CONSUMER PRODUCT

Consumer Product

Abstract

In this study we try to explore the concept of “Consumer Product” in a holistic context. The main focus of the research is on “Consumer Product” and its relation with “Billabong”. The research also analyzes many aspects of “Consumer Product” and tries to gauge its effect on “billabong”. Finally the research describes various factors which are responsible for “Consumer Product” and tries to describe the overall effect of “Consumer Product” on “Billabong”.

Consumer Product

Introduction

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.

Current Target Market

Billabong is a brand that offers numerous products designed to accommodate numerous lifestyles. Included in their extensive range are products designed for surfers, general beach goers, skateboarders and the fashion conscious. Comprehensive characteristics of this market are difficult to pinpoint, however, it is the assumption that the majority of consumers are males and females aged between 12 and 35 years of age.

Consumer Need: Social Image Need - the most important need satisfied by Billabong

Billabong Communication Mix

A successful communication mix is essential in the marketing of any brand or product to consumers. This ties in with the familiar four P's of marketing which are price, place, promotion and product. The most important factor relating to the concept of the communications mix is promotion. Examples of promotion include: personal selling, sales promotion, public relations, publicity, direct mail, advertising, sponsorship, branding and distribution of samples. A good communication mix ensures that the brand receives adequate exposure whilst also targeting the appropriate audiences (see Section B). For many large corporations, their logo is an integral part of their marketing activities. This unique identifier will be present throughout all forms of visual marketing communication and is a powerful statement in itself. An obvious example of such would be Nike with its 'swoosh' symbol. Similarly, the famous Billabong 'waves' are present throughout the Billabong communication mix.

Print Advertising

Currently there are a number of communication methods that are used by Billabong. Products are featured in a number of magazines such as Dolly, Girlfriend, Chik and Cosmopolitan, who predominately market to the female segment of Billabong's target audience. Print advertisements also feature in more male oriented publications such as Ralph and FHM and can be seen in specific surfing magazines such as Surfing. The combination of these promotional activities effectively reaches the specific audience that Billabong targets.

Broadcast Advertising

Broadcast advertising is very limited and is likely to only be featured for events such as special surfing related events such as the Billabong Pro surf championships.

Internet Promotions

Internet promotions are one of the most extensive ways in which Billabong advertises. On almost every Billabong advertisement featured in the aforementioned media, the Billabong web address is present; ...