SHAREHOLDERS WEALTH MAXIMIZATION AT KURL-ON LTD

By: PRATIMA SHETTIUsn:1DS12MBA44

Internal guideMs. NAYANA TFaculty memberDepartment of management studies- DSCE

INDUSTRY PROFILE-MATTERSS INDUSTRY

• It comprises of rubberized coir, foam and spring mattress.

• Till 1990’s 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 1990’s 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 client’s 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

Thank You