Demographic Trends and Marketing Strategy

This assignment examines the impact of demographic changes on marketing strategies. It analyzes how businesses can leverage insights from evolving demographics to make informed decisions. The text discusses various examples, including Volkswagen's success in adapting to changing consumer preferences, and highlights the importance of researching demographic trends for effective marketing.

Running Head: MARKETING AND ENTREPRENEURSHIP
Marketing and Entrepreneurship
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Word Count - 1000
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Activity 1: The Billabong Website
The Billabong website is trying to attract consumers by providing them valuable
information on surfing, skiing and skating industries. By this, the website is trying to sell its
products in an indirect manner. It is a true fact that little information is being shared
regarding Billabong products but on the other hand, it is trying to create a huge customer
base. It is believed by its managers that it is very important to make the customer apprehend
that he is the center of every communication. By offering valuable information about the
related business industries, the company is trying to adopt innovative ways to enchant their
target customers (Williams, 2015).
Another reason which vouches for building a relationship with the target customers is
that the website is trying to achieve the highest visibility across the globe. The route they
have chosen is by providing information on the concerned industries. It is a known fact that a
skating or a skiing enthusiast will look for knowing more about the existing industries and he
will need clothing related to it. Thus, in this way they are strengthening their brand image in
front of the target customers. Even if the customers are not purchasing Billabong products,
still they will remember the brand name. It is through their website they have provided
information and a web surfer apparently remembers the source of the information (Sprizziri,
2011).
In spite of the fact that not much information is provided by its own product on the
website, still, the website has managed to gain millions of viewers. The information available
on the Billabong website is the prime driver of traffic. And, the idea really worked thereby
highlighting the customer’s point of view. The website has adopted the means of informative
marketing. Basically, they are advertising the information related to the surfing and skating
industries on its website which turns out to be informative for the viewers. They believe in
the power of words and that what they try to do by providing valuable information. This
actually acts as a catalyst in having a strong brand image (Eksteen, 2013).
The Billabong website is focussing on content marketing. They are entertaining their
target customers by providing valuable information and at the same time inspiring them to
purchase their merchandise. Currently, they have linked social media to its website where
they post daily or weekly in order to widen their fan base. For adding more value, they are
also running campaign and contest in relation to the information of the above-said industries.

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They are trying to convert their fans into customers purchasing their merchandise. By this
method, the company has actually noticed a rise in their level of sales (Moth, 2011).
Their upcoming plans, in order to facilitate their content marketing, are to have
celebrity endorsements and provide more informative videos to its target customers. The
website had clearly highlighted the strength of content and informative marketing in a
business. Thus, I do think that such kind of marketing does help Billabong to build
relationships with its target customers.
Activity 5: Demographic trends and International Marketing
Across the world, demographic transition is undergoing at a faster pace. Countries
which are developed are undergoing the process of unique aging. It is apprehended that after
five years, the currently developing countries of Europe and East Asia will also experience
unique aging. Still, there exist some developing nations which are not experiencing
demographic transition at a faster pace. One of the reasons behind it is the rise in the level of
working age crowd in the upcoming passage of time. In order to target those upcoming
working age population, several industries are focusing on the varied needs and products
which would be required by them (Andre, 2015).
Trends of demand, supply, and other related external factors are the most known
demographic trends. These affect the level of international marketing in their own unique
manner. In the case of demand trend, the requirement of international services and products
will increase because of the increase in the number of billions of new customers every year.
At the same time, the world also notices the demographic shifting of people along with the
rise in the segment of digital customers. The way of facilitating the trade has expanded which
has led to modernization, diversification, and hike in the segment value. As far as the supply
trend is concerned, the scarcity of labour and unpredictable cost of the input in the market are
required to be considered. Government policy, changes in tax and safeguarding trade are
some of the external factors (Ghauri & Cateora, 2011).
Since the trade is flourishing globally, it is required that business should have strong
marketing strategy and support of the regional trade. It is a known fact that the higher is the
rate of development and wealth in the countries, more is the purchasing power amongst the
consumers. Since the boom period, many organizations are now more regulated, effective and
efficient in their course of actions. The international geographic trends provide a wide range
of opportunity for facilitating international marketing across the globe. Still, in some parts of

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the globe are not globally recognized, it is because of the economic and demographic changes
in some Asian countries. Still, of all the struggles, the level and quantum of international
marketing are increasing rapidly (FT, 2017).
The concerns which are being benefitted from these baby-boomers are majorly the
automobile companies. For example, Toyota has taken great advantage from international
marketing across the globe. Other companies like, Nestle, Apple, companies from the apparel
and sports industry, Nike are getting benefited from its influence. In order to take more
advantage of it, it is required that various regional trade association like, ASEAN or EU
should liberalize or bring reform in their policies. Conducting effective research in order to
learn more about demographic changes and how they can take the cream advantage will
facilitate the course of action. An automobile company, Volkswagen had used this ever-
changing demographic trend and is amongst the top five automobile company across the
globe (Badkar, 2014).
References

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Andre, C., 2015. Linkedin, How Changes in The Demographic and Economic Environments
Affect Marketing Decisions. [Online]
Available at: https://www.linkedin.com/pulse/how-changes-demographic-economic-
environments-affect-marketing-andre
[Accessed 23 August 2017].
Badkar, M., 2014. GEORGE MAGNUS: These 5 Big Demographic Trends Are Shaping The
World Right Now. [Online]
Available at: http://www.businessinsider.in/GEORGE-MAGNUS-These-5-Big-
Demographic-Trends-Are-Shaping-The-World-Right-Now/articleshow/34342303.cms
[Accessed 23 August 2017].
Eksteen, L., 2013. Twisted Toast, How content can save Billabong. [Online]
Available at: http://twistedtoast.com/save-billabong-with-content/
[Accessed 23 August 2017].
FT, 2017. Demographic trends are a long-term challenge for markets. [Online]
Available at: https://www.ft.com/content/bfeb773e-ea21-11e6-967b-c88452263daf
[Accessed 23 August 2017].
Ghauri, P. & Cateora, P., 2011. International Makrting, Edinburgh Business School. [Online]
Available at: https://www.ebsglobal.net/ebs/media/ebs/pdfs/international-marketing-course-
taster.pdf
[Accessed 23 August 2017].
Moth, D., 2011. Billabong launches augmented reality ad campaign. [Online]
Available at: https://econsultancy.com/blog/8405-billabong-launches-ar-ad-campaign/
[Accessed 23 August 2017].
Sprizziri, M., 2011. DM News, Billabong grows email list and increases brand's status with 'I
Surf Because' site. [Online]
Available at: http://www.dmnews.com/social-media/billabong-grows-email-list-and-
increases-brands-status-with-i-surf-because-site/article/203710/
[Accessed 23 August 2017].
Williams, A., 2015. CMO, How Billabong keeps its brand relevant in the digital age.
[Online]

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Available at: https://www.cmo.com.au/article/580354/how-billabong-keeps-its-brand-
relevant-digital-age/
[Accessed 23 August 2017].