Company Analysis of Little Trendyz

I have completed a short analysis of Little Trendyz. This company sells unique infant pajamas that make it easy to change a baby’s diaper without having to totally undress the baby. These baby onesies, called Little Zippyz, are the perfect baby shower gift since they make changing diapers quick and easy for everyone. I hope that my IMC plan for Little Trendyz provides useful information that this company can use for its marketing plan.

Company Analysis

Little Trendyz is a high-end baby and infant clothing line that currently sells Little Zippyz, a footed pajama for newborns and infants up to two years old. This pajama has a zipper from the belly to the foot area making it easy and convenient to change a baby’s diaper while keeping the chest area covered. Little Zippyz are currently only sold online. The target audience for this company is middle to upper class parents or individuals that are looking to purchase high quality baby pajamas or baby onsesies that are comfortable for baby and practical for parents.

Strengths: The company’s strengths are its brand positioning because this company offers a patent-pending footed pajama that is different from other baby onesie on the market. The Little Zippyz distinguishes this brand from other brands that produce infant sleep wear, and this item has a definite advantage over other comparable items. Recently, celebrity Giuliana Rancic endorsed this product on her show, and this brand was named one of Huggies Mom Inspired Grand Recipients so the company has recently received some very positive free press.

Weaknesses: Little Trendyz is a small and new business owned by an individual. This company does not have a well-known brand name associated with it. In addition, this company might be limited by a budget in terms of how much money it can spend on advertising and marketing. It also might be difficult for the business owner to manage running the company and its social media campaign all by herself.

Opportunities: I think Little Trendyz has an opportunity to reach a wider audience, especially with the publicity from Giuliana Rancic’s TV show and the recent Huggies award. These new developments will give this brand more visibility and an opportunity to get more boutiques interested in carrying the brand. In addition, the owner is interested in selling on Amazon and on Diapers.com, both of which would be great opportunities to increase sales.

Threats: I think a threat might be if some larger company develops a similar type of product before the patent is issued. If the patent is not issued, then the threat that some other company could try to replicate the product would be even greater.

Why Little Trendyz Should Use an IMC strategy: Little Trendyz should utilize an IMC strategy using various multimedia channels because it is an essential component of any successful communications marketing plan. Antony Young, author of Brand Media Strategy, states that “the need for channel planning and selection is becoming a key requirement for brands, as is message integration across all marketing channels” (p. 40). A brand or company must use different multimedia channels to attempt to reach the target audience. Consumers can be reached through print, TV, radio, emails, social media, and the web. A successful marketing strategy must present the same consistent message on all the channels so that the consumer can recognize and identify the brand no matter where he or she encounters the brand’s message. When the message is not consistent and uniform, then the audience becomes confused. The marketing message must work together on all the channels to provide synergy and the greatest possible impact.  It’s also important to achieve ubiquity since it takes 7 experiences for someone to act upon a call to action, so the more channels a brand is using to communicate its message, the greater the chance that they will be able to influence the decision or action of a consumer. According to Jam (2010), IMC helps brands “reach the right customers with the right messages at the right time in the right place”. By using an IMC strategy on different channels, the campaign will be integrated and effective.