Bedding pricing policies

Article Abstract:

Sealy, Simmons and Spring Air, three bedding manufacturers, have established a comprehensive guideline for retailers of their high-end products. The guidelines are aimed at enhancing the image of upper-end products manufacturers as well as allow budget-conscious consumers to compare prices among retail stores. The guidelines include requirements for display space, floor samples, point-of-purchase materials, and advertising of queen-size beddings costing $100,000 and above. The most controversial aspect of the guidelines involve a manufacturer's minimum advertised price or MMAP that has provisions for a co-op advertising allowance.

Comment:

One of 3 bedding manufacturers w/c established a comprehensive guideline for retailers of their high-end products

Marketing procedures, Simmons Co., Sealy Corp., Spring Air Bedding Inc.

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Sealy sustains rebound, beefs up lead as top

Article Abstract:

Sealy's improved product lines and aggressive sales efforts has earned the company 20.8% of the mattress market in 1997, after almost losing its market-share lead in the mid-1990's. Sealy's 1997 market-share was three-percentage points higher than its share in 1996, and much more higher compared to 1995, when the company posted a decade-low 17.4%. Sealy, with $752 million US bedding sales in 1997, topped the market-share of its three largest rivals, Simmons by two percentage points and Serta by 2.4 percentage points.

Comment:

Its improved product lines and aggressive sales efforts earns it 20.8% of the mattress market in 1997

Market share, Sealy Mattress of Southern California

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