Agricultural Marketing Individual Assignment 2022

Individual Assignment: MKTG 6023: Agricultural Marketing
REPORT #4
CASPER
Individual Assignment
Agri Business Management, Fanshawe College
MKTG 6023: Agricultural Marketing
CASPER
Casper Value Proposition:
Casper Sleep commonly known as Casper, is a New York City based publicly traded e-
commerce firm which offers sleep products i.e., mattress both online as well as in stores across
various cities (New York, Chicago, Georgia...). The products offered by this firm are
manufactured at Georgia and Pennsylvania.
Casper eliminated the uncertainty & problem of conventional mattress shopping with a superior
quality product at different price ranges, simple online delivery, and an attractive brand.

Casper initially made its entry in into the market in 2014 with an impression on the industry by
promising to create “an ideal mattress” at an affordable rate. The firm’s products range has
grown and included four varieties of foam, memory foam, and polyurethane support foam, along
with accessories (like pillows, covers, and sheets). Ever since its establishment, the firm’s basis
in online and direct-to-customers service remained.
The most important feature is the company’s return policy, that promoted “a no spring attached
100-day trial”. This statement challenged the terrible mattress market persisted during that
period. Furthermore, mattress is shipped to customer’s address for free and if it did not fulfil the
customers’ requirements, Casper would pick them up at no extra cost i.e., free of cost.
Casper’s founders were intriguedby Warby Parker’s market strategy (a direct-to-consumer
business), which marketed its products along with the set of beliefs and a way of life. Casper, on
the other hand, is focused on the benefit, not the feature,” (Duda, M. a Casper investor).
“Individuals would really like to invest in things that are of superior quality and are committing
to a set of beliefs.” Casper, like most other business challengers and innovators, wants to capture
value in the mattress industry, and also increase the market value by “making sleep as a
lifestyle.”
Target Market:
Casper, an e-commerce mattress company that has disrupted the retail stores and built its
business on an unusual intended market, has emerged as a powerhouse in digital branding.
Casper’s unique strategy is worth looking into their route to market, product development, and
consumer interaction all provide useful lessons today’s businessman.
According to Krim, Geographic growth is clearly a key component of their strategy. “We believe
that what’s made us successful here (in the US) will make us successful in Japan and China.”
Casper attracted the customers who are tech savvy, those would be lured t its novel and
disrupting strategy to the bedding market. They have opted to produce videos from YouTube
content creators and technicians with youngsters, providing them with sample mattress to try and
also provided with exclusive discounts and links to promote with their followers.
Casper focuses on the young customers because they account for most of their sales. This tech
savvy population spreads outside the 25-35 years old bracket, with markets rising as high as 45
years old.Millennials are less likely to pay more on high priced things and mostly avoid
salesmen, prefer to order online on their own using the technology which they are most fond of.
Rather than viewing them as problems, Casper pitched itself as the solution to all those issues.
Additionally,Casper targeted youth by creating and delivering content that they use and rely on
channels that resonates to the stressed, poorly compensated people. As an outcome of this, they
have emerged as millennials preferred mattress brand.
Mattress might not only the thing that strikes to our mind considering businesses ripe for
innovation. After all, mattress is costly thing often individuals buy only once in ten years.
Considering the intricacy of product possibilities like thickness, materials, etc, along with the
diverse variety of interests that buyers have acquired over the ages, this sector should be avoided.
But Casper’s owners had a different perspective, that turned all these issues and got fantastic
outcomes targeting all the psychographic traits.