Categorical Brand Association of Kurlon

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1.Executive Summery04
5.Company Profile12
7.Tabulation 18 8.Major findings37
9.Tabulation of Economic Status39
10.Other findings47
13.Scope for future improvement51
15.Appendices, Bibliography57


“Product Positioning refers to the place an offering occupies in the consumer mind on important attributes relative to competitive offerings”

(Marketing, Times Mirrors Mosby Publishing Co, 1986)
-------Berkowitz, Kerin, Rudelius

Kurlon ltd is the leading mattress manufacturer in India. Kurlon Ltd., founded in 1962, is the leader in the mattress market. It is a multi-crore Manipal Group company, headed by Chairman, Mr. T. Ramesh U. Pai. Mr. Pai is on the board of several well-known industrial and commercial enterprises. Kurlon has 60 suppliers, 5500 dealers and 44 branches.

It has around 45% market share. It has a lineage of products, ranging from the Kurlon mattress (Apna, Budget, Super Deluxe, Classic, Romantique, Ortho, Spinekare, Spring mattresses), Kurlopillo, Kurlotowels, Kurlosheets, bolsters etc.

This project has involved Market Survey that is followed by data correlation and analysis of collected data. This survey is carried out in four different cities that are Pune Bhopal Vijaywada and Ernakulam.

As a part of market research questionnaire is prepared. Sample size has been decided as 200 people covering different sections of the society. No particular type of sample selection is followed considering time and cost constraints.

Project title is “Categorical Brand Association of Kurlon in Pune”.

The ultimate objective of this Project is to find out awareness of brands in mattress and studying how brand savvy people are? This is a kind of mind mapping, in which we tried to study different attitudes of people for different brands and their preferences. We studied whether people belonging to different economic classes in the society are aware of different brands offered by different companies or not and if they are aware then are they interested in buying them or not? How many of them associate Kurlon with mattresses. How many of them are using Kurlon mattresses, what they expect in a mattress, how much are they willing to spend on a mattress etc.

For this survey we have prepared a questionnaire containing 22 questions, and got filled by 200 people around in Pune.

Actually our questionnaire is divided into two parts. First part is related with different economic status of people, through that we have to judge their economic status on the basis of product they are using in day to day life and how luxurious their life is. Second p[art is most related with awareness of mattress, how much they are willing to spend on ideal kind of mattress. Are they brand savvy or not, etc. On a whole their knowledge about mattress can be assessed and accordingly different strategies can be formulated.

Second part is also is subdivided in another part which is related with spring mattress. The Kurlon is market leader in coir mattress segment. It has some time back ventured into spring mattress manufacturing. But it was not able to meet its targets so Kurlon is lagging behind in this category. So this year their main target will be to promote the spring mattress, spring well is the market leader in this segment.

The method which is used in primary data collection is face to face interaction with all the consumers and later the analysis is done by using different stastical tools. Bar charts and Pie charts are used for graphical analysis. In Pune I found through survey that there are 48% that is 96 of 200 people recalled Kurlon brand at first...
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