Purple Innovation, Inc.: The Online to Offline Marketing Challenge Assignment

A case study is an essay that reports your path from identifying a problem, based on an article you have been assigned to read, to a solution that you propose to resolve the problem. Your case study must begin with a brief review of the key facts of the case and a statement of the issue to be addressed.

For the Purple Mattress Case Analysis, submit a 900- word maximum written case analysis (.doc, .docx, or .pdf format) providing the information listed below. Click on the assignment title above to submit your work.

Components of your analysis:

Introduction of the key facts and issue to be addressed (10 points)

What are some of the advantages and disadvantages for consumers purchasing a mattress online? What are some of the advantages and disadvantages for purchasing a mattress in-store? Be specific in addressing how a customer's journey (path to purchase) might influence their purchase outcome. (20 points)

How does digital marketing influence the path to purchase for online sales? For brick-and-mortar sales? (10 points)

Consider that Purple is attempting to attract more customers to brick-and-mortar stores/partners:

What creative messaging campaign they should communicate? Why should it be effective? (20pts)

To whom should they communicate/target? (10 points)

Where/how should they promote this campaign? (10 points)

How would you establish a budget for your Purple campaign? (10 points)

How would you measure the success of your campaign especially relative to the budget? (10 points)

Be sure to consider the market, strategic, and financial risks in your response.