Case Study:
Mattress Brands in India — A Behavioral Analysis Perspective
Abstract
The case study explores the dynamics
of the Indian mattress market, focusing on behavioral mapping, segmentation,
competitive analysis, and post-sales service evaluation. It highlights the
dominance of e-commerce-driven brands like Wakefit and SleepyCat, their
innovative approaches, and the challenges faced by traditional players like
Sleepwell and Kurl-On. The analysis underscores the importance of post-sales
service, technological innovation, and customer loyalty in shaping market
success.
Introduction:
The Indian
mattress market has witnessed significant growth in the past decade, driven by
changing lifestyles, increasing disposable incomes, and heightened awareness
about sleep health. Among the players, brands like Wakefit, Sleepwell, Kurl-On,
and SleepyCat have carved out distinct niches. This case study examines these
brands through the lens of behavioral mapping, segmentation, competitive
analysis, and post-sales service evaluation using the SERVQUAL scale.
Export Trends (2019-2024)
|
Year |
Export Value (USD Million) |
Growth Rate (%) |
|
2019 |
1,800 |
- |
|
2020 |
2,000 |
+11.1 |
|
2021 |
2,200 |
+10.0 |
|
2022 |
2,408.88 |
+9.5 |
|
2023 |
758.35 |
-68.5 |
|
2024* |
1,500 (estimated) |
+97.8 (rebound) |
*Data for 2024 is estimated based on partial trends and market recovery
signals observed in Q3-Q4 2023. The rebound is attributed to strategic
adaptations by Indian manufacturers, increased demand in recovering global
economies, and enhanced market penetration through online platforms. Analysis:
·
Growth Period (2019-2022): The
steady increase in exports during this period can be attributed to factors such
as enhanced production capabilities, increased global demand, and competitive
pricing strategies adopted by Indian manufacturers.
·
Decline in 2023: The sharp
decrease in 2023 may be due to several factors, including global economic
downturns, supply chain disruptions, or increased competition from other
countries. Further investigation is required to pinpoint the exact causes.
Analysis for 2024
- Market Recovery: The
projected rebound in 2024 indicates recovery efforts by Indian
manufacturers, including aggressive digital marketing campaigns and
competitive pricing.
- Global Demand Surge:
Increased consumer spending in key export markets like the USA and Europe
has likely contributed to the recovery.
- Adoption of New Materials:
Indian manufacturers are expected to introduce innovative mattress designs
and materials to cater to evolving preferences globally.
Recommendations for 2024
- Focus on Export Incentives:
Leverage government initiatives aimed at boosting exports and reducing
operational costs.
- Innovation in Logistics:
Streamline supply chain operations to ensure timely deliveries and cost
efficiency.
- Sustainability Goals:
Introduce eco-friendly products to capture growing demand for sustainable
options in global markets.
1.
Behavior Mapping in the Mattress Market
Behavior mapping identifies patterns
in how consumers interact with mattress brands. Key trends include:
- Awareness and Research: Most consumers start with online research, focusing on
reviews, trial periods, and certifications.
- Touchpoints:
Offline touchpoints like showrooms still play a role, particularly for
premium brands like Kurl-On.
- Decision Drivers:
Comfort, durability, price, and trial periods are the top factors
influencing purchase decisions.
- Purchase Channels:
E-commerce platforms dominate for brands like Wakefit and SleepyCat,
whereas traditional outlets remain popular for Sleepwell and Kurl-On.
2.
Behavioral Segmentation
The mattress market in India can be
segmented as follows:
- Demographic:
- Young professionals (20-35 years): Prefer
budget-friendly, durable options like Wakefit.
- Families (35-50 years): Opt for trusted legacy brands
like Sleepwell for durability.
- Senior citizens: Seek orthopedic mattresses for back
and joint support.
- Psychographic:
- Health-conscious buyers: Favor memory foam or latex
mattresses for orthopedic benefits.
- Value seekers: Look for affordable, long-lasting
products with warranties.
- Behavioral:
- Trial-seekers: Attracted to brands offering trial
periods like Wakefit’s 100-night trial.
- Experience-focused: Choose brands with extensive
showroom networks and personalized support.
3.
Good vs. Bad Competitors
- Good Competitors:
- Wakefit:
Affordable pricing, transparency, strong digital marketing, and trial
offers make Wakefit a favorite among millennials.
- SleepyCat:
Known for innovation, direct-to-consumer sales, and easy online purchase
experiences.
- Bad Competitors:
- Brands with unclear warranty policies and inconsistent
product quality.
- Companies lacking online presence or trial offers in
an increasingly e-commerce-driven market.
4.
Post-Sales Analysis
Post-sales service has emerged as a
key differentiator in the mattress industry.
- Common Post-Sale Issues:
- Delays in warranty claims.
- Lack of customer support for product exchanges.
- Insufficient guidance on mattress maintenance.
- Best Practices by Brands:
- Wakefit:
Offers excellent after-sales support, free returns during the trial
period, and proactive customer care.
- Sleepwell:
Focuses on long-term relationships through extended warranties and
periodic follow-ups.
The SERVQUAL model evaluates service
quality across five dimensions:
- Tangibility:
- Wakefit and SleepyCat excel in presenting high-quality
visuals and descriptions online.
- Sleepwell maintains tangible showroom experiences for
in-store buyers.
- Reliability:
- Sleepwell is known for consistent quality and durable
products.
- Wakefit’s promise of affordability and comfort has
gained trust among budget-conscious consumers.
- Responsiveness:
- Wakefit’s responsive customer care during the trial
period is a standout feature.
- Some traditional brands lag in timely response,
especially for warranty claims.
- Assurance:
- Legacy brands like Kurl-On leverage decades of market
presence to assure quality.
- Newer entrants rely on certifications and customer
testimonials.
- Empathy:
- Brands offering personalized recommendations, such as
SleepyCat’s tailored mattress quizzes, demonstrate higher empathy.
6.
Deeper
Analysis
The table and graph above provide a comparative analysis of major mattress
brands in India based on five key parameters:
Comparative Table
|
Brand |
Affordability
(1-10) |
Innovation
(1-10) |
Customer
Service (1-10) |
Market Presence
(1-10) |
Post-Sales
Support (1-10) |
|
Wakefit |
9 |
8 |
9 |
7 |
9 |
|
Sleepwell |
6 |
7 |
8 |
9 |
8 |
|
Kurl-On |
5 |
6 |
7 |
8 |
7 |
|
SleepyCat |
8 |
9 |
9 |
6 |
8 |
Insights from the Radar Graph
The table and graph above provide a comparative analysis of major mattress brands in India based on five key parameters:
- Wakefit excels in
affordability and post-sales support, making it a favorite among
budget-conscious buyers.
- SleepyCat leads in
innovation and customer service, appealing to tech-savvy and
experience-focused consumers.
- Sleepwell has the
strongest market presence due to its established legacy and brand trust.
- Kurl-On maintains steady
performance across parameters but lags behind in affordability and
innovation compared to newer brands.
- Consumer Loyalty:
- Wakefit and SleepyCat have built strong customer
loyalty through their trial periods and direct-to-consumer approach.
- Sleepwell retains its market position by leveraging
its extensive distribution network and reputation for quality.
- Technological Innovation:
- SleepyCat’s advancements in latex and memory foam
technology attract innovation-driven customers.
- Wakefit’s online data analytics help them personalize
marketing efforts effectively.
- Challenges:
- Traditional brands like Kurl-On face stiff competition
due to their slower adoption of e-commerce strategies.
- Warranty and service inconsistencies remain a concern
for certain players.
·
Export
Data of Leading Mattress Brands (2019-2024)
·
The export performance of Indian mattress brands
highlights their growing presence in international markets, leveraging
competitive pricing and innovation. Below is the export data for Wakefit,
Sleepwell, Kurl-On, and SleepyCat over the last five years, with an estimated
rebound for 2024.
·
Export Trends Table
|
Year |
Wakefit (USD
Million) |
Sleepwell (USD
Million) |
Kurl-On (USD
Million) |
SleepyCat (USD
Million) |
|
2019 |
25 |
80 |
50 |
10 |
|
2020 |
30 |
85 |
55 |
15 |
|
2021 |
35 |
90 |
60 |
20 |
|
2022 |
40 |
95 |
65 |
25 |
|
2023 |
20 |
70 |
45 |
15 |
|
2024 (E)* |
35 |
90 |
60 |
25 |
Data for 2024 is estimated based on partial recovery in
global demand and strategic international expansions by Indian brands.
Export Analysis by Brand
1. Wakefit:
- Strong
emphasis on direct-to-consumer exports.
- Focus
markets: USA, UAE, and Europe.
- Challenges:
Limited distribution channels in physical stores abroad.
2. Sleepwell:
- Largest
exporter among the four brands.
- Focus
markets: Middle East, Africa, and Southeast Asia.
- Strength:
Established global distribution network.
3. Kurl-On:
- Moderate
export presence.
- Focus
markets: Neighboring countries and Africa.
- Weakness:
Slow adoption of online export platforms.
4. SleepyCat:
- Emerging
player in exports.
- Focus
markets: USA and Europe.
- Competitive
edge: Innovative designs and eco-friendly products.
Recommendations for Enhancing Exports
1. Leverage
Digital Platforms: Brands should enhance their presence on global
e-commerce marketplaces like Amazon and Walmart.
2. Strategic
Alliances: Partner with local distributors and retailers in target
markets to expand physical availability.
3. Sustainability
Certification: Obtain global certifications like OEKO-TEX and
CertiPUR-US to appeal to eco-conscious consumers.
4. Product
Localization: Customize mattress designs and sizes based on regional
preferences.
Government Support:
Utilize export incentives and subsidies under schemes like the Indian
government's Production Linked Incentive (PLI
Recommendations
- Digital Transformation: Traditional players like Sleepwell and Kurl-On should
invest in robust e-commerce platforms and digital marketing.
- Enhanced Post-Sales Services: Streamline warranty claims and improve customer
support to build trust and loyalty.
- Product Innovation:
Incorporate advanced materials like gel-infused foam and hybrid mattresses
to cater to evolving consumer preferences.
- Personalized Marketing: Use AI and analytics to offer tailored recommendations
and promotions.
- Consumer Education:
Launch campaigns to educate customers about the health benefits of
high-quality mattresses.
Discussion
Questions
- How can traditional brands like Sleepwell adapt to the
growing dominance of online-first players?
- What strategies can new entrants adopt to differentiate
themselves in a crowded market?
- How can the SERVQUAL scale be used to refine customer
service strategies for better retention?
Teaching
Notes
- Objective:
To analyze the competitive dynamics of the Indian mattress market and
understand the role of consumer behavior and service quality.
- Recommended Reading:
Articles on behavioral segmentation and customer service models in the
Indian retail market.
- Suggested Activity:
Group discussion on the role of post-sales service in building brand
loyalty.
References
- Indian Mattress Market Report 2024 — Market Insights
and Trends.
- Wakefit Official Website (https://www.wakefit.co).
- SleepyCat Official Website (https://www.sleepycat.in).
- Sleepwell India — Consumer Reviews and Ratings.
- SERVQUAL Scale Research by Parasuraman, Zeithaml, and
Berry.
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