Little Trendyz

PART A

Little Trendyz

What is Little Trendyz

Little Trendyz is a small upstart that sells specialty pajamas for newborns that have a unique closure system. As every parent knows you spend a lot of time changing diapers during the first year your child’s life. Most baby pajamas come with either a zipper of tiny snapping buttons that run the length or a part of the pajamas. The issue with these designs is that they require the pajamas to be opened all the way or are hard to close using the small buttons. The other issue with the popular closure systems is that they always cause discomfort for the child, complicate the diaper changing process, and take additional time.

Little Trendyz only current product is the Zippyz, footed pajamas for newborns that feature both buttons and a zipper. The buttons run from the neck of the child to the lower portion of the belly. A zipper runs from the lower portion of the belly to the foot of the baby. When a baby needs to be changed the zipper can be undone to change the baby while the buttons can remain closed to keep the baby warm and reduce the hassle. This allows for easier diaper changes and reduces the time each change takes.

The pajamas are available in various sizes for newborns up to a year old and come in various colors and style. The buyer can choose both the size and the style, and each pair of pajamas costs 24.99$. This makes the pajamas cost slightly more than a typical pair at a store. Currently the pajamas can only be bought directly from the website but retailers can contact the company for wholesale inquiries.

Zippyz Pajamas in Blue Stripe for Boys

SWOT Analysis

Internal

Strengths

-          The design of Zippyz is unique which allows it to gain a competitive edge and garner a premium price as opposed to regular footed pajamas.

-          The product is made of a natural cotton and bamboo blend making them soft and comfortable for the child. The natural fabrics often appeal to parents.

-          The pajamas are offered in multiple colors and styles which allows parents to choose the look that they like.

-          The pajamas come with sleeves for the newborns hands, a great addition for any baby, especially those that tend to scratch themselves in their sleep.

Weaknesses

-          Little Trendyz offers only a single product, the pajamas. The sole source of the income is a single product whose sales can make or break the company. This can create fluctuations in cash flows as well as make it vulnerable to competition.

-          There are currently six different styles which may be enough for some but many parents can find it lacking in options.

-          The product is made in India which may be an issue for some and extends delivery and production times.

-          Different social media platforms have various degrees of content posted.

External

Opportunities

-          The product has wide and varied audience that it can be marketed to. All parents always look for products that make their job easier, especially diaper changing. This product solves an issues that many parents complain about. It is also a great gift that someone can give to new or expecting parents.

-          The product was featured by Giuliana Rancic and selected as a Huggies MomInspired product giving early exposure to the product.

-          The design is simple and could be mass manufactured if there was a need or an opportunity.

Threats

-          There are other products that aim to solve the same problem. There are pajamas that utilized magnets, reversible zippers, and pajamas that can also open only the bottom part.

-          A larger company can easily duplicate the product with changes to avoid patent infringement and market it at a considerably reduced price due to economies of scale.

Integrated Marketing Communications

The appeal of Little Trendyz product to a wide variety of consumer’s merits an in depth integrated marketing communications plan. Despite the internet and mobile devices permitting every aspect of today’s life a majority of people still find deals and coupons through traditional means such as newspapers and the majority of consumer dollars are spent in brick and mortar stores. By utilizing all available channels from social media, direct mail, and traditional advertising Little Trendyz can utilize more touch points, identify best media channels, and utilize the data available to make the best choices.