With this assignment I have a few examples of companies that
I shop at often, such as Adidas or Asos, that came to mind immediately. Rather
than those I chose to focus on a brand that I have visited for the first time
and was based on an immediate need for my new growing family.
Two weeks ago my wife delivered our baby boy Kashwin, who is
our first child. As first time parents we have run thru the gamut of baby necessities
but one we were not familiar with was babywearing clothing. The purpose of this
type of clothing is to allow the wearer to have a pouch (which I refer to as
the Kangaroo pouch), so that their child can safely and comfortably sit in.
With time being a more important commodity than ever before,
our objective was to purchase a few of these shirts so that we could accomplish
a few small tasks around the house while making sure the baby is calm.
This is when I stumbled upon Lalabu. Lalabu is a clothing small
business that was created by a mom and dad that were looking to improve carrier
options for their children.
My expectations for the product would be that they would be
comfortable for both myself and my son, and that he would be safe and secure.
The source of these expectations were mainly due to my concern around his
safety. Normally I do not spend much on clothes or accessories, however if the product
provides safety and comfort I am now willing to spend more.
When I visited the website (https://shop.lalabu.com/), I immediately saw
the two products I was most interested in, which were carrier shirts for mom
and dad.
After I purchased the “Dad Shirt” (https://shop.lalabu.com/products/dad-shirt)
I found that the packaging that the product came in was standard for clothing,
as it came in a plastic bag along with instructions. Similar to my previous
experience with pricing, I normally throw instructions away but since this was going
to carry my son I carefully read thru them before tucking him into the pouch.
When using the product I was thinking first about his safety
and comfort. My son doesn’t love to have his feet constricted, the “Dad Shirt” does
not provide full leg room for movement which in fact is a safety feature. But
once he was fully in the pouch he seemed to enjoy it and fell asleep a few
minutes later. As I walked across our apartment, I felt that he was safe when I
picked things up from the ground or performed various small tasks.
The key to understanding this experience is that Lalabu
understands their audience. Although Lalabu sells a variety of clothing
options, they featured their core carrier shirts on their home page. This is
smart marketing, as it means they understand their core audience, products, and
are tailoring their home page to what new parents may need. If I were to look
at the 4 P’s and identify room for improvement, I would focus on place. I learned
about this thru word-of-mouth, and had not heard of the brand before. One way
that Lalabu could improve placement is partnering with doulas and parent
education classes. This would help them create awareness of their products for
expecting parents in a top-funnel approach. By centering on this audience
earlier on, expecting parents would be more proactive about purchasing their
product. In my case I was reactively purchasing this based on need, if it hadn’t
had been for the recommendation I would have likely purchased a competitors product.
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