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Case Presentation and Discussion : Casper Sleep Inc. Marketing the One Perfect Mattress for Everyone
1. How significant a threat are the "direct-to-consumer" mattress firms?
2. How was Casper able to differentiate itself from other direct-to-consumer firms? Why was it able to pass by direct-to-consumer pioneer Tuft and Needle?
3. Did Casper's initial focus on "earned" rather than "paid" media make sense?
4. With ambitions to establish itself as the Nike of sleep, what message and media mix would you recommend to Casper for the next phase? In particular, should Casper begin to use television as a medium or not?
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