Marketing and Entrepreneurship Report: Oxfam, Billabong, FMCG Analysis

This report analyzes the marketing and entrepreneurial strategies of Oxfam Australia, Billabong, and several Fast-Moving Consumer Goods (FMCG) companies, including Procter & Gamble, Unilever, and Woolworths. The report begins by examining Oxfam's marketing approach, highlighting its reliance on community donations, branding strategies, and online presence, including its use of social media. It then explores how Billabong can build customer relationships through online sales, communication, and customer loyalty programs. The second part of the report focuses on FMCG companies and their online web services. It analyzes P&G's segmented market strategy and diverse product range, Unilever's international market presence, and Woolworths' private label brands, providing recommendations for each company to improve their marketing strategies, such as refining market segmentation.

RUNNING HEAD: MARKETING AND ENTREPRENURSHIP
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Marketing and Entrepreneurship
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Marketing and Entrepreneurship 2
Activity 1
1. Oxfam Australia is a self-governing, not-for profit, community based organization working on
long-term development projects. The projects include campaigns to develop the lives of
underprivileged people around the world. The organization provides with an contact to social
services, an effective voice in decision making, equal rights and status. The organization is
mainly dependent on community donation. Oxfam’s growth and support programs use 70% of
donated funds, 20% is used for fundraising and promotion, and the remaining 10% for
administration.
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).
2. 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

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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).
1. 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.
2. 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).
3. 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
4. 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).

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Activity 2
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
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
 Grooming
 Family Care
 Skin & Personal Care
 Personal Health Care
 Oral Care

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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
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.

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There are more than 400 brands. They are organized in 4 main categories –
 Foods
 Refreshments
 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; TRESemmé; 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

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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).

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Recommendations
1. 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.
2. 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.
3. 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.
References
5 Key Ways to Build Customer Relationships, 2005. Online. Available at:
https://www.entrepreneur.com/article/77686 Retrieved on: 23 August 2017

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About us, 2017. Online. Available at: https://www.oxfam.org.au/what-we-do/about-us/
Retrieved on: 23 August 2017
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Billabong, 2017. Online. Available at: https://au.billabong.com/mens 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.