Basic survey of Kurl-on & non Kurl-on mattress product

1. Presented by:-
SAYAN MITRA THAKUR
PGDM:- 2016-18
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2. Project Title
 A Study on Consumer Perception of Kurl-On & non-
Kurl-On Mattress Company
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3. Under Guidance
 College Guidance Prof. Siddhartha Sengupta
 Company Guidance Mr. Rahul Paul (ABM of Kurl-on)
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4. My survey area
 Dharmatala
 Chandni market
 Rabindra Sadan
 Nager bazar
 Dum Dum
 Barasat
 Madhyamgram
 Naihati
 Bhadreswar
 Uttarpara
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5. Background
Karnataka Consumer Products Ltd(KPCL)
1962 – company established
-Started as manufacturer of cushion seats and
bare blocks.
- Concept of rubberized coir.
1965 - introduced first time, under the brand name “Kurl-On“..
Supply material to industrial buyers.
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6. Primary Data
 The primary data is directly collected from the Kurlon
& non-Kurlon distributer, dealers by surveying them.
Structured questionnaire was made based on the
objective of the study.
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7. Questionnaires
Questionnaire for Kurl-On & Non-Kurl-On products
 The data collected through this questionnaire will be
kept confidential and will be used exclusively for
research purpose.
 Respondent No.
 Name of the Shop & Owner:- -
 Contact No.
 Address:-
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8. Questionnaires
 Which mattress companies do the dealer deals with:-
Kurl-On ii. Sleepwell iii. Duroflex iv. Rubco v.
Sleepzone vi. Others...............
 Rate the following mattress companies in the scale of 1 to 5 as per sales
volume (1- least selling & 5- highest selling)
Kurl-On ii. Sleepwell iii. Duroflex iv. Rubco v.
Sleepzone
 3. Rate the following price range (in Rupees) of Mattresses in the scale of 1 to
5 as per sales volume (1- least selling & 5- highest selling)
i. Less than 6,000 ii. 6,000 - 12,000 iii. 12,001 - 20,000
iv. 20,001 - 40,000 v. More than 40,000.
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9. Questionnaires
 4. Rate the following types of mattresses in the scale of 1 to 5
according to customer’s preference (1-least preferred & 5-most
preferred)
Coir Mattress ii. Rubberised Mattress iii.
Foam Mattress iv. Spring Mattress v. Latex + Foam
Mattresses
 5. Rate the given parameters in the scale of 1 to 5 that the
customers look into while purchasing mattress (1- least looked
into & 5- most looked into)
Comfort ii. Price iii. Brand iv. Availability v.
Durability
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10. Questionnaires
 6. What is the average monthly sales of the following companies’ products :
i. Sleepwell - Rs.
ii. Kurl-On - Rs.
iii. Duraflex - Rs.
iv. Rubco - Rs.
v. Sleepzone - Rs.
7. What is the daily average number of customers?
 i. Less than 20 ii. 20 to 40 iii. 41-60 iv. More than 60
 8. Since how long are you doing this business?
i. Less than 3 years ii. 3 - 8 years iii. 9 - 15 years iv. More than 15 years
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11. Questionnaires
 9. Do you give any discount during any time of the year?
i. Yes ii. No
 If yes, when………………. &
why……………………………………………….................
……………………………………………………………………………………………………..
 10. Do you provide after sales service?
i. Yes ii. No
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12. THIS DATA COLLECTED FROM LENIN SARANI,
B.B GANGULY STREET AT DHARMATALA.
No Name of shops Address Deals with Customer
Prefer
Price range
1 Foam junction Dharmatala Kurl-On &
Sleepwell
Coir & foam
mattress
10k to 25k
2 NEW FOAM & FURNISHING Dharmatala Sleepwell COIR, FOAM &
Rubberised
Mattress
9k to 30k
3 NUNDY BROS(GRAND SONS.) Dharmatala Kurl-On, relaxon &
sleepwell
COIR, FOAM &
Rubberised
Mattress
10k to 30k
And 80k (Kurl-On)
4 J.J SALES PVT. LTD. Dharmatala Kurl-On & others Coir & foam Ignore
5 COMFORT MARKETING SERVICES Dharmatala SPRING FLEX Coir & foam 15k to 70k
6 NUNDY BROTHERS Dharmatala Relaxon Coir & foam 10k to 25k
7 KEDIA IMPEX PVT. LTD. Dharmatala Kurl-On Coir & foam 10k to 30k
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13. THIS DATA COLLECTED FROM NAGER BAZAR
AT DUM DUM
No Name of shops Address Deals with Customer
Prefer
Price range
1 SOVA BEDDING Dum Dum Kurl-On Coir & foam 10k to 35k
2 NAGER BAZAR BEDDING Dum Dum Kurl-On &
sleepwell
Coir & foam 10k to 25k
3 Annapurna Furniture Dum Dum Own furnitures
product
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14. THIS DATA COLLECTED FROM Barasat
No Name of shops Address Deals with Customer
Prefer
Price range
1 Ramkrishna Furniture Barasat Kurl-On,
sleepwell &
relaxon
Coir & foam 5k to 30k
2 Balaji varieties Barasat Kurl-On Coir & foam 5k to 20k
3 Barasat bedding stores Barasat Kurl-On,
sleepwell
Coir &foam 6k to 20k
4 Krishna bedding Barasat Kurl-On,
sleepwell &
local made
Coir & foam 4k to 20k
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15. THIS DATA COLLECTED FROM chandi market,
shyam bazar & dharmatala
No Name of shops Address Deals with Customer
Prefer
Price range
1 Sleepwell Gallery Channi
market
sleepwell Coir & foam 10k to 80k
2 Sajya Bhaban Shyam bazar Kurl-On Coir & foam 7k to 25k
3 City camera stores Dharmatala Kurl-On Coir & foam 4k to 15k
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16. THIS DATA COLLECTED FROM
bhadreswara & Naihati
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Sleepwell Shoppe
Mattress Store
Kolkata, West
Bengal
033 2488 0156
Kurl-On
Mattress Xpress
Mattress Store
Kolkata, West
Bengal
033 2464 3575
HOME FURNISH
Mattress Store
Kolkata, West
Bengal
092315 89199
LALTU
BEDDING STORES
5, K.G.R.S PATH,
ANGUS,
BHADRESWAR
098307 95223
Sojya Niketan
Furniture Store
Hooghly, West
Bengal
033 2680 0182

17. Product Details
• Rubberized coir mattress was an evolution from the
traditional cotton mattress
• Kurl-On mattress was made of million of fibers
bonded with latex and compressed to form coir
block.
• The design structure of Kurl-On mattress allowed free
circulation of air and prevented heat from building up
between the mattress and cot.
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18. Product Varieties
 The most popular varieties of mattresses in India are that of cotton, rubberized
coir and foam which differ in density, freshness, comfort, strength and shape
Mattress type advantages disadvantages
PU foam Soft, very light Hot, expensive, sag
Latex rubber Not as soft as foam,
comfortable
expensive
Spring mattress No sagging, long life Very expensive, gets
noisy
Rubberized coir Firm, reasonably
priced
Tendency to sag
Cotton mattress Cheap, foldable, of
any size available
Forms lumps
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19. Market Analysis
 Coir & foam Mattress(70%)
 Spring Mattress and other (30% )
coir & foam
70%
spring
30%
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20. Analysis of Customer
preference
 Sona
 DRC 250
 Champion
 New ortho
 Kurlo bond
sona
40%
DRC 250
20%
kurlo bond
15%
new ortho
15%
champion
10%
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21. Target segment
 Normal buyers - involved in purchase for marriage
and additional to family.
 Therapeutic buyers- purchase mattresses on
account of back problems.
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22. Normal Buyers
 INCOME LEVEL of rs 15000 per month.
 Purchase good mattress for the comfort factor
 Economic factor – Apna, sona sales
 Volume price of apna, sona mattress
 Should be in true with competitors prices .
 Comfort segment – can be divided into those who
seek only comfort , no matter at what price it may
be .
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23. Therapeutic Buyers
Purchase constitution mostly single beds to prevent
sub-brand target is ortho.
Price can be modified so as to associated better
quality with higher price . Dealer need to be informed
of the various ailment.
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24. Competitors
• Kurl-On is the leading player in the country in the rubberized
coir mattress followed by Duroflex,Starlite,Centuary and
Aaram.
• In addition to these brands there are also regional and local
players both in branded and unbranded category.
• For example Rilaxon in East, Bedsy in Karnataka, Coiron and
Sulfex in Kerala and Tamilnadu.
• In addition to rubberized coir mattress there are also Full PU
foam and Spring mattress with market share of 5% and 1%
respecively.
• Sleepwell and Springwel are the major players in the PU foam
and Spring mattress segments respectively.
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25. Brand equity
• Brand Equity implies combination of assets and
liabilities associated with a brand that enhances or
depreciates the value of brand.
• Brand Equity can be determined by the following
components:
 1)Brand Awareness
 2)Quality Perception
 3)Brand Loyalty
 4)Brand Association
 5)Trade marks
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26. Swot Analysis
STRENGTH
S
WEAKNESSES OPPORTUNITIES THREATS
• Brand
name
• Quality
• Promoti
on
• Poorly
motivated
dealers
• Many sub
brands
• New brands
• New markets
• Brand
loyalty
• Regional
players
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27. Current market vs. new market
• CURRENT MARKET
1. Increase dealers margin.
2. Launch spring and PU mattress for export
3. Create a website for delivering more customer value
4. Creating own retail chain
5. Special mattress to cater health segment
• NEW MARKET
1. Go to the segment of lower – middle income group
2. Can go for horizontal diversification strategy
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28. Market Share Analysis 28
kurlon60%
sleepwell
15%
relaxon
10%
others
5%

29. Recommendation
 Product should be of standard size
 Promote only two or three sub brands
 Slogan writing
 Pricing should include cost leadership strategy
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30. Conclusion
 Kurlon have best position in mattress industry
 Basically kurlon capture whole mattress market
 It is best leading company
 Customer preference is high
 Better performance
 Better service
 Kurlon do not give any discount
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