Casper Sleep Inc.

One Perfect Mattress for Everyone

Group - 4
Deepak Kumar 1118
Aniket Singh 1106
Anish Maurya 1107
Pavankumar S B 1137
Iftekhar Ahmad 1128
Shreshth Gupta 1156
Ashish Ranjan 1115
Akash Yadav 1105
01 Introduction

02 Questions

03 Solutions

04 Conclusion
 INTRODUCTION
The case discusses about Casper Sleep Inc.
A new Mattress company to disrupt the traditional mattress market.

Founded in 2014
Raised $240m
One product entry
D2C Model
Bed-in-a-box
 MARKETING MIX
PRODUCT PLACE PROMOTION PRICE

Only one single D2C Approach Red Antler ad High-end big

model - No length, Only online buying agency mattress
no width, Just A brand that
One small show in Starting with $500
depth. stands for great
NYC A range up to $950
4 Layers of foam
Free UPS Delivery sleep with 6 options
Latex, memory,
Organic promotion
transition and base.
Compressed Packed

into 20x21x41 inch

box - UPSable
1. Future Communication Strategy

Discussion between Foundation and communication team

What is the plan for the next stage
NPS and Customer call

2. Parikh Comment
Our presence and absence (New York) (Chicago).
Media for the communication (Radio, banners, etc.) (Presence) {Television}
{Absence}

3. Cost of advertisment in diffrent Mediam.

4. Debate
How significant threat are the "direct-to-consumer"
mattress firms to traditional "Big-mattress"?

Shifting of consumer preference

Product offering at reasonable price

Innovative Delivery Methods

Use of Outdated Retailing Methods

Offering innovative schemes

How was Casper able to differentiate itself from
other "direct-to-consumer" firms? Why was it able
to pass by D2C pioneer Tuff and Needle?

Various Innovative
communication products
channels Superior customer
Social media, service
podcast, outdoor, Promo code
subways, taxis, and Free exchange
press media Same day delivery
"Catchy brand, Marketing strategy
calculated and
search engine
optimized"
Evaluate Casper's promotional strategy from launch
to Sept 2015. Did the initial focus on "earned" rather
than paid media make sense? Why or why not.

Casper's promotional strategy:

Casper sleep advertised through various platform
like social media, radio, NY Subway, outdoor
hoardings, etc.
Focused on word of mouth promotion and
personal buyer experience.
Articles in some magazines.
Company focus on Earned media worked for
them.
What is the appropriate mission for Casper
communications? To Chief Creative Office Luke, "Its all
about brand love"(case page 2), To CEO Philip Krim, its
"sales performance in the short-term" (case page 2)?

“Brand love” communication strategy

Brand love is similar to a personal relationship

Build loyalty in customers

Long-term relationships

Loyal customers spread the positive word-of-mouth

With ambitions to establish itself as the "Nike of Sleep",
what message and media mix would you recommend
to Casper for the next phase? In particular, should
Casper begin to use television as a medium or not?

Current Casper communications strategy

Media of communication (Radio, banners, taxis, etc.)
(Presence){Television} {Absence}
Presence and absence (New York) (Chicago and other
cities).

Future communication Strategy

Television media communication --Large audience reach
with 15-20 sec Ads -- Messages using pictures and
motions and sounds -strengthen its value proposition
Half of the mattress industry’s $1 billion
in ad spending was on local and
national Television

YES, Casper should begin to use the

television as a medium in order to
achieve the increasing market to the
other cities and especially to the other
country.

I would also recommend Casper

Sleep to have more types of
mattresses at affordable prices so that
it could get alot of customers.
 Thank You

"Mattress That Actually Comes In A Box"