The Statement of Cash Flow: Three Examples

A.   Problem Statement

 B.   Situation Analysis - Identify & Assess 5C’s

 C.   Identification & Analysis of Existing Marketing Efforts:

• Market Segmentation, Target Market Selection, Positioning
• Product, Place, Promotion, Price

   D. Overall Marketing Analysis Conclusions – including root cause analysis

   E. Prioritized Recommendations and Detailed Action Plans, supported by marketing logic

   F.  Reflection on Linkage (or lack of) between Strategy and Marketing

   G. Information I wish I would have had (and why)

C. Market Segmentation, Target Market Selection, Positioning

• In the mattress market can be regular customer who have to see the mattress at the showroom and make decision to buy it after try an actual sample. After purchase the customer might need to find the delivery truck to delivery the mattress into their rooms. However, Casper can see an opportunity on another market segment who live in the big city, have a traffic, use public transportation, and shopping online…………
  ในตลาดทั่วๆไปมีการ ซ้อที่เป็น ปกติ กับ ผ่านทางออนไลน์ แต่ว่า แคสเปอร์

• This target market selection makes Casper be successful with the light-weight Mattress in the box that can delivery by bike cycle. This group of customers is…………….. which the product would be able to serve this group of customer’s needs

• The Casper clearly set it product positioning different from other old-style mattress by add up the innovation that help the mattress is lighter and be able to fold it in the box for delivery convenience. It set to be the first affordable and easy to purchase and delivery which customers would think of the Casper at the top product that they need.

Strength:

1. Online customers easy to communicate world wide
2. Low advertising cost
3. Two-way communication, customers can directly contact to the producer
4. Clear segment helps boost marketing performance direct on one group
5. Earn customer without competitive because usually this segment has difficulty for buying and delivery large mattress when they move for work or study.

Weakness

1. This online segment has two side of feedback if they spread out the dissatisfy situation, it might have information sensitivity via social media and online channel
2. This position on focusing to the city segment, might have to trade off other segment customer who are not online or doesn’t live in the city that Casper would not gain competitive advantage over.

C. Product, Place, Promotion, Price

• Product

The mattress that light-weight

The product that can be roll and put in the box and easy to delivery, portable

The product that high technology material and innovation

Strength

1. Handy product
2. Good material
3. Convenience

Weakness

1. Imply that the Foldable mattress in the box would not in shape as the traditional which offer thicker layer.
2. Trade off some technology such as spring technology in order to keep it light and be able to put it in the box.

• Place=distribution channel

Online distribution channel

Traditional store

Strength

1. Broad access audience
2. Communicate direct to the customer without middle man
3. Allow two-way communication, unlike TV
4. Low marketing cost

Weakness

1. Lack of store sample that customer can access for the sample
2. Doesn’t have middle man to support sale force. There is no professional dealer to help distribute and put efficient marketing

• Promotion = incentive to purchase from the value thermometer

40-100 nights free trial product

0% APR for six months

Free delivery by UPS

Put the Ads on Taxi, Subway

Casper Nap Mobile

Article about Casper’s strategy

Broadcast of celebrity’s conversation with specific Ads context at different programs

Give discount and voucher code to broadcast