Casper-Sleep Marketing Case Study
Case Presentation and Discussion 1: Casper Sleep Inc. Marketing the One Perfect Mattress for Everyone
- How significant a threat are the “direct-to-consumer” mattress firms?
- How was Casper able to differentiate itself from other direct-to-consumer firms? Why was it able to pass by direct-to-consumer pioneer Tuft and Needle?
- Did Casper’s initial focus on “earned” rather than “paid” media make sense?
- With ambitions to establish itself as the Nike of sleep, what message and media mix would you recommend to Casper for the next phase? In particular, should Casper begin to use television as a medium or not?
Individual Case Report
Each student is required to submit a case report. Your case report should be a maximum of 2 pages single-spaced 12 pt. font. Please respond to the questions posted in the file “case questions” on Canvas. No need to summarize the case before responding to the questions unless you think it helps you to understand the issues and it should be no more than a quarter page. I recommend you respond to questions using bullet points each comprising on average 3 sentences. Start with a topic sentence then use subsequent sentences to substantiate your point (put more flesh). If you are asked for arguments in favor and against, I expect 3 to 5 bullet points on either side. Try to be more analytical than descriptive of the case. Analysis is about making comparisons, providing underlying explanations, identifying trends and making actionable recommendations. Be specific in your recommendation regarding a course of action and provide some ‘how’ details.