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    Module Name: Marketing - MBA7003 - Module Leader: Prof. Raja Roy Chowdhury - Topic: Casper - Case Analysis - Batch: PGDMFC15CM

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    Manan Mehta
    This document summarizes a case analysis of Casper Sleep. It provides an overview of the US mattress industry and Casper's entry into the market as a direct-to-consumer brand. It examines how Casper differs from competitors like Tuft & Needle in terms of price point, materials, and customer experience positioning. The document also analyzes Casper's brand identity using Kapferer's brand identity prism model and discusses their promotion and communication strategy, which focuses on digital marketing, press, and celebrity endorsements. Finally, it portrays Casper's mission and recommends expanding geographically and through more experience stores and advertising campaigns to establish themselves as the "Nike of Sleep."

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    Module Name: Marketing - MBA7003 - Module Leader: Prof. Raja Roy Chowdhury - Topic: Casper - Case Analysis - Batch: PGDMFC15CM

    Uploaded by

    Manan Mehta
    244 views13 pages
    This document summarizes a case analysis of Casper Sleep. It provides an overview of the US mattress industry and Casper's entry into the market as a direct-to-consumer brand. It examines how Casper differs from competitors like Tuft & Needle in terms of price point, materials, and customer experience positioning. The document also analyzes Casper's brand identity using Kapferer's brand identity prism model and discusses their promotion and communication strategy, which focuses on digital marketing, press, and celebrity endorsements. Finally, it portrays Casper's mission and recommends expanding geographically and through more experience stores and advertising campaigns to establish themselves as the "Nike of Sleep."

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    Casper Sleep

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    This document summarizes a case analysis of Casper Sleep. It provides an overview of the US mattress industry and Casper's entry into the market as a direct-to-consumer brand. It examines how Casper differs from competitors like Tuft & Needle in terms of price point, materials, and customer experience positioning. The document also analyzes Casper's brand identity using Kapferer's brand identity prism model and discusses their promotion and communication strategy, which focuses on digital marketing, press, and celebrity endorsements. Finally, it portrays Casper's mission and recommends expanding geographically and through more experience stores and advertising campaigns to establish themselves as the "Nike of Sleep."

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    244 views13 pages

    Module Name: Marketing - MBA7003 - Module Leader: Prof. Raja Roy Chowdhury - Topic: Casper - Case Analysis - Batch: PGDMFC15CM

    Uploaded by

    Manan Mehta
    This document summarizes a case analysis of Casper Sleep. It provides an overview of the US mattress industry and Casper's entry into the market as a direct-to-consumer brand. It examines how Casper differs from competitors like Tuft & Needle in terms of price point, materials, and customer experience positioning. The document also analyzes Casper's brand identity using Kapferer's brand identity prism model and discusses their promotion and communication strategy, which focuses on digital marketing, press, and celebrity endorsements. Finally, it portrays Casper's mission and recommends expanding geographically and through more experience stores and advertising campaigns to establish themselves as the "Nike of Sleep."

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    • Module Name : Marketing – MBA7003

    • Module Leader : Prof. Raja Roy Chowdhury


    • Topic : Casper – Case Analysis
    • Batch : PGDMFC15CM
    CAS PE R
    Ashwini Sakure
    Benaifer Pereira
    Manan Mehta
    Ravindra Kumawat
    Tushar Patra
    Yashasvi Parsai
    Index :-
    • US Mattress Industry – Outline
    • Who is Casper?
    • D2C mattress firms as threat to the Big
    4s?
    • Casper vs Tuft and Needle –
    Differentiation strategy adopted
    • Kapferer's Brand Identity Prism – Casper
    Sleep
    • Promotion and Communication Strategy
    • Mission of Casper’s Communication
    Strategy
    • “Nike of Sleep” and Future
    Recommendations
    US MATTRESS INDUSTRY

    1 Industry Net Worth - $14 billion (2019)

    2 Mega Players – Sealy (15%), Serta (22%),


    Tempur-Pedic (15%), and Simmons (18%)

    3 Annual Revenue – $12,900 million


    (2019)

    4 35 million – Avg. number of mattresses


    sold each year
    CASPER SLEEP ?

    1 2014 – Foundation
    (Jeff Chapin)
    Contributing 0.7% to
    3 the total $14 billion
    worth industry.

    “One Perfect Mattress for


    2 Everyone.” – Ultimate
    Product Hassle free, seamless
    4 experience.

    5 Website and experience


    store.
    D2C mattress firms a
    threat to the Big 4s?

    Reduced clutter and better


    quality.

    Modernizing the millennial and


    Gen Z customers’ experience

    A farewell to the traditional


    approach of advertising?

    Dictating market costs and


    enhancing value.
    Casper vs Tuft and Needle – Differentiation
    strategy involved

    • Price Range ($499-$949 vs $699-


    $1,799)
    • Foam cake vs T+N Adaptive foam
    • Customer Experience - Premium
    purchase vs Value purchase
    • Maverick marketing strategy to
    create a brand persona
    Kapferer’s Brand Identity Prism
    – Casper Sleep

    • Physique – Sleek and stylish mattress – modern vibes +


    innovative
    • Personality – Rebellious, Playful, young and reflects
    millennial lifestyle

    • Relationship – Trusty companion for good sleep

    • Culture – Maverick, innovative and emphasises quality


    sleep
    • Reflection – Energetic, Beaming with life, Active and Best
    sleep
    • Self-Image – Young, Positive, In Vogue and Disruptive
    • Digital Marketing – The Authentic Tool!
    Promotion and • Extensive press coverage and article features.
    Communication • Celebrity Investors
    Strategy • Targeting media firms
    • Sponsoring of Podcasts and Investment
    practices with Louis Vuitton.
    MISSION OF CASPER’S
    COMMUNICATION STRATEGY

    1 To set out “The Casper Story’.

    2 To become the leading mattress brand in


    the United States throughout.

    3 Becoming a lifestyle brand.

    4 Create brand love and evangelists.

    55 Pave way for future products.


    • Start small and grow to the top of food
    chain. – Just do it.
    • Beacon and pioneer of cutting-edge
    “Nike of Sleep” technology.
    • Becoming a ‘cool’ brand.
    • Innovative and disruptive.
    • Emotional customer-brand relationship.
    “Future Recommendations”

    Consider geographic
    expansion towards the
    western coast of US.

    01

    02
    Open more experience
    stores across the country
    Consider advertising
    03 campaigns – Cartoon
    caricatures
    THANK YOU
    The floor is now open for your questions.

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