Aiming to create and own this technology-driven, premium luxury mattress segment, SKL has launched Sealy's Posturepedic Sleep Systems in seven sizes and three comfort level options. ``We expect the market to be around 60,000-70,000 units a year,'' says SKL director and CEO Homi K Mehta, at the launch of the Sealy brand, on Thursday.

The single-size model is available at the MRP of Rs 8,250, Rs 8,900, and Rs 9,500 while the larger mattress is priced at Rs 18,000. The product is targeted at high net-worth consumers, with an income of Rs 18,000 or above and also those who travel overseas. Says Mehta, ``These are people who don't have just money but have the propensity to want to spend to get something unusual and unique.''

Mehta sees a major demand forthe product to come from Bangalore, Chennai, Hyderabad, Delhi and Mumbai and other emerging towns like Baroda and Pune among others. The eastern market would be targeted in the second phase.

Initially, SKL will focus on retail selling, as its pick-and-choose product range will have limited appeal for institutional buyers like five-star hotels and guest houses who have their own customised requirements. ``Inner spring systems come in specific sizes--unlike coir mattresses which can be cut into as many pieces as you desire,'' says Mehta.

Awakening awareness

Determined to establish differentiation through technology, SKL will be flagging off a communication strategy beginning mid-April. The corporate campaign--`It takes two to create the perfect sleeping system'--will be followed by three black-and-white, product-oriented ads to educate consumers about Sealy's patented technological advantages for the human body.

Intended at occupying half page in English-language dailies and fullpage inmagazines, the campaign will highlight how Sealy has spent over $ 22 million to develop the Posturepedic Sleep System, with a clear positioning: `Engineered for better sleep'.

The execution would have an emotive appeal as well: `only mothers come with a sense and respond system as sensitive as Sealy's'. Created by Bangalore-based Lintas, the print campaign will stay through May to be followed by television commercials in multi-channels. ``We would run close to 200 spots during June-August,'' says Mehta.

Lying to sell

But first on the agenda is to put the distribution system in place. Leveraging the distribution network of Kurlon Ltd, SKL's thrust would be to tap 100 to 200 upscale retail outlets out of Kurlon's total base of over 6,000 outlets. SKL also plans to have a chain of exclusive Sealy showrooms--through potential franchisees with experience in selling high-end products, like fashion and garment accessories.

``We've already got a franchisee in Mumbai,'' says Mehta. ``And in Bangalore weare opening up a company-owned showroom where the product would be showcased. Here the customer can feel the product and enjoy the luxurious ambience.''

Supporting SKL's retail push is a direct selling force of 250 from Kurlon Ltd who are undergoing one-day training-on the mechanics of the product, marketing of a premium concept, selling propositions and technological breakthrough--in Delhi, Bangalore and Mumbai. Their strategy would be to explain that the product is unlike any other system in the world and offer the high networth customers an opportunity to experience the product. The strategy evolved from research: when Sealy first forged an alliance with Kurlon in June 1998, SKL commissioned ORG-Marg. Initially, the study tracked a focus group's attitudes to sleep: what is considered a good sleep; what kind of comfort levels is the consumer expecting from a new product and technology; etc. The second phase of the research looked at product detailing and tracking the user's reaction.

The findings:Sealy-Kurlon would be perceived as an excellent combination. The brand Sealy connoted America which in turn lent technology as a USP, while Kurlon was seen as the tried and trusted domestic brand. When the actual product was shown to the customer his interest level rose and when he was asked to lie over the Posturepedic Sleep System his satisfaction level rose significantly.

Sealy Inc is a 100-year old company with 26 per cent share of the $6 billion market in the US, where there are over 700 innerspring manufacturers.