Extensive Marketing Strategy of Flo Mattress – 360 Degree Analysis

In our previous article, we had learned in detail about the marketing strategy of a really fascinating brand, Sugar Cosmetics. Now, in this blog,  we will discuss the marketing strategy of Flo Mattress company. 

We will tell you how the company has become very successful within a spare of time, from nowhere to one of the most recognized and respected brands in India. we will talk about the flo mattress company’s marketing strategy. 

As marketing is an important part of a company, most companies do their marketing on social media platforms through digital marketing and SEO to grab more audiences is the most effective place,

so if you are interested in new-age digital marketing, then you should definitely check out IIDE’s  Free MasterClass on Digital Marketing by CEO and Founder of IIDE, Karan Shah, IIDE is Asia’s most trusted digital marketing platform.

In this we are going to discuss the Marketing Strategy of Flo Mattress company their Strategies So let’s jump into the topic

About Flo Mattress

Flo Sleep Solutions LLP was founded in the year Oct 1, 2018, by Gaurav Zatakia, and Kshitij Rihal. They started a mattress company named Flo Mattress. a Mumbai-based startup offering buyers a 100-night free trial and a 10-year warranty.

Flo Mattress is a company that sells mattresses on its website online. Flo Mattress has also re-engineered the supply chain and brought down the cost of high-quality mattresses. It also sells directly to consumers, by cutting the middlemen. 

Starting from ground zero, the company clocked in ₹18 crores in revenue in just over a year of its operations.

The startup started operations in 2018 and sold over 10,000 Flo Mattresses across India – including in 3 and 4 big cities. In its 2nd year, Flo Mattress claims that it sells over 2,000 mattresses per month with a growth rate of 10-15%. mattresses’ quality and they offer a 100-night risk-free trial and a 10-year warranty on all mattresses.

What’s new with Flo Mattress?

Here’s everything that’s been happening recently with Flo Mattress:

• Flo Mattress is ranked 3rd in Fast42 – India’s Most Coveted List of fastest-growing D2C brands, growing at a rate of 566.58%.
• The company has re-engineered the supply chain to bring down the cost of high-quality mattresses.
• Flo Mattress sells directly to consumers, cutting out the middlemen.
• The company offers buyers a 100-night free trial and a 10-year warranty.

It seems like Flo Mattress has been making significant strides in the mattress industry this year. Now, let’s move on and discuss the buyer persona of Flo Mattress.

Buyer Persona of Flo Mattress

Marketing Mix of Flo Mattress

A marketing mix is a model that an organization uses to advance its interest in its image or product. The main components of this model are the 4Ps: Product, Price, Place, and Promotion. So let us look at Flo Mattress’s marketing mix strategy in the coming section.

(i) Product Strategy of Flo Mattress

Flo Mattress, a leading mattress company, primarily sells mattresses that are designed with a unique blend of comfort, cooling, and bounce. 

The mattresses are known for their organic 100% natural pin core latex top layer and their responsive foam base with Anti-Sag technology. Flo Mattress continuously improves its products based on the changing needs and preferences of consumers.

The core value of what Flo Mattress offers has always been comfort and support, which is a significant value addition. Nowhere else can you get such a range of mattresses at even lower prices with such efficiency, convenience, and customer service.

(ii) Price Strategy of Flo Mattress

The pricing strategy of Flo Mattress has always been to offer mattresses at competitive prices. This is what has allowed the company to be successful for many years. This strategy has primarily helped Flo Mattress build its reputation as one of the top mattress brands in India.

(iii) Place and Distribution Strategy of Flo Mattress

Flo Mattress is one of the leading mattress companies in India. It sells its products primarily through online platforms, ensuring a wide reach across the country. The company has a strong online presence, which allows it to reach a large number of customers efficiently.

(iv) Promotion Strategy of Flo Mattress

Flo Mattress uses a lot of promotional techniques as promotional activities help build brand loyalty and interest. It gives people who may not normally buy a Flo Mattress a reason to consider their products. The company has attracted a large number of customers because it answers consumer questions and links consumers to the brand

Marketing Strategy Of Flo Mattress

The Flo mattress company has an excellent marketing strategy they follow. Let’s see some of their marketing strategies. 

• Segmentation, Targeting, and Positioning

The marketing strategy of Flo Mattress is centered around its versatile design, which allows it to be used on any surface or frame, including divans, floors, and beds of all sizes. The convenience of purchasing a customized mattress online is a key aspect of their strategy, making the buying process effortless.

Confidence in the quality of their mattresses is demonstrated by a 100-night risk-free trial and a 10-year warranty.Flo Mattress targets individuals over the age of 30 and those suffering from back pain, offering two specific variants – the ergo and ortho.

The ortho variant, designed for those with back issues, features a high soft foam top for support. The ergo variant, on the other hand, is softer and equipped with a memory foam top that molds to the body’s shape.

Their catchy tagline, “Go with the Flo,” is designed to capture attention and position the company prominently in the market. This comprehensive approach forms the core of the marketing strategy of flo Mattress.

•  Marketing Campaign

The marketing strategy of Flo Mattress included a successful campaign with Amazon Launchpad. This was a strategic move as part of the marketing strategy of Flo Mattress, considering Amazon’s status as the world’s largest shopping platform where most people prefer to buy mattresses.

The likelihood of increased sales on the Amazon Launchpad platform was high, and this was reflected in the company’s impressive revenue of ₹18 crores in just over a year of operations. Since its inception in 2018, the startup has sold over 10,000 Flo Mattresses across India, including in tier 3 and 4 cities.

• Social Media Marketing

In the current digital age, social media has become a crucial component of the marketing strategy of many companies, including Flo Mattress. These platforms allow companies to showcase their brand, products, and features, making it easier to raise brand awareness and engage with their audience.

The marketing strategy of Flo Mattress leverages social media marketing to reach a wider target audience and enhance brand visibility.

As part of their marketing strategy, Flo Mattress maintains a presence on various social media platforms such as Facebook, Instagram, LinkedIn, and YouTube, further expanding their reach and engagement.

• Facebook Following:20k followers

• Instagram Followers: 25.9k Followers

• Twitter Followers:502 followers
  

• Linkedin Followers: 9k followers

• SEO Strategies

Search Engine Optimization (SEO) is a key component of the marketing strategy of Flo Mattress, significantly contributing to the increase in its organic traffic. The marketing strategy of Flo Mattress has successfully attracted an organic traffic count of 6,128, indicating a strong online presence.

Their monthly organic traffic stands at 30,022, which, despite being slightly lower compared to some competitors, still represents a substantial volume of traffic. Overall, Flo Mattress enjoys a healthy level of organic traffic on its website, thanks to its strategic SEO efforts.

• Influencer Marketing

The marketing strategy of Flo Mattress has not included collaborations with influencers or celebrities. However, they have implemented strategies involving partnerships with YouTubers such as Ankit Singh, Devdutt, and Shalini Srivastava.

In comparison to competitors like Sleepwell, Kurl-on, and Peps, the marketing strategy of Flo Mattress could benefit from more influencer marketing to enhance brand awareness and popularity. These competitors have employed a wider range of marketing strategies, resulting in a broader public reach.

• E-commerce Strategies

Flo Mattress, an online mattress company, has gained popularity through its unique marketing strategy of selling exclusively on its own website. This aspect of the marketing strategy of Flo Mattress involves offering a range of products including mattresses, mattress protectors, beds, eye masks, and adjustable pillows.

All transactions, from browsing to purchasing, are conducted on their website, making it a one-stop shop for customers. The marketing strategy of Flo Mattress also includes providing festival offers, discounts, and other relevant information on their website, enhancing the overall customer experience.

• Mobile Apps

Currently, the marketing strategy of Flo Mattress does not include a mobile application on any platform. However, incorporating a user-friendly mobile application could be a beneficial addition to the marketing strategy of Flo Mattress, offering numerous advantages such as convenience and ease of use.

Competitors like Curl-on and Pepperfry have their own mobile applications, which can enhance customer trust and efficiency. Therefore, it could be advantageous for Flo Mattress to develop its own mobile application to improve customer experience and stay competitive.

• Content Marketing Strategies

A significant part of the marketing strategy of Flo Mattress involves maintaining an active presence on social media platforms such as Instagram, YouTube, and Facebook. They regularly update their followers with posts about their products, new discounts, and features on Instagram and Facebook.

As part of the marketing strategy of Flo Mattress, they also create Instagram reels, which are shorter than traditional videos and cater to the preferences of audiences who seek quick, engaging content.

Their YouTube channel is another platform where they showcase their product features, and it has garnered a total of 7,30,402 views. Any new information related to their brand is promptly shared across these social media platforms.

Top Competitors of Flo Ortho Mattress

Mattress companies are trying to get a share of the market that Flo Ortho Mattress has captured. Here are a few top competitors of Flo Ortho Mattress in India as well as internationally:

1. Top Competitors in India

• Sunday Mattress
• Sleepyhead
• Wakefit
• Sleep Company
• Kurlon
• Duroflex
• Peps Mattress

2. Top Competitors Internationally

• Sunday Mattress
• Sleepyhead
• Wakefit
• Sleep Company
• Kurlon
• Duroflex
• Peps Mattress

These companies, like Flo Ortho Mattress, are making significant strides in the mattress industry.

Failed Campaigns of Flo Ortho Mattress

While Flo Ortho Mattress has had many successful campaigns, there have been a few instances where their initiatives didn’t resonate as expected with the audience:

1. Limited Product Range Flo Mattress started with a limited range of products which led to a restricted customer base. They initially offered only two types of mattresses – Ergo and Ortho. This limited product range might not have catered to the diverse needs of all customers.
2. Lack of Physical Stores Flo Mattress operates on an online-only model. While this helps in reducing operational costs, it may deter customers who prefer to physically test a mattress before purchasing. This lack of physical stores could be seen as a limitation in their business model.

These instances serve as reminders that even the most promising companies can face challenges. However, they also provide valuable lessons for Flo Ortho Mattress to learn from and improve upon in their future endeavors. Now, let’s delve into the marketing strategies of Flo Ortho Mattress.

Conclusion 

The marketing strategy of Flo Mattress could benefit from additional marketing campaigns, influencer marketing, and e-commerce strategies. The development of a mobile application, increased content marketing, and more advertisements could also enhance their market reach as part of the marketing strategy of Flo Mattress.

Flo Mattress is not just an online mattress seller, but a provider of memorable experiences. Their unique mattresses are designed to cater to your needs for comfort, durability, and affordability. They stand out in terms of quality, offering a 100-night risk-free trial and a 10-year warranty on all products.

They also offer two special variants – ergo and ortho. The ortho variant, designed for those with back issues, features a high soft foam top for support. The ergo variant, on the other hand, is softer and equipped with a memory foam top that molds to the body’s shape.

As you know, marketing is very important for gaining more public awareness about company products, especially digital marketing is very important for it.

If you like such in-depth analyses of companies, find more such insightful case studies on our IIDE Knowledge portal.

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