INDIAN INSTITUTE OF FOREIGN TRADE

PRE-INDUCTION ASSIGNMENT- Marketing Research Cell

Musical Pillows: Let you sleep like a Baby

Prepared By: Saumya Chaturvedi

Marketing Manager (Sleepwell)
MBA (IB) 2021-23
211510004697
 Problem Statement and Primary Research Product Features Product Launch

Listening to music using earphones/headphones/speakers while sleeping or lying

down is very discomforting and uneasy.

In one study, adults who

listened to 45 minutes of
music before going to sleep
reported having better
sleep quality beginning on
the very first night.
71% of users complain 75% of users find it 1.6% of users have heard
sometimes or always discomforting to listen to about the music/musical
listen to music while music using any device pillows.
sleeping while lying down/sleeping .

Various Problems…But What is the solution???

. • Do you also not want earphones but still want

Organised players to listen to music?
account for nearly 65% • Do you also want to doze off to your favourite
cent of the market, and sleep tracks without getting bothered by jumbo
Sleepwell is the leader headphones?
with ~ 23% market share. • Do you want a pillow which plays music for you
without any fuss ????

Note: Above details mentioned as per survey conducted through google forms among 62 people. Source: Market Share
Problem Statement and Primary Research Product Features Product Launch

Don’t worry Sleepwell has answers to all your problems

Introducing
MUSICAL PILLOW
No worries about headphones or earphones

Improves sleep quality which makes you sleep like a baby

Helps reduce sleep disorders

Action Plan:

Feel its resonance through 2 HD sound quality speakers at a • Unavailability/unawareness

distance that is closest to your ears with great comfort about existing musical pillow
without even physically being able to feel the speakers competitors
• Portability and no radiations
make it even more of a wanted
Plug and play with 3.5 mm standard jack which comes with the product.
pillow (compatible with your iPad, smartphone, music players, • Comfortable and easy to listen
laptops) to songs, sleep hygiene tracks,
podcasts, nature sounds and
what not.
Contours itself to form a perfect shape, providing 3 way support to your
head, neck and shoulders ensuring perfect posture
3
 Problem Statement and Primary Research Product Features Product Launch

Freebie Marketing
• Sleep inducing spray free with
purchase of 2 musical pillows.
• 50% off on sleep inducing
Segmentation Targeting Positioning sprays and essential oils on
• Students & working • Creating relevant purchase of 1 musical pillow
• Geography: India professionals who touchpoints to the
are on their customer segment
• Demography: 21-30 Y/O phones/laptops Augmented Marketing
• Marketing followed by
• Occupation: Any Additional offering of
• People suffering partnerships with major
from any kind of music sensations like musical pillow at a
• Income Level: Middle and sleep disorders Spotify/Gaana/Saavn
above discounted rate when
• Anyone who wants • Freebie, Augmented buying with any other
to improve on their marketing and other
mattress.
sleep hygiene techniques to establish
market presence.
Others

• Search engine optimization

• Blogging/content writing on
social media page with
customer experiences.

Built- in Speakers, 3.5 mm Jack, Audio input wire free 4

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