Sleepwell - Charting the Next Level of Brand Growth

Taking the brand to the next level!
Strategic Creative Directions
Dec 2013

Sleep is that golden chain that ties health and our bodies together.
THOMAS DEKKER

For many of us Good Sleep is a Luxury…
We get up early, go through the daily drill, catch up on TV…
read a book, go to bed late, and finally try to sleep...
By the time we’re really asleep, it’s time to get up!
And the ritual repeats!
SLEEPWELL Strategic Directions

Sleep need has become more important than ever…
More demanding working hours. Multitasking…
Reduced personal spaces – esp. in big cities.
“Lifestyle Demands” that keep us awake more!
All of us ASPIRE for a good night’s sleep
– regardless of our economic status.

One thing that plays a crucial role in sleep…
Our Comfortable Bed
With its very own matching Mattress!

What do we know about the industry?
Indian Mattress industry is still developing…
90% of market driven by small-scale and unorganized firms, which specialize in coir, cotton and foam mattresses.
Spring Mattresses segment is yet to develop.

Importance of good mattress is largely unknown.
Majority of consumers are oblivious of technologically advanced sleep systems…
Ignorant that an investment in a good mattress is an investment for good health.
Marketing messages and promos often confuse consumers, into choosing wrong kind of mattress.

Therefore, it’s hardly surprising that…
Consumers are indifferent to brands
Dealer push drives the volume of sales for all brands.
Purchases are typically Occasion-Linked
(Festive, Wedding, Shifting, Setting-up, etc.).

In this scenario, Sleepwell has many positives working for it…
40 years in the mattress industry.
Brand name synonymous with Good Sleep.
Market Leader in PUF – supplier to many industries.
Prominent Retail presence
380 Exclusive – 1100 multi-brand outlets

Our Task
Strengthen Sleepwell’s Market Leadership:
-Convert higher TOM recall into admiration & respect
-Create more differentiation and bring in preference

Our Approach
Consumer Truths
Competitive
Claims
Communication Challenges
Strategic Directions
Brand level
Retail level
Home level
Personal level
S I T U A T I O N A N A L Y S I S

Consumer Truths…

Online Dipstick Survey
Objective
Gain basic understanding of consumer
awareness / attitudes towards mattresses.
Total Respondents – 93 (70% Males)
18 to 24 yrs.
28%
25 to 34 yrs.
39%
35 to 44 yrs.
22%
45 to 54 yrs.
10%
65+ yrs.
1%
Age Break-up
City Break-up

Unaided Recall Vs. Ownership
Ownership
Recall
All Unaided responses
Higher Recall translates into Higher Ownership;
Substantial % are “not sure” or don’t recall the mattress they are using.

Unaided responses
33%
11%
11%
10%
8%
7%
5%
3%
3%
1%
7%
Comfortable
Durability
Back Support / Reduce Back Pain
Good Sleep
Softness
Quality
Price
Good Posture
Takes Body Shape
Firmness
Others
14% 12%
Key Benefit / Value recalled
33% Comfort
14% Softness / Takes Body
Shape / Good Posture
12% Firmness / Back Support
/ Reduces Back Pain
10% Good Sleep
Majority don’t bother about technicalities of “Good Sleep”.
However “Comfort” is better associated with.

Important Considerations…
Compelling Factors to Buy Perceived Benefit of Sleep
Choices are primarily feature-driven.
Multiple Perceptions exist on Good Sleep for Benefit.
Refreshes
Me
19%
Reduces
Stress
16%
Relaxes Me
13%
Makes me
feel Good
14%
I feel
Happy
14%
Restarts
me
13%
Any Others
11%
Features /
Attributes
69%
Price
14%
Others
17%

However, overall behavior is undergoing change…
“Globally, people are more aware of the importance of good sleep than ever before, and also of the link between good mattresses, good sleep and better overall health.”
“Awareness among Indian consumers about the link between good sleep and good mattresses is gradually evolving, especially among the younger generation…”
“People’s expectations of how long a mattress should last remain virtually unchanged.”
Source: Supportbiz.com

Did the changing behaviour affect brand promises?
(Review of Competitive Claims)

“Good Sleep” has been explored by many…
BRANDS
Message cues
Tagline
Kurlon (Old)
“Difference between Sleep and pure Sleep”
Pure Sleep. Nothing Else
Centuary
“No Chinta, No Worry. Sirf Chain Ki Neend”
“Achchhi Neend Kya Hai?”
India Ka Sleep Specialist!
Refresh
“Jaagiye Nayi Taazgi ke Saath”
We Innovate. You Rejuvenate
PEPS
“World Class Spring Mattresses”
Sleep Great
Restolex
“Live Life. Rest Assured.”
Wake up Refreshed
Relaxwell
(Visual Effects of Bad Sleep)
----
Sleepwell
“It Shows when you don’t sleep.”
Wake Up Fresh!

But some brands are consciously moving away…
BRANDS
Message Cues
Tagline
KURL-ON (new)
Rishtey wahin sanwarte hain, jahan comfort hota hai…
Rishton Ka Comfort Zone
Bindal
Har sapne mein jeet ka ahsaas
Live Your dreams
Duroflex (old)
(Memories; Nostalgia)
Touching Lives with Love
Duroflex (new)
(Growing up, Living Life, etc.)
I Love my Bed
Hi-Sleep
(Dreaming of future)
--
Sulfex
----
Love’s to Sleep
Springfit
(Great feeling on bed)
Life feels great on Springfit

3 Broad directions explored by competition…
Good Sleep PLUS the results of bad Sleep
Live; Love; Dream
Comfort
The “After Effects”
The “Overall Experience”
The “Feel-good” Effect.
Sleep Zone
Non Sleep Zone

With this perspective, let’s review our communication challenges
(i.e. Critical factors affecting Sleepwell’s Communication)

1. Higher Recall – Lower Loyalty
Dealer Push at the outlets highly influence decisions.
Brand communication largely aids recall.
Differentiation however, usually gets a back seat.

2. Rational Association – generic disposition
Sleepwell’s association with “Sleep” is strong, but not exclusive, since similar benefit is explored by many.
“Good Sleep” has become a hygiene factor.

3. Sleepwell’s dilemma
Being synonymous with “Good Sleep”,
Sleepwell can’t stray away from “SLEEP Zone”…
Yet Sleepwell needs to stay away from the me-toos, to establish a clearer differentiation.

Strategic Mandates for various levels
•Brand Level :
–How can we sustain and capitalize on high Awareness?
–How do we take a leap / go to the next level?
•Retail Level
–Is there any way we can influence purchase behaviour?
–Can we improve buyer experiences during the shop visits?
•Home Level
–How to add value before customer visits store?
–Can we change the involvement level of customers?
•Personal Level
–Is there any way to engage customers more?
–How can we harness digital / online platforms?

Strategic Recommendations : BRAND Level
•Sustaining Higher Brand Recall.
•Strengthening Leadership Status.

Approach 1
(Exploring within the Sleep Zone)

How strong is Sleepwell in promoting Good Sleep?
Though our name is Sleepwell, how strong is our association with Good Sleep?
Can we explore / go further up on Sleep?
HOW?

Sleepwell’s past 2 campaigns proved a point through excellent use of humour…
Perhaps one of the reasons for the brand’s higher recall!
Can we explore this further?

Taking a Leap from the usual.
Using Exaggerated Humour, which is UNBELIEVABLE.
Yet proves a point, creating a strong ASSOCIATION.

Creative Expression
“Dekhte hi Neend Aa Jaye”
The name itself is the guarantee for Sleep.

Approach 2
Getting far away from the Sleep Zone:
Gaining Higher Ground

What do you do when your name itself suggests the category benefit?
When your TOM recall is almost highest in the category… When people start seeing you as a leader…

What do you do, when every word / benefit associated with ‘sleep’ is being used by one brand or the other?
When every other brand claims ‘Good sleep’?
You bring in a ‘Paradigm Shift’

Bringing in a Paradigm Shift by adding the Social Dimension…
A Higher Ground
A bigger platform
A larger Cause
Beyond the physical benefits. Beyond an individual.
And way beyond the competition!

The Opportunity…
The word sleep is a powerful word.
It represents more than just the act of sleeping.
It symbolizes peace, security, contentment, satisfaction.
Sleepwell has an opportunity to be the custodian of this feeling of security, peace, tranquility on a larger level by adopting cause marketing to establish leadership.

Making the brand socially relevant…
Sleepwell is all about giving good sleep; so we can champion the factors that give us sleepless nights.
Through a well directed communication, we can make our brand represent a state of mind …give it a socially relevant outlook.
Create dialogues to make consumers feel that Sleepwell goes beyond just its immediate commercial interest.
This way the brand becomes a social influencer.

Many brands have already been successful by taking a leap of this kind …
Unilever’s Project Sunlight

How we can benefit from this approach?
It opens up newer possibilities.
Gives clearer Differentiation within the category.
Distances Sleepwell from the me-toos.
Strengthens Sleepwell’s category leadership position.
Even reduces future threats to some extent.

Creative Expression – Stage 1
“A Good Deed deserves a Good Sleep”
(You really deserve to sleep well, because you’ve done something Good)

Creative Expression – Stage 2
Paying Tributes to the Unacclaimed
(You really deserve to sleep well, for everything you did for us)

Creative expression – Stage 3
“Helping the country sleep better!”
(Let’s make every nook and corner of India Sleep Well)

Strategic Recommendations : RETAIL Level
Promoting higher involvement @ store.

Sleepwell “Mattress MATRIX”
Creating a Mattress tailored to your need
When a customer visits an outlet, the salesman asks a few questions – Bed Size, Body Weight, Sleep pattern, Pillow type, Budgets, etc.
The info. is fed into a system to identify the type of material required for a mattress, and its cost.

Sleepwell “Personal Demo”
QR Codes printed on Mattress packaging can be scanned to see a video demo, while still at the retail outlet,.
Different video demos could be set as per type of mattress.
Landing YouTube Page / WebsiteQR Codes pasted on ProductsScanning QR Codes at the Retail Outlet

Strategic Recommendations : HOME Level
Promoting higher awareness and involvement within the category.
Educating customers on characteristics of a good mattress

Introducing a new Expert…
1800-MATTRESS
(1800-62887377)
A toll-free dedicated number to address all your mattress needs – anytime before, during or after your mattress purchase…

How Does it Work?
•Call 1800-MATTRESS, from any non-qwerty phone, and register address
•For MATTRESS REPLACEMENT:
–An Expert visits home, reviews old mattress, recommends best repair / replacement solutions (including Sleepwell), and leaves a behind a contact card.
•For NEW MATTRESS:
–An Expert visits home, asks for a few info. (e.g. Bed Size, Body Weight, Sleep pattern, Pillow type, Budgets, etc.)
–Then he recommends a solution, giving a quote and an incentive to purchase

1800-MATTRESS - A strategic advantage…
Currently no manufacturer in India has this number,
which not only offers a service, but also
owns the MATTRESS zone!
Promoting the number would make Sleepwell
uniquely associated with everything that is mattress.

Promoting 1800-MATTRESS
We propose to latch on to the primary brand communication in multiple media platforms – e.g. print, TV, digital, outdoor, etc. – to promote the number.

Simple Creative format…

With multiple messaging possibilities…

Which can be used in any printable medium…
Print Media
Online Banners

And could be promoted on Facebook too!
Facebook
Stamp Ads
Sponsored
Stories
3,911,100 people in Delhi-NCR
5,185,240 people Mumbai
817,440 in Chandigarh
777,140 in Jaipur
3,072,280 people in Bangalore
POTENTIAL AUDIENCE

Strategic Recommendations : PERSONAL Level
Promote higher engagement with the audience.

Playing Sleepwell TVC from Print media
QR Codes printed on Print Ad can be scanned to instantly
see the brand TVC, anytime on the smartphone.
It also gives opportunity to use different TVCs / Demo films
as per changing requirements
QR Code Appearing on the Print Ad
can be scanned by Smartphone
The code links to a Youtube
Video of the brand TVC

Sleepwell branded “SLEEP App”
Branded utility app for IOS / Android:
• Measures Amt & Quality of sleep
• Tracks Good & Bad Sleep periods
• Shares interesting tips of sleeping
• Interesting wake up alarm options
• Option to connect thru social media
A unique opportunity to OWN the SLEEP Zone and
get closer to people who need GOOD SLEEP.
WHY? - Use of Mobile Apps = 6x than websites.
Utility apps are the most downloaded apps in 2012 & 2013.

Creating Sleep Community @ Facebook
•Built around distribution of content on elements revolving SLEEP and HEALTHY LIVING.
•Branded Content
–Brand awareness, Product range.
•Generic Content
–Indirectly influencing Sleepwell
–Examples:
•Choosing right mattress,
•Time to replace mattress
•Importance of sleep,
•Sleep quality factor,
•Healthy Waking up, Happy living, etc.
Sleepwell20% Product Range25%Happy Living30% Sound Sleep25% Distribution of Content Pillars

Sleepwell YouTube Channel
Objective:
Directing customers to one location to access Sleepwell generated TVCs and other AV content
•TVCs
•Corp. AV
•Slideshows with embedded links connected to website
Proprietary
Testimonials
•Existing Customers
•In-store
•Home Delivery
•Dealers
Video CONTENT

SEM for Sleepwell on Google
• Currently 20,000+ searches p.m on MATTRESS related keywords
– 6600 searches are for “Sleepwell Mattress”
• It’s possible to lead all these searches to SLEEPWELL
RECOMMENDED SEARCH TERMS
sleepwellmattress Dunlop mattress Mattress buy mattress
buy sleepwellmattress Kurlonmattress ortho mattress buy mattress
sleepwell mattress india Duroflexmattress spring mattress , coir mattress buy mattress India
sleepwell mattress price Godrej mattress memory foam mattress buy best mattress
Century mattress air mattress
Rubcomattress latex mattress
Futon mattress mattress brands
mattress price
mattress india
BRANDED COMPETITORS GENERIC HIGHLY SEARCHED KEYWORDS
Generic Buy Keywords

In conclusion…
Take a Higher Ground to strengthen Leadership.
Involve Customers at every communication level.

THANK YOU

Sleepwell - Charting the Next Level of Brand Growth

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