Brand recall of Kurl-on in Delhi

Presented By:
Kumar Rohit (PGSF1552)
Mob No:-9810898974

TABLE OF CONTENT
1. Industry overviews
2. Objective of the study
3. Hypothesis of the study
4. Scope of the study
5. Analysis
6. Finding
7. Recommendation
8. Conclusion

Industry Overview
Today mattress industry sizes roughly Rs 50 billion. In which around 10,000 Core are in the
organized sector and about 50,000 core in unorganized sector.
The important Indian manufactures in the industry are as follows; Kurl-on, Sleep well, Dunlopillo,
MM Foam, Duroflex, Godrej etc
The key segments in the mattress industry in India are; Natural latex foam, Memory foam, PU foam,
Inner spring and Rubberized coir. Among them springs mattress is highest selling mattress in India.
kurl-on mattresses are gaining popularity in the Indian market. The popularity of the spring-based
sleeping system is due to its ability to adapt to body contours and maintain correct spinal position
while we sleep. Kurl-on Mattresses are increasingly preferred over Coir Mattresses and PU Foam
mattresses.
The prime brands such as Sealy, Serta, and King Koil have entered
in the mattress market of India.

objectives

The objectives of the research are as follows

To analyse the major attribute of kurlon mattress to attract customers.
To study the association between demographic factors of the respondents and
level of awareness in advertisement of kurlon mattress.
To estimate the popularity of kurlon mattress among its competitors.

Hypothesis of the study

The following are the hypothesis of set for study :a. Ho:- there is no significant relation between satisfaction of brand and reason about purchasing.
b. Ho:- There is no significant relation between gender and familiarity of the brand kurl-on.
c. Ho:-There is no significant relation between age and awareness about products.
d. Ho:- There is no significant impact of promotion on kurl-on of its competitors.

Scope of the study

The study is conducted to find the brand recall of kurl-on mattress.
The brand recall helps to understand the company about how much people are aware about
brands.
The brand recall study will helps the company in taking decision regarding promotional
campaign, advertising and positing strategy to build more brand aware among the consumer to
compete with competitor or taking giants in mattress industry.

The study will also help the company to analyse , where they should increases the investment
for brand recall or not.

Key analysis
I have taken 50 samples , out of which 40 are using branded mattress. Among 40 only15 are
using kurl-on ,13are using sleepwell , 5 are using duroflex and rest of using Dunlopillo . Thus
brand recall of kurlon mattress is = (30%) Brand Recall
Out of 50 samples ,30 are using mattress for comfort level ,10 are using for health concern and
rest are using for another reason.
From chi-square test output table I got p value is .069(Pearsons) . This means that there is a
significant relationship between satisfaction of brand and reason about purchasing mattress.
93.1% are in favour that for whatever reason they are purchasing it makes them
satisfaction. Thus we can say that satisfaction play a vital role for brand recall.
Majority of responded are purchasing products due to products quality.
from chi- square test table the p value is 0.05 (pearsons) Which is less than 0.05 . So, we can
say that there is a significant relation between promotion of competitors strategy on kurl-on
brands. whatever strategy adopted by their competitor to promote the brand is directly affect the
kurl-on sales and its customer.

Company

Quality

Weight

Brand name

Promotion

Kurl-on

Sleepwell

Duroflex

Local

Note :-The brand evaluate on the parameter on a scale of 1 to5 with 1 being poor and 5 being excellent. Theses are the average score of 50 respondent

Interpretation

This analysis show that Sleepwell is one of famous brand of mattress and the responded rating very
good on quality ,weight , Brand name, promotion i.e.- it shows Kurl-on has a big brand name on the
other side its promotional strategy is very weak. Most of the customer not seen advertising of kurlon in news paper, social media or any public place. That why respondent are not able to recall about
kurl-on.

finding
Most of the customers recommended that Television and news paper are the effective media for
communicating message to the potential customers.
Majority are using Sleepwell mattress because the reason behind it was quality ,promotion.
Kurl-on are not giving to much attention on promotion or advertising.
The persons whose income between 1,50,000 to 3,00,000 are using Sleepwell mattress. so, kurlon should target those segment also.
Our brand recall is 30%.so, it show that company should more communicate with customer.

Majority Customer are in favour that company should provide more offers to customer and
promote their products by brand ambassadors.

Many respondent who use one times Sleepwell mattress are able switch other brands.

RECOMMEDATION

Company can increase the advertisements in various media.

Company can conduct to more trade shows and exhibitions.

To provide more offerings to the customers will help to increase the sale of the product.
Providing Boards and Flex to the retailers, there in front of the shop will help the customers to know
about the product.
The company needs to concentrate on maintaining the cordial relationship between dealers and
suppliers.
Company may introduce new catching slogans and taglines to the advertisement.

Company may reduce the price of the mattress; it helps to increase the sales of the brand.

Company can provide more offers to customers.

Company may improve the supply and distribution

conclusion
Indian mattress industry is a potentially growing segment with a constant and regular increase in number
of players and turn over. Kurl-on is a renowned company with a strong goodwill, high reputation and a
large number of satisfied and loyal consumers. The whole research is about the brand recall of kurl-on
mattress. I took 50 respondents out of which most of the respondent using Sleepwell mattress. I found
from the research that most of important factor that influence consumer decision is awareness. Sleepwell
follow different type of strategy to promote their brands. They promote their brands through News Paper,
TV, and providing extra offer to the customer.
kurl-on should also adopt different type of activity to promote their
brands, and the most important things is try to communicate with customers and try to solve the issue
face by the consumer/customers.