MKTG 6023: Agricultural Marketing - Casper Mattress Report

This report provides an in-depth analysis of Casper, an e-commerce firm specializing in sleep products, and its marketing strategies. The report begins with an overview of Casper's value proposition, highlighting its direct-to-consumer approach, focus on quality, and innovative marketing techniques. It then delves into Casper's target market, primarily tech-savvy millennials, and the strategies used to engage this demographic through social media and content marketing. The report also examines Casper's product life cycle, currently in the maturity phase, and the company's efforts to maintain its competitive edge through product innovation and expansion. Furthermore, the report explores Casper's distribution channels, emphasizing its direct-to-consumer model and retail partnerships, as well as the application of the AIDA model to analyze Casper's customer journey from awareness to action. The analysis includes reference to the company's website and various articles.

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.

Product Life Cycle:
Casper entered the market into the bedding sector five years ago by offering a free delivery of
low-cost mattresses in a box to consumers door. Casper’s mattress has gained all the lead and
majority of the market share during its introduction and growth stage. Now the Casper’s mattress
is in maturity phase of the product life cycle, as the online sales for mattresses has reached
saturation with over 1 million customers.
The retail stores, partnerships and the brand familiarity have given Casper the early lead. Despite
of this, online firms like Leesa, Purple, and Tuft & Needle are competing for Casper’s top spot.
Walmart and Amazon both lately started their own mattress brands like Allswell, “tiny home”
tour across country to build awareness among customers.
Casper, altering tactics to set itself apart from competitors, and aspires to be a complete sleep
technology firm that addresses all the aspects of getting a great night’s sleep. If it doesn’t take
any necessary actions, then within no time its mattresses can slowly enter the decline phase as
the new brands start the competition heats up and finally growth declines.
But Casper launching new products and upgrading the features of the mattress like lately it has
unveiled a “glow light,” an app connected night lamp aimed at making it easier to fall asleep and
in future its planning to introduce temperature controls in the mattress (Krim). This makes the
Casper brand to be in competition and become successful.
Distribution Channel:
Casper’s brand identification as the first firm that distributes a mattress in a box directly to the
customers front door without any middlemen and that too at a reasonable price and no extra
charge for delivery. Casper’s online service platform eliminates the intermediaries (brokers) and
allowing the customers (millennials) to purchase directly from the comfort of their own homes.
Today, Casper has an online business, including Amazon, and sells at more than 1000 target
stores in the US and Hudson’s Bay in Canada. Along with this digital service, it has opened 20
retail stores in North America to offer its products.
Casper began its journey on a digital platform, but as it expands its store reach, the mattress firm
hopes to reshape the retail market in mattress sector.
AIDA:
The AIDA model describes the conceptual phases that a person undergoes through while
purchasing a product/service. It’s a buying funnel in which a consumer moves from one level to
other to guide them in making the ultimate decision of buying. Since the social media networks
have expanded AIDA to achieve the various aims of it from the data provided by the other
consumers through the social media, it is no more a solely interaction between the client and the
enterprise.
Awareness: Caser used the YouTube videos made by the content creators and promoted by them
by offering the special discounts and free trial of the mattress and celebrities like Kylie posted
the picture in Instagram through which many people got to know about the company. It mainly
used the digital platform including the social media targeting the youth audience.

Interest: The main strategy is packaging the mattress in a box and delivering to customers
directly eliminating all the middlemen and no charge for the delivery. If it did not fulfil
customersneeds then picked up back by the company free of cost.
Desire: The material used is expensive in other brands and the same material with more comfort
is offered at affordable price. And is more durable, the firm is offering a 100 day free trial along
with 10years warranty on product.
Action: The customers can easily order it online in their own website and the product is delivered
at door step. Now the retail store are opened and even at the stores they can get it easily in a box.
References:
About. (n.d). Casper. https://casper.com/ca/en/about/
Ciancone, G. (March 04, 2019). Sleep on it: How Casper Flipped the Mattress Industry. Digital
HBS. https://digital.hbs.edu/platform-digit/submission/sleep-on-it-how-casper-flipped-
the-mattress-industry/#:~:text=Casper%20first%20came%20onto%20the%20market
%20through%20the%20value%20proposition,at%20a%20friendly%20price
%20point.&text=In%20addition%2C%20mattresses%20would%20be,by%20Casper%2C
%20free%20of%20charge.
Afroz, S., Siddiqui, T. (April 03, 2019). Casper: Sealing the Deal. IVEY business review.
https://iveybusinessreview.ca/6793/casper-sealing-the-deal/
Hollis, S, Rice, M. (March 19, 202). Casper used content and creative policies get people to buy
mattresses online. Jilt. https://jilt.com/blog/casper-content/
Revella, A. (November 09, 2021). Psychographics and personas: How to get to the truth about
why people buy. Hotjar Ltd.
https://www.hotjar.com/blog/psychographics-in-marketing/#what-is-psychographics
Meyersohn, N. (March 28, 2019). Casper’s new strategy: Move beyond mattresses. CNN
Business. https://www.cnn.com/2019/03/28/business/casper-mattress-ipo/index.html
Ad Mockups. (n.d.). Create your own add. https://admockups.com/