Billabong Marketing Plan Essay

4343 Words Apr 11th, 2009 18 Pages

Billabong International Ltd. Company

Marketing plan



Company History

Billabong is a holding company for an Australian brand of surf wear and extreme sports apparel. The company was established by Gordon and Rena Merchant in Burleigh Heads on the Gold Coast, Queensland in 1973 and expanded overseas into Japan, the USA and Europe through licensing agreements with third parties. Billabong sources its products from manufacturers before attaching their specific logos and designs and then distributing the products to its own stores and other retail outlets (Jacksurfboard 2006).

Executive Summary

Billabong has been recognized in Australian and most in European countries for more than 10
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Also, around 70% of customers get less than 20000 dollars income each year, so they can afford to pay the products from Billabong (Billabong 2007). The Sydney market is divided into five key competitive geographic areas North, East, Inner City, South and West.

Target market is a group of customers with similar characteristics who may in the future to purchase the product. For the Generation Y age group, it’s very important that the products must keep up with always changing youth fashion trends. Because of there are both males and females between age of 12-20 who are looking for something new and unique. The demand in new area of products is high because of the young people need something special in their lifestyle. They prefer individualism and independence (Joey 2004). Therefore this is the reason why Billabong, should acquired an Australian swimwear and apparel brand, call “Tigerlily”, to strengthened the brand portfolio of Billabong in the girls' apparel new market segmentation in December 2007 (My small business 2007).

The demographic environmental factor that will continue to affect the Billabong Company is Australia’s ageing population. By the end of 2003, the trend of total Australia’s population was growth by six per cent (My small business 2007). Moreover, nearly thirty per cent of population is located in 25 to 44 years old. One implication is that the majority of people in this age group are working population, which
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