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10SECTION A 11PRODUCT 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 12CURRENT 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 13CURRENTLY SOLD In the mid 1980s 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 14PRICE RANGE Billabong products appear at the higher end of the price spectrum for the overall market and are moderately to high priced as compared to their surf
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