Categorical Brand Association of Kurlon
TABLE OF CONTENTS Page No.
1. Executive Summery 04
2. Introduction 06
3. Objectives 07
4. Concepts 08
5. Company Profile 12
6. Methodology 16
7. Tabulation 18
8. Major findings 37
9. Tabulation of Economic Status 39
10. Other findings 47
11. Recommendations 48
12. Limitations 50
13. Scope for future improvement 51
14. Questionnaire 52
15. Appendices, Bibliography 57
EXECUTIVE SUMMARY
“Product Positioning refers to the place an offering occupies in the consumer mind on important attributes relative to competitive offerings”
(Marketing, Times Mirrors Mosby Publishing Co, 1986)
-------Berkowitz, Kerin, Rudelius
Kurlon ltd is the leading mattress manufacturer in India. Kurlon Ltd., founded in 1962, is the leader in the mattress market. It is a multi-crore Manipal Group company, headed by Chairman, Mr. T. Ramesh U. Pai. Mr. Pai is on the board of several well-known industrial and commercial enterprises. Kurlon has 60 suppliers, 5500 dealers and 44 branches.
It has around 45% market share. It has a lineage of products, ranging from the Kurlon mattress (Apna, Budget, Super Deluxe, Classic, Romantique, Ortho, Spinekare, Spring mattresses), Kurlopillo, Kurlotowels, Kurlosheets, bolsters etc.
This project has involved Market Survey that is followed by data correlation and analysis of collected data. This survey is carried out in four different cities that are Pune Bhopal Vijaywada and Ernakulam.
As a part of market research questionnaire is prepared. Sample size has been decided as 200 people covering different sections of the society. No particular type of sample selection is followed considering time and cost constraints.
Project title is “Categorical Brand Association of Kurlon in Pune”.
The ultimate objective of this Project is to find out awareness of brands in
1. Executive Summery 04
2. Introduction 06
3. Objectives 07
4. Concepts 08
5. Company Profile 12
6. Methodology 16
7. Tabulation 18
8. Major findings 37
9. Tabulation of Economic Status 39
10. Other findings 47
11. Recommendations 48
12. Limitations 50
13. Scope for future improvement 51
14. Questionnaire 52
15. Appendices, Bibliography 57
EXECUTIVE SUMMARY
“Product Positioning refers to the place an offering occupies in the consumer mind on important attributes relative to competitive offerings”
(Marketing, Times Mirrors Mosby Publishing Co, 1986)
-------Berkowitz, Kerin, Rudelius
Kurlon ltd is the leading mattress manufacturer in India. Kurlon Ltd., founded in 1962, is the leader in the mattress market. It is a multi-crore Manipal Group company, headed by Chairman, Mr. T. Ramesh U. Pai. Mr. Pai is on the board of several well-known industrial and commercial enterprises. Kurlon has 60 suppliers, 5500 dealers and 44 branches.
It has around 45% market share. It has a lineage of products, ranging from the Kurlon mattress (Apna, Budget, Super Deluxe, Classic, Romantique, Ortho, Spinekare, Spring mattresses), Kurlopillo, Kurlotowels, Kurlosheets, bolsters etc.
This project has involved Market Survey that is followed by data correlation and analysis of collected data. This survey is carried out in four different cities that are Pune Bhopal Vijaywada and Ernakulam.
As a part of market research questionnaire is prepared. Sample size has been decided as 200 people covering different sections of the society. No particular type of sample selection is followed considering time and cost constraints.
Project title is “Categorical Brand Association of Kurlon in Pune”.
The ultimate objective of this Project is to find out awareness of brands in
Bibliography: (Marketing, Times Mirrors Mosby Publishing Co, 1986) -------Berkowitz, Kerin, Rudelius