Report: Evaluating the Digital Marketing Strategies of Eco Mom

This report analyzes the digital marketing strategies of Eco Mom, a company specializing in maternity and baby products. It examines their offerings, positioning, and targeting, highlighting their focus on eco-friendly products and online sales. The report explores the reasons behind Eco Mom's failure, including over-reliance on discounting and poor financial management, as well as the importance of setting and managing key performance indicators (KPIs). A comparison with a successful competitor, Munchkin, is included, showcasing effective marketing strategies. The report also discusses lessons learned from Eco Mom's experience, emphasizing the significance of a well-defined digital marketing plan and financial discipline. The analysis provides insights into the challenges and opportunities in the e-commerce market, particularly for businesses targeting the maternity and baby product segment.

[Date]
Digital Marketing
(Eco Mom)
Student details
email id:

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Introduction to Ecomom
Ecomom is a company which offers world’s approachable mom and maternity products which
consists of food, apparels, toys and other many infants’ related products. Ecomom is one of the
recent example of the failure digital strategy stating few lessons from the dot.com revolution.
Eco mom was a startup internet selling company headquartered in Las Vegas and San Francisco
and a third party fulfillment in Los Angeles, any sum can be easily shipped within 24 hours. It
was introduced in the year 2007 and it turned more than $1 million in 2011 (Smart insights,
2014).
Offerings, positioning and targeting
Offerings: It offered Food, apparels, toys and other kid related products majorly
maternity products and ecofriendly items which aims at creating a healthy environment.
Positioning: It was not a well-known company because within few years of
establishment, i.e. in 2011, the company started facing huge loses. The company failed to
position itself in setting right KPI in managing and controlling the overall business
activities (Dzialo and Kennedy, 2015). The company has positioned itself in the market
also by focusing on delivering the goods within 24 hours.
Targeting: Since the company focused on the maternity products, it majorly targeted the
pregnant women.
Digital Marketing Strategies
Ecomom majorly focused on the eco-friendly products and services which aimed at introducing
products basically for pregnant women. The company followed the discount marketing strategy
to boost their sales revenue (Circle of moms, 2018). The company aimed at selling the products
via online marketing. The products offered by the company are easily recyclable and they do not
harm the consumers at all. There are many families who are focused towards building a
connection between protecting and safeguarding the environment and preserving the pocket book
as well. Shifting to such habits is very complex task but it can be generally found in mothers. For
an instance, using inexpensive products full of harmful chemicals is totally wrong. So, it is better

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to shift back to such products which may be somewhat expensive but healthy to both the mother
as well as kids. With childhood obesity growing at upsetting rates, adopting a great active
lifestyle approaches to save the transportation money spent heavily on cars, petrol and gas. Thus,
a mother prefers buying their maternity products via online shopping rather than roaming shop to
shop to get the product. The digital platform provide by the company aims at providing wide
range of products which can easily be shipped within 24 hours to the door step and a part from
this, the return and exchange policy of the company is flawless. Ecomom delivers
comprehensive, eco-conscious and social shopping which is aligned in making easy to take the
mindful decisions while buying parent products online. It provides appropriate information for
mom along with the trusted opinions of experts from companies like Healthy Child Healthy
World, and professionals in relevant nurturing fields such as health, nutrition, fitness and mindful
living on the digital platform of the company (Crunch base, 2018).
Reason why Brand has been unsuccessful with their digital marketing strategies
An accountant joined the company in the year 2011 examined that it had an involvement sideline
of -48% which was recognized by him as soon as he united the company. In another words, for
each extra $60 average order shipped the variable cost was $89 and the company suffered a huge
loss of $29. This condition was initiated by heavyweight discounting with general use of 50%
discounts on day-to-day web sites like Group on. To make the situation worse, even though
discounts were meant to be one time only, the company was not able to restrict them by the help
of customer. Therefore each discounted order has a 50% reduction despite of whether they were
from an innovative company or already prevailing company. To make the situation more badly,
the sales manager of the company was paid on sales which he achieved prior to discounting
(Scribd, 2018).
Lessons learnt from the given failure: The example stated that it is every important to set and
manage the right and accurate KPIs to appraise and manage any business activities. The key
performance indicators helps any company to take smart decisions basically when the company
is dealing with online business. The threat of over reliance on discounting and sales promotion as
a sales strategies is also presented as a composed management team with large number of
assistances and practices (Dzialo and Kennedy, 2015).

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A successful competitor brand
Munchkin is known to be one of the greatest competitor of Eco mom (Owler, 2018). Munchkin
was introduced in 1991 headquartered in Van Nuys, California. Munchkin aims at competing in
the retail distributors areas. The company has 314 more employees as compared to eco mom.
The company has a very successful marketing strategy plans which makes the company well
known to the mothers because of the marketing and promotional activities done by the company.
The company offers baby products. They have a mission to be one of the most loved baby
lifestyle brand across the entire globe. The company knows that it is quite little things which
makes the biggest differences. The web site offers huge number of products certified with Baby
IRI data which makes the company more trust worthy and reliable (Munchkin, 2018). They have
used social media, hoardings, ads on newspapers, and pop up messages to promote their
company which have created brand awareness in the mind of people and attracted them towards
it.

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References
Circle of moms, 2018. Eco mom blogs [Online]. Available from
https://www.circleofmoms.com/blogger/ecomom-blog
Crunch base, 2018. Eco mom [Online]. Available from
https://www.crunchbase.com/organization/ecomom
Dzialo, L. and Kennedy, E.H., 2015. Teaching & Learning Guide for Locating Gender in
Environmental Sociology. Sociology Compass, 9(11), pp.1000-1004.
Munchkin, 2018. Our brands [Online]. Available from https://www.munchkin.com/
Owler, 2018. Competitors [Online]. Available from https://www.owler.com/company/ecomom
Scribd, 2018. Implosion at Eco mom [Online]. Available from
https://www.scribd.com/doc/137629166/Ecomom-Post-Mortem
Smart insights, 2014. Epic Digital Marketing Failures [Online]. Available from
https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/digital-
marketing-failure-examples/

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