Marketing and Consumer Behavior Analysis: A Smiggle Case Study

This report provides an analysis of Smiggle, the Australian company known for its colorful and fashionable kids' products, focusing on its marketing strategies and consumer behavior. It begins with a brand description, highlighting Smiggle's product range from stationery to toys, and its core target segment of kids aged 9 to 12. The report investigates Smiggle's innovative positioning, emphasizing its approach to making school products more attractive and fashionable through design elements like color, consistent branding, and digital media presence. It also includes a reflective commentary on Smiggle's manufacturing and selling practices, suggesting product diversification into apparel and learning materials as recommendations for strategic advantage in the Australian market. The conclusion summarizes the brand's success in fostering a fashion sense among kids and leveraging it for company benefit.

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.

Core segments
According to Ailawadi et al. (2014) Smiggle
tries to define its target customers so
specifically that it helps the company to
develop the product based on the analysis.
In that case, mostly kids at an age of 9 to 12
are identified as the primary customers of
Smiggle products.
Looking for small but bright target market in
terms of the kids who are happily visit to the
Smiggle stores and buy items as per their
requirements.

INNOVATION IN POSITIONING
 As per the comment of Smith (2015) it
can be argued that Smiggle redefined
the school products to a great extent
while connecting it with innovations and
creativity.
 In case of Smiggle they make the school
products more fashionable and attractive.
 Pricing strategy is also played significant
role where Smiggle tries to follow a less
pricy attitude keeping in mind of the
purchasing power of the kids.

Brand design elements
Fashion
 The backpacks are very funky and adorable
to the children because of using popular
comic faces or stylish enough that no other
brands can provide (Liu et al. 2016).
 It is primarily based on the marketing
survey that the company is highly focused
in order to maximise its customers and
increase profitability rapidly (Malik and
Sudhakar 2014)

BRAND DESIGN ELEMENTS
Colour
 Smiggle has created for the kids and young
people there are also the sense of colour that
the brand has significantly implemented in
all its products.
 Using bright colours and attractive ones are
the best part of the Smiggle products.
 The design team of Smiggle chooses colour
specifically and using it quite effectively so
that it can attract the target customers.

Brand design elements
Consistent branding
• Smiggle also puts enough focus on the
branding through digital media and it
helps the company to maximise its
customers not only the kids but the
parents as well.

Reflective commentary
Smiggle keeps a great deal of
innovation in its manufacturing
and selling practice.
Creating a fashion sense among
the kids and use it for the benefit
of the company is considered to
be an epic strategy that Smiggle
has initiated.
Consistent branding is also
contributed a lot for managing

Recommendation
Using product diversification is considered to be an effective
measure for Smiggle to get strategic advantage in the
Australian market.
It can be argued that the company has a great manufacturing
unit which has enough understanding the fashion sense of
the Australian kids. It can be delivered by manufacturing
apparels for the kids up to an age of 15. It can be a great step
for the organisation to maximise its customers to a great
extent.
Besides this, creating learning materials for the kids will also
increase the acceptability of the brand because it should be
keep in mind that convincing the parents also generates
maximum acceptance and helps to develop the brand image
effectively.

Conclusion
• A brief description of the brand has been
discussed so that it can deliver a preliminary
understanding of the products and services
that the company provides.
• The report also tries to investigate into the
innovative ideas that foster an advantageous
positioning for the brand in Australian market.