Velosa, JorgeGrätz, Johanna Victoria2024-09-102023-01-232023-01-23http://hdl.handle.net/10362/171479The work project explores if there is a market for "Sleep as a Service" in Germany to create a profitable and sustainable revenue stream for the mattress company Emma. After both qualitative and quantitative research has been conducted, the mattress renting model Emma Rent was introduced. For this service, a marketing and communication campaign was developed focusing on Advertisement and Promotion. The Communication plan includes further details on marketing-, action- and communication objectives as well as the target audience. Based on this, a suitable integrated communication and media strategy was developed including budget, tracking and schedule proposals.engmketingB2c marketingIntegrated marketing communicationsProduct and services marketingmaster thesis203316134