Marketing Consumer Behavior

MARKETING CONSUMER BEHAVIOR

Introduction
Smiggle is popular for its kid’s products
started from pencil to backpacks
This Australian company has started its
journey since 2003 and gradually monopolised
the global market with its fashionable and
colourful pr
Over the past ten years the company
successfully expands its annual sales from $19
million in the earlier phase to $239 million in
the fiscal year of 2017 (Annualreports.com
2017). oducts (Smiggle.com.au 2019).

 The company provides bags and
accessories, pencil cases, food and
drinks, stationery products, toys and
creative items and gifts.
 A report of Chung (2016) showed that the
colourful pencil boxes of Smiggle are very
much popular among the kids across the
world.
 As a matter of fact, in 2016 the pink pencil
boxes generate 18% of the total sales in
Smiggle (Chung 2016).
Brand description

Brand description
 School bags, school stationeries,
lunchboxes, drink bottles, pre-school
items and so on are clearly capitalise the
global market effectively.
 Wood (2018) asserted that Smiggle elevated
the kid’s product to a different level where
fashion and colour are considered to be the
best part of the Smiggle products.
 In the toys and games corner there are
squishies, hug-a-bud, besties and slimes
are very popular among the kids.