MMK266 - Consumer Behaviour - Tooshies by TOM - Case Study - Management Assignment Help

Assignment Task

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 TOMProduct features
Tooshies by Tom nappies have a number of attributes:
100% biodegradable plant-based backsheet.
Biodegradable core made from organic 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.

Question 1.
Part A –
There are a set of innovation characteristics that influence consumers’ adoption intentions. Evaluate how the Tooshies by TOM nappy range rates against each 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.
Please type your answer below.

Part B – 
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 your Question 1 Part A analysis.
Please type your answer below.

Question 2.
Background
Chemist Warehouse, an Australian chain of pharmacies, will be reducing the price of the Tooshies by TOM nappy range to $15.99. To promote this price reduction, Chemist Warehouse wants to prominently feature the Tooshies by TOM nappy range in their next catalogue.
An example Chemist Warehouse catalogue can be found in Appendix A. Chemist Warehouse catalogues often have a feature product on each page. In the Appendix A example, the feature product is Nature’s Own, a brand of vitamins.

Part A – 
Use your knowledge of heuristics, motivational direction, and motivational drive to design a feature product display for the Tooshies by TOM nappy line to appear in the Chemist Warehouse catalogue.
To design your feature product display, please follow these steps:
Choose ONE of the images in Appendix B. Each image is the same size as the feature product display, so the image you select will form the background to your feature product display.
To create your feature product display, reposition and write in the text box sitting on top of the Appendix B image you have selected. You may copy and paste this text box to create more blocks of text as needed. Be careful with where you position the text box(es) – you don’t want text covering key parts of the image!
You may paste other images/logos onto your feature product display if you wish, but this is not mandatory and should only be done sparingly.
You will be marked on how well your feature product display utilises heuristics, motivational direction, and motivational drive, as well as how well your text complements your chosen image.

Part B –
Justify the various components that you incorporated into your Part A feature product display, including:
The heuristic(s) you used.
How you activated motivational direction and motivational drive.
The image(s) you selected.
Any other product information you featured.
Any other marketing technique you used.
Please type your answer below.

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