Thursday, April 4, 2013

Consumer Behaviour - Product Line Extension (Billabong)

1.0         SECTION A

1.1         PRODUCT INFORMATION         

Original Brand Name of growth:

Billabong International

Product Class:

Surf Brand

Description:

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

1.2         stream TARGET MARKET

Billabong is a brand that offers numerous products designed to check numerous lifestyles. Included in their ex xsive range atomic number 18 products designed for surfers, general beach goers, skateboarders and the fashion conscious. Comprehensive characteristics of this trade are difficult to pinpoint, however, it is the assumption that the majority of consumers are males and females elderly between 12 and 35 years of age.

Consumer Need: genial Image Need - the most important need well-provided by Billabong

1.3         CURRENTLY SOLD

In the mid 1980s, just over ten years since the birth of Billabong, the successes of the small Australian brand were creation recognised world wide and Billabong products were in high demand.

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This lead to the export of Billabong products to the global market with countries such as the USA, Japan, wise Zealand and Europe first in line. Today, the product range operational extends as far as 2200 lines in Australia, 1300 lines in the US and many more in over 60 different countries. It is not unusual that the greatest distribution of Billabong products is to coastal destinations. However, countries locked by land are given the opportunity to live the Billabong understand with products available on-line and in assorted stores around the world.

1.4          toll RANGE

Billabong products appear at the higher end of...

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