New mattress designs win over big names
Sector: Consumer products | Project:Uk Market definition and 'live marketing planning'
'We are very careful when entrusting our clients to partners. We made the right choice in choosing think M.'
Caroline Findlay, Project Delivery Manager
Postura Healthcare is a commercial initiative established by John Tuton. Following personal injury, he developed a new high technology mattress. Postura’s moomü mattresses are built around a new advanced high density polymer core approved by the Department of Health. The moomü mattress offers unsurpassed sleep, comfort & back support. The material offers immediate support, and minimum heat build up, avoiding sweating dehydration and discomfort. The castellated surface tailors support across different aspects of the body to provide better spinal alignment and posture during sleep. The design has been applied in a high specification mattress and related sleep support devices.
Postura already boasts a range of customers from members of the public wanting to manage back pain and sleep, to Olympic marathon runners look for improved athletic performance. This spring they have also secured a formal medical endorsement from the Chiropractic Patients Association.
John approached Cels for help to define the optimal route to market for the sleep support system, develop a practical marketing entry strategy and establish operational sales channels. Cels identified ‘think M.’, a hands on strategic marketing and agile research company with specialist expertise in technical B2B and consumer marketing to assist John and Postura Healthcare.
‘think M.’ conducted desk research, a scale national consumer and trade channel surveys. The results identified consumer needs and tested marketing concepts, as well as contacting priority distributors, retail stockists and their needs. These elements were then used to develop and refine a practical market entry strategy presented to Postura in a comprehensive and detailed marketing plan encompassing actions, budgets, timescales, responsibilities and metrics.
“I have only great things to say about the ‘think M.’ analysis. The market entry strategy has identified a gaping hole in the market for us to access. I now know exactly who my customers are, where they are, and the size of the market we are going for - this stuff is really going to benefit my business…”
John Tuton – Postura Healthcare.
