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Summary: Pidilite Industries Limited (PIL) is part of the Parekh Group and is specialized in chemicals.

PIL is very diversified in term of product range. Consumer goods business is characterized by the 2 pillars of brand equity and distribution reach. Adhesives ==> brand loyalties and price insensitive demand Construction/ paint chemicals, pigments, resins etc ==> technical specifications and consistency in quality Pidilite is the major player in the adhesives and sealant market (Rs 5 billion) Pidilite has a 13% market share in the industrial & textile market (Rs 3.5 billion) Pidilite is one of the major player in the organic pigment market (Rs 4.5 billion) The company has gradually expanded its branded product portfolio and is one of the major player of the Fast Moving Consumer Goods player. All its brands are either No. 1 or No. 2. The strategy of the company was to extend its products range not to be too dependent of its first success, Fevicol. PIL having (2006) a leading presence in consumer products, entered the construction materials category. The competition consists on regional players and small firms. Product are sold in over 4 lakh outlets across the country = huge entry barrier + helps drive growth of acquired other brands. In early 21st century, PIL entered in South Asia, Africa and Europe markets. One of the main growth drivers of PIL has been the steady growth of Indian GDP. The company has never stopped its constant investment in R&D and succeed in established a multibranded instead of a single brand. Others characteristics of the companies are that the company has always faced some competition and benefited to be the first mover in this category. In order to promote its brand, Fevicol designers preferred to associated the brand with a smile instead of complicated molecules representations. Over the years, being a very conservative company Pidilite never focused on the brand issues of Fevicol, but rather focused on the core marketing issues, which actually in turn built the brand. Now, the brans is one of the most respected brands in the country. If the first advertisement was only to expose the strongest of the past, the next focused more on the carpenters target and finally in incorporate people. This helps in relating to all the people and reinforces the fact that Fevicol is present in the lives of all kinds of people of India. If the strongest promotional activities was the tv advertisements, the company was also present in some specialized magazines. The company had also some internal rethink about their "one brand-one product" policy Questions: 1. a. In my sense, yes the brand Fevicol became bigger than the company. Even if it was for a restricted time, as the turnover was mostly explained by the sales of this brand, the company had no other choice than exploited this brand. It would be unthinkable to change the name of the product by the one of the company since the name of the brand Fevicol was in 2004 one of the most trusted brands. It was not PIL but Fevicol. b. Implications: if the company did nothing, only the brand Fevicol would remain in the mind of the public. It would be probable that the company had to change its name. Hopefully, the company began to diversified and extended its range products and then maybe the company began to become more and more important.

c. The solution is, as said on the point B, not to stay focus on the success brand. The company has to evolve, innovate and create other success brands. Only in this case, the company would regain its importance compare to the first success brand. 2. Yes. a. When: when the brand is already well launch and trusty from the public. b. Where and how: the brand should extend in some derived and more or less specifics products in order to reach the needed of the public. For example, a carpenter would be willing to pay some premium price to have the same products but in a different packaging in order to fit better with its uses. The idea is not to let the brand become an old brand that don't try to fit or to evolve in function of the actuals needed of the public