The document provides an overview of the rapidly growing home and decor industry, specifically focusing on the Indian mattress market, which is shifting from unorganized to branded products. Wakefit, with a 1-2% market share, targets the B2C segment and has been experiencing a monthly growth rate of 10-20%, aiming to capture 5% of the market by year-end through innovative product offerings and strategic marketing campaigns. The company emphasizes direct shipping from factories, eliminating middlemen to reduce costs while expanding its reach in both online and offline markets.

2. OVERVIEW OF THE
SITUATION

3. Home and decor industry, being an important part of
any nation's lifestyle is growing at a rapid pace to meet
the demands and tastes of variety of people

5. The growth in mattress market is largely led by the domestic
factors such as increased income levels
And also due to
infrastructural development
in terms of increased number
of residential units and
inflating number of hotels in
the country

6. The Indian mattress market, which is tightly in the
grip of the unorganized sector led by the street-side
shop and the local ginner, is fast shifting towards
branded mattresses

7. • Offline mattress market
consists of retail sales of
mattresses from
dealers/distributors or own
franchised stores.
• On the other hand, online mattress
market consists of sales which occur
through e-commerce websites like
Flipkart, Amazon, Snapdeal,
FabFurnish, Urban Ladder etc. or
company's own personalized website.

9. TO BECOME A ONE-STOP SHOP FOR
BEDDING PRODUCTS

10. COURSE OF
ACTION
• Wakefit’s focuses on the B2C
segment where users are more
discerning and value conscious in
order to make a good investment in
sleep products
• The last few quarters, the company is
growing at an average of 14 percent
in terms of pure revenue
• Expand to tier II cities too from
metropolitans

11. We bring to you
• Products made from genuine,
pure foams that last you a long
time
• Memory foams of the appropriate
density that adapt to your body
contour for greater comfort
• Cost savings of up to 50%
compared with any ‘renowned’
brand

13. PRODUCT
PORTFOLIO

16. • Wakefit sells 400-500 units during the non-sale period on
Amazon in a month.
• During sale season, it claims to sell 1200-1500.
• The firm claims to have sold over 50,000 products to over
35,000 unique customers across India.
• Has a market share of 2-3% of total online mattress in India
MARKET
POSITION and
OVERVIEW

17. • The foam mattress industry has been growing at about nine
percent YoY for the past five years and is expected to reach about
Rs. 14,000 crore by 2021
• Only 35 percent of the mattress market is organized
• The online market is expected to grow to contribute five to seven
percent of the overall market..
• The addressable market size for mattress category stands at
2,000 crore annually and Wakefit has around 1–2 per cent market
share
• Technology to innovate is into play but not enough technology to
sell has been used
• Organised mattress sector will be the boom, hence the same has
MARKET
POSITION and
OVERVIEW

19. Sunda
y
KURLO
N
Snooze
r
Urban
Ladder
Sleepwell
WakeFi
t

20. • Growing market
• Increasing health
consciousness
• Increasing purchase
power parity
• Technologically driven
• Moderate average age
of population

21. • Emerging new players
• Technology evolving fast to remain
exclusive to any one player
• Increasing ability of people to analyse the
pros and cons and understand the

22. • The online market is expected to grow to contribute five to
seven percent of the overall market..
• The addressable market size for mattress category stands
at 2,000 crore annually and Wakefit has around 1–2 per
cent market share

23. • Wakefit sells 400-500 units during the non-sale period on
Amazon in a month.
• During sale season, it claims to sell 1200-1500.
• The firm claims to have sold over 50,000 products to over
35,000 unique customers across India.
• Has a market share of 2-3% of total online mattress in India
CURRENT
INCOME

24. • Wakefit is bootstrapped
and has pumped in
about Rs 20 lakh in
investments so far
• The last few quarters,
the company is growing
at an average of 14
percent in terms of pure
revenue, and over the
last year, has reported a
monthly CAGR of
approximately nine
percent

25. • Wakefit has been growing 10-20
per cent every month since
December 2015
• Target of Wakefit is to acquire 5
per cent of the market share by
the end of the year.

26. COLLABORATORS

27. • Cut out middlemen so
that prices are 40 per
cent lower; ship free
to customers.
• To support growing
sales volume, the
company is investing
in logistics and other
infrastructure
resources to ensure
timely delivery of its
products.

28. E-COMMERCE WEBSITES

29. DIFFERENTIATION

30. • The liberty to choose between sleeping on two
different surfaces on any given day – medium soft or
medium firm.
• This Dual Comfort Mattress comes with both sides
being usable surfaces.
• Opposite surfaces have opposite feel in terms of
hardness. One side is medium firm and the other is
medium soft.
• This feature is a fantastic option, especially when
there is a change in season.
• During summers, you can opt to rest on the softer
side and winters call for a cozy sleep on the hard side

31. SEGMENTATION

32. Geographic (as per the city)
Target– Metropolitan cities (especially IT
hubs like bangalore, Hyderabad, Chennai)
Psychographic - lifestyle,
Target – (urban and semi urban)
Behavioural – types of attitudes of
buyers, Target– (Buyer and influencers)
Demographic - Age,
Target – {(22-27) and (30-40)}
Occupation, Target – (Ones working
in IT jobs mostly who are familiar with
technology in use for everyday activities)
Income, Target – (mid to high, freshers
to mid-level managers)

33. • In case of orders through other e-
commerce websites, all customer
service including returns and exchange,
will go through that particular e-
commerce website’s customer support.
• Also, all purchases made through
Wakefit internet services offer a 100
days trial period.
COMPANY

34. • MATTRESSES ARE MANUFACTURED IN FACTORIES AND ARE SHIPPED
FRESH FROM THE FACTORY DIRECTLY
• THIS INVOLVES NO OTHER STAKEHOLDER EXCEPT THE MANUFACTURER
AND THE CUSTOMER
• FOR SALE THROUGH OTHER E-COMMERCE PLATFORMS, THE SAME
PLATFORM COMES INTO PLAY

35. COMPETITORS • Same channels to sell
• Tough competition
• Little known about
technological innovation
to customers
• First mover’s advantage

36. POSITIONING

37. CORE
MARKETING
CAMPAIGN

38. Create facebook
event in bangalore
corporate groups
and ask for
responses of
interested
participants
Invite lucky
participants to
office on
Saturdays to have
a sleep challenge
Design fixtures for
it to have a winner
out of it with
maximum hours of
sleeping

39.  Word of mouth buzz
 Guerrilla Marketing
 Heavy traction in Bangalore circuit
 Unconventional methodology hence
unique
 Recognition across the country

40. Quality assurance with
brand awareness
Winning attributes linked to
innovations
USPs can be wisely
marketed next

42. MARKETING
CAMPAIGN 2
BACHELORS
 Target bachelors
 Give them scratch cards for discounts on
next purchase(Captive product pricing)
 Discounts for some time on bulk purchases by
bachelors (Product bundling pricing)

43. Scratch cards could work
like referral system among
friends
Bulk purchases likely for
freshers coming from same
college
Rapid word of mouth buzz

44. BUDGE
T
While the sleep challenge will cost
us the prize money or a free lifetime
mattress purchase, the scratch card
option can be considered to
strategically use the discount rates
until the budget crosses 3 lakhs

45. MARKETING CAMPAIGNS AT
PLACES FOR TRANSPORT LIKE
AIRPORTS & METRO STATIONS
PEOPLE CAN BE LONGED FOR
SLEEPING AT HOME ON THEIR
MATTRESS WHILST THEY
COMMUTE IN THEIR EVERYDAY LIFE

46. Product offerings : Innovation in product, Sorted and
simplified choices, Adequate portfolio, After sales
services and follow ups "Premium" – Will come in
various packages as per the need.

47. POPs : Scientifically
made and chosen,
Technological
advancement, Comfort,
Certified and credible,
warranty
PODs: Trial period, shipping charge leverage, bulk purchase discount,
Specific target market who would act as influencers, Double sided
mattress for various seasons, Stylish and trendy, sleep inspector for more
information on healthy sleeping habits, Innovation driven

48. “Free” – All varieties will be available, reparability,
ease of ordering, Easy shipment and installation,
durability, referral discounts

49. Package 1 - More like a membership, this will allow the buyers to avail
services that of a “sleep inspector” for regular information on health
benefits of sound sleep and how to achieve it. Discounts for extended family
members or friends in bulk purchase, Regular offers and discounts for other
offerings of the firm as and when the portfolio is increased,working
employees get discounts when they choose mattresses for their old parents.
"Premium" – Will come in various packages as per the
need.

50. Package 2 - extended warranty along with the product
Both the packages can be clubbed if needed and then the total
would be lesser than the individual same with all the offerings
.
"Premium" – Will come in various packages as per the
need.

51. • Create facebook event in bangalore
corporate groups and ask for
responses of interested participants
• Invite lucky participants to office on
Saturdays to have a sleep challenge
• Design fixtures for it to have a winner
out of it with maximum hours of
sleeping

52. Will help in :
 Word of mouth buzz
 Guerrilla Marketing
 Heavy traction in Bangalore circuit
 Unconventional methodology
hence unique
 Recognition across the country

53. PLACE

54. MORE PLACES

55. The first version for the
app will be free and the
paid version will be
premium

56. • Sleep inspector
• Extended warranty
• Bulk purchase discount
• Both the offers

57. Offer
number
Offer Duration Price(in $)
1 Sleep
inspector
(included
with bulk
discounts)
1 year 15
2 Extended
warranty
20 years 15
3 Offer
number 1+
Extended
warranty
1 year + 20
years
20
4 Clubbed with
2 or 3 – On
sale of more
than one
product
20 years per
product
Reduction in
the price of 2
or 3 by 20%
each

58. DISTRIBUTION
• The company
ships directly
from the factory
unit
• The company is
investing in
logistic arm for
swift movement
of products
• The company
does not have
any middlemen

59. SLOGAN
THE CHOICE OF YOUR REST, RESTS IN YOUR MATTRESS

60. R&D
MARKE
-TERS
CUSTO
-MERS
INFRASTRUCTURE

61. MARKET RESEARCH
FEEDBACK
AFTER SALES
SERVICE
INNOVATE
BUSINESS
PROCESSE
S

62. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
62
© Sameer Mathur 62
Saransh Chauksi
Indian Institute of Technology,
Kanpur
MBA Student