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    Kurl-On Case Report

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    Ŕøhãň Ćh
    Kurl-on offered 94 mattress models under 5 sub-brands, confusing customers who preferred competitors. It analyzed the market, pricing products from Rs. 999-11,999. Problems included too many offerings confusing buyers and poor dealer support. Solutions were to simplify offerings, improve dealer incentives with non-financial rewards, and increase rural market opportunities while threats included strong competitor Duroflex and lack of brand loyalty.

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    Kurl-On Case Report

    Uploaded by

    Ŕøhãň Ćh
    31 views3 pages
    Kurl-on offered 94 mattress models under 5 sub-brands, confusing customers who preferred competitors. It analyzed the market, pricing products from Rs. 999-11,999. Problems included too many offerings confusing buyers and poor dealer support. Solutions were to simplify offerings, improve dealer incentives with non-financial rewards, and increase rural market opportunities while threats included strong competitor Duroflex and lack of brand loyalty.

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    Kurl-on offered 94 mattress models under 5 sub-brands, confusing customers who preferred competitors. It analyzed the market, pricing products from Rs. 999-11,999. Problems included too many offerings confusing buyers and poor dealer support. Solutions were to simplify offerings, improve dealer incentives with non-financial rewards, and increase rural market opportunities while threats included strong competitor Duroflex and lack of brand loyalty.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    31 views3 pages

    Kurl-On Case Report

    Uploaded by

    Ŕøhãň Ćh
    Kurl-on offered 94 mattress models under 5 sub-brands, confusing customers who preferred competitors. It analyzed the market, pricing products from Rs. 999-11,999. Problems included too many offerings confusing buyers and poor dealer support. Solutions were to simplify offerings, improve dealer incentives with non-financial rewards, and increase rural market opportunities while threats included strong competitor Duroflex and lack of brand loyalty.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Report on Kurl-on case

    Case facts
    1. Consumer behaviour: Sales in some of these countries were getting saturated
    as customers were developing a strong preference for full foam or spring-
    based mattresses.

    2. Product: The company offered approximately 94 varieties or models of mattresses


    under these five sub-brands.

    3. Promotion: Kurlon’s positioning statement was changed to “pure sleep,


    nothing else.” Advertisements were considered a very important source of
    information by kurl-on.

    4. competitors: Duroflex, Coirfit, Springwel, Sleepwell

    5. Market segmentation: Segmented market into economy seekers, value


    seekers, comfort seekers and attribute seekers.

    6. Price: Products varying from 999₹ to 11999₹.

    7. Dealers: The dealers get around 20% of margins.

    Problems of kurlon brand

    1. Too many offerings in their portfolio: The company offered approximately 94


    varieties or models of mattresses under these five sub-brands. This has confused
    buyers which led them to buy competitors’ brand.
    Solutions:
    1. Simplify their offerings and drop out the poor performing categories.
    2. Effective communication and awareness of their offerings to customers to end their
    confusion.
    Solution chosen from the above: I chose the first solution of minimising the product
    offerings because communication to customers through advertising would lead to rise in
    costs.
    2. Poor Dealer support strategies: Most of the competitors offer many tempting
    promotional schemes like foreign trips, huge price discounts, high margins, and
    costly gifts to dealers who perform well compared to kurl-on.
    Solutions: The company needs to increase the dealer promotion budget and introduce more
    attractive schemes.
    1. Increase margin for dealers.
    2. Provide non-financial incentives for the dealer with higher sales.
    Solution chosen from the above: I chose the second solution of Providing non-financial
    incentives because increasing the margin would lead to rise in price for the customers.

    Swot analysis

    Strengths Weakness

     Poorly motivated
     Brand name. dealers.
     Quality products.  Too many sub-brands.
     Above the line
    promotion.
    SWOT
    ANALYSIS

    Opportunities Threats

     New markets.  Closest competitor-


     Fulfilling rural market Duroflex.
    needs.  Lacks brand loyalty.

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