Brand Summary of Smiggle: Positioning, Segments, Design Elements

This presentation provides an overview of Smiggle, the Australian stationery retail store chain. It covers the brand positioning strategy, core segments, and design elements of Smiggle. The presentation also discusses how Smiggle uses co-branding and customer solution mechanisms to expand its brand position.

BRAND SUMMARY OF SMIGGLE

Introduction
Smiggle is considered to be one of the leading
stationery retail store chain originated in Australia.
The company was established in Melbourne at first
with a notion of creators of color, fashion and fun
in the year 2003 (Smiggle.com.au 2018).
The founder members of Smiggle were Stephen
Meurs and Peter Pausenwang.
Smiggle is mainly putting focus on the stationery
products for kids and later on extended its product
list by enlisting bags, accessories and jewellery.
 It can be stated that the name of the company
‘Smiggle’ is a mix of two words smile and giggle.
Since 2008 the Smiggle Company has stretched its
market capitalization globally by opened up the
first store in New Zealand. Gradually Smiggle
opened its store in UK, Malaysia and Singapore.
Meanwhile in 2007, the Just Group had taken over
Smiggle with a cost of $29 million.

BRAND POSITIONING IN MARKET
 Brand positioning puts emphasis on the target customers and the
reason to prefer a specific brand (Jewell and Saenger 2014).
 It is considered to be a key strategy in marketing in order to
maximize customers and market capitalization.
 Brand positioning helps a brand to set a unique value and
distinctiveness in the mind of target customers so that they will
convince to buy the product (Maarit Jalkala, A. and Keränen 2014).
 A unique brand position is measured by comparing it with other
competitive brands existed in the market.
 In order to create an effective positioning of brands it is imperative
for the company to acknowledge the behavior and perception of the
customers.

CORE SEGMENTS OF THE SMIGGLE
 Smiggle is famous for its innovations and colorful products which makes it popular with the title of
fashionable with color statement.
 The company is primarily manufactured stationery items for kids and young demographics.
 Products like educational materials such as pencil cases, writing tools, books and desk accessories are
always considered to be primary items of Smiggle.
 Besides this, school items like lunch boxes or water bottles for kids are also famous among the
customers.
 Moreover, the company is also manufactured fashionable watches and colorful technological items like
headphones and speakers for kids ((Smiggle.com.au 2018)).
 In fact, fun and games items like activity books, money boxes, book safes, toys and puzzles are
enlisted in the production list of Smiggle.
 However, in recent times the company is going to expand its business by supplying beauty accessories
like earnings, necklaces and related gift items for kids.
 The Smiggle Company strictly follows five key colors blue, pink, black, purple, black and recently
introduced orange in the list.

Strategy of brand positioning
Figure1: Brand positioning model
(Singh, J., P. Kalafatis, S. and Ledden
2014)

Strategy of brand positioning
Co-branding strategy
• It can be argued that co-branding is
considered to be an effective strategy
nowadays.
• Co-branding is associated with a number
of items rather than a single product
under the canopy of a parent company
(Singh, Kalafatis and Ledden 2014).
• In response to this, participation of the
customers plays a very significant role in
order to maximize consumers as far as
possible (Velasco et al. 2014).
• However, it is the responsibility of the
company to convince its target customers
about the co-branding process.

Customer solution mechanism
 In addition to this, customer solution
mechanism is seemed to be a key
strategic standpoint for brand
positioning.
 It can be beneficial for a company to
provide customer services with product
offering. It will help to expand the
customer base of a particular company
(Kumar, Townsend and Vorhies 2015).
 There are a number of customer
solution frameworks for distinctive
business companies.
 In response to that it can be asserted
that with the technological
advancement it is better for the
company to install a software or
application where the customers can
ventilate their problems (Maarit Jalkala
and Keränen 2014).
Strategy of brand positioning

 The co-branding strategy helps Smiggle a lot in expanding
its brand position. Merging with Just Group in 2007 helped
the company to expand its business exposure by
introducing fashion accessories and jewelleries for kids.
 Moreover, using fan service system as a customer service
facility increase the band position of Smiggle in the global
as well as Australian market. It is very significant in the
genre of digital marketing where most of the companies
are more concerned about digital customers rather than
physical presence.
 Besides this, the selection of color becomes an effective
strategy for the company as kids are getting attracted
with bright colors.
 Sustainable underpinnings are also contributed further
which is related to health care. The games and toys
provided by Smiggle help the kids to enrich their creative
skills.
 Furthermore, Smiggle creates a new definition of kid’s
products by blending education with fashion and fun
which in return contributes to the brand positioning of the
company.
Smiggle’s strategic brand positioning

Brand design elements
Brand
Design
Memora
ble
Meanin
gful
Likeable
Transfer
able
Adaptab
le
Protecta
ble
Figure 1: Brand Design Elements
(created by the author)

BRAND DESIGN ELEMENTS
 Memorable- The fashion sense and the choice of colors are
the best thing of Smiggle that provides a distinctive nature
of the Smiggle products and attracted the consumers easily.
 Meaningful- The products of Smiggle are descriptive and
have a utility value which creates more attractions for the
kids. In fact, the parental concern about their kid’s health is
also supported by the toys and games provided by Smiggle.
Those toys are very helpful in attaining creativity and
learning ability (Huang et al. 2014).
 Likeable- The quality and the fashionable feature of
Smiggle products make it more attractive and appealing for
both the kids and their parents. In fact, the memorable and
meaningful insights of every products manufactured by
Smiggle is comprised of a smart outlook which is very
likeable for everyone (Schielke and Leudesdorff 2015).
 Transferable- Smiggle has a strong message for the kids
that supported a correlation between education and fun. All
parents across the world want their children to learn better
in a relaxed environment. Besides this, the expansion of
Smiggle’s market outside Australia helps it to increase the
brand image more.
 Adaptable- While manufacturing kid’s stationary products
now Smiggle is going to introduce some fashion items for
kids only. This is a positive step for the company which is
further supplemented by its core customers (Lieven et al.
2015).
 Protectable- The Smiggle Company is fully honored the
Australian trade regulations. In fact, a moral value in terms
of protecting kids to get addicted by violent games by
manufacturing mind development toys and games the
company strongly help to build a better future for children.

Mood Board

Mood Board
 Salience- Beautiful,
fashionable, essentially use
 Performance- Unique in
Color, sustainable, easy to use
 Imagery- Education and fun,
color with pink, purple and
other bright colors, kids
 Judgment- Loyalty,
preference, strong brand value
 Feeling- Close to the kids,
fun, fashion with smartness
 Resonance- Belonging to
children, loyal customers,
brand equity

Mood board

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