The following is a brief analysis of a Mom-owned
business, Little Trendyz. This is a portion of my final project and does not
contain any detailed evaluations. I have created a separate
document that contains my full evaluation of this company, as well as a list of
recommendations for improving Little Trendyz’ integrated marketing campaign and
social media strategy.
.png)
All About Little
Trendyz
Little Trendyz was created by new mom Lisa Feder Youngelson
when she and her best friend decided to pursue an infant sleepwear innovation. Frustrated
with the footed pajama options on the market, Lisa developed a product that
helped to avoid the constant re-snapping and cold zippers associated with
typical footed pajamas. She coined this new product “Zippyz” – a footed pajama
with three snaps on the chest and zipper from the baby’s foot to stomach.
Zippyz are made from a combination of bamboo and organic cotton, making them
eco-friendly and soft!
The target audience for this product is pretty straight forward
– new and expecting parents and friends and family of those who are new to
parenthood. With unique designs for both
baby boys and baby girls, Zippyz are a stylish and affordable (costing just
under $25 each) sleepwear option for your little bundle of joy.
Strengths
The strength of Little Trendyz lies within its product.
Zippyz is a one-of-a-kind product, allowing Little Trendyz the opportunity
to truly take hold of a unique branch of this particular market. With celebrity
endorsers like Giuliana Rancic and national recognition from the Huggies brand,
Little Trendyz has positioned themselves extremely well.
Weaknesses
The strength of this company also happens to be its overall
weakness. While their product is great, the lack of design options and style variations
makes it exceptionally more difficult to market to a wide audience. The need
to wash certain items separately from other clothing, as well as not being able
to dry Zippyz in a machine seems contradictory to Little Trendyz’ overall desire
to save time in a busy parent’s life. In addition, Little Trendyz lack of social
presence and consistent branding is only hurting their success potential.
Opportunities
The potential for growth is exponential, if Little Trendyz
markets themselves correctly. With the celebrity endorsements and national
recognition mentioned above, Little Trendyz has potential to gain additional
funding for their product and become more exposed to nationwide retailers. In
order to truly reach their full potential, Little Trendyz needs to be placed in
actual major-market stores and not just base themselves online or with independent retailers.
Threats
The threats to Zippyz specifically lie in the ability for a
national retailer to create a similar product at a much lower cost. With the
ability to create a similar product at a lower cost, big box retailers like
Target or Babies R Us can then use their resources to better market the product
and sell the product at a lower cost to consumers.
Integrated
Marketing Campaign
The benefits of utilizing an integrated marketing campaign
are outstanding for Little Trendyz. By implementing various elements of an IMC
strategy, Little Trendyz would be able to promote themselves in a more
accessible way and allow themselves to reach a larger portion of their target
audience. Resources like social media sites, email marketing, unique blogs and
an interactive and informative website are all relatively simple steps Little
Trendyz can take to creating a successful integrated marketing campaign. While
consumers may be increasingly inundated with promotions and information from
brands around the world, in order to be successful Little Trendyz must ensure
that their name and message is reaching their potential consumers more often than not.
Revamping most of their social media sites, ensuring
consistent branding on all channels, updating their blog – currently there is
one blog listed on their website and a different one listed on Google when
Little Trendyz is searched – and implementing new ideas such as an email
campaign and print advertisements are some of the suggestions I have for
elevating Little Trendyz professional presence.
As I stated previously, my full length analysis will contain
a more in depth look at the various ways Little Trendyz can capitalize on their
unique product and tweak their current way of marketing to reach an even larger
audience.
{Let's Make A Connection}
No comments:
Post a Comment