Master Molty Foam

Brand management
Raja Rayan
Ahmed Ameer
Belal
Muntaha
Shiza
Monishka
  Founded in 1963 with through a technical collaboration with
Bayer (Germany)

Introduction  In 1997, Master introduced the American brand, Master Celeste

that has today become the bench mark of luxurious sleep
system in Pakistan
  Salience: leading brand of bedding category in Pakistan which
provides durable and high quality products.
 Performance: The performance of the MoltyFoam brand relates to
the quality, durability, and effectiveness of the products it offers.
 Imagery: Strong imagery of providing a comfortable and peaceful
sleep experience.

CBBE  Judgements: Consumers may judge MoltyFoam as a premium and

Model trustworthy brand due to its long history, product quality, and
customer satisfaction.
 Feelings: Include emotions such as comfort, happiness, and
satisfaction.
 Resonance: Strong resonance with its target market by
consistently delivering on its brand promise of providing quality
sleep solutions.
Brand Identity Prism
• Physique: leading bedding brand, high quality and durable
mattresses and other bedding products.
• Personality: Reliable, trustworthy, and emotionally
connected brand. Strong presence = Great reputation.
• Culture: Culture ensures customer satisfaction and
comfort. Dedicated to providing the best sleeping
experience.
• Relationship: The brand values customer satisfaction,
enhancing its products based on customer preferences.
• Reflection: Perceived as a trustworthy brand, comfortable
and long-lasting foam products.
• Self-image: Brand that understands their sleep needs and
offers solutions, Strong sense of emotional connection
among the family members.
  Feature based positioning: Moltyfoam Pakistan uses feature-based
positioning i.e. durability, comfort, and support, in its advertising
campaigns.
 Life style based Moltyfoam has repositioned the Cool Gel Memory Foam
Pillow as a product that is ideal for people who live an active and healthy
lifestyle. The combination of both positioning e.g: Kids Based Foam
 Image repositioning: From company that made expensive mattresses to a
Positioning & company that makes affordable mattresses that are also good for your
health.
Repositioning  With Bill Beds campaign , They went from being just a mattress company
MoltyFoam to a company that cares about the well-being of homeless individuals.
 Product repositioning: Repositioned its budget-friendly mattresses as
being a good value for your money.
 Tangible repositioning: Introduced new different line of mattresses for
new target markets such as a new line pillows for pregnant women
 Intangible repositioning: Started targeting individuals that includes
younger generation including students etc.
  Logo: Bold, sans-serif font
 Tagline: "Sleep Solutions for Life"Tagline Aspirational and
descriptive”

Brand Elements  Reflects MoltyFoam's commitment to providing customers

with the sleep solutions they need
 Color scheme: predominantly red and white conveys that they
are the leader in the market.
  Quality: High-quality materials and construction methods
 Comfort: Comfortable and supportive mattresses
 Affordability: Affordable mattresses
 Innovation: Innovative products and technologies
Brand  Secondary Brand Association:
Association  Celebrity Endorsements: 1990s: Shaan Shahid (famous film
star),2000s: Meera (famous television star), Mahira Khan
(actress)2017 till today.
 Co-Branding:Moltyfoam and Daraz or Molty Foam and HBL.
  Moltyfoam with time transformed itself from a homeage
bedding brand to an overall experience focused brand.

Conclusion &
recommendation  They must re-evaluate their target market and start tapping into
a new market.