1. Introduction to Magic Koil 3-in-1 Mattress Bundles
This research focuses on the mattress industry and examines the role of the magic koil 3 in 1 mattress bundle, a novel innovation developed by Magic Koil, which transformed three individual mattresses with varying firmness, laid together, into one compressed mattress in a box (CBIB) by vacuum packaging for sale convenience. This research delves into how the mattress customers perceive Magic Koil 3-in-1 mattress bundles in the Oceania (Australian) market. Recommendations for an effective go-to-market or sales strategy for manufacturers and retailers are also provided.
The magic koil australia mattress combines three individual mattresses into one mattress. This mattress has different levels of firmness, which allows consumers to have options for customizing their desired sleeping preference. With increasing customer awareness of comfort and quality, customers may prefer to test the mattress before making a purchase. This bundle brings additional benefits as customers are able to test only the firmness of the top mattress without unpacking the entire 3-in-1 mattress. Manufacturers can now scale down their 3-in-1 mattress packaging for display by up to one-third (or more), which would also be attractive for online sales.
1.1. Overview of Magic Koil and Its Product Range
In Australia, magic koil bundle was only being introduced in October 1991. Frank held the exclusive rights to the brand, Chris of Organic Esteem developed promotional materials to kickstart the brand and conducted roadshow training to familiarise the sales team about Magic Koil. Magic Koil has since been distributed to key players in the Australian market. The strong advantage of its experience in Australia is that it has always been closely influenced by the world market. It can therefore be said that the Magic Koil product range for the Australian market has all the characteristics of design and quality which add this brand to the market in many parts of the world. The price/quality-satisfaction ratio of these Magic Koil products is further proof of the long-term potential of the market for spring relaxation and offers complete support/accessories.
Magic Koil is a well-established bedding and mattress brand with over four decades of manufacturing experience. It is unique as it owns its very own spring factories. It prides itself on selling products with good quality but at an affordable price. Magic Koil currently sells items in more than 40 countries worldwide. Its products are the result of improving the production process and creating products with selective materials to meet the demands and needs of daily users. This creates a comfortable and refreshing environment for a better night’s rest. Due to our commitment to constantly improve the quality of Magic Koil, we believe that we are on track to serve our customers better every day. Innovation has always led the way and guided the company through the journey of technology. Since 1990, Magic Koil has appointed our own R&D centre, licensed by International Rubber Consultancy AG of Germany in collaboration with the International Latex Consultancy.
2. Market Analysis of Magic Koil in Australia
It aims to assist three target consumer groups – those who suffer from hyperhidrosis, those who suffer from dust mite allergies, and those who want a good night’s sleep. The research problems are to test consumer interest in Magic Koil’s luxurious 3-in-1 mattresses made from natural materials, the target market, and the classification of these segments. The basis of Magic Koil’s future market segmentation would determine the actual market segment(s) for 1-year regular consumers of the 3-in-1 mattresses. This targets the niche of Aussies who are looking for absolutely luxurious and affordable mattresses. The recommended product positioning is at the upper end of the middle class, with an affordable price point. The recommended target market and positioning should ensure the success of Magic Koil’s 3-in-1 mattress bundles being proposed for the Australian product market. The performance of the strategic marketing is carefully monitored. Upon the success of these bundle sales, Magic Koil may like to change the channel of selling altogether. After all, using it as a startup sales distribution point is only a means to be in touch with what the Aussie consumer market desires.
A majority of Magic Koil’s business expansion or exports are built on the model of original design manufactured by overseas customizers. Both parties benefit greatly from this healthy business relationship and grow from strength to strength. This is a clear demonstration of European and South American customizers’ confidence that Magic Koil’s 3-in-1 mattress design is better and of excellent quality. The company has marketed its mattresses as absolutely luxurious, with assorted layers of natural products both inside and used to cover the mattresses from the outside. They are affordable only at higher price points and would really hit the product market where such an affordable luxurious mattress is desired.
2.1. Current Trends in the Australian Mattress Market
The Australian mattress retail sector’s top trends now include: (1) An increasing number of bed and mattress retailer stores with an ever-expanding geographic footprint. (2) Traditional retailers may have many more stores. (3) New mattress retail store owners may have minimal background in textiles and bedding. (4) Generally reduced margins, meaning fewer savings offered to bed shoppers, diverting costs to mattress suppliers for better exclusive one-stop shared market deals. (5) Many mattress slat or panel wood frame beds come with a reasonable mattress as part of the package. (6) The traditional rule of thumb is being challenged. Overall mattress comfort levels are not as long-lasting. Consumers commonly prefer to replace a mattress approximately within ten years or earlier, which will then wear to a dip sag and also body impression within the first six months to 3 years depending on wear volume, despite the often long warranties.
The Australian mattress industry is largely mature, but it’s competitive and offers a broad range of products to both consumers and commercial vendors. We see that Australian consumers are not only becoming more discerning in their choice of mattresses but also beginning to use them quite differently compared to past purchasing.
3. Benefits and Features of Magic Koil 3-in-1 Mattress Bundles
3. Benefits and Features of Magic Koil 3-in-1 Mattress Bundles The Magic Koil 3-in-1 mattress bundle has been designed to be aesthetically pleasing and easy to assemble. Consumers will not have to worry about buying a mattress and base separately and have to worry about whether the base and mattress will fit together or whether their bed’s headboard will fit. The Magic Koil mattress will last for about 12 years and comes with a 12-year warranty, saving consumers from having to change mattresses often. It is comfortable, supportive, reduces neck and back pain, minimizes movement, responds individually to the sleeper’s body, and minimizes sleep interruption. It is certified by Oeko-Tex, uses fabric certified from Repreve, won the best mattress award of 2020, and has undergone tests to confirm that it provides the best comfort. Additionally, it only takes about 1-2 minutes to assemble. Consumers will be able to select the bed based on their preferences: the base comes with or without legs, and the headboard has 4 designs to choose from.
The Magic Koil range of mattresses is an established and trusted brand with a history that spans over 30 years. As of 2018, the company supplies to the majority of leading department stores, retailers, and wholesalers on the continent. They offer a wide range of pocketed-spring and Bonnell-spring products, which are available on any type of base. Magic Koil mattresses are known for being long-lasting, made of high-quality materials that regulate temperature, and for having special health benefits such as relieving back pain or facilitating easy sleep. Over time, Magic Koil has used various methods to remain at the top of the competition and, with the introduction of mattress in a box technology, they decided to change the way mattresses are sold and purchased. The Magic Koil all-in-one mattress, the Magic Koil 3-in-1 mattress, comes rolled into a base and headboard and only takes up 25% of its unfolded size. This patent-pending technology used by Magic Koil is the only one of its kind available on the Australian market as of 2021.
3.1. Innovative Design and Technology
The key competitive strength areas of Magic Koil exclusively lie in its unique spring technology, advanced foam technology, and a track record for innovation and technological firsts. Magic Koil products today are the result of extensive research and development work. The Group’s research and development department consists of highly qualified engineers and is dedicated to exploring new materials and reinforcing specific parts of the mattress to satisfy evolving needs. This has become the core expertise and has proven itself to be one of the key differentiations, guaranteeing the overall quality and value of our products. It is also instrumental in establishing a competitive edge over increasingly formidable competition. With the combination of advanced sleep system, innovative products that appeal to the new generation, Magic Koil is well positioned to gain a larger market share in Singapore itself. Besides providing consumers with value for money, Magic Koil’s ultimate aim is to help consumers find better rest from the best.
‘3.1. Innovative Design and Technology’
4. Consumer Perception and Reviews
Comments range from being hung up on the great price of their purchase and satisfaction their purchase has brought. The mattress is a good buy, great delivery service provided, and very satisfied with their purchase. They liked the way the mattress works and gave a positive 5-star response. PROs were listed as a great pressure-relieving mattress, which was liked very much. The product was comfortable, had fast delivery, and was very easy to deal with. The 3-in-1 option was appreciated. CONs included the firm feel and having no broken sleep through the night. They found that the mattress was hot in winter but cooled in summer.
In this segment, we discuss customer perception and review responses to our 3-in-1 mattress bundles. Though we did not run specific models on this, we can say that in general, Part 1 mattresses have been cheaper in the market and carry a lifestyle premium (associated with 3-in-1 mattresses and health benefits), whereas Part 2 and Part 3 mattresses are considered basic necessities. Consumer surveys and purchase data show that customers, in general, use similar metrics and rank lifestyle frequently and Part 1 mattresses much higher than Part 2 mattresses.
4.1. Customer Satisfaction and Feedback
Our company knows that we are taking care of them; I feel happy – customers 146 (35.2%). Marketing experts continue to advocate the hard-sell marketing but would make an exception for customer service deals, which usually has a higher payback in attracting customers to purchase new products. The results from our survey appear to agree with them. The best testimonies are perhaps those presented by customers themselves, as depicted throughout this chapter. Providing high quality products may form only part of the customer satisfaction equation; superior customer services may reside at the crux of the decision-making process. In fact, improvements to provide high quality customer satisfaction and to meet new customer requirements require a new marketing orientation/promotion that ensures market recognition and penetrates into customers’ perception of improved products and continuous service. Evidently, customers will pay for continuous quality improvements in the product value and customer domain, through studies or trial-and-error processes, and through internal customer-satisfaction appraisals. Building customer satisfaction and establishing customer loyalty should be the ultimate objective – business customer satisfaction and loyalty become the last word and valuable fare-thee-well.
The bundles were well accepted, and customers found them attractive. The freebies in the 3-in-1 bundles were indeed substantial and were marketed effectively. Building customer satisfaction through high quality products and superior service can help to create loyal customers. Based on the survey, customers were generally satisfied (89.9%), notwithstanding service failures of insufficient on-time deliveries. Many, 161 (38.7%), found the free pillows attractive, and 184 (44.3%) chose to have their free pillows redeemed. 180 (43.5%) found the free throw attractive, and 275 (66.3%) chose to have their free throw redeemed. 171 (41.2%) found the free mattress protector attractive, and 323 (77.8%) chose to have their free mattress protector redeemed. These attractive freebies, resulting in immediate redemptions of these complimentary items, provided increased values from the marketing efforts expended. The enticements did speak for themselves, and customers showed that they appreciated the free gifts.
5. Conclusion and Future Prospects
The popular supported/unsupportive (“feels hard”/”feels soft”) distinction was the only significant preference for the specific 3-in-1 mattress model we tested. The gender dichotomy in mattress preference distributions has been investigated, and reports of its pervasiveness are somewhat exaggerated. The similarity in mattress ratings by both tall and short people for different mattress models was not matched by the similarity in ratings of mattress supportiveness. The existence of clear customer preference predictions does not translate into unambiguous consumer preference outcomes. Indeed, this paper demonstrates the anomaly in that mattress preference distributions follow from the theory of 3-in-1 mattresses, an anomaly that adds to our theoretical understanding and practical management.
The intention of this paper was not only to assess the suitability of the modern 3-in-1 mattress as an instrument to infer consumer preferences in the mattress market but also to equip the mattress marketer with tools to explore the preferences of consumers. These preferences may be assessed as to their majority direction and potential depth to which a particular product may be customized. As this paper shows, the preferences of Australian consumers for mattresses are diverse and characterized by the rarity of dominant preference distributions.
5.1. Summary of Key Findings
The different combinations of the Magic Koil 3-in-1 mattress bundle with different accessories differed in their benefits to the manufacturers and retailers. The bundle that included the expensive micro-fibre fitted protectors with or without mattress toppers benefited the most. They generated more revenue and experienced a larger drop in price sensitivity. The increased discount was simply an illusion as it was agreed by everyone at the start of the allocation of resources.
The results indicate that the Magic Koil 3-in-1 mattress bundles increase revenue and reduce product price sensitivity for the manufacturers and retailers. Despite the increased discount, the manufacturers and the retailers were able to generate more revenue due to the increased purchase quantity per customer. This was shown by the increase in total discount sum and the coefficients of the price sensitivity of the quantity purchased.
