Kurlon Ltd

Deepok Agarwal
Parikhito Kundu
Ronjeeta Jha
Ropesh Kumar
 Company
• Established in 1962
• Started as manufacturer of cushion seats
and bare blocks
• Factory is in Mysore and its marketing
division is in Banglore
• Launched rubberized coir mattress in 1965
under the brand name ‘Kurlon’
• Sales growth
1987-88 to 1988-89 - 47%
1991-92 to 1992-93- 29.88
1995-96 to 1996-1997- 8.5
2000-01 to 2001-2002- .003%
 Consumer
Attributes Rank
• Softness 1st
• Thickness 2nd
• Price 3rd
• Brand 4th
Reasons for buying
§ Replacement of old mattresses (repeat
purchase) 42.5%
§ Addition to family 12.5%
 Contd.

§ Marriage of offspring 25%

§ Health consciousness 15%
§ Other reasons 5%
 Competitors
• Most are regional players having
strong presence in their regions
• Have lower prices than Kurlon
• Score more than Krulonon price,
softness and thickness index
• Give tempting schemes and high
margins to dealers
• Don’t have too many varieties of
products, produce what sells the
most
 Market
• Cotton mattress- 70 %
• Rubberised coir mattress, PU foam
mattress, spring mattress and
others- 30%
• Kurlon’s share of branded Rubberised
coir mattress market- 30%
• Regional players are very strong in
their regions
• More demand for PU foam
Segmentation and targeting
• Economy seekers
Ø Price is more important
• Comfort seekers
Ø Comfort is more important
• Value seekers
Ø Looks for additional attributes
• Orthopaedic buyers
 Suggestions
• Divide the product portfolio into three
segments- Premium products, economy
products and orthopaedic products
• Retain only the largest selling sub
brands
• Products should be of standard size
• Provide better fit and finish
• Introduce PU foam mattresses
• Do some R & D
• Increase dealer margin
 Promotion & Pricing
• Promote only two or three sub brands
• Do away with coupons and slogan
writing
• Orthopaedic product line should be
promoted to doctors also so that they
can recommend it to their patients
Pricing
Should be according to the segment
targeted
 Conclusions
• Keep doing marketing research at
frequent intervals to know consumer
preferences, find new emerging trend
and spot new opportunities.
Thank you