Saatva Mattress
Château Agence
Matthew Biron, Sophie Jara, Mario Lazaridis, Medinah Taiwo, Meri Sargent
10/13/2024
Introduction
Saatva Mattress was established in 2010 based in the United States. It was founded by a
veteran in the bedding industry, Ronnie D. Patel. Saatva’s brand is built on the concept that
everyone deserves healthy and soothing sleep on a good quality bed. Saatva’s beds are
handcrafted, they are eco-friendly and they are high quality mattresses. Saatva’s main goal was
to sell mattresses at an affordable and reasonable price.
In the beginning of Saatva, they originally only sold one type of mattress which they
called the “Saatva Classic Mattress.” Over the years, Saatva decided to expand their options and
they came up with three different sizes for mattresses. The three are named, “Loom and Leaf”
which is a memory foam mattress, “Zenhaven” which is a latex mattress, and lastly the “Saatva
Youth” which is designed for children. Saatva became well known for how good their mattresses
felt and for their great customer service. Since gaining recognition over the years of selling
luxury mattresses, they earned high ratings and multiple industry awards. Today, Saatva
continues to grow and it is one of the top online mattress retailers in the United States.
Company and Environment
Key Brands
One way that Saatva sets itself apart from its competitors in the online mattress market is
by not adopting the typical bed-in-a-box business model. Alternatively, Saatva prioritizes
providing a luxurious, client-centered experience, including in-home setup and white-glove
delivery, with items like Zenhaven, Loom & Leaf, and Saatva Youth. Saatva, is one of the
leading direct-to-consumer mattress brands, with revenue of approximately $406 million in
2021, Joshie (2023). Particularly in the premium sector of the market, Saatva has successfully
carved out a sizable market share thanks to its emphasis on luxury and innovative delivery
methods.
In 2022, the total estimated value of the mattress market in the United States was $16.43
billion with an expected $78.34 billion worldwide by the year 2030, according to Zlatopolsky
(2023). Saatva is a competitor in the rapidly expanding online sales sector, which has
experienced rapid growth since the COVID-19 pandemic. Saatva carries out a 2% market share
in a very competitive sector. Refer to table A in the appendix for the whole breakdown of
revenues and market shares including the big name competitors of Saatva.
Target Marketing/Segmentation
Saatva demographically targets consumers who range from 30 to 65 years old, with the
income level to be ranging from middle to upper-middle-income brackets, typically with annual
household incomes exceeding $75,000. Saatva targets individuals with college degrees or higher
educational attainment because those individuals tend to have a higher income, therefore spend
more. Saatva targets individuals just as much as families and homeowners who are in the market
for a mattress. Saatva targets anyone who has an issue with chronic back pain as they offer many
choices to resolve that issue.
Saatva psychographically targets health-conscious individuals who prioritize wellness
and quality sleep along with individuals who value emphasis on sustainability, eco-friendliness,
and ethical consumerism. Having a product be eco-friendly will attract those who prioritize the
environment when making a large purchase such as a mattress. Saatva attracts individuals who
prioritize health in activities such as sports, yoga, and fitness routines since they rely on quality
mattresses for proper recovery. Lastly Saatva looks for discerning consumers who value luxury
and are willing to invest in high-quality products.
Saatva targets people who have certain behavioral tendencies, like buying habits. These
people tend to stick with brands that continuously provide high-quality and exceptional customer
service, and they prefer to shop online with an emphasis on thorough product research and
reviews. Saatva caters to frequent users who value their sleep and are inclined to purchase
high-end bedding. By aligning its marketing strategies with these segmentation criteria, Saatva
successfully attracts consumers seeking upscale, eco-friendly, and health-conscious sleep
solutions.
Value Proposition
Saatva offers an exceptional value proposition for those in search of a comfortable and
sustainable sleep solution. With a focus on eco-friendly materials and innovative design, Saatva
mattresses are a smart investment for anyone looking to improve their sleep quality and overall
health. Whether you prefer a plush memory foam or a supportive innerspring mattress, Saatva
has a product to suit your needs. A good night's sleep is essential for overall health and
well-being, and with a Saatva mattress, you can rest easily knowing you are getting the best
possible quality at a great value.
SWOT Analysis
Saatva’s strengths are that they use high quality, organic materials like organic cotton,
have a wide product range, and offer various models. Saatva’s weaknesses include having
products more expensive than many online competitors, mattresses not compressed and shipped
in a box, and it is a primarily online brand with limited physical showrooms. The opportunities
for Saatva include the growing demand for eco-friendly products and the consumer trend of
prioritizing health and wellness. The threats Saatva face include a highly competitive market
with well-established brands and new entrants continuously emerging, and the overall chance of
economic downturns within the mattress market.
Theoretical Foundation
Solution Drivers
Saatva’s pivotal consumer insight is the health benefits that are built into the high quality
mattresses that Saatva offers. When consumers think of mattresses they think about their quality
of sleep. Not only do they want a mattress that will keep them comfortable enough to sleep
through the night, they also want a mattress that will make them feel rested physically and
mentally. Many people deal with chronic pain issues that affect the quality of their sleep which
can take both a mental and physical toll on a person’s body. Saatva offers a solution with their
line of mattresses named “Saatva Rx” that focus on the support of chronic back and joint pain
with their gel-infused memory foam which helps keep the spine of the user aligned and in-place.
Saatva should focus on its health benefits that are physically built into the mattress as mentioned.
The focus is driven by the idea of “solution drivers”. Solution drivers are the idea that consumers
are driven by a couple of different factors such as their own health (self drivers) and the social
factors such as social comparison of health (social drivers). Both of these drivers are built into
the more broad idea of solution drivers which are built upon the idea that consumers are simply
looking for health solutions in their everyday purchases which can lead to someone buying a
mattress like the “Saatva Rx” mattress. Health is very important to people and if Saatva is able to
focus on that as their main selling point, other consumers who may not even have chronic issues
such as back pain may even buy their mattresses because of the quality and comfort they offer.
Empirical Evidence
Study 1: This study focuses directly on these ideas of “drivers”. “Drivers” can also be named
motivations which lead to the consumer making a certain purchase or creating a certain
relationship. The study was created by the Journal of Consumer Research and written by
Szu-Chi Huang and Leonard Lee. This study goes into these factors and why they are so
important when it comes to consumer spending on their own health. All of these “drivers” can
affect the way a consumer purchases a certain product or why they start a relationship with a
certain company. It is also mentioned how a consumer who is making a choice to purchase a
product will also consider how the product is made not only because of their own health but
because of the consciousness of the overall health of the world/environment. Saatva not only has
a line of mattresses that hold health benefits but are also environmentally sustainable.
Study 2: To test the theoretical foundation an article recorded studies ranging from 2000-2019 in
mattresses that range from soft, medium-firm, extra-firm or customized to avoid supine
decubitus. These studies were conducted from the Cochrane Library, PubMed (Digital
Biomedical Archives and Health Sciences of the US National Institutes of Health), Google
Scholar, Web of Science and Scopus. The studies were able to conduct and come to a conclusion
that there is an association between back pain decrease and higher quality mattress
characteristics, in terms of design and firmness, that promote sleep quality and correct column
alignment. Studies declared that an intermediate mattress or also known as a mid-firm mattress
has seen the greatest result in fixing and preventing back pain. According to Trauamatol and
Jacobson (2021), the study compared the quality, comfort, and efficiency of sleep with back pain,
shoulder pain, spinal stiffness, and volunteers who had been sleeping on commercial spring
mattresses (phase 1) and those who rested on medium-firm mattresses for 28 days (phase 2).
Using symptomatic patients as a control group, Jacobson, employed a pre-test and a post-test
following the experimental phase. Benefits from using a medium-firm mattress were seen in
every instance, regardless of age, weight, height, or body mass index (BMI), and independent of
the initial sleep control.
Creative Concepts
Building off the Solution Drivers and all the studies mentioned above, these creative
concepts will be real life scenarios in which you can visualize and relate to in the form of
advertisements. We propose that Saatva uses our first creative concept because we believe it
captures a Saatva consumer and it is a relatable ad to everyone. We believe it truly embraces
what Saatva stands for and what Saatva thrives to be.
*** A couple has had a very tough time getting quality sleep and there have been a bunch of
restless nights lately. They finally make the switch to a Saatva Rx mattress and the next morning
the family wakes up in sync—parents and children stretching, smiling, and ready for the day. A
cheerful, orchestral soundtrack plays in the background as each member goes about their
morning routine seamlessly: breakfast preparation, kids getting ready for school, and adults
sipping coffee, all while laughing and enjoying the moment. A narrator ends the ad by saying
“Sleep that sets the tone for the day”.
** A couple reminisces about their great honeymoon and remembers how luxurious and
comfortable their mattress was at the hotel. The scene involves flashbacks of that vacation when
one of them says “I wish we could bring this bed home”. The scene cuts to them upgrading their
mattress at home to a Saatva Rx and it ends with a montage that shows them enjoying cozy
evenings, restful nights, and energetic mornings, comparing the experience to a luxury getaway.
** A newly engaged couple is in the hunt for a new mattress. After having failed to be satisfied
with their previous ones, they finally try a Saatva Zenhaven. They fall in love with it. The ad cuts
to them growing and starting a family all while still sleeping on a Saatva Zenhaven. The couple
grows older, their family expanding as they welcome a child. The child climbs into bed with
them, and the Saatva mattress remains a central part of their lives.
** A team of scientists is seen conducting data on what the best mattress is. Their data suggests
Saatva is the best mattress and they how Saatva’s advanced mattress technology addresses issues
like pressure points, back support, and temperature regulation. They place a person on a Saatva
mattress to test their theories and the screens all light up with positive sleep data, illustrating
deep, uninterrupted rest.
* The ad starts off introducing little cartoon characters that cause our main character Nick to get
irritated. These characters cause Nick to have bad sleep, wake up with back pain and with no
comfort at all. Nick finally gets irritated and upgrades to a Saatva Rx and these cartoon
characters can’t disturbed his sleep anymore due to Saatva’s such superior comfort and support.
* A 5 star athlete named Tommy, is seen struggling to get quality sleep and is always
complaining to his teammates that he is waking up with back pain in the morning. He sees that
this is affecting his quality on the court so he asks his coach for a mattress recommendation.
After taking his coach’s accommodation and switching to Saatva, his quality on the court
increases and he leads his team to a championship victory.
* The camera pans in a clean luscious forest with clean rivers and beautiful blooming flowers.
As the camera pans out a Saatva Rx mattress appears and it transforms into a beautiful bedroom
setting with a family enjoying a good night’s sleep.
* A young and ambitious woman is trying to establish herself in her new job, but she is seen
constantly yawning and exhausted. The camera cuts to her tossing and turning at night struggling
to get a good night's sleep. After having enough, she decides it is time to upgrade to Saatva.
After making the upgrade the camera cuts to her getting much better sleep and she is seen as
rejuvenated and thriving in her new workplace.
*A montage of happy customers getting their Saatva mattresses opens the commercial. As the
white-glove delivery crew meticulously arranges the mattress in each customer's bedroom, their
faces light up. Shots of customers enjoying their Saatva mattresses—couples cuddling, children
jumping, and people falling asleep peacefully—take over the commercial as it wraps up with
peaceful music.
Conclusion
Saatva has an opportunity to grow their brand. That opportunity is hiring us–Château
Agence. We have the theory that supports our claims while having the evidence to back it up. We
understand what Saatva has to offer and how they can use their brand and product lines to grow
their business. We know how many people value their health and wellness which is exactly what
Saatva values. They understand the consumers they are trying to reach just as we understand
them.
Our initiative of focusing on the prioritization of health and wellness by consumers in
today’s markets shows our understanding of this brand, the market, and overall paths to success
for Saatva. We know everything that is already amazing about Saatva and we want to
communicate to the target markets exactly why they are amazing. Saatva should choose us
because not only are they hiring an advertising agency but also an advocate for everything they
are building.
A.)
Company Name
Revenue
Market Share
Saatva
406 million
2.77%
Tempur Pedic
4.93 billion
32%
Sealy PosturePedic
4.921 billion
32%
Purple
434 million
3%
Sleep Number
1.89 billion
24.84%
Mattress Firm
4.13 billion
18%
* Tempur Pedic and Sealy Pedic share a parent company therefore have the same market
share
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