The Art of Selling A NEW PRODUCT · THE ART & SCIENCE OF SELLING A NEW PRODUCT USING DIGITAL MEDIUM Innovative Marketing is disrupting the mattress industry. Mattress companies in

by ISPF

July 2019 Volume 1 | Issue 2

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CIRC

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The Art of Selling A N E W P R O D U C T

M i l l e n n i a l s a r e d r i v i n g a n e w i n t e r a c t i v e m a r k e t i n g p h e n o m e n aFLIP TO KNOW MORE

INDIAN SLEEPPRODUCTS FEDERATION

Editor S. Sundaresan

Editorial & Advisory board Indian Sleep Products Federation A/5, Veerabahu Nagar, Pettai Tirunelveli - 627004, India

Project managed by eMpulse Research and Data Analytics (I) Pvt Ltd

Printed at Aditya Graphics and Printers

Editorial correspondence may be addressed to Editor, Indian Sleep Products Federation A/5, Veerabahu Nagar, Pettai Tirunelveli - 627004, India

e-mail: [email protected]

Please share your ideas, feedback or consumer experience and WhatsApp to 9840824627 or you can mail it to [email protected]

Dear Retailer,

The best idea or experience will be captured in the next issue.

EDITORIAL

2 / COMFORT TIMES - RETAIL SUPPLEMENT

Although we sleep every day, surprisingly, there are so many facts around it that we miss and need to know.

Learning and educating about sleep reinforces the importance of the sleep industry and makes consumers choose better sleep products. Be it the type of mattress or posture or the placement and location of the bed, every single aspect contributes to yielding a better sleep.

The sleep industry today has evolved many folds and is equipped to cater to the new world’s sleep-related problems. Presenting the range of products alone for customers will be

very one-sided if the present scenario is not highlighted. Thus, educating the customers on varied sleep aspects is important to keep your credibility intact.

This edition elicits this need for sleep education and its importance for customers. You can create a win-win situation by offering knowledge to customers and through it increase your sales.

In this edition we have also shared our thoughts on how a new product can be sold using digital medium.

S. Sundaresan Editor, Comfort Times

Educating consumers on sleep

RELEASING A NEW PRODUCT

COMFORT TIMES - RETAIL SUPPLEMENT / 3

THE ART & SCIENCE OF SELLING A NEW PRODUCT USING DIGITAL MEDIUM

Innovative Marketing is disrupting the mattress industry. Mattress companies in the US and India have demonstrated how to successfully market new products to millennials via digital native channel. Companies are capitalizing on Wellness Obsession with aspirational

messaging. They are selling sleep and product benefits instead of additional bed features.

Millennials are driving a new interactive marketing phenomena



Building an audience is all about how you capture the mindshare and become a household name. And, how you build your strategy around your competition’s weaknesses. The new age players are turning to digital platforms to reach out to their customers. The new strategy for retailers is to change perceptions about mattress buying and create a meme around sleep in a playful and creative way, with a genuine voice."

The world of retailing is divided into mostly three categories. The Exclusive Brand Outlets (EBO), the Multi Brand Outlet

(MBO) and large mega-stores like in shopping malls, which can also be termed as a large MBO. Many EBOs just follow their principles to help them build leads while MBOs create special occasions to bring the customer into their stores. However, one common element is that both EBOs and MBOs have learnt that they need to cast their net wider and create a digital wow factor to draw customers.

Retailers have started to invest in digital communication. While, players like Wink and Nod and Kurlon create specific Content Marketing campaigns, retailers too have been building their own fan following. Facebook and Instagram seem to be a popular place these retailers are turning to – obviously since their target audience spends a lot of time on these channels.

Best PracticesWink & Nod, the Pune-based neo-mattress player invited netizens to congratulate the next PM on its Instagram account. Around the same time, Sleepwell, posted an bedroom decor tips while in an April 9th tweet, Duraflex exhorted its fans to “catch up sleep” before the final season of Game of Thrones started. This is just a sample of how Indian brands are responding to new ways to attract the digital native customer.

In the age of digital natives, it is necessary to reach out to millennials, capture their attention and draw them into their virtuous network where transaction would occur with ease. The key ingredient is an aggressive

RAKESH KHODAYOwner of Drapes and Sofa, an up-market lifestyle retailer.

content marketing initiatives. If one delves deep into their practices, there are fascinating takeaways to be found.

Mattress manufacturers have been allocating big ad budget yet they continue to engage in smart content marketing that anyone can emulate. In fact, there are two big lessons that anyone selling big-ticket consumer items can learn from these players. The key is to embrace three distinct content forms as part of their strategy: short blogs for an attention deprived audience, instagram posts and videos, each with the goal of nudging prospects further along the sales funnel.

Examples from Other BrandsIn a bid to understand their customer better, Casper used blog post Call To Actions to drive market research. However, the most crucial artefact that helped, for instance Casper, catapult to the world stage was their unboxing videos which came popular racking up millions of views on YouTube. The best part of this story is none of these videos was produced by Casper, they were voluntarily created and posted by its customer resulting in unprecedented free publicity for the company. It's no surprise then that 54% of Casper's entire social traffic comes from YouTube.

“In today's world, the key to reaching out to people is to establish direct contact with the potential customer. Social Media and digital marketing helps us establish this connect at one level,” says Srinivas Rao, CEO, Klen Laundroworks. Srini has launched multiple brands and understands



the changing contours of the buyer landscape. “One of the biggest way to reach out to customers is to ensure that your customer experiences your product,” adds Srini. Srini’s company participates in expos and conducts roadshows. “We sell commercial laundry equipment to hotels and hospitals, my friends in the sleeping products industry have been rapidly engaging in direct to consumer approaches. The USP of selling whether it is laundry equipment or top-of-the-line sleeping product is by giving data on the cost of ownership which shows the savings potential and health benefits”, says Srini.

Even though, digital channels are their primary vehicle to reach out, a physical store, or a roadshow is an essential ingredient in the new age players’ marketing toolkit.

Successful Promotion Strategies“Courting the digital native requires us to be part of their conversation and adding value to their conversations,” says Rakesh, "I see people using search ads, newsletters and Youtube ads extensively,” says Rakesh. “Stories are important, so content marketing becomes a key tool,” Rakesh adds. “Retailers, whether they are EBOs or MBOs cannot afford to sit and wait for the footfalls. They have to aggressively promote themselves through internet ads, Youtube and these days Netflix and Amazon Prime,” says Manjunath

EVEN THOUGH, DIGITAL CHANNELS ARE PRIMARY VEHICLE TO REACH OUT, A PHYSICAL STORE, OR A ROADSHOW IS AN ESSENTIAL INGREDIENT IN THE NEW AGE PLAYERS’ MARKETING TOOLKIT

Khoday, a prominent retailer in Bangalore.

This is where retailers are differentiating themselves from the other direct-to-consumer mattress companies. Blogs dealing with a variety of content, some exploring the science of sleep and some dealing with general health tips are a great way to reach out to people. Some posts could be roundups of sleep-related articles from around the Web, some promotional posts. The common thing to all of them is to be brief and to the point.

One need not get into elaborate attempts such as the US major, Casper’s sleep journalism via Van Winkle’s.com which was set up to drive organic search traffic. But retailers can take advantage of search ads because, search is the first point of potential contact. “It is not enough to be located at a premium place where footfalls are ample but we need people who will walk into our stores with a purpose,” says Manjunath. The mobile brand, One Plus has made

this into an art. Priming the customer with teasers, compelling advertising and info-bytes about their upcoming launch and drawing them for a first-hand experience of their newly launched product.

An Alternative View and Some Tips to Market to MillennialsWhen you have lower resources at your disposal, you could look at what another interesting new-age mattress company, Parachute, did with its strategy. Parachute rode the “longevity matters” meme rather than the short-term “race to the top” meme. Parachute and Casper were aiming for the same end goal: becoming a lifestyle brand. It's true that Parachute is far from being a household in the US that Casper is but so far this approach has helped Parachute to grow more slowly yet stay (live) longer in the game.

Changing Nature of

Marketing and Audience EngagementThe idea that customers should test out the beds first before making a purchase is catching on. Can you create a campaign around that meme so that curious customer walk into the stores, experience the mattress



Have stalls during weekends in housing societies and colonies during weekends

Participate in events which attract your target audience

Tie-up with a complementing product and jointly promote – for instance, Sofas and furnitures

Do merchandise promotion in malls, cinemas and other places where millennials frequent

Create contests online or in malls

Offer a “Sleep Experience” by giving away time-slots to people in the neighbourhood.

A FEW NON-TRADITIONAL APPROACHES FOR NEW LAUNCHES

and make a buying decision. Use instagram posts, inorganic campaigns on Google and Bing search, Youtube ads and the likes.

Once, the potential customer walks in, whether she buys or not the audience is built. If you start engaging with this audience with useful and enjoyable content then converting them to customers and then fans is a matter of time. Retailers should understand

the new language of narratives the digital natives love and use them to get them to buy.

Preparing for a Big LaunchWhen a new brand launches, the

primary goal is to achieve mindshare and scale. Create a launch tool kit to ensure you get the right engagement. Whether your posts are tongue-in-cheek, or business-first, determine the tone you will adapt. For instance, you would favour the former tone while addressing the millennials. Adapt a voice, advisory or aspirational for instance. It is advised to get professional help from digital marketing agencies who will help through the process.

If you are an EBO you will not only get budgetary contributions from your principal for marketing spends but also a complete marketing kit. Most

“When I first saw Chhavi Mittal’s videos, they were hilarious but got me thinking

about relationships. I became a hard core fan of her and did not miss any

video. On the go, all the products that she recommended was what I highly

trusted. Now I see how it has impacted my perspective on brands. I think facebook

has a powerful influence on building consumers.”

PRIYANKA JAIN, Managing Editor, Delhi

MBOs and large format stores make do with their own strategies. However, the common thread is to adapt Below The Line activities. The brands will have enough resources for Above The Line activities and hence retailers can focus on targetted Below The Line activities. Digital medium is a great channel for Below The Line activities.

ConclusionIn the words of Amazon’s Jeff Bezos, its crucial for companies selling in this age to “remain customer-obsessed and letting customers influence product design.” Often it takes a lot of imagination and hard work to bridge the last mile to the consumer. Get to know the consumer intimately and provide information he may still not be looking for and see you conversion rates soar.

1. Update your website with the latest product. Have good product photographs, a 180-degree view if possible, give ample information about the product

2. Do SEO of the page

3. Promote the page using organic and inorganic ways. For inorganic ways, in India, Facebook ads are still a great value for money

4. Do not forget to engage your audience with regular posts across FB, Twitter, Instagram and Pinterest. You can choose any two as well and focus as they generate footfall

5. Prepare a Press Release and distribute through paid and non-paid channels (this is optional)

6. Create an offers Newsletter and start sending to an opt-in list

7. Use Referral marketing and create a opt-in group using WhatsApp for offers, discounts and special deals

HOW YOU CAN DIGITALLY INCREASE THE SALES


The way sleep is essential for the human body, so extremely important is the sleeping surface. In order to

protect your back, a perfect sleeping surface promises a good posture while you sleep. The muscles and ligaments of your back relax and heal themselves while you sleep. A good sleeping surface ensures that the natural curve of the spine is secured and your ears, shoulders, and hips are aligned, even as to turn when sleeping.

Sleeping SurfaceThe human beings are accustomed to sleep on a firm surface driven

by the dogma that a firm surface ensures a perfect back

comfort and support, keeping the natural spinal alignment and body posture in place, thus significantly enhancing the quality of Sleep.

While traditional cotton mattresses are a healthy choice, they lack convenience and durability. Nowadays, the bandwidth of technologically advanced mattresses and sleep products have gone up, that promise the convenience, durability and personalized comfort. We witness a wide variety of pathbreaking innovations in the mattress industry as well, when the consumers have become more specific in choosing the products that they prefer. Understanding different specific requirements of the consumers, brands offer a wide variety of mattresses from luxuriously soft

support. However, the truth is that an ideal sleeping surface should be a perfect blend of comfort and support.

A right mattress can make all the difference between a sound sleep and a sleepless night. A good mattress offers a perfect balance of required

A right mattress offers a perfect balance of required comfort and support, keeping the natural spinal alignment and body posture in place, thus significantly enhancing the quality of Sleep.

W H I C H M A T T R E S S S H O U L D C O N S U M E R B U Y ?

“For a customer, we give them details on mattresses and their corresponding

health benefits. We suggest them spring mattresses that are chemical-free.

Considering their age group, we also explain the different mattress qualities, structures

and mattress with zones and layers for their comfort. These are the factors to take into account when consumers buy mattresses.“

MOHIT AGARWAL Director of Springlife Mattress, Punjab

THE RIGHT MATTRESS


mattress for enhanced comfort to a firm mattress for the perfect back support. "My mother is 68 year old and suffering from back pain from past few months. We thought that this is a age related problem. But once, our doctor suggested to change the bed she was using. We purchased one of the mattress from leading brand and now she is using it from past two weeks. There is a significant improvement in her health and her back pain has come down. Advantage with new age mattress is that you get as per your requirement and we may not find such solution with cotton beds," says Sherlin Thomas, a resident of Alleppey from Kerala.

According to Consumer Reports, innerspring mattresses are the most common type sold, but the trend is moving toward other types of beds like memory foam, adjustable, and air. If you look at the mattress offerings, there’s something for everyone. But consumers need to select the best which is needed for them.

Prachi Balyan from Wakefit says, “A mattress with a perfect balance of comfort and support ensures that you catch on your quality sleep. The consumers who visit our website, do value the role of a mattress for a deep sleep. In my four year experience, I have seen the transformation where consumers have now evolved and are aware of their sleep and sleeping surface requirements. Our online analytics reveal that the consumers already know the type and the size of the mattress they want. In case if any consumer is not aware of, they call us and we give them a complete digital presentation and explain the product benefits. Product Demonstration videos work beyond expectations. And their repeat purchases and word of mouth references are the proof that our consumers are satisfied with our products and customer service.”

"It was quiet a daunting task for me to select the mattress for my family. When I went to buy a mattress, there were several branded showrooms and each one was talking about benefits that their product offers. Due to this confusion, I couldn't able select the product for over two weeks. While doing a research online, I could get more sense with lot of user reviews. I decided to buy two kinds of mattress one for adults and another one for my growing kids. So it is difficult to say which mattress to buy. I can only say that, it is as per your requirement," Says Vishal Halbhavi from Hassan.

The way Sleep is important, the mattress also plays an important role for a better health. Since there are lot of advancement in the mattresses, people can choose the best mattress which offers them desired surface firmness and comfort level complementing their personality, and lifestyle. Unless you have a condition that may require a certain type of mattress, you should choose a mattress that provides personalised support for the natural curves of your spine and is comfortable for your unique body posture, weight, height and pressure distribution. So, instead of choosing a mattress based on the brand, choose it as per your sleep requirement!

TADREZ TASHA Sleep Logic, Retailer, Karnataka

There are a set of consumers who are neither give importance to sleep, nor have any specific preference. In such cases, we explain them the significance of sleep for a healthy lifestyle and the ideal mattress that they must choose. With such consumers, word of mouth and our recommendations works.”

Consumers should wisely choose the mattress that they need. The best mattress is the one which provides comfort to the individual. Some consumers who are used to sleep on a hard mattress may not feel comfortable on a soft surface. It is better they avoid such experiments unless a doctor has advised for them to do so.

THE RIGHT MATTRESS


Consumers mostly hesitate to talk about their sleep problems and are particularly embarrassed to share their snoring habits or feeling sleepy at all times. This requires a good education on sleep to such consumers and retailers can share how good mattress as a sleeping surface can solve sleep issues to consumers.

HOW SLEEP EDUCATION HELPS IN INCREASING SALES – GETTING EMPOWERED BY EMPOWERING CUSTOMERS These are the latest key

findings of a global survey titled “The Global Pursuit of Better Sleep Health,” released

on March 15 (celebrated as World Sleep Day) executed by KJT Group on behalf of Philips, interviewing 11,006 respondents in Australia, Brazil, Canada, China, France, Germany, Japan, Netherlands, Singapore, South Korea, the United States and India to capture attitudes, perceptions, and behaviours around sleep

Interestingly, the findings also point out to an appetite of using sleep

Generally we ask consumer about his needs before offering a bed or a pillow. Some customers come prepared to buy a particular type and brand of mattress. Some want our opinion. In such cases, we explain importance of sleep, how mattress can help them in getting better sleep and also we explain about the product benefit and material used in the mattress”

SHIVANAND PATILa retailer from Dharwad

SLEEP EDUCATION


improvement tech/wearables with 16% Indian adults inclined to use the devices as wearable technology allows consumers simple ways to monitor and improve their sleep quality. Indicating ignorance about sleep disorders, the survey also highlighted that nearly half of the sufferers perceive snoring to be natural, heredity, or caused by age which is a major reason to not take it seriously.

Strengthening its commitment to ‘Sleep Health’, Royal Philips, a global leader in health technology and a leading innovator in sleep and respiratory care, aims to use these insights to further enhance conversation about an important yet often forgotten pillar of health and wellbeing, sleep health.

Philips has established over 500 sleep labs across the country and trained over 400 sleep technicians. It is developing clinically-proven solutions that help people take control of their sleep health. It is also meeting the growing and evolving needs of consumers and healthcare professionals, through the expansion of its SmartSleep suite of solutions and surpassing of ten million DreamWear masks and cushions sold worldwide.

Importance of Mattress as an Ideal Sleeping SurfaceThe mattress players are taking an utmost care in understanding the needs of the different set of customers like pregnant women, kids, couple, people with back pain, people with heavy body weight to offer them with right kind of solutions.

Besides launching new solutions to help customers, Godrej Interio launched an initiative called Sleep@10. Godrej Interio aims to

Despite 55% of adults in India agreeing that they sleep well, 73% still wants to improve the quality of their sleep.

Indicating rise in awareness level on ‘Sleep-Health’, 38% of Indian adults say that their sleep has improved in the past 5 years.

While 34% Indian adults are inclined to know more sleep and treatments to improve sleep, 24% have already used online forum/social media to better educate themselves about ‘Sleep Health’.

When it comes to improving sleep, 31% Indian adults meditate, higher than the global average of 26%.

create awareness amongst the people about how important sleep is to not just one’s physical wellbeing but also ones mental health. The mattress brand also brings forth the negligence that lies in identifying a mattress and how this is impacting the socio-economic fabric of the nation. The company has roped in an International footballer Aditi Chauhan, who is also a strong advocate of a disciplined sleep routine to speak the role that a good sleep routine has played in her success as an athlete. To aid the sleep@10 concept, Godrej Interio has also created a sleep-o-meter that helps track people’s sleeping patterns.

On the other side, Peps Industries, one of the India’s top-selling spring mattress manufacturing company celebrated its 2nd Peps ‘Wake Up Day 5k Run’ in Bengaluru on March 18 with participation of over 1200 people across all age groups in this unique event. Through this event, Peps intends to fuel the participant’s dreams by helping them understand

“Football is an extremely agile sport wherein alertness and fitness remain integral to success. A tired or unfit body will not be able to perform

well in such demanding sports. Hence, adequate and quality sleep

is necessary since it reenergizes the body and rejuvenates the mind

thereby refreshing one to perform to his or her optimum level.”

ADITI CHAUHAN, International footballer

“I have been using mattress for the last few years for 2 reasons. First- comfort level. Second- After hectic

work and travel, good mattress gives me the last mile comfort and relax to the tiring body so that I can

start next day refreshed.”

KRISHNANAND KULKARNI Software Professional

ALONG WITH USE OF SMART DEVICES, OTHERS PREFER USING APPROPRIATE MATTRESS TO OVERCOME THEIR SLEEP RELATED PROBLEMS.

SLEEP EDUCATION


ISPF ORGANISES RETAIL TRAINING PROGRAM AT HYDERABAD

ISPF retail program are aimed at empowering Retail Partner’s knowledge on Product Presentation and Product

Knowledge for offering the right consultancy skills to the Consumers for purchasing a mattress or sleep product that is right for them and is according to their requirement.

It’s another series of Retail Training Program was conducted on 18th June 2019 at Hotel Marriott, Tank Bund Road, Hyderabad.

Yashwanth Malay, from Geeta Enterprises, Hyderabad, who attended this Retail Program shares his experience of this Retail Training Program with us “ISPF training program has educated us on the current market situations, the potential for the growth of the mattress industry. The training experience has introduced us with the hidden obstacles that we were facing and has inspired us to change our approach for converting footfall into successful billing.”

With this insight, ISPF firmly believes that Retailers should first sell sleep before selling mattresses for enhancing the Consumer buying experience. For attending the next Retail Training Program in your city and discovering effective sales tips, CALL S SUNDARESAN on 9840824627.

In order to get good sleep, mattress plays an important role. A mattress that offers perfect comfort and support to the body will enhance the quality of sleep. A right mattress maintains natural spinal alignment and distributes body pressure evenly. Retailers must suggest a right mattress to the consumers basis their specific need. Retailers should educate consumers that a deep sound sleep makes you fitter, faster and successful and educate consumers on how old mattress becomes allergetic for the humans over a period of time. Old mattress accumulates dust, bacteria, bedbugs that affects health of the consumers. It is recommended that consumers should replace their mattress every five years.

“Only when elaborate details of mattress are put forth before customers, will they be persuaded to choose high-end products. The mattress type they choose can vary according to their age, height, weight, health conditions, budget and more. Even during off-seasons, the sale depends on how well and satisfactorily the customers are explained. Thus sleep education is a great way to woo customers into buying.“

MURUGAN K, Salesman, Universal Mattress, Chennai

YASHWANTH MALAY Geeta enterprises,

Hyderabad

EDUCATE YOUR CONSUMERS TO CHANGE THEIR MATTRESS EVERY FIVE YEARS

ISPF’S INITIATIVE OF ORGANISING RETAIL

TRAINING PROGRAM 'HELPING CONSUMERS SLEEP BETTER' ACROSS THE COUNTRY HAS OFFERED

RETAILERS A PLATFORM FULL OF

BUSINESS OPPORTUNITIES, CUSTOMER

HANDLING SKILL ENHANCEMENT AND

EFFECTIVE SALES TIPS THAT PROMISE

INCREASED TRANSACTIONS.

“The training program was enlightening one with 2 key takeaways, gearing up for the next big challenge to face retail trends and taking up e-commerce with much preparedness”

HARISH BATCHA, Batcha Comfort Zone, Hyderabad.

“Topics like Know Your Product was covered in depth and in an interactive manner bringing out various views. Session on What are your Business Opportunities? was also covered in a great manner. One session that was highly informative was the Alphabet Soup by Gerry Morris. As retailers we need these sessions to get motivated and refreshed . Thank You ISPF for the initiative and a well organised program.”

P SAI KRISHNA, Sai Baba Furniture, Hyderabad

SLEEP EDUCATION


the importance of sleeping better, performing better and achieving better.

Sleep Health and Medical CommunityIn addition to bringing awareness among public, it is necessary to make medical community understands the problems related to sleep. In this

regard Nithra Institute of Sleep Science, unit of Utopian Healthcare Private Limited launched Nithra Support Group in Chennai and conducting courses (fellowships and diploma) for doctors, organising short

Journal “Sleep and Vigilance”, public education and promotion of sleep health. In its efforts to reach out to more people, Sleep Health sector needs trained and skilled workforce. In this endeavour ISSR has been working on to sensitize first year Graduate Medical students to sleep research by conducting programmes. This programme will lay the foundation for future sleep research leaders.

The youngsters have taken the abuse of sleep as a matter of right and pleasure. The early school timing in metros mostly in winters do not give enough opportunities for the children to sleep adequately. This may interfere with the physical and mental growth of the children who are the future of the country. Education of parents on sleep hygiene is the need for the hour.

“Inadequate sleep leads to obesity, heart disease, diabetes, shortens one’s life expectancy and several

other mental and health concerns. In the recent years, owing to our lifestyle, sleep deprivation has

been a rising medical concern. As a sleep specialist, I see several children - our nation’s future,

suffering from varied health issues owing to negligence of a good sleep

routine. A child needs 10 to 12 hours of continuous sleep, rather than multiple naps, by the age of

two. And its up to us as parents to ensure that we facilitate a good

sleep routine for ourselves as well as our children.”

DR. VIVEK NANGIA Head and Director of pulmonary critical care and sleep medicine, Fortis hospital

“As a universal law I usually recommend patients to take 7-8

hours of proper bed rest. In the changing scenario,

in general, using foam mattresses are better. However it depends on the kind of people who

are using mattress, they can use other mattress as well like spring, coir, air bed and water bed. I suggest people to use mattress which provide ideal sleeping surface

and to use medium pillows.“

DR PAVITRA HIREMATH

Gynaecologist & Obstetrician

term courses.

Besides companies and institutes, who are in the business related to sleep medicine and sleep health, all likeminded people in the field of medicine and teaching faculty with purpose to promote education and training in sleep-wakefulness research, to provide a forum for the exchange of information pertaining to sleep research and sleep medicine, including holding of periodic scientific meetings, establish and maintain standards of reporting and classifying data in the field of sleep-wakefulness research formed Indian Society for Sleep Research (ISSR) in 1992.

Besides carrying out regular academic activities, ISSR has stepped into new ventures which include launch of the

“We have to wake up the government on

the economic burden of drowsy driving. The Ministry of Education

should include topics in sleep health in school

curriculum. Let us make it routine to spread the

importance of sleep health in all available social gatherings. Do

not sacrifice your sleep for pleasure and mobile

games. Sleep is the biggest pleasure nature

has given us.”

DR HRUDANANDA MALLICK

President, Indian Society for Sleep Research (ISSR)

“Over the past year, we have gradually improved

the awareness about sleep problems not only amongst general public but also in the

medical community. Most of us hesitate to talk about our sleep problems and are

particularly embarrassed if we snore or feel sleepy at all times.

These problems can lead to reduced efficiency at work and work related or motor vehicle accidents. If untreated, in the long term, this could also lead

to complications like heart diseases, stroke and high blood

pressure.”

DR N.RAMAKRISHNAN Director, Nithra Institute of Sleep

Sciences

DOCTOR'S VIEWS ON IMPORTANCE OF SLEEP AND MATTRESSSLEEP EDUCATION


We do face lean season/ dry season like any other industry unlike FMCG. During the period our business will drop by over 50%. We will do brisk business during June – December period (no lean season). During the dry season, we take up many sales promotional activities like clearance sales, offering discounts.”

MILIND NAIDU Proprietor, Spring Woods

HOW CAN RETAILERS ADDRESS A DRY SEASON BY ADOPTING MULTIPLE MODELS?

In the fast changing business environment, the retailers are finding it tough to take on competition. Thought the market is opening up, with awareness and spending nature of upper middle class, still the retailers are feeling the heat of competition and dry season.

DRY SEASON


Consumer driven factors such as increasing population, rising urbanization, and improvement in institutional

infrastructure (housing, hospitality and healthcare segment) are key growth drivers for mattress market. However, the high share of branded players in the mattress market can be attributed to the efforts and investment made by mattress players to increase consumer awareness about quality mattresses through development of retail infrastructure and marketing activities.

The mattress industry has transitioned over the last few years from a largely unbranded market to branded market. The branded market comprising large, mid-size and smaller manufacturers constitute around 34% of the market, with around 20-25 players spread across the geographies. The branded mattress market is expected to grow at a CAGR of ~13% over next 5 years to constitute 37.5% of the market by 2022. Implementation of GST has narrowed the price gap between branded and unbranded players leading to increase in opportunity for branded mattress players.

Industry ReportAccording to ISPF study on Modern Mattress Retail Market Dynamics, it is estimated that for every one lakh people, there are 11 mattress-

stocking outlets resulting in almost 40,000 such outlets in urban India. Nearly half of them are furniture stores. One cannot ignore the presence of appliance stores (with preponderance in the South Zone) and furnishing stores as well. Towns with population of more than 1 lakh account for 66% of the mattress stocking outlets. Average footfall at these retail outlets is significantly higher than average mattress sale. Retail players will have to figure out innovative ways of increasing conversion of walk-ins.

Based on distribution channel, the branded mattress market is dominated by distributor / dealer network constituting ~88% of the market followed by Exclusive Business Outlet (EBO's) of brand and online platform. Going forward, the share of online is expected to increase owing to rising youth population and increasing reach of online platforms.

Source: ISPF Study

DESPITE MAKING EFFORTS, MATTRESS RETAILERS ACROSS INDIA DO FACE DRY SEASON FROM JANUARY TO MAY

"We are doing well in dry season as well.This is

because the companies have a wide range of products in

the price bracket of 2k to 1 lakh. Example: There are companies like Sleepwell which are promoting and launching their products

during dry season through massmedia as well as social

media. As a result we are getting a good response

from customers."

JAGADISH LALVANI Proprietor, Roopam Emporium

"We are not entirely dependent on the domestic

market for our sales. We have spread it into exports and institution sales. This

helps us have a steady flow of market needs all round

the year."

MOHIT AGARWAL Director of Springlife Mattress,

Punjab

Chart 2: % Contribution of states to mattress sales

15.5%12.5%

10.6% 9.6%6.8% 5.9% 5.4% 5.1% 4.1% 3.9% 3.5% 3.0% 2.9% 2.4% 1.9% 1.9% 1.2% 0.7% 0.5% 0.4% 0.3% 1.7%

MH

TAM

IL NADU AP UP

KERA

LA MP

DELHI

GUJARA

T

PUNJA

B

RAJA

STHAN

KARN

ATAKA

HARYANA

CHATT

ISGARH

JHARK

HANDBIH

ARW

B

ORISSA

UTTRA

KHAND

ASSAM HP

GOARE

ST

State wise Share of Mattress Sales

DRY SEASON


Dry SeasonIn the fast changing business environment, the retailers are finding

it tough to take on competition. Thought the market is opening up, with awareness and spending nature of upper middle class, still the retailers are feeling the heat of competition and dry season. In Bangalore alone there are over 2200 retailers in mattress space.

Looking at the trends and customers’ needs, retailers need to use different platforms and business models like social media, online sales, year long discount offers to get hold of the customers. Despite making efforts, mattress retailers across India do face dry season from January to May.

Facing CompetitionLooking at the growth and huge opportunities in India, global mattress companies like Serta, King Koil, Emma, and

many others have entered the Indian market by launching their products in the last few years.

One of the leading global mattress company launched breakthrough technology in India recently that assures better and restful sleep. With this launch the customers will get a new range of orthopedic series, Chiropedic series and

electric adjustable beds. To outshine competition and support customers the company has been making consistent efforts. It has brought innovative software by the name of SLEEP ID that helps in choosing the right mattress that is based on one’s body dynamics.

In such stiff competition, how can a retailer can compete with large global giants and their offerings?

In order to help retailers, Indian manufacturers should consider launching new products, accessories and technologies, which can attract new customers and more footfalls to help EBOs.

To address the competition, a retailer in Bangalore is promoting one of the India’s leading brand’s new product ‘Posture Support Mattress’, designed to support the body posture while sleeping. It comes in three variants suited for different body types – Lean (40-60kg), Medium (50-90kg) and High Built (80-100kg).

Retailers who dominate the mattress business continue to meet the expectations and needs of both new and old customers by engaging them regularly by showcasing the new products, addressing their feedback appropriately.

IN ORDER TO MAINTAIN GROWTH AND KEEP THE BUSINESS RUNNING RETAILERS HAVE TO ADOPT SOME OF THE FOLLOWING STRATEGIES

Oganising exchange mela

Free trials

Clearance sale

Offering accessories at no cost

Offering extra discounts

Introduce new products in the stores

Material wise Share of Mattress Sales

“Competition among retailers are increasing in recent months.

You can see several branded retailer showrooms in any locality.

Customers also ask in new kind of products and do not accept

what we try to sell. During such times, we offer new products like sofa cum bed or newly launched products or even try to sell along

with a furniture”

S N RAMESH, Varuna Enterprises.

FOAM46.5%

33.1%

13.7%

6.7%

COIR

SPRINGCOTT

ON

Chart 2: % Contribution of states to mattress sales

15.5%12.5%

10.6% 9.6%6.8% 5.9% 5.4% 5.1% 4.1% 3.9% 3.5% 3.0% 2.9% 2.4% 1.9% 1.9% 1.2% 0.7% 0.5% 0.4% 0.3% 1.7%

MH

TAM

IL NADU AP UP

KERA

LA MP

DELHI

GUJARA

T

PUNJA

B

RAJA

STHAN

KARN

ATAKA

HARYANA

CHATT

ISGARH

JHARK

HANDBIH

ARW

B

ORISSA

UTTRA

KHAND

ASSAM HP

GOARE

ST

DRY SEASON

INDIAN SLEEP PRODUCTS FEDERATION

www.ispf.co.in

To represent the industry with a commitment to the society and the environment.

To promote the sleep products industry by enhancing consumer awareness on quality sleep, while setting benchmarks for its products and services.

MANAGING COMMITTEE MEMBERS

Sheela Foam Limited

Centuary Fibre Plates Pvt. Limited

Kurlon Enterprise Limited

Tirupati Foam Limited

Duroflex Pvt. Limited

Godrej & Boyce Mfg. Co. Limited

Sobha Limited

M. M. Rubber Company Limited

Real Innerspring Technologies Pvt. Limited

VISION

Documents

The Art of Selling A NEW PRODUCT · THE ART & SCIENCE OF SELLING A NEW PRODUCT USING DIGITAL MEDIUM Innovative Marketing is disrupting the mattress industry. Mattress companies in