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

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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Manan Mehta
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258 views

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

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."

Uploaded by

Manan Mehta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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