Strategy designed for the product "Pillow with Audio"

1. Pillow with an Audio
Enabled System
ATHITHI RAMAN
SAIPRASAD SHELKE

2. Pillow?Audio Enabled? How? What is It?
Do you listen to
music when you
sleep?
Do you fear the
harmful
radiations of the
phone?
Do you want to
sleep like a baby?
Many people don’t sleep well for various reasons like stress, anxiety or the fact that
they don’t have the comfortable cushion! We would like to make sleep a pleasurable
experience to delight customers.

3. A multi-functional Pillow? Really?
RESEARCH
More than 75% of the people in the age bracket of 13-35
listen to music when they sleep
CUSTOMER RESPONSE
On learning of such a product we received umpteen such
responses-”Where do you get it I would like to have one”
FUTURE POTENTIAL
People went on to give valuable suggestions like voice
recognition, alarm systems and customized features
“The headphones
entangle at night and we
end up wasting the phone
battery “
“Finding a pillow with a
basic feature of softness
itself is a task today”
“It would be great to talk
to the pillow and give it
instructions”

4. CATEGORY CHARACTERISTICS ATTRACTIVENESS OF THE SEGMENT
TEENAGERS  Heavy Metal fans who are fond of
pumped up volumes
 Can gain customer loyalty for a
long period
 Can gain quick fame in this
demographic
YOUNG ADULTS  They want a huge choice of playlists
 They look for additional benefits like
alarm settings and voice recognition
 Spread a good word on social
media and set it ablaze
 Would involve in customer co-creation
MIDDLE AGED  Many face stress disorders, anxiety
and insomnia
 They would purchase such a pillow if
emergency phone calls and
messages could be audio-enabled
 Look for economic value
Travellers in trains can find this to be a great companion. In hospitals for people with sleep problems,
medical issues and even mental disorders.

5. The logo brings out the cool and inviting colours. “Sound
Sleep” not only refers to the undisturbed sleep but the
music that makes it an altogether different experience.
Sound Sleep is a pillow that has the additional
attributes of music, playlists and even alarm tunes.

6. Positioning Statement
Sound Sleep is a pillow that is an innovative offering for blissful
sleep through its unique features to consumers looking for a
differentiated experience around the world.
TARGET SEGMENT
Consumers looking
for experiencing
innovation.
Teenagers, young
adults and the middle
aged who want the
delight of the
augmented product.
POINT OF DIFFERENCE
Features like head
massages,
customization of pillow
size and colour, inbuilt
playlists, battery life
FRAME OF REFERENCE
Pillows
comfort cushions

7. We took a survey and these
were the kind of features
consumers that they would
be delighted to have:
 Customized Designs
 Vibrations that gave
head massages
 Sensors which detected
sleep and automatically
switched off the music
 Voice Recognition for
Volume Controls
 USB Ports
 Mobile Phone
Connectivity
 SOUND SLEEP pillows can be
customized for different colours
and sizes
 SOUND SLEEP pillows not only
come with inbuilt speakers but
with additional benefits like a
range of accessories like
headphone jacks, sensors for
sleep detection, head massagers
SOUND SLEEP would like to offer these
benefits to the consumer and let them
choose their mix to give a
differentiated custom offer
Introduction of new features
engages customers. Also after sale
services for the above features will
help gain customer loyalty

8. Based on our survey the ideal price one
would like to pay for this product: More
than 90% said that 1500-2500 INR would
be a good benchmark
In spite of no
benchmark of
such a
product in
India the
consumer has
estimated
SOUND SLEEP
to be around
8-13 times
the price of
an ordinary
pillow
Market skim
pricing would
be an ideal
strategy since it
is a new
technology
Additional features
and offers would
continue to keep
the customers loyal
 Introduction of
price
differentiation
for accessories
for eg. The
strategy used by
Gillette(blades)
and HP
printers(ink)
 Competing in
the international
market with
iPillow, Music
Bean because of
competitive
pricing
SOUND SLEEP is a product that many would
first like to experience and then purchase. The
consumers who have understood the product
would then even prefer online channels
So where is the
best place to
experience
SOUND SLEEP?
Online selling on
snapdeal.com, ebay.com,
amazon.com, flipkart.com-with
the possibility of customization
like for instance Dell laptops
Customers
would make
quick decisions
at these stores
after
experiencing
SOUND SLEEP

9. LAUNCH STRATEGY
BELOW THE LINE
Conducting
Below the Line
activities in malls
and showrooms
by giving the
pleasurable
experience
Taking immediate
orders, social
networking profiles
and feedback at this
stage would be useful!
DOCTORS AND THERAPISTS
For those with
sleep disorders,
mental illness or
insomnia the
special playlists
on SOUND SLEEP
can help as a
therapy
ADVERTISING
Using fun
comic strips, ambient
advertising, airport
lounges, trains like
Rajdhani-to promote
SOUND SLEEP when
commuters want a
source of pass time
and good sleep
DIGITAL MARKETING
 Viral youtube
videos
 Facebook pages
like-”Let us Sleep
Sound”
 Twitter to engage
with tweets on
latest needs

10.  Forming social circles(specially for those with
sleep disorders)
 Using mobile apps to turn on the pillow, set
a playlist and alarm
 Engaging by forming
hash tags like
#soundsleep,
#areyousleepingsound
 Conducting polls and
votes for active
interaction
 Attempt to sell the
accessories along with
the pillow
 Selling these pillows with
stretch chairs and
mattresses
 As per customer needs and
interaction coming out with
“glow in the dark”
 “mood music” and such
extravagant features
MOBILE
APPS
LAUNCH
STRATEGY
BUNDLING
ADDED
BENEFITS
CONTESTS