Tooshies by TOM is a brand of organic bamboo nappies.

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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 TOM

Product 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.

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