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.