Tooshies by TOM Nappy Range: Characteristics and Adoption Strategies

This document discusses the characteristics of Tooshies by TOM nappy range and provides recommendations for enhancing adoption intentions. It also includes a strategy for promoting the nappy range in Chemist Warehouse catalogues.

MMK266: Consumer Behaviour – T1 2021 Examination
EXAMINATION PAPER
Faculty of Business and Law
Trimester 1 2021 Examination
Unit Code: MMK266
Unit Name: Consumer Behaviour
Exam Name: Open-book Take Home Online Exam
Maximum Word Count: 2,000 words (approx. 500 words per question)
Anticipated writing time: TWO (2) HOURS
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 This examination is OPEN BOOK.
 This examination is open for 24 HOURS. Within this period you can select when you
completethe exam.
 This examination constitutes 40% of your assessment in this unit.
 This examination comprises 4questions. You are required to answer ALL 4 questions.
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the unit name, for example: 216123123_MMK266_Consumer Behaviour
 Record all answers in the spaces provided below for each question and upload the .docx to
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Question Marks
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2 40
3 20
4 10
Total available marks: 100
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MMK266: Consumer Behaviour – T1 2021 Examination
MMK266: CONSUMER BEHAVIOUR
T1 2021 EXAMINATION
Exam Case Study
Product
Tooshies by TOM is a brand of organic bamboo nappies.
Product positioning
Tooshies by TOM positions itself on its environmental benefits; this attribute is central to the
brand’s claim of being “Planet and baby friendly”. According to the Tooshies by TOM
website:
“2.5% of Australian landfill is made up of nappies alone, and 85% of a disposable
nappy’s environmental impact is derived from its raw materials. Tooshies by TOM is
easing the load on our environment by creating disposable nappies and baby wipes
that are better for both our children and the planet. We do this by sourcing
sustainable and renewable ingredients and materials, swapping out crude oil-based
ingredients with plant-based alternatives that work, and using plant-derived and
natural ingredients to protect a baby's super sensitive skin.”
Source: Tooshies by TOM
Product features
Tooshies by Tomnappies have a number of attributes:
- 100% biodegradable plant-based backsheet.
- Biodegradable core made fromorganic bamboo, a renewable and sustainable material.
- Made from hypoallergenic, non-toxic materials.
- Free of parabens, alcohol, and lotions.
- Super absorbent, providing babies with 12-hour protection from leaks.
- Comes in 6 different sizes to ensure the perfect fit for babies as they grow.
- Unisex design.
- With every purchase, funds are provided to support The Babes Project, an organisation
that helps Australian mums experiencing crisis pregnancy.
- Designed in Melbourne.
Product price
The recommended retail price for Size 1 (newborn babies 3 – 5 kg) is AUD$20.00 for 52
nappies. As a price comparison, the equivalent nappy from Huggies (the market leader) is
often sold for AUD$13.00 for 54 nappies.
Product availability
Tooshies by Tom are available for purchase from:
- Supermarkets
- Pharmacies.
- The Tooshies by Tom website.
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MMK266: Consumer Behaviour – T1 2021 Examination
Question 1.
Part A – 20 marks
There are a set of innovation characteristics that influence consumers’ adoption intentions.
Evaluate how the Tooshies by TOM nappy range rates againsteach of these characteristics,
and use this evaluation to make a recommendation about which characteristic(s)of the
Tooshies by TOM nappy range may enhance or limit consumers’ adoption intentions.
The goal of Tooshies by Tom is seeing the entire life cycle of disposable nappies becoming more
sustainable. The company strives hard to replace the plastic and crude based material with plant
based and sustainable alternatives in the wipes and nappies. The nappies are made of organic
bamboo which is the most sustainable plant in the world. The company Tooshies by Tom is proud of
delivering the most sustainable wipes which are 100% biodegradable and plastic free. The nappies
offered by the company are also hypoallergenic and free from lotions, fragrances, parabens and
phthalates which helps in keeping the baby away from all these and the bad things in the
environment which can harm the baby as well as the environment. There are various characteristics
of innovation including relative advantage, compatibility, triability, complexity and observability.
These characteristics can be used by Tooshies by Tom in various ways. These characteristics were
introduced in the diffusion of innovation theory which determines the use of innovation by the
company. The company can use relative advantage by enhancing the use of sustainability which is
not possible for the other companies to practice. Huggies also offers good quality nappies and
related products but sustainability is the major factor which differentiates the company from others.
Compatibility can be adopted by tooshies by tom because the products offered by the company are
used mostly by the babies so this innovation of sustainability can be assimilating to their lives. The
products of this company can easily replace the products which are currently used by other
companies like Huggies. This is because its products can help in enhancing the health and well being
of women along with reducing the impact on the environment. Triability decides the ways in which
potential adopters can explore the innovation. The company adapts this feature by presenting the
innovation on its website along with all the information about its products and services. Complexity
v/s simplicity deals in the ways in which the adopters can learn to use the innovation. Tooshies by
Tom does not make its processes complex instead the people can easily use these products. There is
no issue in the disposal of nappies also which is why the company tries to make its processes the
simplest for the adopters to use. Observability deals in the results which are visible to adopters by
using innovation in products. This is adapted by the company as the customers using its products can
see no harm on the skin of babies. The skin remains super soft after wearing the nappies for a longer
time because they does not contain any chemicals or artificial freshners. Everything used to make
the product is completely organic which is why the adopters can easily see the results.
It is recommended that the company must carry on with its sustainability practices which can help it
in differentiating from others. Compatibility can be increased if the company offers more sustainable
products along with wipes and nappies for babies and even for moms. Tooshies by Tom can market
its products on various social networking platforms so that more people become aware of its
sustainability practices and the sustainable products. Also, the company can increase its online
presence and can deliver the products at the doorsteps of the customers so that they feel easier to
make purchase and also they do not need to go out for taking the products. Tooshies by Tom can
also send emails to its potential adaptors regarding the offers and discounts provided by the
company so that the customers find easy to use the innovation in its products. The company must
also try to organise various campaigns and programs in which its products can be delivered for free
or with high discount so that the customers can use it, see the benefits and decide to invest money
in the same. This is how; the company can make use of various strategies through which these
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MMK266: Consumer Behaviour – T1 2021 Examination
innovation characteristics can be adapted and implemented. This will also help in enhancing the
adoption intentions of the customers.
Part B – 10 marks
Design a strategy aimed at enhancing consumers’ adoption intentions with respect to the
Tooshies by TOM nappy range. In your answer, be sure to justify how and why this strategy
will address the characteristic(s)identified in yourQuestion 1 Part A analysis.
Tooshies by Tom must develop and implement various strategies which can help in increasing the
customers’ adoption intention and can shift the customers from other companies to Toosheis by
Tom. This can be observed that the company deals in all the sustainable products such as nappies.
Individuals do not automatically adopt new products, they make conscious decision to make
purchase or not. The company need to make its products available on various online platforms and
must advertise it on them so that the potential adaptors become aware of its sustainability practices
and the ways in which it can benefit the babies and moms as well as the environment. This can help
in increasing the relative advantage, simplicity and all the characteristics of innovation. The company
must not increase its prices too much so that it can be affordable by people of every class.
Campaigning and marketing programs must be organised by the company for increasing the brand
value of company.
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MMK266: Consumer Behaviour – T1 2021 Examination
Question 2.
Background
Chemist Warehouse, an Australian chain of pharmacies, will be reducing the price of the
Tooshies by TOM nappy range to $15.99. To promote this price reduction, Chemist
Warehouse wants to prominently feature the Tooshies by TOM nappy range in their next
catalogue.
An example Chemist Warehouse catalogue can be found in Appendix A. Chemist Warehouse
catalogues often have a feature product on each page. In the Appendix A example, the
feature product is Nature’s Own, a brand of vitamins.
Part A – 20 marks
Use your knowledge of heuristics, motivational direction, and motivational drive to design
a feature product display for the Tooshies by TOM nappy line to appear in the Chemist
Warehouse catalogue.
To design your feature product display, please follow these steps:
1. Choose ONE of the images in Appendix B. Each image is the same size as the
feature product display, so the image you select will form the background to your
feature product display.
2. To create your feature product display, reposition and write in the text box sitting
on top of the Appendix B image you have selected. You may copy and paste this
text box to create more blocks of text as needed. Be careful with where you
position the text box(es) – you don’t want text covering key parts of the image!
3. You may paste other images/logos onto your feature product display if you wish,
but this is not mandatory and should only be done sparingly.
You will be marked on how well your feature product display utilises heuristics,
motivational direction, and motivational drive, as well as how well your text complements
your chosen image.
Part B – 20 marks
Justify the various components that you incorporated into your Part A feature product
display, including:
- The heuristic(s) you used.
- How you activated motivational direction and motivational drive.
- The image(s) you selected.
- Any other product information you featured.
- Any other marketing technique you used.
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MMK266: Consumer Behaviour – T1 2021 Examination
Question 3.
Background
Chemist Warehouse stocks nappies from several brands, including:
- Babylove– Cosifit(available in Newborn to Junior sizes)
- Babylove– Nappy Pants (available in Wriggler to Junior sizes)
- Huggies – Essentials (available in Newborn to Size 6)
- Huggies – Ultra Dry (available in Size 3 to Size 6)
- Huggies – Ultimate (available in Preemie to Size 5)
- Noopii– Nappies (available in Infant to Walker sizes)
- Noopii– Pants (available in Walker to Junior sizes)
- Tooshies by TOM (available in Newborn to Size 6)
Marketing strategy and justification – 20 marks
Develop a strategy that Chemist Warehouse could introduce to reduce the likelihood that
consumers will experience choice overload when considering which brand of nappy to
purchase. As part of your answer, explain how and why this strategy will reduce the
likelihood that consumers will experience choice overload.
Chemist Warehouse can implement various strategies for reducing the likelihood that the customers
do not face the choice overload at the time of purchasing. The company must reduce the choice
options for the customers because when the customers see various options to buy a particular
product then they shift to other companies where they can easily get the products in less time and
less choices. So, the company Chemist Warehouse must categorise the products for example, some
of the nappies are available in all the sizes and some are available in some sizes. So the company
must ask the age of the child and then must try to sell the product which is specific to that age only.
This can also be done by presenting the features of only those products which are specifically made
for that age. This is how; the customers will not be exhausted by seeing so many options for a single
products and this will increase the good will of the company as the customer will think that the
company has different options for all the ages of child. This is how, the company can reduce the
likelihood which the customers experience choice overload.
Question 4.
Background
A core attribute of the Tooshies by TOM nappy range is that they contain biodegradable
materials. According to Sustainability Victoria:
“Biodegradable disposable nappies use fewer chemicals and are generally not made
from plastic, but they can still take decades to break down. To be biodegradable they
need to be composted under stringent conditions, which does not happen at standard
landfill facilities.”
Source: Sustainability Victoria
The Australian Organics Recycling Association (AORA) provides further information:
“Most people think they’re helping out the environment by using nappies that are
labelled biodegradable or eco-friendly (often made with wood pulp or bamboo) and
whilst these materials that are less resource intensive to produce, they are not
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MMK266: Consumer Behaviour – T1 2021 Examination
completely eco-friendly. Biodegradable simply means that the nappy will break down
into smaller pieces over time; those pieces will never
disappearcompletely.Furthermore, biodegradable nappies in landfill do not
decompose.Landfills are packed tight, with very little air and water and no sunlight
gets in.For any item to decompose, air, light and water is needed.”
Source: AORA
Ethical analysis – 10 marks
Evaluate the ethicality of the claim being made by Tooshies by TOMthat their nappies are
“Planet and baby friendly”. As part of your evaluation, determine what changes – if any –
should be made to this claim.
This is true that no nappies and diapers are completely biodegradable which means that it takes lot
of time to degrade. This can be observed that the nappies delivered by Tooshies by Tom are
completely biodegradable as they claim but this claim is wrong because the nappies are not
commercially compostable and needs to be sent to landfill like other disposable diapers. The nappy
must be placed in regular waste bin instead of green recycling bin. The 100% biodegradable claim is
wrong but the company’s products do not harm the environment which means if the company make
use of other products then this can harm the environment but making use of sustainable products
will not impact the environment negatively.
Appendix A: Chemist Warehouse catalogue example
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MMK266: Consumer Behaviour – T1 2021 Examination
Source: Chemist Warehouse
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MMK266: Consumer Behaviour – T1 2021 Examination
Appendix B: Background imagesthat can be selected for your catalogue design
Background image1. Packaging for the Tooshies by TOM line of nappies (newborn nappy size). Source: Tooshies by TOM
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Fit and Healthy Mom, Fit and Healthy Child only with “Tooshies by Tom”
Tooshies keep your little
dreamboat comfortable and
hygienic.
Being adorable and healthy is
all in the jeans
Online purchasing and online
deliveries available at all
doorsteps
Only at Price: $15.99
No more steamy bums
More sizing options
This keeps your babies rocking
and fresh every time without any
bad odour or smell.
Tooshies by Tom offers the
best eco-friendly nappies
and wipes
Be the change, the waste
from the products we use
must not destroy the
planet. The environment
must be kept happy and
satisfied by the products
we use.
Reusable and eco-friendly
Adjustable features and
waterproof bands keep leaks in
Gentler and softer on sensitive
skin

MMK266: Consumer Behaviour – T1 2021 Examination
Background image2. Packaging for the Tooshies by TOM line of nappies (newborn nappy size). Source: Tooshies by TOM
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[Edit, reposition, and copy this text box
to add text to your catalogue design]

MMK266: Consumer Behaviour – T1 2021 Examination
Background image3. Design of the Tooshies by TOM nappy (newborn nappy size).Source: Tooshies by TOM
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[Edit, reposition, and copy this text box
to add text to your catalogue design]

MMK266: Consumer Behaviour – T1 2021 Examination
Background image4. Babywearing a Tooshies by TOM nappy (newborn nappy size).Source: Behance
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[Edit, reposition, and copy this text box
to add text to your catalogue design]

MMK266: Consumer Behaviour – T1 2021 Examination
- END OF EXAMINATION -
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