Changeroo Marketing: Product Line Analysis using the 4Ps Framework

This essay provides an introduction to the marketing strategies employed by Changeroo, an online store specializing in new children's clothing. Founded in 2014, Changeroo has gained popularity by offering high-quality clothing at competitive prices, focusing on customer service, and even including a maternity wear section. The analysis focuses on Changeroo's product line, applying the four Ps of marketing—product, price, place, and promotion—to understand its approach. Changeroo differentiates its products through psychographic segmentation, offers discounts up to 75%, utilizes online sales channels, and employs various promotional strategies like social media marketing and store credit to attract and retain customers. The essay concludes that the effective use of the four Ps has helped Changeroo position itself effectively in the marketplace and differentiate itself from competitors like Pam GM concepts, Little Me, and OK kids.

RUNNING HEAD: Introduction to marketing 0
Changeroo
Introduction to marketing

Introduction to marketing 1
Contents
Introduction...........................................................................................................................................2
Analysis of product line.........................................................................................................................2
Conclusion.............................................................................................................................................3
References.............................................................................................................................................4

Introduction to marketing 2
Introduction
Changeroo is an online store for the new children clothing. This online store has become
famous among parents, fashionistas and frugal shoppers. Changeroo was founded in 2014 as
an online shop for the clothing of new kids. The company makes available high quality at low
prices. It offers no risk in the experience of online shopping. It provides the friendly and
helpful customer service. The company also have maternity wear section along with the kids
section. The company has competition from Pam GM concepts, Little Me and OK kids. The
environmental factors such as consumer and technology has role in the way of culture,
lifestyle and resources. The infant baby wears have been chosen to analyse by introducing
four Ps.
Analysis of product line
Changeroo is run and managed by Liane Guimond who is the sole owner. The website is
handled by Guimond personally. The company was featured in the Canada’s ten most
remarkable small businesses (Lacobucci, Popovich, Bakamitsos, Posavac & Kardes, 2015).
The company helps parents to save money on kid’s clothing. The company also sends free
bags to the donors to ship the clothes they no longer use. The company carry brands like
Tommy Hilfigher, Gap, Nautica and Guess. The person gets online rewards in the exchange
of donated clothes.
Product: The company is specialised in the clothes of boy, girl and mama. Changeroo uses
different marketing strategy to market it’s brands. The products are based on the
psychographic segmentation which develops products on the basis of age, gender and
personal attributes. The strategy used by company helps to differentiate it’s products from
competitors. It offers quality products at the reasonable prices (Laverie, Condon, Humphrey
& Mitchell, 2017).
Price: Changeroo resells clothes at 75% of discount. The customers save a significant amount
of money. On an average the customers spend $100 every season, if these items are
purchased directly from stores than it costs around $400 plus tax. The customers can make
money by selling clothes of outgrown children online (Fill & Turnbull, 2016).
Place: The company chooses online sales channel in an assimilated manner. Changeroo
provides an opportunity to shoppers to purchase multiple brands from it’s site such as Gap,

Introduction to marketing 3
Nautica and Guess. The discounts offered by the company on it’s websites helps to convert
potential clients into actual.
Promotion: In the promotions, relevant information related to products is presented by the
Changeroo. The promotion includes advertisement, social media marketing, email marketing,
public relations and more (Ramanathan, Subramanian & Parrott, 2017). The store credit
provided by the company helps to attract customers. If the items of the company do not meet
the quality standards then these are donated to the charity.
Conclusion
The Changeroo is becoming popular now days. The four Ps are the ingredients helps to
capture and promote company. It also helps to differentiate company from it’s competitors.
The four Ps are helpful in knowing what consumers want from the products and the services
of company. It is equally supportive in knowing what customers kind of products and
services customers look for. It has helped Changeroo to position it’s products in the
marketplace.

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References
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Lacobucci, D., Popovich, D. L., Bakamitsos, G. A., Posavac, S. S., & Kardes, F. R. (2015).
Three essential analytical techniques for the behavioral marketing researcher: Median
splits, mean-centering, and mediation analysis. Foundations and Trends® in
Marketing, 9(2), 83-174.
Laverie, D., Condon, M., Humphrey, W., & Mitchell, C. (2017, May). Creating Value in an
Introduction to Marketing Course Using a Simulation: An Abstract. In Academy of
Marketing Science Annual Conference (pp. 797-798). Springer, Cham.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail
network operations and marketing to enhance customer satisfaction. International
Journal of Operations & Production Management, 37(1), 105-123.