Exclusive Marketing Strategy of Flo Mattress – With Company Overview & STP Analysis

Updated on: Feb 24, 2023
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In our previous article, we learned in detail about the marketing strategy of Lowe’s. Now, in this blog,  we will discuss the marketing strategy of Flo Mattress company. 

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

As marketing is an integral 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 101 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 case study.

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About Flo Mattress –

marketing strategy of flo mattress - flo mattress logo

Source – Amazon. in

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 is sold 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.

Quick Stats of Flo Mattress –

CEO Gaurav Zatakia
CMO
Area Served India
Industry Sleep Mattress
Market Revenue INR 25 Cr in FY2022
Vision
Tagline Go with the Flo ~

 

Marketing Strategy Of Flo Mattress –

The marketing strategy of Flo Mattress is a good one to follow. Let’s see some of the marketing tactics that they use. we will begin the marketing strategy by taking a look at its STP Analysis.

Segmentation, Targeting and Positioning

 Flo Mattress is designed to be used on any frame or surface, be it divans, floors, king or queen-size beds, or even bunk beds. At Flo Mattress, you can easily buy a bed mattress online, customised to your needs. Online mattress shopping has never been so simple! We are so sure of our mattresses’ quality, that they offer a 100-night risk-free trial and a 10-year warranty on all.

Their target audience is from above 30 and people who have back pain like old age people because they currently offer two variants – ergo and ortho. The ortho variant is aimed at people who have back issues. It has high soft foam on the top that offers support. The ergo variant is softer and comes with memory foam on the top that takes the shape of the body.

Flo mattress is positioned as  India’s most intelligent mattress. It has covers infused with aloe vera gel, temperature-sensitive memory foam, and 3D Air-Flo technology. They have the tagline “Go with the Flo” to grab people’s attention and be a well-positioned company in the market. 

Marketing Campaign 

marketing strategy of flo mattress - marketinh campaign

 Flo mattress had its marketing campaign with Amazon Launchpad. This campaign had been successful campaign we can because it had run a marketing camping on the amazon shopping campaign where most people want to buy mattresses as it is the largest shopping platform around the world, and there is the highest chance of sales increase on the amazon launchpad platform

The company clocked in ₹18 crores in revenue in just over a year of its operations. The startup which started operations in 2018, sold over 10,000 Flo Mattresses across India – including in 3 and 4 big cities. 

Social Media Marketing

Social media is a place where most of the company are more active nowadays. In this marketing strategy companies can tell about their brand, their products, their features, etc. it is easy to use these platforms for their brand awareness, and they can engage easily with their audience with the help of social media marketing.

Flo mattress also uses this social media marketing to grasp more target audiences and increase brand awareness. They are also available on social media platforms like Facebook, Instagram, Linkedin, youtube, etc. their followings for the Social Media platforms:

  • Facebook: 13,785 followers
  • Instagram: 21.6k Followers
  • Twitter: 346 followers
  • Linkedin: 3,901 followers

SEO Strategies

marketing strategy of flo mattress - ubersuggest seo screenshot

Source – Ubersuggest

SEO plays a crucial role in increasing the organic traffic of Flo mattresses. As per SEO Standards, organic keywords of less than 500 on the website are bad, having more than 1000 is good and having more than 10,000 is amazing As you can see the organic traffic of Flo mattresses is 6,128, and they have good traffic on their website. And their organic monthly traffic is 9,557, and their monthly traffic is a bit less compared to other companies’ website traffic. As monthly visits of around 20,000 are considered amazing.

Influencer Marketing

Flo mattress company did not do any marketing strategy with influencers or celebrities. But they did some marketing strategies with some YouTubers like Ankit Singh, Devdutt, Shalini Srivastava, etc. 

They should have more influencer marketing to gain more popularity and brand awareness when compared to their competitors like Sleepwell, Kurl-on, peps, etc. these competitors have done many marketing strategies compared to Flo mattress company. they have then got good reach in public.

E-commerce Strategies

Flo mattress is a mattress company that sells mattresses online. They got famous by only selling online on their own domain/website. On their website, they sell mattresses, mattress protectors, beds, eye masks, adjustable pillows, etc. buying and selling process of all their products are done on their website. They do all festival offers, discounts, and other information on their website.  

Mobile Apps

The company doesn’t have any mobile applications on mobile platforms.

But they should have a mobile application that is very convenient and user-friendly and has many more advantages than a mobile application. They have other competitors like curl-on, Pepperfry, etc, and they have their own mobile application. They should also have their own mobile application for gaining trust and be more efficient and easy for the customers/audience. 

Content Marketing Strategies

Flo mattress is very active on social media platforms like Instagram, Youtube, Facebook, etc. They post content related to their products, new discounts, features, etc on their Instagram and Facebook.  Also on Instagram, they make reels that are shorter than videos and people prefer to not waste more time and watch reels more often. They post their product features, and more on their youtube. They have a total overall view of 7,30,402 on their youtube channel. They post any new information on these social media applications. 

This ends our case study on the exclusive marketing strategy of Flo Mattress.

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What’s Unique in the Marketing Strategy of Flo Mattress?

To conclude the marketing strategy of Flo Mattress we would like to say that, they should have more marketing campaigns to influence marketing, and e-commerce strategies and they should also have a mobile application they should also bring more content marketing and do more advertisements to get more reach in the market.

Flo Mattress company sells mattresses online. But, more importantly, they sell the best experience that will get into your memory forever. Their special mattresses are re-engineered to meet your demands for a comfy, durable, and affordable mattress.

They have amazing features in their mattresses’ quality, and they offer a 100-night risk-free trial and a 10-year warranty on all. and they also have special variants that offer two variants – ergo and ortho. The ortho variant is aimed at people who have back problems. It has high soft foam on the top that offers support. The ergo variant is softer and comes with memory foam on the top that takes the shape of the body. 

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 have also gained an interest in this new marketing i.e digital marketing then IIDE is here with various course options like MBA in Digital Marketing Program, Online Digital Marketing Program and Short term Certification Courses through which you can learn this amazing skill and curate your interest into an in-demand skill. 

Hope reading this marketing strategy of Flo Mattress helped you in getting familiar with various marketing terms.  If you like in-depth analyses of companies like the marketing strategy of Flo Mattress, find more such insightful case studies on our IIDE Knowledge portal.

Thank you for taking the time to read this, and do share your opinions on this case study on the marketing strategy of Flo Mattress in the comments section below. Hope you like our blog & it has been helpful to you.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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