Company (CR) and the CR customer. Specifically, I will be analysing the marketing environment and Country Road’s approach to this environment and how CR market to their customers. I will look it why the marketing in Australia is so successful but how this same success was not translated in overseas markets. I will also discuss the different macro and micro environmental influences to this failure in the U.S. markets and make recommendations on how CR might have learnt from previous marketing mistakes and show how they are striving for success in the future.

The Australian market is extremely competitive and the company has positioned itself as a luxury products company. The organization 's current market position is that of a market leader. It follows mass marketing strategies. In case of marketing a new product the first consideration to be made by the marketer is that the target market includes the mass market or the targeted segment. Employing several developmental distribution tools including new distributors, online distribution, direct distribution and franchise distribution can be beneficial to the firm and its product as it is well aligned to the product and the firm 's requirement as well as objective. In this way the firm is able to create a brand that is popular and well known to its target

The pattern of population in Australia is quite stable despite the fact that the increase of population in the age group of 60-69 is increasing. BRG focuses in selling kitchen appliances and it is of a high probability that people who move homes will replace their old kitchen appliances with new ones. Putting more emphasize on the age group between 20 and 59 may help to investigate BRG's potential although the figures are mixed.

The mainstream gamer enjoys games but may not finish every game they buy and doesn't have time for long MMO (Massive Multiplayer Online) quests. The mainstream gamer represents approx. 15% of the gaming market.

“We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.”

The Better Health Association is a nonprofit company whose objective is simply to increase the health of people through health education, guidance, and diagnosis screening programs. They make an attempt to assist audiences of any age and socioeconomic ranges to gain knowledge of living an even healthy life-style and creating the know-how required to develop healthy and balanced choices. "My role within the company is to secure agreements from at least three major area advertising and marketing agencies to underwrite the creation and production of all Better Health special event programs for the next three to four years. I also, create an active and positive presence for the agency in state-of-the-art social media venues that results in recruitment and assistance to new clients. Monitor and track results quarterly. In addition to, developing systematic marketing plans that address every operational area of Better Health including client services, all fund raising events and general association promotion in all media venues" (https://bluequill.franklin.edu, n.d.).

Identifying the target market: the business’s target market is 50-65 year old females, however this is not appropriate anymore for the current demographic characteristic of the area the business is in. The business’s market segment must be encompassing of younger females as well. The business will include clothing that is suitable for females from the age of 20 all the way to 65. The business is known for selling clothing that is targeted at older women; hence it is essential that the business’s original clothing range is not completely abandoned. An expanded range which caters for women of all ages is more appropriate for the

“A place where we appreciate tradition, but are not bound by it. A place where creativity and experimentation thrive. A place where fresh ingredients are prepared and hand crafted into delicious meals right before your eyes. At Qdoba, we believe perfection is achieved through skilled cooks, an open grill, and a friendly atmosphere.”—Qdoba’s Mission Statement.

Fisher Price produced a new product to teach children how to tie shoes. In this paper, there is information about who Fisher Price is a description of the new product, their marketing mix method and a SWOTT analysis of the product.

Old Navy operates a chain of 960 stores in North America. Old Navy offers its own brand if women’s, men’s, and children’s clothing and accessories at discount prices. According to Yahoo Finance, in 2006, the company’s revenue grew 1.6 percent to $6.86 billion.

Coach maintains very high brand equity within the market. Coach is known for producing items of exceptional quality. Coach has proven that, even in a down economy, customers are willing to pay for quality. The perceived value of a Coach bag has helped Coach to weather the financial downturn. Coach consistently outperforms the market.

The second key national interest of Australia is the economy. Australia’s capital, jobs, standards of living, technological innovations and social advances rely substantially on exports and commodity values within Southeast Asia and the Pacific (Department of Foreign Affairs and Trade 2016a). The stability of South East Asia and the Oceania

Fashion Nova targets women from teens to women in their 30’s. The reason why I don’t put a specific age range is because it varies. I could say 16-30 but there are women in their 40’s that are wearing it as well. In their website, they have described their target market as the following “The girls who rock our styles are adventurous, inspirational and badass. A Nova Star is always the best dressed girl in the room. Her confidence is what truly shines, but her Fashion Nova outfit adds that extra sparkle. We strive to provide awesome service, unbeatable prices and the hottest trends” (Fashionnova.com). Income wise their target market females that vary in income and occupation, from dependent and independent college students earning from $0 - less than $20,000, to working professionals earning an income of $45,000 - $85,000. These customers are from upper-lower to middle class backgrounds and currently live in suburbs that are near major cities or urban areas near them. Their company is based on the trickle-down theory. Celebrities started wearing affordable clothes and people started to follow and believe that it was good quality which is what made the company succeed. Their target market can live anywhere from rural to suburban to major cities as I stated previously. It all varies on what they buy. They have a large stock

2》 Other beer brands have occupied large market capacity, market share of Carlsberg and Budweiser far exceeds that of Tsingtao beer