Detailed Analysis of Marketing Concept and Billabong Website Report

This report analyzes the application of the marketing concept by the Australian Charities and Not-for-profits Commission (ACNC) and Billabong's website. The ACNC utilizes the marketing concept to connect charities with potential donors and corporate organizations, leveraging social media and employer branding to increase awareness. The report examines Billabong's website, highlighting its dynamic design, engagement features, and product presentation to build customer relationships through a vibrant and informative user experience. The analysis covers the website's visual appeal, user experience, and the integration of information to encourage consumer engagement and impulsive buying. References from Baker, Featherstone, Payne, and Seymour are included.

Running Head: Marketing & Management
Marketing & Management

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Table of Content
1- Marketing Concept....................................................................................................................................................2
2- Billabong Website..................................................................................................................................................... 2
References.............................................................................................................................................................................. 4

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1- Marketing Concept
Marketing concept is used by most of the firms in the present day, it is the philosophy that
organization should analyse the needs of their customers and take a decision on how to satisfy
those needs for the customers (Baker, 2016). The Australian Charities and Not for Profits is the
national regulator of charities in Australia. The organization has over 54,000 charities listed on
its platform and the exchange in the simplest of the terms is, organization gets to do CSR activity
by donating in the charity, and ACNC collects the funds and give it to the charity. It acts as a
liaison between the charity and the organization (Seymour, 2016).
The profit they seek is extremely marginal because of it’s not for profit in nature. The aim is to
regulate the charities and ensure strong public support, trust and confidence in the charities of
the population. ACNC most definitely applies the marketing concept, as they have identified
thousands of charities for the benefit of the volunteers and big corporate organizations, thus
they need to reach out to them in order to make them be a part of this philanthropy. ACNC has a
good social media presence on platforms like Facebook, YouTube, Linked In and Twitter, the
company uses each of these platforms to increase the awareness about the charities and create
interest in the consumers, which is then converted into a desire to invest in charities. The
company uses social media marketing and employer branding as a marketing concept, the
website of ACNC is also an evidence of its marketing concept.
2- Billabong Website
The way to build a strong relationship with the customers is by engaging with them and
providing them the information they are seeking for. For a user who comes to the site of
billabong, it seems a very young, dynamic and a vibrant website. From the first webpage itself, it
is a clear reflection that Billabong is into surfing, skiing and skating goods. This however can be
seen as the core product offering of the company. The exciting stuff is the different tabs like
Blogs, Shop, Team, Events, Social, Stores & My account, these are the tabs behind which plethora
of information is arranged for the consumers to engage with the brand(Featherstone, 2016).
The mask head of the website, which is dynamic in nature, changes every 2 second, driving thrill
into the consumers to be part of this great adventure sport and also indulge in impulsive buying.
Scrolling down the website, a featured story is presented on the website which allows for more
engagement with the consumers. Towards the end of the home page, billabong has beautifully

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created a gallery of featured product and steamers for its customers. The options keep on
changing every while, depending on the product category in vogue. Towards the very bottom is
recent news and video section of Billabong, which gives the target consumers to have a look and
feel of the Billabong products through its events and experiences. There are no two doubts that
not only Billabong’s website is visually aesthetic, it definitely builds a connection with the target
consumers through its amazing user experience on the website, great collection of products and
plethora of information for consumers to engage with(Payne, 2014).

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References
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Featherstone, T., 2016. Under pressure. Company Director, 32(2), p.28.
Payne, A., 2014. Selling surf, sun and fitness: Queensland's mass-market fashion. Fashion
Archives, 2014(9).
Seymour, E., 2016. Australian Charities and Not-for-profits Commission update. Alternative Law
Journal, 41(1), pp.66-66.