CASE KURLON LTD.

SUBMITTED BY
AMIT PATTNAIK 16F710
ANIRBAN BANERJEE 16F711
ANJANA WARRIER 16F712
ANSHUL NEGI 16F714
ARYA KJ 16F718
Q1. How should Kurlon modify its product? What all attributes should be modified? What
benefits should be strengthened?
The exhibit 11 of case shows that according to customer evaluation of brands on certain
parameters, Kurlon was rated as follows:

Brand Price Softness Thickness Tapestry Brand Weight Sales

design name promotion
schemes
Kurlon 6.7 7.7 7.5 7.9 8.9 6.9 6.9

The respondents rated Kurlon low in price, weight and sales promotion schemes compared to
other brands. So Kurlon should change the pricing of mattresses and also decrease the weight of
each mattress. It should give more sale promotions to be at par with the competitors to increase
the product sales.
According to survey Kurlons strength lies in its brand name, design and softness. These strengths
should be enhanced and leveraged upon. Kurlon can bring out more variety of designs and
continue delivering quality product. Consumers consider Kurlon to be a product of high quality
and durability. These attributes should not be compromised and should rather be strengthened.
Kurlon should strengthen its brand name by delivering quality products and should relook at its
promotion strategies.
Also, Kurlon offers only rubberized coir mattresses while the varieties of mattresses available in
the market are rubberized coir, cotton, full PU foam, foam and steel springs and latex rubber
mattress. Kurlon should therefore try to bring in variety of products rather than having just
variety of model under the same rubberized coir category.

Q2. What should be Kurlons brand portfolio in terms of sub brands and models/variants?
Kurlon had 5 sub-brand and 94 varieties of models of mattresses under these five sub brands.
This created a lot of confusion and led to change in price perception towards Kurlon . Since Kurlon
has too many sub brands, the confused customers who found it difficult to choose a particular
sub brand used to end up buying the competitors brand.
Therefore it is essential that Kurlon reduce its number of sub brands and keep variants and
models that vary largely and are not closely related.
The product portfolio could be divided into 3 sub brand categories namely
Premium product category
Economic product category
Orthopedic product category
Under premium and economic sub brand categories Kurlon should offer different types of
mattresses viz cotton, rubberized coir, full PU foam, foam with steel springs and latex rubber
mattress. And special mattresses for orthopedic product category as per requirement.
The foreign market prefers full foam mattresses and foam with steel spring mattress. For export
purpose, Kurlon should manufacture mattresses according to the requirements of foreign
market.