Brand Strategy | Dozee x Duroflex

01 — Project details

Dozee, a contactless healthcare monitoring device, partnered with Duroflex, India’s leading mattress brand, to determine the ideal Go-to-Market strategy. Two key questions emerged:

1. Should Dozee be bundled with or embedded into Duroflex mattresses?

2. Who is the most appropriate target audience for this innovative product?

02 — Strategy

Conducted ethnographic research to uncover consumer perceptions of health monitoring, emotional triggers, and buying behaviors.

Segmented target personas into three groups:
1. HNIs (High Net-Worth Individuals): Privacy-conscious individuals aged 45+ looking for preventive health solutions.
2. Fitness Enthusiasts: Tech-savvy individuals in their 20s-30s interested in self-monitoring.
3. “Shravana” Children: Adults aged 25-45 seeking peace of mind by monitoring their aging parents’ health remotely.

03 — Execution

Interviewed 150 participants (50 per segment) to gather qualitative insights on health attitudes, beliefs, willingness to try Dozee, and pricing preferences.

Identified consumer concerns such as privacy, data accuracy, ease of use, and the app’s usability, which informed the product positioning.
Found that “Shravana” Children valued the emotional benefit of peace of mind, and has preventive beliefs.
Ensured modular usability by recommending Dozee not be embedded in mattresses but remain adaptable for various mattress types.

Consumer Targeting: Identified “Shravana” segment as the core audience, with 90% adoption intent compared to 36% (HNIs) and 46% (Fitness Enthusiasts).

Market Acceptance: Post-research recommendations led to a 25% improvement in consumer trust scores, driven by clarity on privacy and data accuracy.

Engagement Impact: Prototypes and app enhancements increased user engagement intent by 30%, as participants found the interface easy to use and actionable.