Post on 18-Jan-2015
description
CASE STUDY
FIXING FEVICOL
Presented by : - Rohit Dhoundiyal & Chetan Kadam
Incorporated in the year 1995, and became market leader in “Telecom Cable Gel”.
Products - Organic titanates, construction chemicals, adhesives and paints along with 40 speciality chemicals.
13 offices & 3 factories with the support of 300 highly skilled professionals.
Export to 30 countries including USA, Germany, Japan & France.
Annual sales of 87 crore, as on march 2010.
FEVICOL
Introduced in the year 1959. Marketed in 54 countries. Available in 50000 stores.
FEVICOL
PIDILITE
CASE SUMMARY
OTHER BRANDS
VAMICOL&
JEEVANJOR
CENTURY ADHESIVES
KIT-COL
BLUECOATFALCOFIX
UNICOL
MARKETING STRATEGIES
STP
Segmentation TargetingPositioning
4 P’s Product Price Place Promotion
What Happened in Niche Market
Positive response from contractors.
Successful in Indore, Rajkot, Jalandhar, Amritsar, Mysore, Satara & Baroda.
Acquired “Vishwas” in 2008 & merged with “Kushal”.
Increased sales to 125 tons/month.
No. 1 Brand in Niche Market.
The Dilemma
Whose view point do you support and why?
We support the view point of the marketing head Supriya because of the following reasons: -
Past success. Practical examples of firms moving from niche to
mass market. Cost Effective Less wastage of time. Acceptance by Plywood store channel.