Smiggle Marketing Approach and Analysis

1531 Words Apr 12th, 2013 7 Pages
Smiggle is an Australian based international stationary company created in 2003. The company offers a unique range of bright and colourful stationary products to customers, offering an alternative and distinct product to the market (smiggle.com.au, 2012). To continue to sell their product and generate a profit Smiggle must continue to engage in the marketing process to generate interest in their product and generate sales. This makes marketing an essential tool to businesses. Acting as a customer’s voice marketing informs the business of the markets wants and needs. In this manner marketing is explicitly linked to customer value, as the organisation must find a sense of need or desire within the customer and then create a product that meet …show more content…
Customer Value is ‘the performance characteristics, features and attributes, and any other aspects of goods and which customers are willing to give up resources’ (Robbins, Bergman, Stagg and Coulter, 2012). This broad definition highlights the fact that there are multiple aspects that contribute to create a sense of value within the customer.
- The first and clearly most important aspect of customer value is ‘functional value’ (Smith and Colgate, 2007); that the product has fulfilled the expectations of the customer in terms of performance, completing the task that it promised on purchase. While seemingly obvious it is important that Smiggle maintain its quality control to ensure that customers continue to remain satisfied with the performance of the product if the marketing is to succeed.
- The second component of customer value is ‘experiential or hedonic value’ (Smith and Colgate, 2007); the emotional experience that the products use evokes in the customer. Given that Smiggle is not the sole provider of stationary within the market, nor is it the cheapest, it is important that Smiggle products continue to give customers a unique sense of joy through its ‘colourful, fun and fashion-forward stationary’ (smiggle.com.au, 2012)
- The third form of customer value is expressive value (Smith and Colgate, 2007); the personal or larger social meaning that the product holds with the customer