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
1
 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:

Signature of the HOD

2
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
3
 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

INTRODUCTION
I

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 PAGE.NO

1 Classification Based on Age
2 Classification Based on Gender
3 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 Classification Based on Currently using your brand
information
13 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
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 TABLE OF CHART

S.NO CONTENT PAGE.NO

1 Classification Based on Age
2 Classification Based on Gender
3 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 Classification Based on Currently using your brand
information
13 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
8
 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

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.
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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

 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.
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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
18
 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
21
 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 slump-
sale 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
22

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 high-
tensile springs. It provides formidable body support and ensures zero disturbance from any
movement.

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

 Upright fibers for natural spring action

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 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
28

 Durable construction
 Ingenious design
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. Pan-
India, 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.
29
 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.
30
 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
31
 Chapter-iv
Research
methodology
32
 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
33

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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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

Total 70 100.0 100.0

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 Percent Valid Percent Cumulative Percent

Valid 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

Total 70 100.0 100.0

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 Percent Valid Percent Cumulative Percent

Valid HS 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

HD 5 7.1 7.1 100.0

Total 70 100.0 100.0

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 Percent Valid Percent Cumulative Percent

Valid <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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid Very high 19 27.1 27.1 27.1

High 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

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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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 Percent Valid Percent Cumulative Percent

Valid 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

i am not sure 9 12.9 12.9 100.0

Total 70 100.0 100.0

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 Percent Valid Percent Cumulative Percent

Valid 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
Buy only branded products
AGE Yes Only when quality is SIGNFICATION
Never Rarely
Always important
Below 20 6 8 8 0 6

7.304a
21-35 11 11 8 4
DF = 6
36-50 8 3 2 1 p>0.05
Signification
Total 25 22 18 5

Chart Title
25

20

15

10

0
BRAND OVER ALL PURPOSE SIGNFICATION

Series1 Series2 Series3 Series4 Series5

80
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square
7.304a 6 .294

Likelihood Ratio
8.547 6 .201

N of Valid Cases
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 7.262a
DF = 8
21-35 8 2 16 5 3
p>0.05
36-50 5 2 3 4 0 Signification

Chart Title
80

70

60

50

40

30

20

10

0
Satisfaction of SIGNIFICATION
current brand

Below 20 21-35 36-50

82
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.262a 8 .509

Likelihood Ratio 8.003 8 .433

N of Valid Cases
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 <1 year 1-3 year 3-5 year > 5 years

Below 20 5 3 4 10 5.874a
DF = 6
21-35 10 6 4 14
p>0.05
36-50 7 0 3 4 Signification

Chart Title
16

14

12

10

0
SIGNIFICATION

Series1 Series2 Series3 Series4 Series5

84
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 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

SIGNIFICATION
Friends &
AGE Advrtisement Self decision Shops
Relatives

Below 20 9 6 2 5
13.763a
DF = 8
21-35 4 10 14 6
p>0.05
Signification
36-50 6 4 1 3

Chart Title
16

14

12

10

0
SIGNIFICATION

Series1 Series2 Series3 Series4 Series5

86
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 13.763a 6 .032

Likelihood Ratio 14.795 6 .022

N of Valid Cases 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
2.852a
DF = 6
21-35 9 6 7 12
p>0.05
Signification
36-50 4 4 2 4

Chart Title
30

25

20

15

10

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 df Asymp. Sig. (2-sided)

Pearson Chi-Square 2.852a 6 .827

Likelihood Ratio
2.852 6 .827

N of Valid Cases 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 SIGNIFICATION

Below 20 11 1 6 4 20.197a
DF = 6
21-35 4 1 18 11 p>0.05
Signification
36-50 4 4 3 3

Chart Title
30

25

20

15

10

Series1 Series2 Series3 Series4 Series5

90
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 20.197a 6 .003

Likelihood Ratio
18.286 6 .006

N of Valid Cases 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 4.208a
DF = 4
21-35 7 13 14 p>0.05
Signification
36-50 2 9 3

Chart Title

35

30

25

20

15

10

0
Signification

Series1 Series2 Series3 Series4 Series5

92
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 4.208a 4 .379

Likelihood Ratio 4.366 4 .359

N of Valid Cases 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 SIGNIFICATION

Below 20 7 11 4 0.526a
DF = 4
21-35 9 18 7
p>0.05
36-50 5 6 3 Signification

Chart Title

20

15

10
Series5
5 Series4
Series3
0
Series2

Series1

Series1 Series2 Series3 Series4 Series5

94
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square
.576a 4 .966

Likelihood Ratio
.580 4 .965

N of Valid Cases
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


97

50% of respondents were The sales people

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

100