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.”