Tooshies by TOM Nappy Range: Characteristics and Adoption Strategies

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
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 The breakdown of marks in this exam is:
Question Marks
1 30
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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