Casper Sleep Inc.

Group 1
Billakurthi Shourya Reddy - A001
Siddharth Dixit - A011
Vishak Upadhya - A021
K Preethi - A031
Anugreh Nair - A041
Richa Sharma - A051
Krishna Zawar - A061
 Case Facts
• The Idea-Single perfect mattress
• "Nike of Sleep"
• Sold exclusively on their website
• Direct to Customer delivery - UPS
• 100 - night free trial and money back policy
• Casper used digital advertisement more than
traditional TV ads
• Use of SEOs and SEMs - attracted few new
customers
• Aim - national recognition
one perfect mattress for Product
EVERYONE!! • The main offering of Casper was the
mattress
• It had a unique composition of 4 layers
consisting of latex, memory, transition,
and base.
• The total height was 10 inches and its
foam was resilient and of high quality
made of springy latex and high-density
foam.
• It was designed as a single "perfect"
mattress
• objective - letting customers " sleep
their way to better lives"
Price
• It positioned itself as a premium
product, with premium offerings,
services and experience but at a price
point 1/3rd of that of the competitors
in that segment.
• This in fact, became a major point of
difference for Casper in comparison
to its competitors as positioned in the
market.
• Casper also offered a 0% finance for
the first six months at checkout
 Place

• The company Casper did it’s entire sales via online platforms.
• It was a direct to consumer model where sales were made via their own website Casper.com
• Apart from the online mode, there was also a customer service representative who
personally spoke to customers to provide them an “experience” as they call it with bed time
stories, advice or even a general chat
• This also acted as a place as the customers interacted with the company here
 Promotion
• Casper partnered with Red Antler to create a
visually appealing image that promoted “sleep”
rather than bombarding customers with jargons
• Their primary mode of communication was
through SEO and SEM along with using targeting
promotion across channels like podcasts,
celebrity-backed radios, communication across
mass media like print & TV shows initially (at
launch), and subsequently subway print
advertising as well
• Use re-targeting - to employ cookies to track mass
media communication
 Evaluation of Pomotional Stratergy

Objective - Scale-up operation to reach wider audience

"The Casper way " 3 new promotional stratergies

• BTL - target ads , digital
marketing
• ATL - podcasts , radios
• Print media- NYC subway
• created customer satisfaction
and high NPS
• option 1 - Retain current media vehicle
and expand to new geographies
• option 2- Begin national television
advertising with a tonality similar to the
first website design showing emotional
benefit

• option 3 -Do TV the Casper way

 Our Chosen Strategy
• Tv ads tap a wider audience and demographic
• Adopters were young, tech-savvy, high-income
folks: TV ads would manage to attract them,
will act as a boost for Casper
• Manage to provide resonance to its brand
image - simplicity and trust - through cartoons
• Tried and tested in NYC through Print media
• Increases NPS score highest - print media

Casper kind of • Emotional connect thorugh casper way

way