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KURL-ON ENTERPRISE LTD “BRAND AWARNESS”

M. CHARLEY 2ND MBA ‘B’ 165218214 HEBER INSTITUTE OF MANAGEMENT STIDIES BISHOP HEBER COLLEGE, TRICHY

A STUDY ON “BRAND AWARNESS” AT THE KURL-ON ENTERPRISE LTD, TIRUCHIRAPPALLI. A Dissertation submitted to the PG & Research Department of Business Administration Bishop Heber College (Autonomous) Tiruchirappalli-17 (Affiliated to Bharathidasan University, Tiruchirappalli-24) In partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

By M.CHARLEY (Reg. No 165218214)

Under the Guidance of Dr. MICHAL DAVID PREMKUMAR., MBA. M.Phil., Ph.D., HEAD OF THE DEPARTMENT Dept. Of Management Studies

April 20

APRIL 2018 PG & RESEARCH DEPARTMENT OF BUSINESS ADMINISTRATION BISHOP HEBER COLLEGE (AUTONOMOUS) (Nationally Reaccredited at ‘A’ Grade by NAAC with CGPA of 3.58 out of 4) (Recognized by UGC as “College of Excellence”) (Affiliated to Bharathidasan University) (NIRF RANK 4TH ALL INDIA) Tiruchirapalli-620017

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PG & RESEARCH DEPARTMENT OF BUSINESS ADMINISTRATION BISHOP HEBER COLLEGE (AUTONOMOUS) Tiruchirappalli - 620017, Tamil Nadu, India (Nationally Reaccredited at ‘A’ Grade by NAAC with CGPA of 3.58 out of 4 in Third Cycle) (Recognized by UGC as “College of Excellence”) (NIRF Rank 4th All India) Phone No: 0431-2770136 (Ex in: 402/410) Date: ____________

CERTIFICATE

The VIVA-VOCE Examination for the candidate M.CHARLEY (Reg. No 165218214) was held at Bishop Heber College (Autonomous), Tiruchirappalli on APRIL 2018. Examiners:

INTERNAL: Signature: _______________

Name

: _______________

EXTERNAL: Signature: _______________

Name

: _______________

Official Seal:

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Signature of the HOD

Dr. MICHAL DAVID PREMKUMAR., MBA. M.Phil., Ph.D., HEAD OF THE DEPARTMENT Dept. Of Management Studies PG & Research Department of Business Administration Bishop Heber College (Autonomous) Tiruchirappalli-620017

CERTIFICATE This is to certify that the dissertation entitled “A STUDY ON “BRAND AWARNESS” AT THE KURLON ENTERPRISE LTD, TIRUCHIRAPPALLI. Is the bonafide research work carried out by M. CHARLEY Reg: (165218214) of MASTER OF BUSINESS ADMINISTRATION, Heber Institute of Management Studies, Bishop Heber College (Autonomous),Trichy-17,during the academic period 2016-2018, in partial fulfillment of the requirement for the award of the degree Master of Business Administration and that the dissertation has not formed the basis for the award previously of any degree, Diploma, Associate ship, Fellowship or any other similar title, and that the report represents entirely an independent work on the part of the candidate.

Signature of the Student

Signature of the Guide

Signature of H.O.D

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ACKNOWLEDGEMENT

It gives me great pleasure to acknowledge the efforts of all those who helped in finalizing the project. I thank god for his bountiful blessings on me to complete the project.

Principal I thank Dr.Paul Dayabaran, M.Sc., and M.Phil. PGDCSA, Ph.D., Principal, Bishop Heber College, for providing me an opportunity to pursue the MBA program in this prestigious institutions.

HOD I extended gratitude to Dr. Michael David Premkumar, MBA. M.Phil., Ph.D., Head of the Department, Heber Institute of Management Studies, Bishop Heber College for giving us an opportunity to do project.

GUIDE I extended my gratitude to guide Dr.Michael David Premkumar, MBA. M.Phil., Ph.D., Head of the Department, Heber Institute of Management Studies, Bishop Heber College for the timely advice, sustained guidance and encouragement throughout the period of my project work.

Company I acknowledge my heartful thank to Mr. C. Panneer Selvam, Trichy ASO, for spending their valuable time in guiding me throughout the project. I submit my total gratitude ever to my parents, and all to my friends who have encouraged me continuously at each step of this project. Without their motivation and encouragement, this project would have been nowhere

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DECLARATION

I hereby declare the work presented in this dissertation is an independent work done by me under the guidance of Dr. Michal David Premkumar, MBA., M.Phil., Ph.D., Head of the department, Heber Institute of Management Studies, Bishop Heber College (Autonomous), Tiruchirapalli-620017, and has not been included in any other thesis/dissertation submitted for the award of any other degree or diploma and wholly indicates the work done by me.

Name of Candidate

: M. CHARLEY

Register number

: 165218214

Academic year

: 2016-2018

Signature of the candidate

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CONTENT CHAPTER

TITLE

PAGE NO

LIST OF TABLES

LIST OF CHARTS

I

INTRODUCTION

II

COMPANY PROFILE & INDUSTRY PROFILE

III

REVIEW OF LITERATURE

IV

RESEARCH METHODOLOGY

V

DATA ANALYSIS & INTERPERTATION

VI

FINDING, SUGGESTIONS & CONCLUSION

BIBLIOGRAPHY

QUESTIONNAIRE

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TABLE OF CONTENT S.NO

CONTENT

1

Classification Based on Age

2 3

Classification Based on Gender Classification Based on Marital status

4

Classification Based on Qualification

5

Classification Based on Occupation

6

Classification Based on Cot size

7

Classification Based on Brand recall

8

Classification Based on Branded products buy only

9

Classification Based on Satisfaction of current brand

10

Classification Based on Length of using mattress

11

Classification Based on Overall purpose

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Classification Based on Currently using your brand information Classification Based on Favorite Mattress in Kurlon

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Classification Based on What is king size

15

Classification Based on What is queen size

16

Classification Based on Promotional activities of kurlon

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Classification Based on Mattress favorite color in kurlon

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Classification Based on Rate the quality of brand products

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Classification Based on Better cot

20

Classification Based on Buy a new cot, Which is better

21

Classification Based on Bedroom temperature to sleep

22

Classification Based on Ideal mattress

23

Classification Based on Selecting new mattress

PAGE.NO

7

TABLE OF CHART S.NO

CONTENT

1

Classification Based on Age

2 3

Classification Based on Gender Classification Based on Marital status

4

Classification Based on Qualification

5

Classification Based on Occupation

6

Classification Based on Cot size

7

Classification Based on Brand recall

8

Classification Based on Branded products buy only

9

Classification Based on Satisfaction of current brand

10

Classification Based on Length of using mattress

11

Classification Based on Overall purpose

12 13

Classification Based on Currently using your brand information Classification Based on Favorite Mattress in Kurlon

14

Classification Based on What is king size

15

Classification Based on What is queen size

16

Classification Based on Promotional activities of kurlon

17

Classification Based on Mattress favorite color in kurlon

18

Classification Based on Rate the quality of brand products

19

Classification Based on Better cot

20

Classification Based on Buy a new cot, Which is better

21

Classification Based on Bedroom temperature to sleep

22

Classification Based on Ideal mattress

23

Classification Based on Selecting new mattress

PAGE.NO

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Chapter-1 Introduction

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CHAPTER – 1 INTRODUCTION 1.1 MARKETING Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

1.2 MARKETING CONCEPT  There are 5 different concepts of marketing, each of which vary in the function that they deal with. For example – production concept deals with production and selling concept deals with selling. Each of the concept was developed as per the need of the market. As the market changed, so did the concepts of marketing. And today, we have an opportunity to look at all 5 concepts of marketing and what they represent.  Production concept  Product concept  Selling concept  4Marketing concept  Societal marketing concept Production Concept Consumers prefer products that are widely available and inexpensive. The production concept is more operations oriented than any other concept. Click here to read more about the Production Concept Product Concept Consumers favor products that offer the most quality, performance, or innovative features. The product concept believes in the consumer and it says the consumers are more likely to be loyal if they have more options of products or they get more benefits from the product of the company. Click here to read more about the Product Concept Selling Concept

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Consumers will buy products only if the company aggressively promotes or sells these products. Off course, in this era of marketing, we know that selling is not the only tactic to sell your product. You have to focus on marketing as well. Click here to read more about the Selling Concept.

Marketing Concept Focuses on needs/wants of target markets & delivering value better than competitors. The marketing concept believes in the pull strategy and says that you need to make your brand so strong that customers themselves prefer your brand over every other competitor. This can be achieved through marketing. Click here to read more about the Marketing Concept. Societal Marketing concept Focuses on needs / wants of target markets & delivering value better than competitors that preserves the consumer’s and society’s well-being. Click here to read about the Societal Marketing concept.

1.2 Marketing Research Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

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1.3 Marketing Mix Marketing Mix Definition The marketing mix definition is simple. It is about putting the right product or a combination thereof in the place, at the right time, and at the right price. The difficult part is doing this well, as you need to know every aspect of your business plan.

Product  A product is an item that is built or produced to satisfy the needs of a certain group of people. The product can be intangible or tangible as it can be in the form of services or goods.  You must ensure to have the right type of product that is in demand for your market. So during the product development phase, the marketer must do an extensive research on the life cycle of the product that they are creating.

Price

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 The price of the product is basically the amount that a customer pays for to enjoy it. Price is a very important component of the marketing mix definition.  It is also a very important component of a marketing plan as it determines your firm’s profit and survival. Adjusting the price of the product has a big impact on the entire marketing strategy as well as greatly affecting the sales and demand of the product.

Place  Placement or distribution is a very important part of the product mix definition. You have to position and distribute the product in a place that is accessible to potential buyers.  This comes with a deep understanding of your target market. Understand them inside out and you will discover the most efficient positioning and distribution channels that directly speak with your market.  There are many distribution strategies, including:

 Intensive distribution  Exclusive distribution  Selective distribution  Franchising

Promotion  Promotion is a very important component of marketing as it can boost brand recognition and sales. Promotion is comprised of various elements like:

 Sales Organization  Public Relations  Advertising  Sales Promotion  Advertising typically covers communication methods that are paid for like television advertisements, radio commercials, print media, and internet advertisements. In contemporary times, there seems to be a shift in focus offline to the online world.  Public relations, on the other hand, are communications that are typically not paid for. This includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.

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Physical Evidence  Perception or physical evidence in marketing is about brand image and the perceived value in your product or service, which can be incredibly powerful. Creating an emotional connection between consumer and brand encourages brand loyalty and can help bring about emotional based impulse buys, whilst reviews can help buyers looking for proof of your value see this evidenced.

Process  The process marketing stage is about effective and efficient working methods. The system and processes affect execution of the marketing strategy. The end goal is to hopefully minimise costs and maximise profits.

People  The people factor in the 7Ps marketing mix comes down to two things: the people you are marketing to, and those marketing that product or service within your business. When considering the people in the sales process you need to think about the customer service you provide, as well as the way you take care of your employees and inspire them to be proud of the product they sell

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1.1 BRAND AWARNESS Leverage the Web

 Most homes and businesses in the U.S. are online, and mobile phones commonly have Internet access. Promote awareness of your brand by developing a website. Hire a search engine optimization company or learn the process on your own to ensure that your website appears high in Web search results. Contact website owners in related industries to see if you can place ads on their websites.

Create a social media presence

 Social media sites such as Facebook and Twitter can be vital tools in developing brand awareness because they serve as forums where consumers discuss their lives, including their purchases and items they like. When a customer likes your product and tells people about it, she's doing free work to increase your brand awareness for you. The easier you can make it for people to provide a link to your company so others may follow, the more people will become aware of your brand.

Advertise using traditional methods.

 While the use of print media may be declining in the face of electronic communications, many consumers still read newspapers and magazines. You may be able to use the declining significance of print publications to your advantage by negotiating a lower advertising rate. Create attention-grabbing advertisements that prominently display your product and explain its value. Contact local or even national publications and work with their advertising departments to insert your ads in the most prominent way possible. Select publications that appeal to your target customers.

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Sponsor public events

 If you host or contribute to a charity event, such as a golf tournament, you can prominently display the name of your company or product to consumers with disposable income. In addition to the benefit of having your name or logo in front of these potential customers, your company and products may be seen in a favorable light for contributing to charity. Contact local charities you support to gauge their level of interest in your sponsorship. Suggest events such as milestone celebrations for long-running institutions or weekend family events that would generate buzz and publicity both for the organization and your product. Network with business leaders, local politicians and media sources to broaden the reach of your product.

Display your product prominently in stores

 There is no more fundamental way to increase the awareness of a brand than to place it in potential customers' line of sight. Sell your product at locations where people congregate, such as a check-out line. The longer a customer sees your product, the more likely she'll remember it. On a store shelf, place your product at eye level, making it easy for customers to notice. Note some of the product's notable qualities on the product packaging in a bold and attractive design, so that it draws the attention of even those who aren't planning to buy it.

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Brand awareness is the ability of customers to identify your brand by its attributes. The following are common types of brand awareness. Brand Recall  Unaided recall of a brand name given a product category. Customers can often name 1-7 brand names for a broad product category such as "airlines."

Brand Recognition  Aided recognition of a brand. For example, when shown a brand name customers can correctly state that it's a brand of bottled water.

Visual Branding  The ability to identify a brand from its visual symbols, advertisements, packaging and colors independently of brand name. In many cases, customers buy a particular product by its appearance but can't recall the brand name.

Top of Mind  Top of mind is the first brand customers can think of for a product category. For example, customers might be asked "what is your favorite chocolate bar?"

Brand Dominance Brand dominance is when customers can't recall any brand but yours for a particular product category.

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Chapter-2 Review of literature

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CHAPTER – 2 LITERATURE REVIEW  The aim of the study is to this article presents the results of a study designed to evaluate sponsorship effectiveness in terms of its two main communication objectives: brand awareness and brand attitude. Two health and four commercial sponsorships were evaluated at two major sporting events. Overall, the data suggest that sponsorship can influence both brand awareness and brand attitude, and that the health sponsorships had more impact than the commercial sponsors studied.  These and other data confirm the potential usefulness for greater use of sponsorship in social marketing campaigns. Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations’ events sponsored by health promoting organizations.  However, in spite of substantial commercial and health expenditures, there has been little published systematic evaluation of sponsorship. Recent years have seen far more attention to this area.  Haemoon ,lowa state university (2002) conducted a research title on Brand awareness and price on customer value and behavioral intentions. The author introduces a comprehensive customer value framework and tests an extended value model with lodging products. The extended value model in this study newly incorporates the concepts of brand awareness, as compared to brand or product class, and price fairness.  Based on Baron and Kenny’s guideline for mediation analysis, this study found the traditional customer value process to be useful for lodging research and marketing. In addition, brand awareness and price fairness concepts were found to play significant roles in the customer value process. The article includes discussions on both managerial and research implications.

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 Subhani, Dr.MuhammadImtiaz and Osman, Ms.AmberIqra University Research Centre (IURC), Iqra university (2009) conducted a research titled on a study on the association between brand awareness of consumer on the packaged milk industry in Pakistan. Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity.  The approach takes into account sources of brand equity—brand awareness, consumer/brand loyalty, and image (perceptions / associations) on the sample of consumer households. This paper suggests that in Pakistan among the packaged milk brands there is no relationship between brand awareness and consumer/brand loyalty. In addition, testing relationship by setting perceptions as the mediating variable between brand awareness and consumer/ brand loyalty results the same.  For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. In the current era, marketers must develop branding strategies for commodity-products such as milk packaged brands by investing and strengthening its supply chain system, to create and increase brand awareness for the milk brands in-turn to build consumer/brand loyalty than trying to directly build consumer/brand loyalty by heavy spending on promotional tools.

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Chapter-3 Company profile

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CHAPTER – 3 3.1 COMPANY PROFILE  KL was incorporated in February 1962 as Karnataka Consumer Products Limited by Mr. T Ramesh U Pai. The name of the company was changed to Kurlon Ltd. in 1995.

 The company is involved in manufacturing rubberized coir, foam and spring mattresses, foam products and home furnishings through its subsidiary, KEL.

 The rubberized coir mattresses form the bulk of the company’s consolidated revenue (40% in FY2017), followed by 27% from polyurethane foam products, 13% from foam mattresses and 12% from spring mattresses.

 The Group has manufacturing facilities for rubberised coir in Yeswanthpur (Bangalore), Bhubaneswar and Gwalior; polyurethane foam-manufacturing facility at Dabaspet (Karnataka), Roorkee (Uttarakhand) and Jhagadia (Gujarat); and spring manufacturing facility at Peenya (Bangalore), Jhagadia (Gujarat) and Bhubaneshwar. The Group has a strong distribution network with 7,000-plus dealers across the country. It has retail outlets that operate under the brand name “Kurlon Mattress Express” through a franchisee model with close to 223 franchise showrooms across the country.

Subsidiary profile  KEL was incorporated in October 2011 as a 99.99% subsidiary of KL. In March 2014, KL entered into a business-transfer agreement with KEL, effective from April 01, 2014, to transfer the business division of mattress, foam, furniture and other products (including assets, liabilities, contracts and licenses) of the former, as a going concern, on a slumpsale basis to KEL.

 As consideration for the net assets taken over, KEL issued shares to KL. Under the agreement, all land and buildings (except the Gujarat plant) were retained by KL and all plant and machinery (except the Gwalior plant) were transferred to KEL.

 The core operations of the mattress, foam and furniture business are now carried out by KEL and all the products manufactured by KL (through the Gwalior plant) are sold to

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KEL on a cost-plus model.

3.2 Product Details MATTRESSES Rubberized Coir Mattresses Kurl-no’s coir mattresses use bonded foam at the core. The fiber controls the temperature, provides the required firmness & support to every part of the body.

 Embellish  Grandeur  Spine are  Classic  Ortho  Magnum  Super Deluxe  Kurl bond  Champion  DRC 250 Spring Mattresses [Pocket spring & banal spring] Kurl-no’s spring mattresses are made of "A" grade Carbon & Manganese alloy hightensile springs. It provides formidable body support and ensures zero disturbance from any movement.

 Valentino  Panacea  Luxuriant  Fantasy  Angelica Box Top  Marvel

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 Desire Top

 Dream sleep  Relish  Daze Foam Mattresses Kurl-no’s foam mattress is soft, firm & durable for maximum support to the body. The mattress conforms to the shape of the body to ensure complete pressure distribution.

 Imagine  Mermaid  Aspire  Convention  Top sleep  Relax

PILLOWS FIBRE PILLOWS  Our wide range of fiber pillows made with the best in class fabric, give you utmost softness and comfort.

FOAM/MEMORY FOAM  Our wide range of molded foam pillows provide firm support & comfort for the head/neck by taking their shape and reducing pressure on them.

LATEX PILLOWS  Our Natural Latex range of pillows are breathable, providing air circulation & keeping you warmer in winter and cooler in summer.

WEDGE PILLOWS  The Rectangle Firm Wedge Pillow has been designed to support your back and provide you with ample comfort.

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FOAM Memory Foam Features  High-quality viscos-elastic foam which offers unique properties like breathability and fast & slow recovery

 Memory Foam used for mattress application assures additional comfort and helps in increasing blood circulation Ideal for  Luxury mattress, Sports & Acoustic applications Densities: 45, 55 & 65 Warranty: No warranty

Eloquence HR Foam Features  Exceptional bounce with perfect cell structure Ideal for  High-end Sofa, Furniture & Mattress Densities: 32, 40 & 50 Warranty: 15, 20 & 25 years

Hera Foam Features  Extra bounce & formidable support Ideal for  High-end Sofa, Furniture, Mattress & Pillows Densities: 32 & 40 Warranty: 10 &15 years

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Poly cool Foam Features  Offers excellent heat dissipation properties Ideal for  High-end Sofa, Furniture, Mattress & Cushioning applications Densities: 32 & 40 Warranty: 7 & 10 years

Gold line Plus Foam Features  Choicest PU foam proven to last long Ideal for  Sofa, Furniture & Fabricated foam mattress Densities: 23, 28 32, 40 & 50 Warranty: 1, 2, 3 & 7 years

Platinum Plus Foam Features  Superior bounce and premium support factor Ideal for  High-end Sofa, Furniture & Mattress Densities: 23, 28 32, 40 & 50 Warranty: 1, 2, 3 & 7 years

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Eco Foam Features  Good value for money

 Offers optimal ball rebound Ideal for  Mid-end Sofa, Furniture & Mattress applications Densities: 23, 28, 32, 40 & 50 Warranty: No warranty

Silver line Foam Features  Compliant with FMVSS302 & UL94-HF1 standards  Manufactured at state-of-the-art facilities that include Norwegian Foaming machines, German Cutting machines, and loppers  In-house R&D capabilities to build value propositions Ideal for  Acoustic, Automotive and Seat cover (Flame Lamination & Glue lamination) Densities: 18, 24,26,28,32 & 40 Warranty: No warranty

Kurlon pedic Technology (Mattresses Technology) ACD – Advance center Densification    

Increased Material Density Center Focus Optimal Back Support Ideal for body posture

VCT – Vertical Compression Technology

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 Upright fibers for natural spring action  Renders support & bounce

ZPP – Zero Pressure Point  Reduce localized pressure buildup  Regulates blood pressure  Provides good back support MSI – Motion Separation Index  Uniform load distribution  Ensure sound sleep  Eliminates partner disturbance UFP – Ultra Fresh Protection    

International technology from Canada Bacteria control mechanism Smart fungi – guard Anti – dust mite armor

Anti – Microbial Technology  Keeps microorganisms away  Inhibits micro entities Anti – Dust Mite Protection    

Prevention of dust-mites Smart security agents For optimum respiration Smells refreshing

Anti – Bed Bug Technology  Prevention of bug entering Side Walling Additional for spring support Prevents side sagging Durable construction Ingenious design

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   

Our Legacy  Kurl-no’s journey is a fine lesson in entrepreneurship. During a visit to Germany, Ramesh Pay discovered that high-end motor car seats used rubberized coconut-coir fiber manufactured from Sri Lankan base material. He knew that India was one of the largest producers of coconut in the world and so, he rightly assumed, there was a new business to be pioneered. Charged with this thought, he returned home to start his journey of discovering how best he could take advantage of the coir husk India produced. He found that coconut coir was being used only by the cottage industry to manufacture retted fabric. From here his idea took shape and became the predecessor to Kurl-on – Karnataka Consumer Products Limited – was formed in 1962.  He brought in Austrian technology to extract fiber from the husk and curl it into ropes. A slew of opportunities opened up upon this craft. Rather than restricting himself to mattresses he also developed an ancillary range of products such as cushions and mats. In 2004, it ventured beyond providing just a better sleep experience and extended its product range into the home comfort segment.

And today... 

The company has evolved and now manufactures mattresses in 126 different configurations. PanIndia, they have partnered with a network comprising more than 7000 dealers, 70 branch and stock points, and 9 strategically located manufacturing facilities across Karnataka, Orissa, Madhya Pradesh, Uttaranchal, and Gujarat. With state-of-the-art technology, these factors continue to improve the standards in the mattress industry and serve the growing Indian population.

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3.2 INDUSTRY PROFILE  The report titled “India Mattresses Market Outlook to 2018 - Driven by Surging Demand for Spring Mattresses with Advancing Lifestyles” presents a comprehensive analysis of the industry covering aspects including market size by market size by revenue, volume sales of mattresses and market segmentation by revenue and volume sales by types of mattresses (coir mattresses, spring mattresses and foam mattresses), by market structure (organized and unorganized) for different types of mattresses, for rural and urban areas and others, by foreign and domestic brands, by price range and others.  The report also entails a detailed description on the recent trends and developments, growth drivers, brand analysis and restraints in the market and the competitive scenario of major players in the industry along with the market share of major companies by revenue and volume sales in India Mattresses Market.  The mattress market of India is dominated by small and unorganized players. These players specialize in coir, cotton and foam mattresses, which cater to almost 90% of the country’s requirement for mattresses.  The spring mattress area is still in its nascent stages in the country and is evolving. A major growth driver for the mattress market in India is the growing urban population who is ready to spend considerable amounts for their luxury and comfort. This trend is attracting major global players to invest in mattress industry of India.  The major players such as Tempura, Snoozer, and King Kool have now set up manufacturing facilities in India. India accounted for over 18% share in Asia, with revenues reported as USD ~ million in 2008. The revenues intensified to USD ~ million by the year 2013, thereby registering a noticeable CAGR of over 1.5% during the review period.  It is estimated that India sold nearly ~ mattresses in the year 2013.  Coir mattresses are considered as environmental friendly, durable, supportive and good for health. These mattresses hold a majority share in the sales of mattresses in India.  Coir mattresses recorded sales of USD ~ million in 2013, plummeting at an annualized rate of from USD ~ million in 2008.

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 The average selling price of each coir mattresses was USD for the year 2013. The percentage contribution of spring mattresses was in 2013, leveraging from 10% in 2008. Foam mattress withheld a revenue contribution of in the year 2013. The unorganized market includes the local Indian brands and small manufactures, which constitute a majority share in the Indian mattress market.  The unorganized players had a revenue contribution of in 2013 declining from in 2008. South India is considered as a production hub of coir mattresses particularly rubberized coir mattresses. The major market of mattresses prevails in urban settlement areas in cities. Rural areas have accounted for only sales of branded mattresses in organized segment in 2013. Indian Players-Mattress Market Kurlon Springe Sleep well Spring fit Coir foam Peps Industries  Foreign Players-Mattress Market Simmons & Beddings Serta King Kool  Online Market Players- Mattress Market Urban Ladder Fabfurnish Pepperfry

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Chapter-iv Research methodology

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CHAPTER 4 RESEARCH METHODOLOGY Research Design  The study is a descriptive one, descriptive research studies are those studies, which are concerned with describing the characteristics of a particular individual, or a group. The main aim behind the study was to identify the brand awareness of Kurlon mattress. Through the study collect the opinion about the customers of general public. The respondent is personally contacted and the data are collected through schedules.

Data source Primary data  The primary data are those data which are being collected by the researcher for the first time. They are the information received directly from the respondents. In this study primary data was collected among the customers of general public with help of Questionnaire and interview schedule. Secondary data  Secondary data are those data which have been already collected by someone else. They include published, unpublished document .They are internet, magazines etc.

Sampling Design. A. Sampling Technique  Non- probability sampling technique has been used for this study. Under Non-probability sampling technique Convenience Sampling is adopted where the samples are selected based on their convenient accessibility and proximity. B. Sample Size  Sample size denotes the number of sample selected for the study. Since covering the entire population for the study was not feasible, this study was carried out among a

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sample of 70 customers in the Trichy division.

4.5 LIMITATION  The study was based on the assumptions that the respondents will always be truthful and correct.  Some of the respondents were less co-operative.  The study was confined to city of Trichy, Tanjore and Nagapattinam, so the results may not be applicable for other area.  Due to the time constraint the sample size is restricted to 70.

4.6 SCOPE OF THE STUDY  This study is conducted to find the brand awareness of the product.  The brand awareness study will help the company in taking decisions regarding the promotional campaigns, advertisement, strategies and positioning strategies to build more brand awareness among the consumers to compete with big giants in mattress industry.  The task of this study is to deliver a central idea about the company and the offering to the target market. The company discovers different needs and groups in the market place and introduces the product which satisfies these needs.  This study helps to find the targets and their needs that it can satisfy in a superior way.  It is also helpful to find the position of offering, whether the target recognizes the distinctive offering and image.

HYPOTHESIS  The following are hypotheses are set for the study:  There is no significant relationship between familiarity of the brand Kurlon and currently using brand.

 There is no significant relationship between satisfaction of the brand and idea about purchasing mattress

 There is no significant relationship between gender and familiarity of the brand Kurlon.  There is no significant relationship between educational qualification and source of information about Kurlon.  There is no significant relationship between age and selection of media for advertisements.

34

Chapter-v Data analysis and Interpretation

35

Frequency Table Table No – 5.1

Classification of respondents based on Age

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Below 20

22

31.4

31.4

31.4

21-35

34

48.6

48.6

80.0

36-50

14

20.0

20.0

100.0

Total

70

100.0

100.0

INTERPRETATION Out of 70 respondents, 31% were below 20, 48% were 21-35 and 20% were 36-50.

36

Chart No – 5.1 Classification of respondents based on Age

37

Table No – 5.2 Classification of respondents based on Gender

Gender

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Male

43

61.4

61.4

61.4

Female

27

38.6

38.6

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 61% were Male and 38% Female.

38

Chart No – 5.2 Classification of respondents based on Gender

39

Table No – 5.3

Classification of respondents based on marital status

Status

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Single

17

24.3

24.3

24.3

Married

53

75.7

75.7

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 24% were single, 75% Married.

40

Chart No – 5.3 Classification of respondents based on marital status

41

Table No – 5.4 Classification of respondents based on Education Qualification

Education

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Illiterate

14

20.0

20.0

20.0

Up to HSE

15

21.4

21.4

41.4

UG/PG

21

30.0

30.0

71.4

Others

20

28.6

28.6

100.0

Total

70

100.0

100.0

INTERPRETATION Out of 70 respondents, 20% literate were, 21% were Up to HSE, 30% were UG/PG, and 28% were others.

42

Chart No – 5.4 Classification of respondents based on Education Qualification

43

Table No – 5.5 Classification of respondents based on Occupation

Occupation

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Business

28

40.0

40.0

40.0

Employees

25

35.7

35.7

75.7

0thers

17

24.3

24.3

100.0

Total

70

100.0

100.0

INTERPRETATION Out of 70 respondents, 40% were Business, 35% were Employees and 24% were others.

44

Chart No – 5.5 Classification of respondents based on Occupation

45

Table No – 5.6 Classification of respondents based on Brand recall

Q1

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Kurlon

40

57.1

57.1

57.1

Peps

15

21.4

21.4

78.6

Sleep well

9

12.9

12.9

91.4

Duroflex

6

8.6

8.6

100.0

70

100.0

100.0

Total

INTERPRETATION The table shows that out of 70 respondents, 57% were Kurlon and 21% were Peps, 12% were Sleep well 8% Duroflex.

46

Chart No – 5.6 Classification of respondents based on rand recall

47

Table No – 5.7 Classification of respondents Branded products buy only

Q2

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Yes Always

25

35.7

35.7

35.7

Only when quality is important

22

31.4

31.4

67.1

Never

18

25.7

25.7

92.9

Rarely

5

7.1

7.1

100.0

70

100.0

100.0

Total

INTERPRETATION The table shows that out of 70 respondents, 35% were yes always and 31% were only when quality is important 25% were never, 7% were rarely.

48

Chart No – 5.7 Classification of respondents based on Branded products buy only

49

Table No – 5.8 Classification of respondents based on Satisfaction of current brand

Q3

Frequency

Valid

HS

Percent

Valid Percent

Cumulative Percent

22

31.4

31.4

31.4

S

5

7.1

7.1

38.6

N

26

37.1

37.1

75.7

D

12

17.1

17.1

92.9

5

7.1

7.1

100.0

70

100.0

100.0

HD

Total

INTERPRETATION The table shows that out of 70 respondents, 31% were HS, 7% were S, 37% were N, 17% were D, 7% were HD

50

Chart No – 5.8 Classification of respondents based on Satisfaction of current brand

51

Table No – 5.9 Classification of respondents based on Length of using mattress

Q4

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

<1 year

22

31.4

31.4

31.4

1-3 year

9

12.9

12.9

44.3

3-5 year

11

15.7

15.7

60.0

> 5 years

28

40.0

40.0

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 31% were <1 year, 12% were 1-3 year and 15% were 3-5 year, 40% >5 years.

52

Chart No – 5.9 Classification of respondents based on Length of using mattress

53

Table No – 5.10 Classification of respondents based on Overall purpose

Q5

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

National

53

75.7

75.7

75.7

International

17

24.3

24.3

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 75% were National, 24% were International.

54

Chart No – 5.10 Classification of respondents based on Overall purpose

55

Table No – 5.11 Classification of respondents based on currently using your brand

Q6

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Advertisement

19

27.1

27.1

27.1

Self-decision

20

28.6

28.6

55.7

Friends & Relatives

17

24.3

24.3

80.0

Shops

14

20.0

20.0

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 27% were Advertisement, 28% were Self decision, 24% were Friends & Relatives, and 20% were Shops.

56

Chart No – 5.11 Classification of respondents based on currently using your brand

57

Table No – 5.12 Classification of respondents based on Favorite mattress in kurlon

Q7

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Spring

25

35.7

35.7

35.7

Rubberized Coir

30

42.9

42.9

78.6

Foam

15

21.4

21.4

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 35% were spring, 42% were Rubberized Coir and 21% were Foam.

58

Chart No – 5.12 Classification of respondents based on Favorite mattress in kurlon

59

Table No – 5.13 Classification of respondents based on what is king size

Q8

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

75*60

26

37.1

37.1

37.1

78*72

21

30.0

30.0

67.1

78*60

7

10.0

10.0

77.1

72*48

16

22.9

22.9

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 37% were 75*60, 30% were 78*72, 10% were 78*60 and 22% were 72*48.

60

Chart No – 5.13 Classification of respondents based on what is king size

61

Table No – 5.14 Classification of respondents based on what is queen size

Q9

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

75*60

18

25.7

25.7

25.7

78*72

13

18.6

18.6

44.3

78*60

23

32.9

32.9

77.1

72*48

16

22.9

22.9

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 25% were 75*60, 18% were 78*72, 32% were 78*60 and 22% were 72*48.

62

Chart No – 5.14 Classification of respondents based on what is queen size

63

Table No – 5.15 Classification of respondents based on promotional activities of kurlon

Q10

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Trade show

19

27.1

27.1

27.1

Exhibition

12

17.1

17.1

44.3

Pamphlet

13

18.6

18.6

62.9

Gifts

26

37.1

37.1

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 27% were Trade show, 17% were Exhibition and 18% were Pamphlet, 37% were Gifts.

64

Chart No – 5.15 Classification of respondents based on promotional activities of kurlon

65

Table No – 5.16 Classification of respondents based on favorite color in kurlon

Q11

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Red

7

10.0

10.0

10.0

Blue

20

28.6

28.6

38.6

Sandal

33

47.1

47.1

85.7

Gray

10

14.3

14.3

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 10% were Red, 28% were Blue and 47% were Sandal, 14% were Gray.

66

Chart No – 5.16 Classification of respondents based on favorite color in kurlon

67

Table No – 5.17 Classification of respondents based on quality of brand products

Q12

Frequency

Valid

Very high

Percent

Valid Percent

Cumulative Percent

19

27.1

27.1

27.1

6

8.6

8.6

35.7

Average

27

38.6

38.6

74.3

Low

18

25.7

25.7

100.0

Total

70

100.0

100.0

High

INTERPRETATION The table shows that out of 70 respondents, 27% were very high, 8% were high and 38% were Average, 25% were Low.

68

Chart No – 5.17 Classification of respondents based on quality of brand products

69

Table No – 5.18 Classification of respondents based on better cot

Q13

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Kapok Mattress

15

21.4

21.4

21.4

Spring Mattress

22

31.4

31.4

52.9

Coir Mattress

18

25.7

25.7

78.6

Foam Mattress

15

21.4

21.4

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 21% were Kapok Mattress, 31% were Spring Mattress and 18% were Coir Mattress, 21% were Foam Mattress

70

Chart No – 5.18 Classification of respondents based on better cot

71

Table No – 5.19 Classification of respondents based on buy a new cot which is better

Q14

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Teak wood cot

25

35.7

35.7

35.7

Rubber wood cot

33

47.1

47.1

82.9

Steel cot

12

17.1

17.1

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 35% were Teak wood cot, 47% were Rubber Wood Cot and 17% were Steel cot.

72

Chart No – 5.19 Classification of respondents based on buy a new cot which is better

73

Table No – 5.20 Classification of respondents based on Bedroom temperature to sleep

Q15

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

very important

11

15.7

15.7

15.7

Fairly important

35

50.0

50.0

65.7

Not so important

24

34.3

34.3

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 15% were Very Important, 50% were fairly important and 34% were not so important.

74

Chart No – 5.20 Classification of respondents based on Bedroom temperature to sleep

75

Table No – 5.21 Classification of respondents based on ideal mattress

Q16

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

5000-1000

23

32.9

32.9

32.9

10000-15000

28

40.0

40.0

72.9

15000 or More

10

14.3

14.3

87.1

9

12.9

12.9

100.0

70

100.0

100.0

i am not sure

Total

INTERPRETATION The table shows that out of 70 respondents, 32% were 5000-1000, 40% were 10000-15000,14% were 15000 or more,12% were I am not sure

76

Chart No – 5.21 Classification of respondents based on ideal mattress

77

Table No – 5.22 Classification of respondents based on selecting new mattress

Q17

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

The expense

21

30.0

30.0

30.0

The sales people

35

50.0

50.0

80.0

The concern

14

20.0

20.0

100.0

Total

70

100.0

100.0

INTERPRETATION The table shows that out of 70 respondents, 30% were The Expense, 50% were The Sales People and 20% were The Concern.

78

Chart No – 5.22 Classification of respondents based on selecting new mattress

79

Chi-Square Tests

AGE – Q2 AGE

Yes Always

Below 20

6

Buy only branded products Only when quality is Never important 8

8

Rarely

SIGNFICATION

0

21-35

11

11

8

4

36-50

8

3

2

1

Total

25

22

18

5

6

7.304a DF = 6 p>0.05 Signification

Chart Title 25 20 15 10 5 0 BRAND OVER ALL PURPOSE Series1

SIGNFICATION Series2

Series3

Series4

Series5

80

Chi-Square Tests

Value

Pearson Chi-Square

Likelihood Ratio

N of Valid Cases

df

Asymp. Sig. (2-sided)

7.304a

6

.294

8.547

6

.201

70

a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is 1.00.

81

Q3

Satisfaction of current brand AGE

SIGNIFICATION HS

S

N

D

HD

Below 20

9

1

7

3

2

21-35

8

2

16

5

3

36-50

5

2

3

4

0

7.262a DF = 8 p>0.05 Signification

Chart Title 80 70 60 50

40 30 20 10 0 Satisfaction of current brand

SIGNIFICATION Below 20

21-35

36-50

82

Chi-Square Tests

Value

Pearson Chi-Square

Likelihood Ratio

N of Valid Cases

df

Asymp. Sig. (2-sided)

7.262a

8

.509

8.003

8

.433

70

a. 9 cells (60.0%) have expected count less than 5. The minimum expected count is 1.00.

83

Q4

Length of using mattress SIGNIFICATION AGE Below 20

<1 year

1-3 year

3-5 year

> 5 years

5

3

4

10 5.874a

21-35

10

6

4

14

36-50

7

0

3

DF = 6 p>0.05 4 Signification

Chart Title 16 14 12 10 8 6 4 2 0 SIGNIFICATION Series1

Series2

Series3

Series4

Series5

84

Chi-Square Tests

Value

Pearson Chi-Square

df

Asymp. Sig. (2-sided)

5.874a

6

.437

Likelihood Ratio

7.474

6

.279

Linear-by-Linear Association

1.646

1

.199

N of Valid Cases

70

a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is 1.80.

85

Q6 Currently using your brand information Self decision

SIGNIFICATION

Friends & Relatives

Shops 5

AGE

Advrtisement

Below 20

9

6

2

21-35

4

10

14

36-50

6

4

1

13.763a DF = 8 6 p>0.05 Signification 3

Chart Title 16 14 12 10 8 6 4 2 0 SIGNIFICATION Series1

Series2

Series3

Series4

Series5

86

Chi-Square Tests

Value

Pearson Chi-Square

Likelihood Ratio

N of Valid Cases

df

Asymp. Sig. (2-sided)

13.763a

6

.032

14.795

6

.022

70

a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is 2.80.

87

Q10 Promotional activities of kurlon SIGNIFICATION AGE

Trade show

Exhibition

Pamphlet

Gifts

Below 20

6

2

4

10

21-35

9

6

7

12

36-50

4

4

2

4

2.852a DF = 6 p>0.05 Signification

Chart Title 30 25 20 15 10 5 0 Trade show

Exhibition

Pamphlet

Gifts SIGNIFICATION

Promotional activities of kurlon 36-50 Promotional activities of kurlon 21-35 Promotional activities of kurlon Below 20

88

Chi-Square Tests

Value

Pearson Chi-Square

Likelihood Ratio

N of Valid Cases

df

Asymp. Sig. (2-sided)

2.852a

6

.827

2.852

6

.827

70

a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is 2.40.

89

Q12

Quality of brand products AGE

Very high

High

Average

Low

Below 20

11

1

6

4

21-35

4

1

18

11

36-50

4

4

3

3

SIGNIFICATION

20.197a DF = 6 p>0.05 Signification

Chart Title 30 25 20 15 10 5 0 Series1

Series2

Series3

Series4

Series5

90

Chi-Square Tests

Value

Pearson Chi-Square

Likelihood Ratio

N of Valid Cases

df

Asymp. Sig. (2-sided)

20.197a

6

.003

18.286

6

.006

70

a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is 1.20.

91

Q15 Bedroom temperature to sleep Signification AGE

Very important

Fairly important

Not so important

Below 20

2

13

7

21-35

7

13

14

36-50

2

9

3

4.208a DF = 4 p>0.05 Signification

Chart Title 35 30 25 20 15 10 5 0 Signification

Series1

Series2

Series3

Series4

Series5

92

Chi-Square Tests

Value

Pearson Chi-Square

Likelihood Ratio

N of Valid Cases

df

Asymp. Sig. (2-sided)

4.208a

4

.379

4.366

4

.359

70

a. 3 cells (33.3%) have expected count less than 5. The minimum expected count is 2.20.

93

Q17 Selecting new mattress AGE

The expense

The sales people

The concern

Below 20

7

11

4

21-35

9

18

7

36-50

5

6

3

SIGNIFICATION

0.526a DF = 4 p>0.05 Signification

Chart Title

20 15 10 Series5 Series4

5

Series3 0

Series2 Series1

Series1

Series2

Series3

Series4

Series5

94

Chi-Square Tests

Value

Pearson Chi-Square

Likelihood Ratio

N of Valid Cases

df

Asymp. Sig. (2-sided)

.576a

4

.966

.580

4

.965

70

a. 3 cells (33.3%) have expected count less than 5. The minimum expected count is 2.80.

95

Chapter-vi Findings, suggestions and conclusion

96

CHAPTER – 6 FINDINGS 48% of respondents were 21-35



61% of respondents were Male



75% of respondents were Married



30% of respondents were UG/PG



40% of respondents were Business



40% of respondents were Kurlon



25% of respondents were Yes Always



37% of respondents were Normal



40% of respondents were >5 Years



75% of respondents were National



28% of respondents were Self decision



42% of respondents were Rubberized Coir



37% of respondents were 75*60



32% of respondents were 78*60



37% of respondents were Gifts



47% of respondents were Sandal



38% of respondents were Average



31% of respondents were Spring Mattress



47% of respondents were Rubber Wood Cot



50% of respondents were Fairly Important



40% of respondents were 10000-15000



50% of respondents were The sales people

97



SUGGESTION  There should be more and more emphasis given by the company for satisfying the customer up to the Kurlon by providing the utility of every penny of his money.

 There should more information technology.  The company should be flexible to bend its rules and procedures in the clients favor.  The company can communicate and develop stronger customer bonding by providing social and financial benefits.

 The company should make the customer understand that the product is different from insurance.

98

CONCLUSION  Traditionally, marketing efforts have focused on finding customers through television, radio and print advertisements, direct mail, telemarketing, frequent email blasts and so forth.

 Today’s businesses can take a different approach. Rather than hunting down clients, businesses can now use social media to make it easier for their potential clients to find them. This approach is less intrusive than older marketing techniques, and because social media relies on people being, well, social, it can prove an effective way to spread your message across the Internet.

 As with any business strategy, it is important to have an organized and thoughtful approach to marketing and social media is no different. Carolyn Porter, the Business Department Chair with Southwestern Community College emphasizes the importance of having a well-planned strategy, stating, a good social media strategy can mean the difference between engaging with your audience and simply adding to the noise.

 Small businesses can employ social media strategies to connect with and engage existing and potential clients, providing intriguing content while spreading the word about their products and services. As more people rely on recommendations from friends and family to make purchase decisions, it is in the best interest of most small businesses to develop and maintain a vibrant and engaging social media presence.

99

BIBLIOGRAPHY  Company brand awareness  Marketing Management – Philip Kotler  Marketing Research – G. G. Beri  Marketing Management – Rajan Saxena  “Kotler, Philip & Armstrong, Gary, “Principles of Marketing” 12th edition  Ramaswamy, V S & Ramakumari, “Marketing Management” 3rd edition

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