The university of Queensland

[2020.10.15]

A2 Mizzie the Kangaroo Case

Student Name: Kaihua Chen

Student Number: 46192837
Student Name: Kaihua Chen
Student Number: 46192837
Word count: 2103
A2 Mizzie the Kangaroo Case

Introduction

The toys market in Australia is relatively large, and the corresponding groups of people
prefer markets such as Europe. Overall, the country is easy to operate, but there are some
problems. Given the small population in the region, Australia's toy market is much larger
than is generally believed.The Australian toy market is basically flat in 2018, with an
increase of about 2.5% in 2019, about half of the global expected growth rate（Lutz Muller，
2019）.

"Mizzie the Kangaroo" is a new fashion trend and solution for a world where we are eager
for good information and quality and sustainable development. This brand provides a simpler
and more reliable way for your children to learn through interesting experiences in the
process of growing up. These experiences can help children grow healthily and teach them
valuable knowledge skill.

Here I will evaluate the current marketing performance of mizzie as a marketing consultant. I
will analyze the evidence of using the theoretical framework and evaluate the effectiveness
of marketing elements. In addition, I will use 4Ps to evaluate the performance of the entire
marketing mix and provide suggestions for improvement.
Customer persona

Goals:
1.Lida needs to find an age-appropriate teething
toy for her child that will attract her attention.
2.She hopes the toy is not only affordable but also
safe and educational.

Challenge:
Her child is addicted to TV because she needs to
go to work, so she hopes this toy can help her get

Name:Lida rid of this habit.

Gender:Male
Purchasing behavior:
Age: 30
Because she is busy at work, she usually likes to
Location: Brisbane,Australia
buy things online, and she has never bought a
Occupation: Secretary
similar toothpick toy before.
Income: $15000/per year
Lifestyle:
Family situation: Have a 2 year old child
1. She is a secretary, so she often needs to
Education: Postgraduate
organize her work at home.
2. She often goes to Facebook and Instagram to
find content about educating children.

Mizzie the Kangaroo, a local brand in Australia, sells products on online platforms such as
Amazon. Mizzie the Kangaroo products are very suitable for parents who want to educate
infants and young children. In addition, the product interacts with customers on many online
social platforms, such as Facebook and instagram, to help them better understand the
product and analyze their feedback.

Generally speaking, the ideal target customer group of mizzie the kangaroo is young parents
with a certain economic foundation. Young parents with certain educational background
hope their children's childhood can be spent in happy learning, and often use online social
network. Obviously, Lida is the most suitable customer type for mizzie the kangaroo.
Product
Product analysis

For the analysis of mizzie the kangaroo's products, we can analyze their products accurately
from three levels. From the perspective of core values, mizzie the kangaroo's products is
committed to enabling children to continuously learn from the process of healthy growth and
obtain happiness, not only defining their product as a common toy. The actual mizzie the
kangaroo's products is shown in the appendix "figure 1". Their toy is a kangaroo shaped
teething named mizzie, which is made of 100% natural rubber. In order to further develop
and improve this product, mizzie the kangaroo the communicates with customers through
online social platform, obtains product improvement from customers, and also shares their
experience on children's education to customers.This good application shows that perceived
product innovation has a positive impact on consumers' willingness to pay(Zhang, Fangyu et
al,2020).

Product evaluation

In today's society, young parents pay more and more attention to the early education of their
children, and parents with certain education foundation should take the relationship between
children and toys seriously.In communication and negotiation, toys create opportunities for
parents to share experiences in the context of interaction with children(Kultti, A., Pramling et
al,2015).

In this context, mizzie the kangaroo's core value of early childhood education caters to the
needs of the current market and has an attractive relationship factor for young parents.In
order to make the image more in line with the requirements of the local market in Australia,
the image of national treasure kangaroo is adopted. Its bright color and story background
can also bring better experience to actual users. In order to let customers understand the
product better, they use the way of online communication. Then the basic conditions of the
products are satisfied with the safe and reliable materials. In order to prevent a single
product, he also launched infant books(in the appendix "figure 2"). However, their product
categories are still too few, which is not conducive to gaining advantages in market
competition. In general, he is a toy brand with quality and innovation.In summary, the
product score is 7 out of 10.
Price
Price analysis

Teething toys for infants and young children are in a situation of innovative development.
The market for baby teething toys is only for parents of newborn babies, which means that
only those with special needs and understanding of these toys will choose to buy
them.Mizzie the kangaroo's website shows that his price is $20.15 (in the appendix "figure
1"). They are cheap and the price of Sophie products(in the appendix "figure 3") with the
same positioning, but they are also higher than the price of ordinary baby teethers (Dwyer
frame.2019). Mizzie Kangaroo's competitors are baby teethers’ companies such as Sophie,
so their price strategy is based on competition. High cost products need high cost prices（Ar
mstrong, Adam et al,2018）. However, based on competitors' strategy, cost, price and
market supply, they should adjust their own price appropriately, so that consumers can
judge the products by comparing the prices of competitors for similar products Value. So
mizzie the kangaroo uses discount and discount pricing strategy （Armstrong, Adam et
al,2018）to make customers have the idea of buying at a price lower than that of the same
kind of products.

Price evaluation

In the infant teething toy market, the price positioning should be mainly determined by the
cost of their goods, the region and other factors. For mizzie the kangaroo, their price
positioning has always been lower than that of Sophie's products. Under the premise of
good quality and price guarantee, they can be well suited to the middle end consumer
market in Australia and New Zealand. However, in the fierce market competition, value
seeking customers will bring constant pressure on the company's subsequent product
pricing. Mizzie the kangaroo can not blindly reduce the price to attract customers, which may
aggravate the destructive price war and may erode the brand value. So my price rating for
mizzie the kangaroo is 8 / 10.
Placement
Place analysis

Mizzie the kangaroo is headquartered in Brisbane, Queensland. It is now made in China and
shipped from a warehouse in Brisbane. It has offline retail stores and online sales. Its retail
stores are basically located in Australia and some parts of Europe. This product is designed
for Australian infants and young children, so their store is set up locally. Their purpose is to
ensure that the right product is at the right time and the right quantity is in the right place
(Business Teacher.org. 2018). Mizzie the kangaroo's online sales mode can get more
intuitive feedback from customers, and because the current online sales channels are more
extensive than those of retail stores all over the world, and it can also increase the popularity
of products.

Place evaluation

Consumer reviews on online platforms such as Amazon and Facebook have gradually
become channels for consumers to obtain information and have gradually replaced word-of-
mouth about quality assessment in other business forms(Chevalier, J. A., & Mayzlin, D.
2006). Consequently, mizzie the kangaroo provide a onlile community content to build
brand loyalty.Mizzie the kangaroo is a local Australian company that relies on Chinese
production, so its supply chain may be affected by some other aspects. Once there is a
problem in the supply chain, the sales of products will face a disaster.The marketing channel
of Mizzie the kangaroo basically relies on the local retail stores and online sales in Australia.
The advantage is that local consumers will like it basically because of its quality and price,
but the promotion and purchase scope for online sales is not wide enough.So my rating for it
is 6/10.

Promotion
Promotion analysis

Integrated marketing communication (IMC) is the guiding principle for organizations to

communicate with target markets(Mangold, W. Glynn, & Faulds, David J. 2009). However,
with the advent of social media, the phenomenon of communication with customers is totally
different. This formal media describes a variety of new online information resources created,
initiated, disseminated and used by consumers to understand each other's products, brands,
services, personalities and issues. " (Blackshaw & Nazzaro, 2004, P. 2) . Mizzie the
kangaroo correctly uses the online Facebook and other exchanges with customers to get
information evaluation, relying on the image of kangaroo to promote the story to attract
customers.

Promotion evaluation

The main propaganda means of mizzie the kangaroo mainly relies on the image and story of
his kangaroo mizzie, and then relies on the quality of its own products and has won many
awards. And he relies on these content to carry on the network dissemination and sharing,
but generally speaking, his propaganda strength is still much less than its other brands. The
promotion of mizzie the kangaroo on social networking and shopping websites is only to
communicate with regular customers and occasionally concerned consumers, and the
publicity of other offline activities is not very sufficient.He needs to establish a mutually
beneficial relationship with employees, consumers and other stakeholders through various
online media forms or other contact information(Armstrong, Adam et al,2018). So I rate it 6 /
10.

Marketing mix
Marketing mix evaluation

For marking mix, Mizzie the kangaroo can only use the future of products to update products
to adapt to changes in the market due to the fixed range of products, but the emergence of
infant books, for example, also encourages consumers to purchase.The price mix of Mizzie
the kangaroo indicates its competitive position and target market, and also reflects the
nature of market competition, expected profit margin (and related cost base) and consumer
demand.At the same time, his sales area also clearly matches the image of the products he
sells, positioning his products correctly.Mizzie the kangaroo talks about building its own
brand to establish its own market position, which can be supported by targeted loyalty
programs (which reflect the preferential purchase behavior of consumers) in store promotion
（Business Teacher.org. 2018）.Mizzie the kangaroo is right and reasonable to maintain
the current development of the company, and maintain the expansion of the market and
product innovation.In general, marketing indicators are positively correlated with the
performance of marketing mix, which is equally important to financial indicators(Mintz, O., &
Currim, I. S. 2013), so they need to work harder.I rate this 8/10.
Recommendations

For Mizzie the kangaroo brand, its market positioning and the choice of consumer groups
are correct, but its sales will be limited in the future development of the company due to the
limitations of the region and the sales single brought by the brand image.I think Mizzie the
kangaroo needs to strengthen the development and innovation of product categories, and
then strengthen the communication with customers online, because the proportion of
negative comments and positive comments is very important, which indicates that customers
believe that polarizing comments have high value.The interaction between reviews and
discount rates also shows their impact on sales (Alain, et al, 2016).Therefore, Mizzie the
kangaroo should master the control of big data to reasonably control the price range of
future products.

Conclusion

Mizzie the kangaroo is a new generation of emerging toy brand. However, he gradually
increased his product sales in the few years relying on the local market in Australia and the
image of Australian national treasure. This is not only because Mizzie the kangaroo has high
quality requirements but also because it controls the price.As the products of this brand are
relatively suitable for consumers with a certain level of consumption, it strengthens
communication with these consumers, which plays a decisive role in the innovation of brand
products and the relationship between consumers.In the context of the joint sales of retail
stores and online sales, the role of online sales to a certain extent played a promotional role
for retail stores, so that the brand gradually became familiar to the people in the sales area.
Appendix

Figure 1 Mizzie the Kangaroo’s baby teething toy (Mizzie the Kangaroo, 2020)

Figure 2 Mizzie the Kangaroo’s books (Mizzie the Kangaroo, 2020)

Figure 3 Sophie La Girafe
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