1.Find a non-profit organisation that implements the marketing concept. What is the exhange taking place? What is the profit they seek? Do they apply the marketing concept? How can you tell?
2.The Billabong website (www.billabong.com.au) offers consumers a lot of information about the surfing, skiing and skating industries. However, little, if any, information is provided on Billabong products. Do you think that his helps Billabong to build relationships with its target customer?
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 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).
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
