Registration No:11511071115109471151105011511016

Pidilite Industries Limited is the largest adhesive

manufacturer in India, founded in 1959.

Headquarter is in Mumbai.

Pidilite’s mainstay of earnings is consumer and

industrial adhesives and sealants.

The company operates in India, Brazil, US, UK, Singapore

and many others.

Pidilite is leading industry in this category with highest

market share of 60%.

Pidilite has become the largest manufacturer of

adhesive.

Expansion of product portfolio has lead it to be

recognized as a leading FMCG player .

Company has in total 30 brands spanning 300 industrial

and consumer products.

It has launched several new products in last few years

like Fevistick, Feviseal.

Fevicol is company’s largest brand

Do you know about Pidilite?

YES 30%

NO 70%

6

Ranking of Fevicol in Indian Market

6

Bonding a Fevicol attribute

Creative advertisement

Consistent quality

Easy availability

Excellent customer relationships

PRODUCT RANGE

CONSUMERS & CRAFTSMAN

PRODUCT

Adhesives & Sealants

Art Material and

StationaryFabric Care

INDUSTRIAL SPECIALITY PRODUCTS

Textiles Chemicals

Leather Chemicals

Industrial Adhesive

Company’s Revenue

CONSUMERS & CRAFTSMAN

PRODUCT

77% OF COMPANY REVENUE

Adhesive and Sealants (49%)

Construction and Chemicals (18%)

Art Materials and Others (10%)

INDUSTRIAL SPECIALITY

PRODUCTS

23% OF COMPANY REVENUE

Industrial Adhesive (7%)

Industrial Resins (8%)

Organic Pigments and Preparations (6%)

10

Fevicol and its Logo

One of the main reasons for Fevicol's

popularity is the creative marketing strategy.The earthy humor in Fevicol ads brings a smile to everyone's face.

Strong advertising and distribution has made Fevicol a household name.

“Tode Nahi Jode”

“Dum laga kar haisya, Zor laga kar haisya"

"Fevicol ka mazboot jodh hai,

tootega nahi“

“Pakde rehna chodna nahi”

STRENGTHS• Advertisement

•Brand Image of ‘Fevi’

•Strong R & D

• 60% Revenue from brand

‘Fevicol’

•Star of Television Commercial

WEAKNESS•Recent Acquisition of Cyclo brand

of car care products.

•Profitability dependency on

Fevicol & M-Seal

OPPURTUNITY•Creative competition Campaigns

among Students and adults to

promote brand.

•Must focus on growing

economies(International Market)

as chemical industry is growing in

India.

THREATS•Crude Oil Prices

•Competitors

PRODUCT

1.CORE

2.ACTUAL

3.AUGMENTED

PRICE

PLACE PROMOTION

1.ADVERTISING

2.PERSONAL SELLING

3.PUBLIC RELATION

4.DIRECT MARKETING

MARKETING

MIX

65% of furniture production in India is out of wood

The carpenters play a vital role in deciding which

adhesive to use

First mover advantage

Initial Strategy

◦ Help carpenters realize the importance of using quality

products

Follow up

◦ Maintaining close contacts with its primary target audience

Answer

Oldest Brand

High recall

Popular among Consumers and Carpenters

Enjoys higher confidence as a Brand

Marketing strategy for other brands

become centric to the successful brands.

Customer loyalty towards the brand.

Benefits the company in long run.

Company shares a positive equity.

IMPLICATION

Promotional activities for other brands for

strong positioning

Creating awareness among the mind of

customer by associating it with fevicol.

Comment: Should the brand fevicol be

extended? If yes, then when, how should

this be done?

"Fevicol" as a name itself is commonly used as a generic

for strong bonding or stubborn stickiness.

Fevicol’s popularity due to creative marketing strategy

including successful marketing campaigns.

Awareness of Extension could be created through other

channels like fevicol furniture books, fevicol champions

club which are already launched in market. Successful

brand and line extension like Fevistick, Feviquick, Fevicol

MR.

It could also be launched as a product that could be used

multi-purposely using the prefix “Fevi.”

Capturing high market share by promoting globally.

Jan – march : From the month of Jan to march, there is a

demand for paint related products due to Holi.

April – June : With the start of financial year , many new

schemes are introduced . Products like fevicol SH and fevicol

SR 900,sell well during these months.

July approaches : Sales takes a dip. Due to monsoon,

there is no painting of houses.

August – December: Demand rises again due to festive

and matrimonial season, where people paint their houses ,

goes for new furniture & other renovations.

Sep 3, 2014 - "Yeh Fevicol

se bhi mazboot jod hai (this

bond is stronger than that

of Fevicol)" is a quote used

when Modi described the

Indo-Japan relations.-

NARENDRA MODI

“Pidilite” have reached where

they are today mainly due to the

close team-work of their

employees and due to their shared

value system which emphasizes

commitment to excellence,

closeness to customers, and the

spirit of innovation” –

M.B PAREKH