Assignment 1 Purchase Experience PDF

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Summary

A mock up of Assignment 1: Purchase experience, Some parts are incomplete....

Description

Fundamentals of marketing Assessment 1

eLA: anna campbell -----------------------Swinburne online

TP3 2018

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Table of Content

Introduction..................................................................... The Product Category...................................................... Chosen Product............................................................. The 4Ps............................................................................ Product.......................................................................... Place............................................................................. Price.............................................................................. Promotion...................................................................... Brand............................................................................... Audience appeal........................................................... Huggies as a person.................................................... Conclusion..................................................................... References list

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INTRODUCTION The purpose of this report is to analyse the 4 Ps within the marketing mix to influence my purchase of Huggies nappies. In the following report I will break down the 4Ps associated with my purchase and show how the product was marketed to attract me as a customer to purchase it.

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THE PRODUCT CATEGORY CHOSEN PRODUCT The product that I’ve selected is the Huggies Essentials Size 4 Nappies for Boys & Girls. The 46 nappies quantity. It is an absorbent piece of material, wrapped around an infant or toddler’s buttocks and groin region used to collect urine and fecal matter. This item belongs to the ‘Baby’ product category group and can be further filtered into the sub-category known as nappies or disposable nappies.

THE 4PS PRODUCT I purchased this product for my daughter as she is not toilet trained as of yet. Huggies nappies are usually wrapped in a REDcycling flexible plastic packaging. As part of the REDcycle Program, consumers can bring used packaging to participating Coles stores to recycle packaging into outdoor furniture such as “seats, paving and play equipment”. Depending on the range of nappies, the ones I purchased were wrapped in a red and white background with a Mickey Mouse shape printed throughout the white with the Huggies logo at the top left corner. Image 1 displays how the product looks. Depending on the range, the nappies may also be sold in blue or pink packaging and for larger quantities, (24 to 192 per pack) they are sold in cardboard boxes instead. Shown in Image 2 and 3 respectively.

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Image 1: Huggies Essentials Nappies – Size 4 Unisex

Image sourced: House of Nappies,

Image 2: Huggies Ultra Dry Toddler Girl Nappies - Size 4

Image Sourced: Big W < https://www.bigw.com.au/product/huggies-ultra-dry-toddler-girls-nappies-bulk-36pack/p/16627/>

Image 3: Huggies Ultra Dry Toddler Boy Nappies – Size 4

Image Sourced: Big W https://www.bigw.com.au/product/huggies-ultra-dry-for-boys-36-nappies-toddler-10-15kg/p/16614/

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Usually I would purchase the Ultra Dry versions instead as the way the nappies are lined are based on gender and I find that they absorb more and are less likely to leak in comparison to the unisex types. I also visually like the pink nappies as they come with a pink Winnie the Pooh theme in comparison to the white black and red Mickey Mouse theme in the Essentials version.

PLACE Huggies Nappies is a well-known Australian made brand that advertises in multiple ways and places. Huggies is stocked at supermarkets such as IGA, Coles, Woolworths, Costco. Other Stores within shopping centres stock the brand, such as Target, Big W, Reject Shop and stores such as Baby Bunting & Chemist Warehouse. Customers also have a choice of ordering online via Coles Online and Amazon Prime is advertised on the Huggies website itself. I can understand that this is very convenient, especially for mothers of newborns that are unable to physically drive to the store or leave the house. Image 4: Huggies Nappies on display in a Supermarket

Image Source: Alamy.com

When entering a supermarket, nappies are easily located at either the “Baby” aisle, along with other baby related products or stacked neatly at end-of-aisle displays. Due to the colours of Huggies packaging, the product is easy to spot and arranged according to size, range, quantity and gender. However, most stores will usually stock the most popular items. With items 2

stacked neatly and at eye level, it is hard to miss the display. Image 4 shows how the nappies are presented at a Woolworths supermarket. Since I like to shop around for the cheaper option, I purchased the nappies from Chemist Warehouse in Box Hill, as they were on sale. Image 6 and 7 are displays with POS shelf Talker. Image 6 & 7 Nappies at Chemist Warehouse on display

Image Source: Personally taken photos instore

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PRICE TARGET PRODUCT PRICE SKU Description Price/SKU Price/per unit Huggies Essentials Nappy Size 4 Unisex (46 pk) $13.00 $0.28 LIKE FOR LIKE PRODUCT PRICE SKU Description Price/SKU Price/per unit Huggies Ultra Dry Nappy Size 4 Girls (36 pk) $16.00 $0.44 Huggies Ultra Dry Nappy Size 4 Girls (72 pk) $30.00 $0.42 Huggies Ultimate Unisex Jumbo Nappy (58 pk) $30.00 $0.52 Huggies Ultimate Unisex Jumbo Nappy pants (50pk) $27.00 $0.54 Huggies Ultra Dry Nappy Pants Girls Size 4 (29 pk) $17.00 $0.59 *Prices as per Coles Online as at 19 November 2018 COMPETITOR PRODUCT PRICE SKU Description Price/SKU Price/per unit Cub Unisex Toddler Nappies Size 4 (50 pk) $10.00 $0.20 BabyLove Jumbo Toddler Nappies Size 4 (75 pk) $25.00 $0.33 BabyLove Toddler Nappy pants Unisex (28 pk) $10.00 $0.36 BabyLove Toddler Nappies Unisex Size 4 (36 pk) $14.00 $0.39 Tooshies by Tom Nappies Crawler (38 pk) $15.00 $0.39 Rascal & Friends Unisex Premium Nappies (36 pk)$14.35 $0.40 BabyLove Toddler Nappy Pants Unisex (56 pk) $27.00 $0.48 Tooshies by Tom Nappies Crawler (31 pk) $15.00 $0.48 Tooshies by Tom Nappies Toddler (27 pk) $15.00 $0.56 Cub Unisex Toddler Nappy Pants Size 4 (10 pk) $10.00 $1.00 *Prices as per Coles Online as at 19 November 2018 The Huggies Essentials Nappies Size 4 Unisex (46 pack) is priced at $13 (0.28 cents per nappy) and I would usually buy the Huggies Ultra Dry Toddler Girls Nappies in a Size 4 (36 pack) for $16 (0.44 cents per nappy) from Coles or I would purchase the BabyLove branded nappies in Size 4 (75 pack) for $27 (0.36 cents per nappy) from Big W. However, since Big W was having a promotion on these certain nappies, I purchased them instead. Compared to other brands, Huggies are a premium and higher priced brand. The lowest priced nappies sold at Woolworths are Little One’s Ultra Dry Toddler Nappies (50 pack) for $10 (0.20 cents per nappy). Even if these nappies are cheaper per unit, I would still choose Huggies as they have proved to fit my child’s body better and do not leak like other brands have. I also do not mind paying extra for certain aspects of the nappy such as the colour changing strip and extra dry touch layering. 2

Data collection Huggies and BabyLove pricing were collected from Big W and Coles websites on 18th November 2018. Little One’s pricing was collected from Woolworths website on 18th November 2018.

PROMOTION After visiting the Woolworths and Coles in Doncaster Shoppingtown, I had a look at Chemist Warehouse, where I usually purchase my baby formula. I was surprised to find the nappies were on special with a “2 for $25’ promotion on them. As diapers are a necessity for my baby, I usually try to purchase as many as I can while the prices are cheaper. In terms of advertising, I found that Huggies promotes themselves very well by using not only Social Media (Facebook, short advertisement videos, Instagram) but through simple single page print media in magazines, catalogues and giving free samples at temporary stalls at baby/parent related events (Pregnancy Babies & Children’s Expo or One Fine Baby Fair). Another way they have advertised is by providing free samples and nappy wallets in Bounty bags. Image 7 and 8 show these examples respectively. These bags are provided to pregnant and new mothers for them to gain knowledge and source free samples of products they may be interested in using and purchasing.

Image 7: Bounty Mother-to-be bag with samples

Image Source: babycenter.com.au

Image 8: Huggies Nappy wallet 2

Image Source: Gumtree Australia website

BRAND AUDIENCE APPEAL Based on the 4 Ps for this product, the type of people this product would appeal to are parents of babies and toddlers. They would be the type that do not mind using disposable nappies and may not have the time to use washable ones. Because Huggies doesn’t advertise itself as a “premium” nappy, it would be considered as a middle-priced nappy in comparison to its competitors.

HUGGIES AS A PERSON If Huggies was a person, they would have the following traits: 

Nurturing

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Warm, soft and gentle in nature

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Mid-twenties to thirties

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Female, motherly figure

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Kind and cheerful personality

I believe that Huggies is seen this way as it is something that is associated with children and their mothers. It is shown through the way that the product 2

is advertised and by the colour schemes of the traditional pink and blue, and the character themes too.

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CONCLUSION To summarise, Huggies nappies was my preferred choice because of the way it used all 4Ps in it’s marketing strategy. Not only was the product popular and affordable after its promotion was applied, but it was also easy to find as it was stocked in multiple stores.

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REFERENCES LIST http://www.kimberly-clark.com.au/en/news/2016/newsbox/huggies-standprovides-helping-hand-for-mums-and-dads/ https://www.google.com.au/url? sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwjB6KaMhd7eAh XISH0KHagnBMMQjRx6BAgBEAU&url=https%3A%2F %2Fwww.babycenter.com.au%2Fthread%2F1107209%2Fbounty---mother-tobe-bag&psig=AOvVaw2gVIaPnbIy6FwbbAVOWGnN&ust=1542633846733399 https://www.instagram.com/explore/tags/bountybag/?hl=en https://www.houseofnappies.com.au/assets/full/21035S.jpg 1https://en.oxforddictionaries.com/definition/nappy

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