Consumer Behaviour - Product Line Extension (Billabong)

1.0 SECTION A

1.1 PRODUCT INFORMATION

Original Brand Name of Product:

Billabong International

Product Class:

Surf Brand

Description:

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.

1.2 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

Beautiful Woman in Bikini is one Cute Surfer Model

Billabong

plaid billabong baseball hat

1.3 CURRENTLY SOLD

In the mid 1980's, just over ten years since the birth of Billabong, the successes of the small Australian brand were being recognised world wide and Billabong products were in high demand. This led to the export of Billabong products to the global market with countries such as the USA, Japan, New Zealand and Europe first in line. Today, the product range available extends as far as 2200 lines in Australia, 1300 lines in the US and many more in over 60 other 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 experience with products available on-line and in assorted stores around the world.

1.4 PRICE RANGE

Billabong products appear at the higher end of the...