Case Study: Sleepwell : Sleep Tight, Sell More

The founding story of Sleepwell is a story of courage in my opinion.

The parent company was literally started by a parent.

In 1971, Sheela Gautam, a widowed housewife with 2 teenagers to take care of and no background in business started The Sheela Group which sells foam.

It started in Uttar Pradesh’s Ghaziabad, and now, the company has a presence in India, Australia, and Spain.

Sleepwell as a brand was started in the mid-1990s.

Let’s look at how the company became India’s most trusted brand!

Key Takeaways from Sleepwell’s Marketing

Customer Centricity:  Sleepwell prioritizes comfort, health, and customization to cater to diverse customer needs. Strategic Segmentation:  They target specific demographics, psychographics, and behavioral segments with tailored marketing messages. Holistic Marketing Mix:  Sleepwell offers a comprehensive product range, accessible pricing, and a robust distribution network, both online and offline. Emotional Connection:  Their marketing campaigns go beyond product features, fostering trust and well-being through heartwarming narratives. Content Marketing Leadership:  Sleepwell educates consumers through informative blogs and SEO-optimized content, establishing them as a sleep health resource.

Understanding Sleepwell’s Customer Segmentation:

The Indian mattress market is experiencing a growth spurt, and Sleepwell is at the forefront by capitalizing on key trends and understanding evolving consumer behavior. Here’s how they’re adapting to this dynamic landscape:

Comfort & Health Focus:  Consumers are prioritizing quality sleep and its impact on well-being. Sleepwell addresses this by offering mattresses with advanced features like pressure relief and temperature regulation. Customization & Personalization:  The “one-size-fits-all” approach is fading. Consumers seek mattresses tailored to their needs. Sleepwell’s Cocoon offers customizable mattresses.

Let’s look at Sleepwell’s segmentation:

Demographic: Age: Sleepwell targets adults (25+) looking to improve their sleep quality. They may segment further by age groups (young professionals, middle-aged adults, retirees) with specific needs. Income: Sleepwell offers mattresses across a range of price points, targeting budget-conscious consumers, middle-income earners, and premium mattress buyers. Location: Segmentation by region (urban, semi-urban, rural) might be relevant considering mattress preferences and purchasing power can vary. Psychographic: Lifestyle: The mattresses are made for health-conscious individuals prioritizing good sleep for overall well-being. Busy professionals seeking better sleep to enhance productivity are another segment. Values: Targeting those who value comfort, quality, and potentially sustainability in their mattress choices can be effective. Behavioral: It also caters to people with specific sleep concerns like back pain, allergies, or those seeking a comfortable upgrade from their current mattress.

Based on this, Sleepwell targets different consumer groups:

Young professionals (25-35):  Affordable yet comfortable mattresses for those establishing their independence and prioritizing good sleep for a demanding work life. Couples (30-50):  King-size or queen-size mattresses catering to couples’ needs for comfort and sleep compatibility. Back pain sufferers (40+):  Orthopedic mattresses designed for back support and pain relief, potentially endorsed by healthcare professionals.

Interesting Fact: Recognizing Women’s Sleep Needs

Sleepwell takes customer segmentation a step further by acknowledging the sleep challenges faced by women. Cocoon, Sleepwell’s customizable mattresses, launched a campaign that specifically addressed these issues.

Source: Exchange4media

It launched the mattress with a firm side and a gentle side for different physical requirements while sleeping. The campaign encouraged women to be vocal about their sleeping choices.

Sleepwell’s Marketing Mix Strategies: A Recipe for Success

Product:

Diversification is Key:  Sleepwell has expanded beyond mattresses, offering a comprehensive sleep solution. Their product portfolio includes pillows, cushions, and coordinated bedding sets. This one-stop-shop approach caters to a customer’s complete sleep environment.Innovation at the Forefront:  Sleepwell doesn’t just offer mattresses, it aims for a complete consumer experience. From self-made foam to customizable mattresses, they keep innovation and consumer comfort as a priority.

Price:

Sleepwell is Sheela Foam’s premium brand. The price range is broadly between 10k-30k. They also offer flexible payment modes, including zero down payment EMIs.

This ensures that a good night’s sleep is accessible to a wide audience.

Place:

Sleepwell makes it easy for customers to find their perfect mattress. They have a robust distribution network, selling through:

Offline Channels:  Extensive network of Sleepwell exclusive stores and partnerships with multi-brand outlets across India.Online Channels:  Seamless online presence with their own website and partnerships with major e-commerce platforms.

Promotion: Building Trust and Emotional Connection

This is where Sleepwell truly shines. Their marketing campaigns go beyond just product features, focusing on emotional connection and well-being.

“Did You Sleep Well?” Campaign:

This heartwarming campaign went beyond product promotion. It focused on the importance of checking in on people’s well-being instead of just wishing ‘good morning’.

The ad film features people from all walks of life and shows how heartwarming caring for others can be.

The phrase “Did you Sleepwell” also subtly links it to getting a good night’s sleep on a Sleepwell mattress.

Source: Instagram of Sleepwell

It was also launched as a social media campaign during Diwali. It encouraged people to ask others about their sleep, as a gesture of care among the community.

“Ek Koshish, Ma Jaisa Aaraam Dene Ki” Campaign:

The mother angle has been used countless times in marketing. After all, what can replace the comfortable sleep on mom’s lap?

This ad film shows how soothing it is to fall asleep on a mother’s lap, and shows how the brand also strives to give the same comfort. This immediately establishes an emotional connection.

“Healthy New Year” Campaign:

80% of Indian millennials trust recommendations from influencers. Sleepwell leverages this trust by partnering with the right influencers to reach their target audience authentically.

Leveraging the social media buzz around New Year’s resolutions, Sleepwell launched a campaign focused on prioritizing sleep for a healthier year.

The campaign featured celebrities like Samantha Ruth Prabhu and Suresh Raina who highlighted the benefits of Neem Fresche that helped to keep germs away.

By capitalizing on the “new year, new beginnings” sentiment, Sleepwell can use social media to increase brand awareness and position themselves as an essential part of a healthy lifestyle.

Content Marketing:

Sleepwell goes beyond social media engagement. They also focus on content marketing:

Informative Blogs:  Their blog features articles on various topics majorly focused on mattresses – why they are important, how to choose the perfect one, the best mattresses, and more.

SEO Optimization:  By optimizing its content with relevant keywords, Sleepwell ensures its informative pieces rank higher in search engine results, driving organic traffic to its website and attracting potential customers seeking solutions for better sleep.

In April 2024, the organic search traffic for their website was 332.58K while the paid search traffic was 58K.

With these, they’ve moved beyond just selling mattresses, establishing themselves as a trusted resource for sleep health and well-being in the digital age.

In a Nutshell:

Sleepwell’s focus on comfort, customization, and customer needs has undoubtedly secured its place in the Indian market.

The brand has established itself as a leader, but the landscape of sleep is constantly evolving.

By embracing innovation, sustainability, and a complete sleep ecosystem approach, Sleepwell can ensure a good night’s sleep every night.