SHAREHOLDERS WEALTH MAXIMIZATION

AT KURL-ON LTD
By: PRATIMA SHETTI
Usn:1DS12MBA44
Internal guide
Ms. NAYANA T
Faculty member
Department of management studies- DSCE
INDUSTRY PROFILE-MATTERSS INDUSTRY
It comprises of rubberized coir, foam and spring mattress.

Till 1990s there were very few regional players. Today each region
consists of approximately 20-30 players.

Mattress are bought for various reasons and seasonality also plays a
crucial role in this market.


















Kurl-on is into the business of pure comfort.

In 1962 the company established by Late Mr. T. Ramesh U Pai.

Started as manufacturer of cushion seats and bare blocks.

The company was then called Karnataka Consumer Products
Ltd(KPCL)




Company Profile
On 8th of December,1995 the company was renamed as Kurl-on Ltd.

By 1990s Product portfolio : mattresses, pillows, towels, doormats, and cushion
seats

Leader in Indian comfort mattresses.


Export 10%of total mattress sale
VISION:
We shall be a leading Home Comfort Company with focus on:
Being a customer centric organization;
Maintaining leadership in comfort business;
Being the most exciting place of work for employees;
Growth in the area of selected business and
Passion for superior performance.

MISSION:
Our mission is to provide quality services that consistently meet our clients
requirements and expectations.

QUALITY POLICY:
To ensure quality standards in our product and services for the growth of brand
equity.

Product portfolio : mattresses, pillows, towels, doormats, and cushion seats

Rubberized coir mattress was an evolution from the traditional cotton mattress

Kurlon mattress was made of million of fibers bonded with latex and compressed to form
coir block.

The design structure of kurlon mattress allowed free circulation of air and prevented heat
from building up between the mattress and cot.
Product Details
Economy seekers price is more important

Comfort seekers comfort is more important

Value seekers value is more important

Additional attributes orthopedic buyers

Segmentation
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, Coir on and Sulfex in Kerala and
Tamilnadu.
In addition to rubberized coir mattress there are also full foam and spring mattress with
market share of 5% and 1% respectively.
Competition
Sleepwell and Springwel are the major players in the foam and spring mattress
segments respectively.
Conti.
STRENGTHS
Brand name
Quality
Promotion
WEAKNESSES
Poorly motivated dealers
Many sub brands

OPPORTUNITIES
New brands
New markets


THREATS
Closest competitor-Duroflex
Brand loyalty
Regional players

Swot Analysis