Like any business philanthropist, a Not-for-profit organization has to compete for supporter’s money. The best way to achieve is through the process of branding by identifying different constituent to finely tune in their program. Once the program is clear, the brand name can flourish in the market. While selling the message or a viewpoint Oxfam has simply communicated through the website. By driving general public and the members association it is possible to manage the organization. The online presence of the brand is efficient enough to create a difference (Pope, Isely and Asamoa?Tutu, 2009). Oxfam has a great online presence with a two way support from the community. In this way they are able to support the market need. The social media marketing plan used by the organization has a long-lasting impact on the target audience. International presence of the brand has helped in increasing overall funds to a great level. The effective internet marketing tools has allowed in gaining a market advantage by showcasing the benefits t the community (About us, 2017).
- Yes, information regarding the products will help in building relationship with the consumers. Apart from the services if a website provides with concrete information it will help in targeting the customers in the well-defined way. By providing with information on Billabong products, the organization can gain sustainable advantage over other brands. This will help in building strong relationship with its target customer (Billabong, 2017).
- Build network for developing sales lifeline- Billabong can build a strong market position by managing the online sales. The placement of product on the website will help in strengthening relationship with the customers.
- Communication is an effective way to gain market competency- It is the most effective way through which an individual can gain a competitive advantage by carrying out communication activity at an early stage the organization can sustain for a longer time-period (MacMillan, Money, Money and Downing, 2005).
- Reward loyal customers, and they'll reward you- By rewarding the loyal customers, the organization can earn faith in customers. In this way they can guarantee long-term sustainability and results. By focusing over the customers Billabong can strengthen its marketing policies. This is a most innovative process that an organization can use in order to retain market
- Loyal customers are best salespeople- Customers satisfied from the brand will get new customers. By linking the brand with the organization it is possible to maintain a long market standing. This is one of the most effective ways an organization can use in order to create a market standing. Billabong should focus on developing products that will help in gaining market advantage (5 Key Ways to Build Customer Relationships, 2005).
The online web services provided by the FMCG Companies are important for developing interest of consumer. Procter & Gamble, Unilever and Woolworths are efficiently helping in gaining customer’s interest. They have a keen interest on segmented marketing. By doing this they are able to gain interest of each and every individual on the basis of market segment (Strauss, 2016).
P& G has successfully divided an effective market strategy that has allowed in gaining a sustainable market share. They have a segmented market and provides with a wide range of products like:
- Fabric Care
- Feminine Care
- Family Care
- Skin & Personal Care
- Personal Health Care
- Oral Care
The market segment has an ability to gain customer’s interest & allow in gaining customer satisfaction through their wide product range and segmentation (Babin and Zikmund, 2015).
Unilever has a widespread market segment and has an international market presence providing customers with a wide range of options in order to create a market difference. Unilever's products comprise foods, beverages, cleaning agents and personal care products.
There are more than 400 brands. They are organized in 4 main categories –
- Home Care
- Personal Care
The existing largest-selling brands comprise of: Axe/Lynx, Ben & Jerry's, Dove, Flora/Becel; Knorr, Lipton; Lux, Omeo/Surf, Sunsilk; TRESemm?; Magnum; Vaseline and VO5 etc. They don’t have an appropriate market segment and growth that help in organizing desired results. The brand has diversified itself into the market with a wide product range. This has helped them in gaining a sustainable market position helping in gaining effective market scope.
Woolworths, currently is selling four levels of generic or private label brands. This has helped them in gaining a sustainable market position in the Australian market. The brand is confined to Australian and New Zealand only.
- Woolworths Home brand
- Woolworths Select
- Woolworths Gold
- Woolworths Fresh
- Macro Whole foods Market
They have a limited market segmentation of product. The brand is mostly focused on mass marketing through its websites. The brand name is divided widely that doest reach directly to the customers like in the case of P&G (Wedel and Kamakura, 2012).
- P&G should develop an effective market segmentation plan. Although the brand is focused on meeting the different customers need according to the individual needs. The division of consumers on the basis of their need is the advantage of the brand.
- Unilever stands at second place. It needs to develop an effective market segmentation plan through its websites. The products are few and divided on 4 parts. It can further try to divide its product range by developing concrete product lists.
- Woolworths stands at third place. It has a very small market segment and is mostly focused on mass marketing. While comparing it with P&G and Unilever, the company has a limited brand range.
5 Key Ways to Build Customer Relationships, 2005. Online. Available at: Retrieved on: 23 August 2017
About us, 2017. Online. Available at: Retrieved on: 23 August 2017
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Billabong, 2017. Online. Available at: Retrieved on: 23 August 2017
MacMillan, K., Money, K., Money, A. and Downing, S., 2005. Relationship marketing in the not-for-profit sector: an extension and application of the commitment–trust theory. Journal of business research, 58(6), pp.806-818.
Pope, J.A., Isely, E.S. and Asamoa?Tutu, F., 2009. Developing a marketing strategy for nonprofit organizations: An exploratory study. Journal of Nonprofit & public sector marketing, 21(2), pp.184-201.
Strauss, J., 2016. E-marketing. Routledge.
Wedel, M. and Kamakura, W.A., 2012. Market segmentation: Conceptual and methodological foundations (Vol. 8). Springer Science & Business Media.