Mattress
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Ibm4112.docx
Product Category
Mattresses
Background Information
A. Size of Market:
The market size, measured by revenue, of the Bed & Mattress Stores industry is $14.4bn in 2021
B. Description of the Product Category
Experts estimate there are now around 175 bed-in-a-box companies in business
Types of products: innerspring mattress, Memory foam, Hybrid mattresses, Bed in a box, All-foam, Air mattresses. Size: Queen, King, Full, Twin, Twin XL, Cal King, Crib.
C. Pricing:
The average cost of a mattress is between $200 and $1500 however, there are premium mattresses that can cost up to $5000 or more.Best time to buy a mattress is late winter and early spring or holiday weekends like labor day due to sales or deals.
D. Distribution:
The product is mostly distributed by online orders, inside mall stores,catalogs, independent stores, and mattress firm warehouses.
F. Promotions:
The Promotion is done by commercials, radio ads, magazine ads and in person sales. There are also new and creative ways where the product is being promoted by providing the consumer with the experience of free trial of the product.
Selection of Brands
Casper
Online marketing
Casper used content and creative policies get people to buy mattresses online. They’ve built a successful e-commerce business by selling customers mattresses sight unseen. Using a direct-to-consumer (DTC) model, disrupted a notoriously bricks-and-mortar and highly entrenched industry, fundamentally changing how mattresses are sold.
Demographics
Casper’s online platform cuts out the middleman to lower prices and provides millennials with the ability to shop from home. They also target young people in their marketing by providing content that speaks to the overworked, underpaid demographic on the platforms that they use and trust.
Commercial Impact
When it comes to impact the casper commercial they strongly convey a warm family feeling by introducing you to the team and letting you into their family. They play a peaceful upbeat track in the back while showing you their materials. They educate you with interesting simple animations. Towards the end you can observe Casper employees working together. To wrap up the commercial you can see Casper mattress enjoyed by relaxed people and a brown dog.Ex(a)
Market
From the commercial you can come to a conclusion that they are making the product for families but are mainly working towards the concerns of couples and the situations that they can improve for them.
Technology
The commercial presents a series of examples of how they are using mattress related materials to improve the customers sleep with their new mattress “Wave 2”. They go on to go into further detail about the technology and material they are using along with the importance of each individual one, such as latex foam for a soft feel, gel pods placed in strategic areas to support important body parts, cooling gel for those uncomfortable warm nights. They display the entirety of the process of making the Wave 2 giving a sense of importance of how they use their technology to provide the best quality of sleep scientifically possible. Ex(a)
Experts
Within the commercial they introduce Vincent (Human Factors Engineer), Russell (Director of Engineering), Caroline (Manager, Materiales Development), and Jeff (Chief Product Officer) they are all named and described with their job title while they explain their part in building the Mattress letting the audience know that Casper is producing a product with professionals while at the same time building a connection. Ex(a)
Customers Feedback
Throughout the commercial they mention the consumers' thoughts explaining why they are neck hurts and how they are solving that problem for them along with explaining the science behind it. Casper employee Rachel (Director of Design Research) states “people told us, basically wanting to cuddle” explaining how this can cause disturbed sleep while at the same time showing that they are listening to their audience nightly troubles.Ex.(A)
Customers emotions
Overall this commercial gives off a concerned feeling for the audience. Casper also shows that their concern doesn't stop there but also spreads to the environment as they show some of the material is made from recycled water bottles. When Casper explains that when they are designing a new mattress they state “they are trying to understand emotionally what will make people happy soothed, relaxed, calm” and then work with their experts to bring it to life. Showing the audience what kind of people work on this product and what they are personally trying to sell you.
Casper Online ad
Impact
The marketer who made this Ad for casper is trying to impact its consumer with a warm happy feeling. They do this by portraying cartoons with happy faces and things that remind you of sleep. For example you can see a sheep, teddy bear, and even an animal reading a book. Ex.(c)
Targeting
With this kind of advertisement a widespread audience can be exposed to Caspers Mattress. Whatever their buying needs may be they have been exposed to an option that presents to be in their advantage.
Consumer engagement
The Advantage of running this type of advertisement is the chances to increase traffic being driven from one place.
Sleep Number
Goal
Hope everyone gets their best sleep ever and brings their ‘A’ games and individual talents in their life.
Apps
Sleep number has an app that tracks sleep patterns and gives you the ability to control your bed. They also allow you the chance to share your information so that the Mayo Clinic can use it to advance studies. Marketers are targeting younger people who use apps on their phone and like to see progress whether it is likes, points or retweets. Using an app can improve prospect engagement based on how users like to receive and share useful information.
Benefit Segmentation
Whether it is on their website or Youtube videos Sleep Number goes at length to describe the many benefits of their beds. Marketers are trying to seek customers who value benefits in products they seek.
Blog
Sleep Number uses a blog to keep customers engaged with their health and wellness, testimonial, and sleep science blogs.
Endorsement
On instagram Sleep Number partnered with an olympian to promote their beds. They are trying to attract athletes and use the endorsement to gain trust in the consumer. They also partnered with the NfL making a commitment to spread health and wellness. Ex.(B)
Demographic
Targeting young people based on the athletes and young people they portray in their ads plus people who value health and wellness. We are just using the metaphor or the influence of NFL athletes as a way for consumers to ask, “gosh, if those guys are using it, what in the world could that mean to me in being more patient with my kids or to nail that presentation tomorrow or to just be a kinder person?”
Email Survey
Sleep Number uses email surveys attached to a sweepstake to entice customers to share their feedback and marketers can use this feedback to improve on anything they might be having trouble in to improve customer satisfaction.
Experiential Ads
On Youtube they have customer testimonials that serve as ads. This allows them to create bonds with the product and allow consumers to see this to build trust that the product works. Ex.(D)
Extrinsic Cues
Sleep number has many discounts and incentives such as payment options to buy a mattress. Marketers are trying to keep customers on the page to achieve a sale and higher bounce rates.
Marketing Mix
Product: Smart Bed 360, Price: 999-5000(most features) Place: Sleep number stores and on their website, Promotion: helps boost immunity,recovery and energy for overall better health and wellness.
The Most Effective Campaign
The most effective campaign would be Sleep Number since they are able to target a greater market versus Casper' campaign. One of the reasons why we believe this is because even some of our group members were not familiar with Casper at all; however we were all able to recognize the brand and logo of Sleep Number. The target market that Sleep and Number has been so successful the company has been able to create a partnership with organization such as the NFL and land an ad. during the super bowl. The company has also been able to keep consumers engaged by creating apps that allow consumers to keep the product in mind almost at all times since in today's world we rely so heavily on our smartphone for our daily life.
Exhibits
(A)
How We Reimagined the Wave Mattress - YouTube
(B)
(C )
(D)
Sleep Number Insider Testimonials - "We Don't Have to Agree" - YouTube
(D)
The NEW Sleep Number 360® Smart Bed - YouTube
(E)
