Serta
Case Study

Serta

The TrendSight Group’s Marketing to Women Solution

  • About the company: Serta specializes in mattresses manufacturing and bedding basics and  is the second largest mattress brand in the United States.
  • Situation: Serta introduced a new product in the “super-premium” category segment.
  • TSG’s Role:Enhanced understanding of women and increased communication effectiveness with women by:
    • Using multiple qualitative techniques to determine attitudes and language of women regarding the product and category.
    • Defining the target audience, product name, brand identity and positioning.
    • Recommending an executional partner to create and deliver advertising.
  • Result: The new product launched according to TSG recommendations and Serta was enthusiastic about the results, stating, “This is exactly what we needed.”