Kurl On Ltd

Case Study

Group - 1
 Group Members
Name Registration Number

Mousumi Guha 20PGDM100

Tushnik Ghosh 20PGDM122

Ajay Gulati 20PGDM086

Nitesh Dey 20PGDM101

Shouvik Dutta 20PGDM075

Rohan Roy 20PGDM109

Biswajit Patra 20PGDM126

Aman Kumar Mishra 20

 1) What is this case study all about? What are the
key issues presented in this case study?
Problems that Kurlon Ltd is facing
about their sales

● Sales have been falling and market

share has been declining
● Gap between recall and actual
purchase behavior.
● Higher price point, variety of
options to choose
● Lower promotions and dealer
margins compared to competitors.
2) Evaluate and comment on the competitive brand
positioning of Kurlon vis-à-vis its competitors.

01 From “India’s largest

selling mattress” to
02 Project sleep as something
very basic and sublime as well
“Pure sleep, nothing as highlighting the importance
else” of unhindered sleep using
Kurlon mattress.

03 Improving the value

proposition and start
04
highlighting the value
for money aspect.
Brands like Duroflex, Starlite,
Century & Aaram tap in the
regional market with intense
advertising.
3) Analyse and interpret the consumer-based brand
equity scores for Kurlon and its competitors.
Analysing of some of the competitors of Kurlon and its competitors are:

1. Kurlon which is considered as a expensive brand which scores maximum in terms of brand recall, It also
scores high on loyalty, satisfaction, etc. Kurlon also scores a very high amount on reliability and
durability.

2. Restoflex which has the lowest brand equity among all other brands, but it has higher scores in terms of
fit and finish as compared to Kurlon.

3. Duroflex is one of the closest competitor of Kurlon in terms of brand equity stores, but quality is better
than Kurlon.

4. Aaram has a fair and fine good liking, but performance is lacking a lot behind

5. Centuary has almost equal scores as Aaram, but ironically its fit scores are higher than Kurlon
6. Starlite with an average score of 70 is quality, has a decent brand recall and a tough competitor to
Kurlon.
 4
Do you feel that the new positioning statement “Pure sleep, nothing else”
will work for Kurlon? If yes, why?

Comfort for good sleep to pure sleep

If not, suggest new positioning approach for Kurlon.

● Emotions are being put into the campaigns.

● Campaigns required for promotions.
○ Durability
○ Value for Money
5) Based on the case facts, what marketing actions would you
suggest for Kurl On?

1. Low cost 2. Aligning the

strategy offerings with
consumer preference

3. Fit and Finish score 4. Tie up with

is low which needs to big online
be taken care of retailers
THANK YOU