Brand Summary of Smiggle: Positioning, Segments, Design Elements

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.