Kurl-on Case Study

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Evolution ofKurl-onas a super brand

  • Kurl-on is the market leader in the Rs 1000 crore Indian mattress market. The brand is a pioneer in branding the highly fragmented market. Founded in 1962, this brand has been associated with Manipal Advertising, and has established itself in the market through its emphasis on quality and brand building.
  • Although huge, the mattress market is highly fragmented. The market had evolved from cotton mattresses to coir mattress and to rubberised coir mattresses.
  • Kurl-on is said to have more than 126 different configurations. The brand has launched many new varieties of mattress like the Spine-care Ortho mattress that is good for those with back pain.
  • With market getting crowded with regional players and margins squeezed because of price competitors, the brand is extending itself into related categories like bed linen and furniture market.
  • With the aim of extending the equity of the brand, the positioning has changed into a broader theme of ” Making your House a Home “.

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Challenges

  • Although the brand commanded more than 85% of the market during the 80’s, at some point of time the brand lost its share to the price competitors. But the brand maintained its leadership position in the market.
  • Although huge, the mattress market is highly fragmented. The market had evolved from cotton mattresses to coir mattress and to rubberised coir mattresses.
  • The market is also segmented along lifestyle and demographics. With higher income group going for well established brands, the mass market is price sensitive and the unbranded and local brand priced well below the branded players have a major share in this market.
  • Another factor that favours the low price products is that by the first look, a consumer can never understand the quality difference. It will be after a year that the real difference comes into open.

Positioning

  • Kurl-on was positioned on the platform of ‘Comfort for good sleep’. The product is promoted using the statement ” Pure Sleep, Nothing Else” .The product category is such that there is limited scope of differentiation.
  • Reports suggests that the product like mattress are not an impulse product. Bought on special occasions like marriage and on new housewarming , this product often involves lot of information search by the consumer.
  • With the strong brand equity built over the past years and with the strong distribution channel, Kurl-on has all the strength to make it big into the new segments.