HI5004 Marketing Management: Analysis of Koala Mattress Strategy

This report provides a comprehensive analysis of Koala Mattress's marketing strategy, focusing on their brand positioning, target market segmentation, and integrated marketing communications. It highlights the company's innovative approach to bedding solutions and cost-effectiveness. The report examines the competitive landscape, identifying Woolworths as a market leader and benchmarking against their strategies. It delves into Koala Mattress's customer adoption process, emphasizing their use of digital platforms like YouTube and Facebook, as well as offline mediums such as billboards. The pricing strategy is discussed in terms of its dynamic nature and competitiveness. The report concludes with recommendations for enhancing their integrated marketing communications, particularly through leveraging electronic and television mediums for broader reach. This analysis provides valuable insights into Koala Mattress's marketing efforts and potential areas for improvement.

Marketing management
Koala Mattress

Introduction
• Innovation is the key to new business success
• Cost effectiveness is the key to success
• Koala Mattress is offering innovative bedding
solutions
• Review and ratings can be seen by the users
• Doctor appointment can also be taken

Market segmentation
• The target market segments for Koala Mattress
will be the age groups between 25 and 60
• Customers seeking cost effective and health
beneficial bedding products
• More late majority users will be segmented

Market positioning
• The market positioning statement of Koala
Mattress will be “comfort benchmark”
• This defines the positioning of the service of Koala
Mattress on the basis of quality
• Hence, differentiation can be initiated and
positioning on the basis of cost will ensure larger
target segments

Market characteristics
• Market leader is Woolworths
• The cost effectiveness and highest number of
market operations is also the reason behind their
market leadership.
• These features will act as the benchmarks for
Koala Mattress in designing their service process.

Market leaders of the
product
• The market leader of the mattress industry is Koala
Mattress
• The mattress is best suitable is summer and
targeted people who felt excessive heat in summer
• The mattress of the Koala organisation on online is
going to be the leader of the mattress industry
• The prices of the product are also affordable to
large range of people

Customer adoption process
• The company focus on the huge population by
conducting email advertising, video advertising,
television advertising and advertising on social
media platform
• It has been seen that using the SEO, they ensure
that there is high trafficking on their website
• They are known for doing the corporate social
responsibility which have established the positive
image of the organisation
• They have inhouse working from where they
monitor their site traffic, road traffic and quality

Pricing strategy decision
• It has been seen that the product price is
dynamic
• Pricing strategy is helpful in deciding the
marketing strategy for the product
• It has been seen that price must be competitive
enough to allow the customers to compare the
price and quality of the product to the leader of
the industry

Integrated marketing
communications
• Among the online mediums, social media
platforms such as Instagram can be extensively
used.
• It is identified that Koala Mattress is using
YouTube and facebook as their major digital
platforms
• The social media strategy of Koala Mattress is
identified as an out of the box and engaging
compared to their competitors

Cont.
• Google AdWords are extensively being used to
gain preferences in the search results
• Offline mediums of Koala Mattress includes
billboards and “THE SNOOZE CRUISE” activity
• It is helping in reaching out to maximum
customer segments

Offline mediums
• Offline mediums should used in more extensive
manner
• In the case of offline mediums, electronic, news
and external mediums should be used.
• The electronic mediums will be leveraged in the
forms of television commercials.
• Personal selling and marketing in the forms of
email based marketing will also be used.

Conclusion
• Koala Mattress is having diverse sets of
communication mediums involved in their
integrated marketing communication process.
• Among the online mediums, social media
platforms and Google AdWords are being used to
reach out to maximum customer segments.
• In terms of offline mediums, it is recommended
that electronic and television mediums will be
used.