Marketing And Entrepreneurship: Billabong Website Essay

Question:

Discuss about the Marketing and Entrepreneurship for Billabong.

Answer:

Any organization for the success has to focus not only the marketing development of the company but also on the development of the products of the company. Billabong website is having the general information regarding the products as the main focus of the company is on the market development. The industry related to the products of surfing is not meant as the matured industry and thus the focus on the market development is not required (Wang and Head, 2007). Through the information related to the different products the organization is also able to develop the relationships with the consumers and to attract the fresh consumers and would be the first step towards the consumer relationship marketing. Relationship marketing theory states that the relationship marketing is in a great way focused on the product description. In general, the association within the target market is affected by numerous factors such as the customer engagement and customer satisfaction (Wang and Head, 2007). Consequently, this is not the matter of concern if the company website is having limited information related to the Billabong. The organization still can have the good quality rapport and connection with consumers if it focuses additionally on certain significant factors such as consumer engagement and consumer loyalty.

Nestle has launched the organic chocolate coffee in Australia. Nescafe Gold, natural aim to objective organic chocolate coffee lovers. Nestle has promised that this item for consumption will present a horizontal taste and rich fragrance. With this item for consumption, the clients can without problems drink the finest class of coffee at home. Nestle has also promised that the coffee beans taken into use to produce this chocolate coffee have been full-grown and harvest in a manner which is environmentally safe (Stojanovic and Barjolle, 2012). This item for consumption is beleaguered towards the town consumers that fit in to the finest segment of the marketplace this item for consumption will be triumphant because the first-class segment prefers chocolate coffee with greater taste. They are prepared to try natural products with well-off taste even if they are supposed to pay extra. Nestl? uses the branding effectively for counteracting the negative publicity. The clear brand image of the company allows being competitive in also the low involvement markets Like as the confectionary, coffee, cereals, and drinks markets. The strong branding strategy is key for entering the consumers of the evoked list. Nestle find avenues further than the branded packaged food products the segment of the consumers which is estimated in getting the new brand approximately every day (Rozhkov, 2012).

A business can guess income allocation in New Zealand’s Northern Territory or North Island by analyzing the arithmetical information available on an annual or five-yearly base. Information from survey reports can be utilized for understanding the allocation of profits. Information collected by all the way through Survey of Family profits and service can be analyzed (Fields, 2007). Approximation of the household prosperity can be complete on the base of the report available by Reserve of New Zealand. Numerical reports assist to classify clients on the foundation of income sharing of the households. The corporation can also carry out an advertising study for a particular environmental region. These arithmetical reports will assist to categorize clients into low profits segment, center income section, and high profits segment. Income dissimilarity suggests that the expenditure power is not level (Fields, 2007). On the base of this categorization, the marketers can aim the accurate section of clients for their foodstuffs. No matter the risk with this approach is the significance of data. This approach would go for a toss if the sample were not representative in nature. The success of this approach could depend on the sampling approach used by the organization (Rozhkov, 2012).

At times the approach related to the mass marketing was used devoid of any segmentation variables. The mass marketing approach is being used by the huge organizations in FMCG sector. L’Oreal, Unilever, and PepsiCo are three prominent FMCG companies. The companies in the FMCG sector, with time have moved from the mass marketing approach towards the segmented approach. The fundamentals of precise targeting based on diverse segments that can be seen on the websites of the three companies (Merrilees and Fenech, 2007). Companies divided the customer market based on the segmentation variables such as the income. Companies are developing the products which are to focus the consumer needs in the different segments.

The company L’Oreal applies the segmented approach and the target market includes the urban women of the middle and young age group. The target consumers of the brand are the group of the middle-income to the high income (Merrilees and Fenech, 2007).


PepsiCo is food processing and Beverage Company. The company follows the multiple-segmentation approach. Market segmentation by the company is done on the lifestyle and demographic basis.

Unilever is one of the primary manufacturers of consumer goods such as ice creams, personal care, food, beverages and products related to home care. Market segmentation is done on the basis of psychographic and demographic factors.

L’Oreal segments the marketing the best way, on the other hand, PepsiCo is to be ranked second and Unilever ranked as the third in conditions of market segmentation.

The Demographic factors consider the factors such as the age, gender, educational qualification, ethnicity, occupation and income level. The structure of age, income patterns and literacy level of the customers in the market in a great way affects the international marketing opportunities. Increase in the population of the middle-aged consumers resulted in the growth opportunities for the brands of the FMCG. The emergent countries are having the high percentage of the teenage and young population (Duffy, 2004). The brand which is youth oriented can target such developing countries as the ratio of the aged customers to the young customers is increasing in the urbanized countries. The dependence of aged populace on the middle aged populace is increasing speedily in the European countries. Marketers of the healthcare and the pharmaceutical companies can goal such countries. The increased level of the literacy resulted in the customers to be more informed. The level of awareness is also increasing and the consumers are becoming in the agreat way brand conscious ((Stojanovic and Barjolle, 2012). The consumers are attracted by the marketers with providing the relevant information related to the quality of the products, raw materials and the ingredients that are to be used in the product manufacturing.

The company Nestle is considered as one of the global company of the FMCG Sector. The level of competition is very high in the sector. Conventionally, the company Nestle is considered as the big marketing player and in the Australia, the company is targeting the consumers with the middle income. The middle segment of the consumers is considered as the largest segment of the consumer in the country with huge population coming under the segment. The campaigns of the company Nestle related to the brand advertisement, media campaigns, and video campaigns mainly target the consumers of the middle class segment (Corniani, 2005). It is realized by the management of the Nestle that there is a great potential in the segment and results in providing the economic scale and revenues for the companies. The video campaigns on the social media, mainly target the population between the age group of 25-40 years of the urban segment (Rozhkov, 2012). The consumers of such age group use smart phones are considered as highly active on the social media channels such as the twitter, face Book and You Tube.


Uncle Tobys which is the subsidiary of Nestle has also launch oats by means of no additional sugar. Nestle claims that Nature’s combine is a vigorous breakfast alternative as the sugariness is consequent from the nuts and dehydrated fruits. This item for consumption is beleaguered towards physical conscious clients and the diabetic patients. This item for consumption is also beleaguered towards the operational segment of clients as it gets prepared in just a mere tenure of 1.5 minutes (Corniani, 2005). This produce is paramount suited for all grow old groups as this creation offers complete grain oats. This foodstuff can turn out to be a huge achievement as consumers are more and more becoming health aware. Reports propose that Australians have a preference of low sugar foodstuffs and “no added sugar” variety of foodstuffs. These manufactured goods will assist clients in enjoying obviously sweet oats (Wilson and Daniel, 2007).

It is predictable that the company Nestle would be successful in the objective for increasing the consumer penetration through the media campaigns. Marketing through the social media is considered as the fastest, powerful and the efficient way to reach the consumers. Through the promotional campaigns on the company websites, Nestle is to increase the reach of the new products. Such video campaigns are ought to be successful in the objectives (Stojanovic and Barjolle, 2012). The marketing section of Nestle is a well-built department. The company marketing managers are supposed to use the multichannel marketing for reaching to the customers. The blogs, video, and channels such as the YouTube channels considered as the excellent platform for the marketing managers of the company in increase the reach of the company products to its consumers (Rozhkov, 2012).

In this comprehensive period of globalization, the social media advertising is the major and the key for each and every organization to develop and ultimately grow. This period is the market with super computers, Digital Marketing and Internet. It has long been noticed that the complete demographic distribution does not behave constantly plus the demographic distribution always does change (Mummert, 2017). With this kind of alteration in the overall worldwide demographic situations and trends, a completely straight forward and direct impact is noticed and observed on the worldwide and the worldwide and the international marketing strategy of the various organizations. In the present marketing condition, the organizations have perused to take into use the cultural and the social media marketing measures to reach out to the clients (Badkar, 2017). In fact, as the penetration of the technological factors and the Internet, the brand and current demographic variables have also speedily emerged dependening on the use of the technology sources such as the use of the smart mobile phones (Stojanovic and Barjolle, 2012). The marketers have to handle and cater to the enhanced % of the educated individuals and the professionals. The higher and the rich category/segment are with the passage of time becoming richer while, on the other hand, the lower segment of the people is becoming poorer and shrinking. (Badkar, 2017) So the marketers have now started to target their services and the products to the middle and the upper segment of the people. There is an important movement of the clients within various nations.

A baby boomer is the marketplace segment comprise of customers that were born during 1946 to 1964. They comprise of the foremost portion of the entire US population. Such population is affluent and is not frightened of expenses related to their lifestyle. Pharmaceutical, Hospitality, and healthcare industry is being benefitted from the ageing baby boomers in a great way (Mummert, 2017).


It appears that the industries, having the short lifecycle of the products, are set of profit from the ageing baby boomers. This includes the industries such as the FMCG industry and electronics industry. The companies in the electronic industry like Apple, Microsoft, Samsung, etc. often have to find the new and innovative ways to reach out to the target market. With the change in the worldwide demographic trend, thee organizations in these two industry segments can better understand the needs of consumers in the global market (Mummert, 2017). It would, in turn, help the players in these two industries to have customized marketing and advertising strategies for the use of ad targeting on social media tools like Face book and Twitter. The change in the demographics would also help the players in these two industries to get the maximum from the loyal customer based on the segment of ageing baby boomers. The organizations in the industry would be able to succeed only when they can keep a watch on the changing demographic trends (Badkar, 2017). There benefit would be tangible in nature only when the organizations can develop the specific marketing strategies for ageing baby boomers.

References

Badkar,

Corniani, M. (2005). Market, Segment and Demand Bubbles. Symphonya. Emerging Issues in Management, (2).

Duffy, D. (2004). Multi?channel marketing in the retail environment. Journal of Consumer Marketing, 21(5), pp.356-359.

Fields, G. (2007). How much should we care about changing income inequality in the course of economic growth?. Journal of Policy Modeling, 29(4), pp.577-585.

Merrilees, B. and Fenech, T. (2007). From catalog to Web: B2B multi-channel marketing strategy. Industrial Marketing Management, 36(1), pp.44-49.

Mummert, H. (2017). Market Focus: Baby Boomers. [online] Target Marketing. Available at: [Accessed 22 Aug. 2017].

Rozhkov, K. (2012). Residential Satisfaction in Place Market Segments. SSRN Electronic Journal.

Stojanovic, Z. and Barjolle, D. (2012). Socio-economic and demographic profile of traditional and functional food consumers in Serbia. Marketing, 43(1), pp.41-48.

Wang, F. and Head, M. (2007). How can the Web help build customer relationships?. Information & Management, 44(2), pp.115-129.

Wilson, H. and Daniel, E. (2007). The multi-channel challenge: A dynamic capability approach. Industrial Marketing Management, 36(1), pp.10-20.

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