Report 1
Rationale
Sondy Pillows is a business that manufactures and sells a range of comfortable pillows
through its online website. Sondy sells these pillows internationally, offering delivery. The
company has managed to develop a good reputation for providing pillows made of high
quality, that offer comfort to consumers. Sondy Pillows has decided to widen their product
range and add travel pillows to their products- SP Travel. SP Travel pillows are manufactured
to be fit for health, as they support the neck keeping posture upright and prevent discomfort
while traveling. These pillows are made to be light, durable and the covers can be removed
and washed at any point, this makes them easy to carry, take on adventures and trips and
even wash. They are additionally made of high-quality materials. The travel pillows are made
with memory foam for additional comfort and are available to be customized and
personalized. Consumers can choose from a range of colours and decide to engrave their
name on their travel pillow, while purchasing from the Sondy Pillows website. The pillows
retail between $15-$30 each depending on the customization and design choices.
Before I get into the details of establishing this marketing campaign, I will need to analyse
the travel pillow market. This is to identify: competitors, the market characteristics, the
target market, trends within this market and an existing marketing campaign.
To begin with, some of the competitors of SP Travel include: Tempur Sealy, Samsonite,
Away, SNI Today, Trtl, Travel Blue, Cabeau and so on. This market is highly competitive, with
these mentioned companies fighting for market leadership. The market leaders can be
argued to be Tempur Sealy and Samsonite, who have strong brand recognition, extensive
product ranges and a multitude of distribution networks. They are established within the
industry and have developed credibility with their customers and so have a competitive
advantage. Although, Trtl and Cabeau -being newer entrants- have grown fast in popularity
because of the innovation and designs of their pillows. Moving on to the market
characteristics, in 2016, the neck pillow market size was valued at about 226 million U.S.
dollars in the United States and was forecast to reach a value of 295 million U.S. dollars by
2022. Globally. the global Travel Pillow market size was valued at USD 474.7 million in 2022
and is forecast to a readjusted size of USD 662.6 million by 2029. As for the market share,
Asia Pacific is the largest consumption region of Travel Pillow, with a sales market share
nearly 40% and memory Foam Travel Pillow is the largest segment globally, with a share
about 38%. Key factors contributing to this upward trend include the rising adoption of
travel pillows among frequent travellers, heightened focus on comfort during long journeys,
and increasing awareness of maintaining proper posture while travelling. The travel pillow
market can be recognized as an oligopoly. This is because the market is not solely dominated
by one business, but instead multiple businesses.
The target market for travel pillows are people who have long journeys, those who are in
need of comfort and people seeking to improve their posture while travelling. Part of the
target audience for travel pillows are economy class users in airlines and trains. This is
because they have less space and room to sit comfortably. Therefore, the SP Travel pillow
, can offer comfort to this specific group. Other audiences for this market are people travel
frequently and those prescribed by doctors. Trends within this market include:
The increasing use of e-commerce as a reason for growth of the market, it is
therefore, a trend that is increasingly used as most people purchase their travel
pillows from online platforms.
Personalisation/customization- customer can have their names engraved in the
pillows when purchasing them, they can also choose the colours and designs that
they want
Innovative designs- some have unique shapes that are not the traditional ‘U’ shape
that they commonly have
I have been asked to create a marketing campaign that will run for 5 months in order to
achieve the company’s aim of launching a new product. The set budget for this campaign is
$50,000. The marketing message is to promote comfort and health, while maintaining style
while traveling. My chosen marketing message is ‘Comfort Redefined, Health Embraced ‘. I
have chosen this marketing message as a way to display SP Travel. It shows that Sondy
Pillows as a business has embraced consumer health and taken it into consideration as well
as provided them with a different, more applicable meaning to comfort.
Aims and Objectives
According to the brief, Sondy pillows’ main aim is to launch a new product. This new
product is SP Travel pillows. To achieve this Sondy Pillows will need to launch this product
using a campaign that will aim to create awareness and recognition for the product. This will
involve implementing a multitude of strategies like: social media marketing, online
advertising, influencer/celebrity marketing and so on. Sondy Pillows already has a good
reputation for selling high quality products, hence, it may not have to do much to create
attention and interest in the travel pillows. This is an advantage that the business has.
A more personal aim for the business could be to generate revenue. This will require
marketing and advertising, promotions, partnerships/collaborations and so on. An increase
in revenue into Sondy Pillows will show that the launch of SP Travel has been successful and
has led to increased spending into Sondy Pillows. This will be from new customers and from
existing customers who are aware of the business and are loyal to it. Sondy Pillows wants its
new products to be successful, its success can be measured through increased revenue from
SP Travel sales.
Here are 3 SMART objectives of SP Travel:
1. Increase in social media following across Instagram, TikTok and others by gaining
over 300,000 followers for Sondy Pillows, more specifically SP Travel. This is to be
achieved within a period of 3 months.
Firstly, this will be done through: partnerships with travel influencers and bloggers as this
are people who travel frequently and have fan bases that are interested in travelling. This
Rationale
Sondy Pillows is a business that manufactures and sells a range of comfortable pillows
through its online website. Sondy sells these pillows internationally, offering delivery. The
company has managed to develop a good reputation for providing pillows made of high
quality, that offer comfort to consumers. Sondy Pillows has decided to widen their product
range and add travel pillows to their products- SP Travel. SP Travel pillows are manufactured
to be fit for health, as they support the neck keeping posture upright and prevent discomfort
while traveling. These pillows are made to be light, durable and the covers can be removed
and washed at any point, this makes them easy to carry, take on adventures and trips and
even wash. They are additionally made of high-quality materials. The travel pillows are made
with memory foam for additional comfort and are available to be customized and
personalized. Consumers can choose from a range of colours and decide to engrave their
name on their travel pillow, while purchasing from the Sondy Pillows website. The pillows
retail between $15-$30 each depending on the customization and design choices.
Before I get into the details of establishing this marketing campaign, I will need to analyse
the travel pillow market. This is to identify: competitors, the market characteristics, the
target market, trends within this market and an existing marketing campaign.
To begin with, some of the competitors of SP Travel include: Tempur Sealy, Samsonite,
Away, SNI Today, Trtl, Travel Blue, Cabeau and so on. This market is highly competitive, with
these mentioned companies fighting for market leadership. The market leaders can be
argued to be Tempur Sealy and Samsonite, who have strong brand recognition, extensive
product ranges and a multitude of distribution networks. They are established within the
industry and have developed credibility with their customers and so have a competitive
advantage. Although, Trtl and Cabeau -being newer entrants- have grown fast in popularity
because of the innovation and designs of their pillows. Moving on to the market
characteristics, in 2016, the neck pillow market size was valued at about 226 million U.S.
dollars in the United States and was forecast to reach a value of 295 million U.S. dollars by
2022. Globally. the global Travel Pillow market size was valued at USD 474.7 million in 2022
and is forecast to a readjusted size of USD 662.6 million by 2029. As for the market share,
Asia Pacific is the largest consumption region of Travel Pillow, with a sales market share
nearly 40% and memory Foam Travel Pillow is the largest segment globally, with a share
about 38%. Key factors contributing to this upward trend include the rising adoption of
travel pillows among frequent travellers, heightened focus on comfort during long journeys,
and increasing awareness of maintaining proper posture while travelling. The travel pillow
market can be recognized as an oligopoly. This is because the market is not solely dominated
by one business, but instead multiple businesses.
The target market for travel pillows are people who have long journeys, those who are in
need of comfort and people seeking to improve their posture while travelling. Part of the
target audience for travel pillows are economy class users in airlines and trains. This is
because they have less space and room to sit comfortably. Therefore, the SP Travel pillow
, can offer comfort to this specific group. Other audiences for this market are people travel
frequently and those prescribed by doctors. Trends within this market include:
The increasing use of e-commerce as a reason for growth of the market, it is
therefore, a trend that is increasingly used as most people purchase their travel
pillows from online platforms.
Personalisation/customization- customer can have their names engraved in the
pillows when purchasing them, they can also choose the colours and designs that
they want
Innovative designs- some have unique shapes that are not the traditional ‘U’ shape
that they commonly have
I have been asked to create a marketing campaign that will run for 5 months in order to
achieve the company’s aim of launching a new product. The set budget for this campaign is
$50,000. The marketing message is to promote comfort and health, while maintaining style
while traveling. My chosen marketing message is ‘Comfort Redefined, Health Embraced ‘. I
have chosen this marketing message as a way to display SP Travel. It shows that Sondy
Pillows as a business has embraced consumer health and taken it into consideration as well
as provided them with a different, more applicable meaning to comfort.
Aims and Objectives
According to the brief, Sondy pillows’ main aim is to launch a new product. This new
product is SP Travel pillows. To achieve this Sondy Pillows will need to launch this product
using a campaign that will aim to create awareness and recognition for the product. This will
involve implementing a multitude of strategies like: social media marketing, online
advertising, influencer/celebrity marketing and so on. Sondy Pillows already has a good
reputation for selling high quality products, hence, it may not have to do much to create
attention and interest in the travel pillows. This is an advantage that the business has.
A more personal aim for the business could be to generate revenue. This will require
marketing and advertising, promotions, partnerships/collaborations and so on. An increase
in revenue into Sondy Pillows will show that the launch of SP Travel has been successful and
has led to increased spending into Sondy Pillows. This will be from new customers and from
existing customers who are aware of the business and are loyal to it. Sondy Pillows wants its
new products to be successful, its success can be measured through increased revenue from
SP Travel sales.
Here are 3 SMART objectives of SP Travel:
1. Increase in social media following across Instagram, TikTok and others by gaining
over 300,000 followers for Sondy Pillows, more specifically SP Travel. This is to be
achieved within a period of 3 months.
Firstly, this will be done through: partnerships with travel influencers and bloggers as this
are people who travel frequently and have fan bases that are interested in travelling. This
