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10DM104

10DM104

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Published by Abhilash Dalai

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Published by: Abhilash Dalai on Sep 14, 2011
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02/28/2014

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FEVICOL

Product description Fevicol is a adhesive which helps in bonding various materials. It is otherwise called as a polysynthetic resin. Fevicol strongly binds wood, veneers, laminate, plywood and all types of boards, cork etc. It is also used in sport goods manufacturing and book binding. The bond gives handling strength in 8 to 10 hours and cures fully in 24 hours. After the success of Fevicol, the company launched several extensions to his brand. They are •
• • •

Fevikwik Fevistik Fevicryl Fevibond . Pidilite also has developed hi-tech versions of Fevicol White glue

Fevicol Marine This product has been introduced to bonding's which are exposed to high humidity and/or water. This product can resist under water for more than 48 hours and 1 hour in boiling water. Fevicol Speedx This product is used to bond things very quickly where time is very precious. It binds itself in 2 hours.

(Q1)Is the company using all the promotion-mix tools in its marketing communications program?
Ans:-The following promotional tools are used by fevicol.. • Direct Marketing

Fevicol maintained its leadership position in the market by maintaining a strong bond with the carpenters who are the primary users of glue for carpenting purpose. They introduced Fevicol Furniture Books which showcased furniture designs with illustrations and measurements. These books helped enlighten the carpenters on new styles and trends in the furniture market, apart from building awareness for the brand. • Public Relation(Community affairs)

The Fevicol Champion’s Club (FCC) was another initiative introduced by the company. It served as a platform for carpenters to increase their social contacts and be part of a social network. Through various club activities they helped uplift the lifestyle of the carpenter. In the past, company organized free dental checkups, blood donation camps, or

the cyclest was is the same speed as of the vehicle’s speed. are glad that they finally got rid of the nuisance. he and his bride. Annoyed. Ans:-In all the print Ads the only appeal get reflected is feather based appeal as well as product popularity appeal. But no. (Q3) Categorize the Company advertisement as to type. the cyclist is still right behind them. While the formation of this club has helped carpenters develop a feeling of belongingness. The restless groom even asks the disturbing cycle man to overtake him. Advertisement • Print Media Fevicol as a company used newspaper . And he starts getting romantic with the bride. and gets uncomfortable. Today. all the promotional tools used are conveying the same message which reflects the strong adhesive power which helps things binds permanently.celebrations during festivals like Independence Day. He speeds his vehicle. In public relations Pedilite as a company tried to involve carpenters as well as get acceptance and approval from them which comes under social based feelings of emotional appeals. appeal and effectiveness. Suddenly. for the company but also this tactical move has helped the company build strong brand equity for Fevicol. and keeps blushing. The impatient groom is restless. The Unique selling proposition of the product is its strong binding power and this particular feature got reflected in each and every campaign done by Pedilite. the groom races his vehicle and takes a sharp turn. but the cyclist is still on his trail.The related data is given in the folder 1. and is unwilling to wait till the destination arrives. And in the end we discover the cause . Both. many member carpenters are actively involved in organizing such events and many club chapters are self-sustained. the man discovers a cyclist is riding right behind them. Who seems to be enjoying his naughty moves. but the fellow steadfastly sticks behind them.magazines etc in there print media. • • Electronic Media Roadside hoodings (Q2) Are they integrated and sending a consistent image and message? Ans:-Yes. Ans:Fevicol has introduced a new commercial features in a ad that is a newly-married couple driving on a highway. (Q4)Critically evaluate one of the advertising campaigns.

radio and television. which in turn supports the company business plan. The advertising objectives must flow from prior decisions on target market. Advertising utilizes a wide variety of media. goods or services by an identified sponsor. And the cyclist is 'stuck' to the van because of this. Advertising is a part of marketing. just in one word by Piyush Pandey. According to Bovee and Arens (1989). Strategic tools means doing a particular thing for long term goal thus advertisement is made so that they can be appropriately influenced the target audience fulfilling the marketing objectives of that company.of this huge problem. and the ad is highly entertaining. The first objective of a media plan is to select the target audience: the people whom the media plan attempts to influence through various forms of brand contact. Here the ad gives a great fun. romantic music track adds to the real flavour of the countryside. magazines. Advertisement can be a cost-effective way to disseminate messages. Ans:.CHHODNA NAHIN!! (Q5) Explain how advertisement is used as a strategic tool to achieve marketing objectives.Advertising is any paid form of non personal presentation and promotion of ideas. and more recently. Advertising constitutes a main strategic tool in addition to price. whether to build a brand preference or to educate people. (Q6) Recognize how an understanding of advertising strategies can lead to business success. earthy.’the marketing plan enables analysis. The marketing plans have a profound effect on the organizations advertising programmes. directs electronic messages and the Internet. The ad is made in such a way that we must never forget it and its always make recall of the brand that is Fevicol. So. An advertising goal is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. including direct mail. criticism and improvement of company’s operations including past marketing and advertising programs’. brand positioning and the marketing program. newspapers. The casting is superb because of the restless groom is perfect and the rustic. the head of Ogilvy: PAKDE RAHO . . An advertising strategy should support the marketing plan. The pick-up van is loaded with cans of Fevicol. hence advertising campaigns cannot be conceived without knowledge of the marketing objectives.

How. Finally.The organization and the advertiser must brainstorm and ask why they need this. what effect the advertising is going to have on the target audience and how should it positioned the brand. What. etc. promotion.Leo Bogart (1984) defines strategy in advertising as ‘the art of deploying available resources to attain objectives in the face of active opposition’.’ In a competitive economy. • • • • • • Who. that is. keys. . When. advertising objectives and strategy. It is important because each element is required to help in defining the communication problem. how it can solve a consumer’s problem/need.Who needs to be reached.Where is their target audiences located. etc. The third step is to work on the communication objectives. the first step is to specify the key fact-a single-minded statement from consumers point of view that identifies why the consumers will or will not buy the brand. distribution. that is. Effective communication must answer the five Ws and one H. what is the marketing viewpoint from various perspectives like price. that is. the plan looks at the mandatory requirement like inclusion of the corporate logo. the success of a company often hinges on its ability to master the strategy of advertising. The second step is to state the marketing problem.Related to the time period. tag lines. The advertising plan is a natural culmination of the marketing plan which needs to include a section on analysis.Ans:.The key communication proposition Where. An advertisement strategy hence can be described as the communication that conveys a brands primary benefits.what should be the strategy. An advertising plan aims at providing a flow for the execution of creative media and execution strategy. Why. He goes on to say. To develop a winning strategy.

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