BackgroundKarnataka 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“Kurlon“..Supply material to industrial buyers. .
1983 – decided to start manufacturing for end user.1985- capacity to produce 800 tones of rubberized coir(60%being sold as bare blocks)1987- stopped its line of bare blocksBy 90’s – Product portfolio :mattresses, pillows, towels, doormats, and cushion seats Leader in Indian comfort mattresses.Export 10%of total mattress sale
Year End review Costing and pricing Position Drop Product ing Strategy in Design sales Poorly motivate d Dealers
Product Details•Rubberized coir mattress was an evolutionfrom the traditional cotton mattress•Kurlon mattress was made of million offibers bonded with latex and compressed toform coir block.•The design structure of Kurlon mattressallowed free circulation of air and preventedheat from building up between the mattressand cot.
Product Varieties 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, expensive comfortable Spring mattress No sagging, long life Very expensive, gets noisy Rubberized coir Firm, reasonably priced Tendency to sag Cotton mattress Cheap, foldable, of any Forms lumps size available
Product Line of Kurlon• Apsara – Economy model (3 & 4inches)• Super Deluxe – Premium model (3 &4 inches)• Romantique – Super soft model (4.5inches)• Klassic – Super premium model (5inches)• Ortho – Designed for back problems(4 inches)
Catoregry sub- branding –wise performance 2003 Apsara Super Ortho Romanti total delux queNo. of 25 28 15 10 16model(variety)Sales(rs 324.01 145.01 222.48 175.13 196.27million)Pbt(rs 2.90 0.91 1.86 1.22 1.33million)
MarketCotton Mattress(70%)Rubberised Coir Mattress , PU FormMattress ,Spring Mattress and other (30% )
Segmentation and targeting• Economy seekers – price is more important• Comfort seekers – comfort is more important• Value seekers – value is more important• Additional attributes – orthopedic buyers
Target segment• Normal buyers - involved in purchase for marriage and additional to family.• Therapeutic buyers- purchase mattresses on account of back problems.
Normal Buyers• INCOME LEVEL of rs 15000 per month.• Purchase good mattress for the comfort factor• Economic factor – Apsara sales• Volume price of apsara 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 .
Therapeutic BuyersPurchase constitution mostly single beds toprevent sub-brand target is ortho.Price can be modified so as to associatedbetter quality with higher price . Dealer needto be informed of the various ailment.
Buying Decision Process • Who buys our product or services? • Who makes the decision to buy the product? • How is the purchase decision made? • What does customer buy? What needs must be satisfied? • Why do customer buy a particular brand? • When do they buy? Any seasonality factor? • Where do they go or look to buy the product or service? • How is our product perceived by customers ? • What social factors might influence the purchase decision? • DO customer lifestyle influence their decision? • How do personal and demographic factor influence the purchase decision?
Buying Decision Process:Buying Decision Process: Five Stage Model Five Stage Model Problem Evaluation Post Information Purchaserecognitio search of decision purchase n alternatives behavior
Problem recognition/reasons for buying Marriage of son/daughter Need for replacing the old, damaged mattress Addition to the family in the form of child birth or Parents coming to stay Increased health concerns Others
Information Search• The buyers gathered information on the mattress• Through: advertisements : mass media, websites, ratings, etc consultation with• mattress dealers, friends, and relatives Advertisements were considered a very important source of information.
Evaluation of AlternativesEvaluation process:• Trying to satisfy need• Looking for certain benefits• Sees product as bundle of attributes with varying abilities for delivering benefits to satisfy this needEvaluate 2-3 brands on following factors :
Competition• Kurlon 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.
Conti….• Sleepwell and Springwel are the major players in the PU foam and Spring mattress segments respectively.
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)Trademarks/Proprietary assets
Swot AnalysisSTRENGTHS WEAKNESSES• Brand name • Poorly motivated dealers• Quality • Many sub brands• PromotionOPPORTUNITIES THREATS• New brands • Closest competitor-Duroflex• New markets • Brand loyalty • Regional players
Promotions Kurlon advertise through various channels. They had their own theme. They have various sales promotion schemes- For customers For tradersPROBLEMS- Had too many brands which created confusion. Competitors with more attractive schemes.
PositioningIn marketing, positioning is theprocess by which marketers try tocreate an image or identity in theminds of their target market for itsproduct, brand, or organization.
Conti…Had a unique tag line which focuses onproduct itself.
Major Issues• High no. of variations under its brand. - adds confusion• Ineffective sales promotion strategy. - re allocate funds• National v/s Regional brands - strong competition• Segmentation. -using all segment variables• Positioning. - pure sleep nothing else• Price• Place. -most of the sales are from south -foreign sales stagnanting
Feasible solution• Divide the product portfolio into 3 SBU’s-premium products-economic products-orthopaedic products• Product should be of standard size• Promote only two or three sub brands• Slogan writing• Pricing should include cost leadership strategy
Cont…• CURRENT MARKET • NEW MARKET1. Increase dealers margin. 1. Go to the segment of lower –2. Launch spring and PU mattress middle income group for export 2. Can go for horizontal3. Create a website for delivering diversification strategy more customer value4. Creating own retail chain5. Special mattress to cater health segment