Diamond Supreme Foam

Table of Contents

Introduction................................................... 2

Demographics............................................. 3

Psychographics............................................ 4

Geographics................................................ 4

Behavioral.................................................. 4

Positioning Strategy........................................ 5

SWOT ANALYSIS.......................................... 6

Points of parity............................................ 7

Points of difference..................................... 7

Perceptual Map........................................... 8

BCG Matrix................................................. 0

Bull’s Eye Map............................................. 2

Ansoff Matrix.............................................. 3

Market Penetration..................................... 4

Market Development................................... 4

Product Development.................................. 4

Porters Five Forces...................................... 4

Market position of Dentonic............................ 6

Product Life cycle........................................ 8

Target Audience OF IMC Plan........................... 9

Communication Objectives.............................. 9

Message Design............................................ 10

Message Strategy...................................... 10

Message Source......................................... 11

Communication channels.............................. 12

Promotion Tools........................................... 13

Marketing communication budget................. 15

Reasons of failure......................................... 17

Proposed IMC............................................... 18

Recommendations........................................ 18
Introduction

Diamond supreme foam was founded over 40 years ago with a goal to develop high
quality products at an economical price. It claims to be a pioneer and leader in
multiple product categories such as Supreme Foam, Dolce Vita Home- Pakistan’s
First Luxury & Sleep Store, Diamond tyres, Dolce Vita - King of Mattresses with
Advanced Pocket Spring Engineering, etc. The company has tried to challenge the
norms of the market by innovating its products, such as the diamond foam back rest
seat for driving, and has always tried to set new benchmarks of excellence by
offering better quality than the competitors. The company defines its journey by 3
simple qualities: “The Pursuit of Innovation, The Pursuit of Excellence and The
Pursuit of Life Long Relationships”.

Diamond supreme foam is currently celebrating its 43​rd anniversary by targeting the
youth and the future generation of Pakistan. They have tried to do this by launching
social media campaigns and jumping on viral trends to grab the attention of the
millennial as the company believes that it is very important to change with time and
keep up to date with the market trends. It also works in their favour because the
competition focuses a lot on traditional values, Diamond Supreme foam can
differentiate itself through this campaign by engaging a lot of new potential
customers (the young generation).

Mission:

· To be the market leader

· High quality products
· Customer relationship

Vision:

To improve the living standards of its consumers by providing them with the best
mattresses money can buy. The company believes that a good night's sleep is an
essential key to a successful day and that requires the best raw materials to be used
in the making of the mattresses. Diamond foams are made keeping this in mind to
ensure that “every Diamond-made mattress is set to be a sleeper hit”.

Brand Mantra:

The focus of the company is to raise awareness about the quality of the product.
This is the reason why every tagline of Diamond Supreme foam has the word “sleep
better” or “araam” in it. The brand mantra for this brand would be ‘high quality
Pakistani mattresses.

Portfolio:

The company has expanded into different brands including Dolce Vita (furniture),
Jumbolon (thermal insulation products) and Diamond Foam. The following is a lot of
all the products it offers.

Foams:

● Supreme Foam mattress

● Europedic Memory Foam
● Spring mattress

Dolce Vita:
● Dolce Vita Pocket Spring Mattresses
● Dolce Vita Bonnell Spring Mattress
● Lifestyle products
● Dolce Vita Recliner
● Dolce Vita Adjustable bed
Jumbolon
● Diamond Jumbolon
● Jumbolon Board
● Jumbolon Spray
● Jumbolon Rolls

Timeline:

· ​1974: Diamond group of industries (DGI) was founded

· 1984: Diamond Jumbolon was added as a subsidiary of DGI

Competition:

Diamond foam is in direct competition with the following companies who possess a
significant amount of market share:

· Master foam
· Dura foam
· Unifoam
· 5 star foam
· Canon foam

The company is in direct competition with the local producers of mattresses and
foam. On the other hand, it also faces threat of indirect competition from well known
furniture brands and sofa brands as well as local producers of sofas and furniture. A
few of indirect competitors are listed below:

· Furniture hub
· Interwood
· Woodland
· Gourmet furniture
POD and POP:

The diamond foam differentiates itself by catering to different market needs such as
model of mattresses starting from low in price to going up to the premium Dolce Vita
range. It also focuses on innovation not only in products, but also in marketing. An
example could be the new campaign which mainly incorporated memes against
Molty foam.

On the other hand, the POP of Diamond foam would be the quality and the
traditional values it has portrayed over the span of 40 years. just like Molty foam,
DIG takes pride in being one of the early entries in the market and takes benefit of a
loyal customer base it has built over time.

Competing brands:

The 2 main competitive brands I have chosen for this project are Molty foam and
Unifoam. This is because the DIG’s recent marketing campaign was focused on
aggressively targeting Molty foam and its “papa jani” tagline. This shows that both of
the companies are in direct competition with each other. The reason for choosing
unifoam is that it is also an old brand which opened up in 1976, and has recently
opened an online store just like Diamond and Molty foam. This move into the
e-commerce is a new era for all of these 3 major brands as they will now be fighting
to maintain their market share, as well as gain new market share from the young
generation who prefer shopping online rather than visiting a store.

Marketing Strategies

Product

Products that are sold by Diamond Foam are

● Spring mattress
● Bed sheets/comforter
 ● Foam mattress
● Foam products

Price

Supreme Foam​ 10,000,​ Supreme Godi Memory​ 12,000,​ Supreme Soft​ 12,000,​ Supreme
Smart GelCool Memory​ 15,100,​ Supreme Memory​ 30,400,​ Supreme Cool​ 10,700,​ Supreme
Smart GelCool​ 12,600

Placement

With reference to marketing mix, place is the path or the way or the channel through
which the product are moved from manufacturer to the end consumers. It may
incorporate the dealers, the distribution channels and the display place or the
perception that the product has in the minds of its consumers. For Diamond foam the
placement of the product is an area where the company needs to invest in so that
the mattresses or the product of diamond foam are available to the consumer locally
and at the right time when they need it. Diamond foam is currently operating a wide
network of around 250 outlets that include retailer outlet as well as dealerships
where the diamond foam is easily available in all its variants.

Promotion

It is a marketing strategy or technique used by the company to generate sales of

their product and attract more loyal customers. Currently diamond foam is using
advertisements with the tagline “dear papa jani” through which they are targeting the
consumers of their competitor. Diamond foam is engaged in promotional activities
through the billboard ads, television commercials.

Positioning Strategy

Customer perceives Diamond Foam is high quality foam. Foam is high involvement
product and people see price and quality before purchase it.
Target Market

Diamond Foam has broad target market in Pakistan because any product requires
foam is their target market and person used that foam is their target customer.
Customers in south region are furniture showrooms and in the north region are
dealers and they do not sell their products to end-users. Diamond Foam used
product development strategy with different product in the current market.

Diamond foam BCG matrix

High Market Share Low Market Share

High Growth
Supreme Foam mattress,
Europedic Memory Foam​, Dolce Vita Adjustable bed​,
Spring mattress Diamond Jumbolon

Low Growth

Dolce Vita Pocket Spring Jumbolon Board​,

Mattresses​, ​Dolce Vita Jumbolon Spray​,
Bonnell Spring Mattress​, Jumbolon Rolls
Lifestyle products

Master molty foam BCG matrix

High Market Share Low Market Share

High Growth

Molty Foam​,​ Molty

Molty Ortho Cool Gel​,
Deluxe​,​ Molty Plus
Molty Cool Gel 7 Zone
 Low Growth

Molty Sleep​,
MoltyOrtho Memory MoltyCure​,​ Molty
Memory

Unifoam BCG matrix

High Market Share Low Market Share

High Growth
Unifoam or Dream foam Uniworth, Unimax

Low Growth
Universal Shaheen foam
SWOT Analysis :
STRENGTHS
● Exports to Sri Lanka,
Bangladesh, India, U.A.E and
Saudi Arabia
● Loyal consumers
● Doesn’t use steroid
● Existing since 40 years
WEAKNESSES
● Market follower in the eyes of
the consumers
● Expansion into furniture
● Took long to catch up
OPPORTUNITIES
● Can target social class B+ if
they get affiliated with BDA OR
ADA
● Can export to other countries
like U.S.A and Japan
● Get recognition by different
dental associations in Pakistan
● Introduce more flavors
THREATS
● Losing loyal customers by trying
to gain new customers
● Legal issues with the advert
● Local competition
● Diseconomies of scale
Analysis of the advertisements​:

In a recent TVC, Diamond Supreme Foam took quite a sarcastic approach in

branding their product which eventually took an aggressive turn and ended them in
court. They made use of the term “Papa Jani”, featuring Mehwish Hayat (wife) and
Ali zafar (husband); the wife argues in exasperation with the husband when he
ordered diamond supreme foam mattress online without knowing the quality. Further
she is seen arguing with the husband for not ordering the mattress of the brand
recommended by, “ Papa Jani”, which clearly was directed towards Master Molty
Foam. Moreover the husband convinced the wife that Diamond Supreme’s quality is
much better than any other brand. As soon the wife sits on the diamond foam
mattress she expresses contentment. This blew the media and a massive response
came from the audience. Although Molty Foam filed a case against Diamond foam
for plagiarizing their long used phrase “papa jani”, and won the case too but diamond
supreme foam still managed to gain publicity,regardless.

The arch- rival brand Molty foam in their TVC take

a rather sentimental approach, by showing the relationship between a father and
daughter featuring Mahira Khan (daughter) and Adnan Siddiqui (Father). The
advertisement opens with a montage of the daughter’s wedding and the father’s
flashbacks of the time he has spent with the daughter. At the end the slogan “ Ye
rishtay zindagi bhar k liey”, showed the relationship the product might have with the
audience. This approach worked well for them as they have extended on their rather
old yet famous “papa jani” campaign.

Unifoam on the other hand have not been seen to be active in recent years, but in
their advert they seem to be targeting newly weds as that one time especially in
asian culture where buying bedding for the bride and groom is seen to be happening.
40 Years of unifoam, show their loyalty towards the consumer and it also empowers
them as a brand as it gives out a trustworthy essence. Further in the advert they also
mentioned how “comfortable” and “durable” the mattress is which again is
communicating the message they want to send out. At the end by adding the
personalised factor to the product they gave the audience to be excited about buying
the product and not just making it something the bride or the groom would purchase
but something they can be gifted too.

Survey:
The survey was conducted using google form on which 27 responses were recorded.
It included questions about 10 attributes which were:

1. Price
2. Quality
3. Availability
4. Brand awareness
 5. Product range
6. Consumer preference
7. TVC attractiveness
8. Foam texture
9. Foam density
10. Comfort
The respondents were asked to rank the 3 brands in each of the respective attribute
separately. The y-axis shows the number of people whereas 1 means excellent, 2 is
average and 3 is poor. For the purpose of comparison, we are going to associate the
mean rank (highest bar chart) to that attribute of that particular brand.
For example- ​In foam quality, around 18 people rated Diamond foam average,
around 8 people rated it excellent and only 1 person rated it poor. Since most people
rated it average, it is safe to assume that Diamond Supreme foam is performing
average in foam quality in the minds of the consumers. Similarly, in comparison,
Master foam performed excellent in this attribute and Uniform can be classed as
poor when it comes to foam quality.
Perceptual maps:
Conclusion & Recommendation:

Diamond Supreme Foam is a well known brand in the market and has been around
for over 40 years now. The brand has seen a sustainable growth in business and its
success is due to its diversification in related and unrelated markets. It is competing
with Molty foam which has a higher brand awareness and is the “go to” brand for
consumers when it comes to shopping for mattresses. Diamond foam is trying to
change this perception by appealing to the younger audience. It is constantly
upgrading with time which is a positive sign for the future.
The perceptual maps drawn from the survey results show that Diamond Supreme
Foam is doing just as good or even better than Molty Foam and Unifoam in most of
the attributes. The one attribute that it needs to work on is the TVC attractiveness
which was rated lower than Molty foam. This is because the last viral campaign was
also run on social media pages rather than mainstream media. Diamond foam needs
to work on its presence in the mainstream media through attention grabbing TVC
commercials.