Little Trendyz: Company Analysis for Final Project

http://www.littletrendyz.com/

For my final project, I have selected to evaluate Little Trendyz. This portion of my project contains only my company analysis. I have not included any of my detailed evaluations or recommendations in this section.

Company Analysis
Little Trendyz is a company born out of frustration and necessity by Lisa Youngelson. The company is currently based around one product called Zippyz. Zippyz are infant footed pajamas made from a bamboo and organic cotton blend. The uniqueness of this particular type of sleepwear is in the design. It is made with snaps on the chest and a zipper from foot to stomach. The premise of the product is to design baby sleepwear that permits ease of diaper changing while allowing the infant to remain securely covered at the chest. There are currently ten different designs available.

The target audience is comprised of new and expecting moms and friends and family of those expecting a new baby, interested in purchasing baby sleepwear. Whether new parents are looking to collect a variety of infant clothing in preparation for their new baby or others seek gifts such as baby sleepwear for a baby shower, Little Trendyz has a very unique product that will catch the eye of anyone in the market for infant pajamas.



 
Strength

Little Trendyz’s biggest strength is that they sell unique infant pajamas that offer a solution to a common problem. 

Weakness

Their biggest weakness is the lack of variety in designs and patterns. Their washing a drying instructions recommend washing with cold water and laying flat to dry. The fact that drying in the dryer is not recommended is not ideal when you consider how often baby clothes need to be laundered. Little Trendyz is also lacking a strong social media presence and consistent branding. Their brand logo and name switches from “Little Trendyz” on their website to either “Zippyz by Little Trendyz” across all of their other online properties.

Opportunity

They do have great opportunities for rapid growth because their Zippyz product has been able to gain exposure by appearing on Giuliana Rancic’s television show. Little Trendyz has also recently received a Mominspired grant from Huggies, which will not only help with exposure but also assist with funding additional marketing efforts. This type of exposure could help Little Trendyz land deals with retailers nationwide, including big box stores like Walmart and Target as well as stores like Babies R US. 

Threat

The threat I see with this company is the potential for a large, well-known manufacturer to see the potential in this product and create something similar (without infringing on their patent) for less money and with more options.


Little Trendyz should utilize an Integrated Marketing Strategy (IMC) strategy using various multimedia channels because such an approach will allow them to cross-promote and reach a larger percentage of their target audience, while offering more opportunities for audience engagement. As it is explained in a Forbes.com article, “the most important element remains that customers want and expect a consistent experience across all of their touch points with companies and products.”
IMC includes:
  • Email marketing
  • Social media
  • Websites
  • Blogs
  • Mobile apps
  • Print media
  • Television
  • Radio
  • Mobile/SMS massage marketing 
  • Events
  • Internet marketing (banner ads, etc)
  • Direct mail
  • In-store experiences

In my full evaluation I offer recommendations for improving the IMC strategy for Little Trendyz. My heaviest focus is on strengthening the social media channels being used by producing valuable, relevant content for the target market. I also suggest utilizing new platforms to incorporate into the current social media strategy. All while trying incorporate more opportunities to reach the audience online and offline.

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