SYMBIOSIS INSTITUTE OF

BUSINESS MANAGEMENT
Pune

Summer Project
Report
Title: Post Launch Track of
FEVIKWIK WELD
MOHAMMED KAGDI,
MBA-II,
MARKETING
ROLL NO: 38189

Acknowledgement
Every work accomplished is a pleasure a sense of satisfaction. However, a number of people always motivate,
criticize and appreciate a work with their objective ideas and opinions. Hence, I would like to take this
opportunity to thank all, who have directly or indirectly helped me accomplish this project.
I sincerely thank Mr. Amandeep Malhari and Mr. Abhishek Prasad for their guidance and encouragement in
carrying out this project work. I also wish to express my gratitude to the officials and other staff members of
Pidilite Industries Limited who rendered their help during the period of my project work.

I would also like to thank Ms. Priya Maitra for providing me the opportunity to embark this project.

I would like to express my gratitude towards my faculty guide Dr. Preetha Menon for her kind co-operation and
Encouragement which helped me accomplish this project.

My special gratitude and thanks to Dr. R Raman (Director - SIBM Pune) and Placement Advisory Team for
providing me this much needed opportunity.

Mohammed Kagdi
SIBM Pune

Executive Summary
A new product variant of fevikwik had been launched by the company called Fevikwik Weld which
constitutes of additional welding powder with Fevikwik to instantly fill gaps and recreate broken parts. This
project aims at collecting the feedback from its users (Auto-Mechanics) and Sellers (Auto-Retailer) at various
markets. Based on the feedback, the project aims at identifying the problems and providing suggestions in the
context of market picture of fevikwik weld.
A sample size of 300 Mechanics and 100 Retailers had been set; these stakeholders will be interview though a
questionnaire. Random sampling is adopted to get the most accurate results. Secondly a record of percentage of
awareness about the product in the market is also a part of the scope for this project.
In the quest of finding 300 users and 100 sellers, met 717 mechanics and 291 retailers at Nagpur, Chandigarh
and Karnal. The awareness level of the product and the percentage users has immense scope for improvement.
Most of the consumers of this product are in the two wheeler segment, remaining users mostly constitute of four
wheeler mechanics, Both the segments mostly use this product on fiber and plastic parts. While the users like
the concept of welding powder. There are many mechanics who feel its not a value for money or a
product of their need.
The users expressed that compared to mud; this product serves a stronger bond and gives a visual appeal. The
consumption of this product ranges from 1-2units per week and this product can be used in 1%-10% of the
vehicles which are treated by mechanics in a month.
Almost all the users have complained of quantity mismatch between fevikwik and welding powder. According
to them the fevikwik quantity needs to be increased from 2g to at least 3g. Though there seems to be no critical
issue with the price, Retailers seemed to be dissatisfied with less margins and less sales of this product.
Two wheeler and four Wheeler Mechanics stock this product (5-10units) and sell 2-5units a week. Retailers
expressed that there is a lot of scope for improvement in demand for this product, provided the company carries
out sufficient marketing campaigns.

The main source of awareness of our users is promoters, thou it was observed that CMDI conducted activities
have much more qualitative impact. The placement of the product in majority of the outlets is such that it does
not capture the eye of the customer. Also this product is popularly known as Powder Wala Fevikwik among
the mechanics.
Based on market feedback, the main recommendations include two new SKUs of the product. A smaller one
for one time usage and a lager one for repeated usage. A change in the Metal Fevikwik Tube and market
potential for black welding powder.
For the awareness bit, Changes in the Demo kit, Posters and promoters process have been suggested with an
elaborate awareness camping called Fevikwik Weld Mobile Camp

Contents
Data and Methodology ..7
Findings ..8
Overview ..8
Awareness.10
Product.11
Price .15
Distribution..16
Promotion.16
Recommendations..18
Annexure ....24

Data and Methodology

Project Objective:
The objective of this research were as follows

To judge the acceptance of the product under Mechanics and Retailers.

To get feedback and way forward on expansion of Fevikwik Weld.

Deliverables:

Post launch feedback of consumers (Mechanics)

Post launch feedback of Auto-Retailers

to identify the problem and suggest recommendations to increase sales

Research Objectives:

To determine the percentage of awareness of this product (Auto-Mechanics & Auto-Retailers)

To determine the percentage of Mechanics who use the product

To find out the Percentage of Auto retailers who stock this product

To get feedback of the product from mechanics and from retailers

Methodology
The research was carried out in three locations
Location One: Nagpur
Went to areas where some activity of promotion have been carried out for Fevikwik weld, approached
mechanics through Random sampling and surveyed the same through a Three Questions Survey to judge
awareness. If the mechanic turns out to be an active user of the product, then another elaborate interview
Through a Questionnaire is carried out to record the feedback of the product. The same was conducted for
Auto retail outlets
Location Two: Chandigarh and Karnal
Instead of going to the areas where activities were conducted, went to areas randomly to meet mechanics and
Auto retailers and carried out the same awareness and user feedback questioners.
7

Findings

Overview
Awareness:
The level of awareness of Fevikwik Weld among mechanics at areas where activities have been conducted at
Nagpur is 77%, while it is 40% and 69% in Chandigarh and Karnal (Random Sampling). The percentage of
users of this product is 60% at Nagpur, 25% at Chandigarh and 57% at Karnal.
The level of awareness from the auto-retailer segment is 79% at Nagpur, 49% at Chandigarh and 94% at Karnal,
while the percentage of retailers who stock this product is 52% in Nagpur, 34% in Chandigarh and 55% in
Karnal.

Product:
70% of the users were under two wheeler segment with applications on Plastic and Fiber body parts of the bike
(Fairing, Mask, Indicator, Mudguard), Fevikwik weld was also used by the two wheeler mechanics for
threading metal leakage at engine chamber.
The remaining users, Four Wheeler mechanics application mostly constituted and Bumper, Dashboard and rear
view mirror. Apart from this it is also used in treating engine and radiator pipes.
Even 94% of the Retailers believe this product is mainly used for treating fiber and plastic parts.
The key reasons of the mechanic for not using the product were lack of requirement, Availability of a substitute
(Mud) and the inclination of the customer to go for the Rs 5 Fevikwik. While Key likes of users included the
products feature of providing a better substitute than Mud which is impure, Adulterated and risky.
80% of the users substituted mud with Fevikwik weld for its better bond strength, Visual appeal, Ease of use,
Uniform powder which fills small gaps and Fast dryness.
The weekly consumption of the users ranges from 1 units 2 units, and the monthly percentage of cases of
Requirement ranges from 1%-10% of the total vehicles treated by the mechanic.
84% of the users are dissatisfied with the quantity proportion of Fevikwik Tube and Welding powder.
Mechanics complain that Fevikwik Tube gets exhausted way before the Welding powder. Mechanics resort to
either Rs 5 Fevikwik or Flexkwik to finish the remaining powder.
8

Price and Distribution:

26% of users feel the price of the product should be reduced, while approximately half of the retailers are
satisfied with the margins of the product. The sellers of this product include, two wheeler auto retailers, four
wheeler auto retailer and some hardware retailers, who stock 10 units on an average and sells 2 units to 5 units
a week. The major reason for stocking this product is its usage and demand in the market.

Promotion:
44% of the users have promoters as the source of awareness while the remaining 56% are equally brought aware
through the CMDI Activities and Word of mouth. The placement of the product at retailers outlet is mostly
done in areas of low visibility, And the product is popularly known as, Powder wala fevikwik

Findings
Awareness:

The Nagpur awareness are based on the areas where product promotion activities have been conducted,
Therefore this kind of awareness should be aimed for, When a random sampling at any other city be conducted,
Currently level of awareness reported by random sampling in the city is only 40% and the usage even less.
While small markets generally tend to result in high effectives of the promotion activity as seen in karnal.

10

Same pattern can be seen at the Retailer bit, It is observed that the gap between aware retailers and stockers of
the product is more (Compared to mechanics). The main reason for retailers to not stock the product is that it
does not yield good sales.

Product:

Majority of the consumers of Fevikwik Weld Fall under the two wheeler segment, while the applications by
them are mostly restricted to plastic and fiber parts.

11

Of the Four Wheeler Mechanics who use our product, Most of the usage is clustered at plastic and fiber parts,
The rate of usage per mechanics in this segment is less, but the Quantity of usage under this segment is more
comparatively.
Upon asking the retailers, What are the applications of this product?, 94% of them suggested only the
applications in plastic for the product. Mechanics are not sure about the outcome in metal usage, while they also
do not sand, or spray paint the treated area after application. Mechanics are not aware of the quantity of usage.

The mechanic compares the cost of this product with Rs 5 Fevikwik, along with that the current product SKU
does not satisfy both One time usage Segment and Repeated Usage Segment. There is a scope of increasing
the consumption of the product by creating more need, as some mechanics feel they dont need the product,
while other mechanics in the same category are using it.

12

Most users of this product have substituted their habit of using mud with Fevikwik to Fevikwik Weld, for its
bond strength, Visual appeal and Ease of use,
While some mechanics who still like using mud justify their usage by stating its cost effectiveness and
characteristics of mud like roughness and fast absorption as the key point that make the bond much stronger and
economical than Fevikwik weld.

Even thou the frequency of cases for both 2W and 4W mechanics are the same. The actual quantity of bikes a
2W receives is much more than the number of cars a 4W mechanic receives, Therefore the units of
consumption under two wheeler mechanic is high.
13

One of the most prominent complains on the product by the users was on the mismatch of fevikwik Tube and
welding powder, The analysis tells that the ideal ratio of fevikwik to welding powder is 3 : 15
Mechanics also expressed their complaints regarding the metal packaging of the fevikwik tube.

14

Price:
While most of the Mechanics are satisfied with the pricing of Fevikwik Weld, 25% of the users expressed less
willingness to pay, and found the 25rs high.
Retailers too are happy with the price, but suggested an increase to Rs 30 got better margins.

2W Margins Feedback

4W Margins feedback

63%
55%

Dissatisfied

Satisfied

15

Distribution:
The product is sold by 2W Auto retailers, 4W Auto Retailers and some hardware shops, While in the same
market outlets of Tire Puncture repairers, Bike Laminators, Shockers Mechanic, Seat Cover,Painters, Car
Battery Retailers ,Oil and Lubricants Retailers, Auto Electric accessories Retailer, Tire & wheel Retailer do
not stock this product as they do not get the need or the demand.
On an average the retailers stock 10 Units of fevikwik weld and sell 2 Units to 5 Units
weekly, The sale in hardware segment is critically low,
Retailers main reasons for stocking the product are

-47% of the retailers find the product very useful and high in potential

-42% of the retailers stock it due to the demand in the market

-21% of the retailers stock it as its a Pidilite product

The overall demand received by the stockers of fevikwik weld in 2W Segment is good While In 4W Segment,
52% of the sellers receive Very less demand for the product.
In Hardware, 85% of the sellers receive Very less demand for the product
Of the 2W & 4W retailers who have an In-house Mechanic Majority (35%) of them consume 20% of the
stock themselves.15% of the retailers, who currently stocks the product, Will Discontinue stocking it in the
future
Major reasons for not stocking it is that the product has Less Demand.

Promotion

Quantitative

Qualitative

- Maximum amount of Mechanics i.e. 44%

- 84% of the users whose source of awareness is

Have been reached through promoters

-Only 28% Of the users has CMDI as source of
awareness

promoters have aided awareness

- 69% of the dissatisfied users had promoter as their
source of awareness
- 63% of the users whose source of awareness is
CMDI have Un-aided awareness
- 3% of the users whose source of awareness is
CMDI were dissatisfied users

Recommendations

Proposed Change in the packaging of fevikwik tube from metal to a plastic one, as 54% of mechanics
have expressed the following complains about the tube.

Issues with the plastic tube:

-Cannot see the liquid
-Dries up inside the tube
-Uneven Flow
-Once pressed, Leaves impressions
- Mechanics used to Rs 5 Fevikwik and Flexkwik
-Does not completely drain
- No control over the flow
-Does not come out easily
-Cap sticks to the tube
Features of the plastic bottle:
- Opaque Plastic Body
- Easy to find out how much is dried & How much can be reused
- Smaller mouth, Controlled flow through press mechanism
- Can be kept in Sanding Position
- Air Tight Lock Cap
-Cap with a Pin in the inner side to prevent outside moisture
- Visually find out how much is left and how much is remaining

Apart from the container, the Fevikwik nozzle size can be manipulated in such a way that both the powder and
the fevikwik exhaust together.
Mechanics have also expressed (25%) a need of black welding powder, as the frequency of cases of application
on black surfaces is quite high, A pilot launch of Black powder variation is suggested.

3g Fevikwik: 15g Powder SKU:

-64% Of the Users want more fevikwik with the same amount of powder
-When asked how much increment in price you can tolerate with respect to fevikwik Qty Increase 42% of
the mechanics expressed new price as Rs 30, therefore proposed price is the same
-In Western Markets, Trend of Repeated use by Mechanics in High
- 3g Pack already sold at Rs 25
-Active users will find it attractive as they will get 1g extra for Rs 5 i . e . double
- Retailers Margin will increase and will become comparatively more attractive to sell
- No issue of change and rounded off figure
- Users who will be lost due to the price increase will be regained through the smaller SKU

Rs 10 Pack of 0.7g Fevikwik: 5g Powder

-Transparent packaging with both shell packs. Similar to Fevikwik Gel Pack
-Attract mechanic with Rs 10 rs me extra Fevikwik aur mazboot Powder
-Will act as a Trial Pack for price sensitive users (26%)

-Will act as product from one time usage in Mudguard, Indicator, Dashboard, Plastic faring.
Promoters Process Modification:
Issues with current process:
-Product pitch not impactful
- Does not demonstrate its usage in metal
- No structure or Standardization
New Promoter System:
End User Engagement kit
Demo kit (Modified)- Visual Application Booklet- Masking Tape, Sand Paper, Book
Structured promoters routine:Promoters Script- Refined Targets & Beat- Feedback Collection
New Posters & Pamphlets
- New Poster (2W, 4W)- New Pamphlet - Four Videos (Whatsapp)

Visual application booklet:

Every Promoter will carry a Photo booklet (Before & After) of all possible applications of Fevikwik Weld
Divided by Two wheeler (Metal & Non-Metal) and Four Wheeler (Metal & Non-Metal)

New Posters & Pamphlets

Issue with current posters
-Limited application on handle cover- Pipe: cant understand its rubber or metal
-No comparison with mud
-Does not show welding powder
-Need a poster that makes the customer say Bhaiya sirf fevikwik nahi, Fevikwik Weld Lagau

Awareness Campaign: Fevikwik Weld Mobile Camp

A Van/Car decorated and modified to a mobile camp will set-up demonstrations through mini-meet. Operated
by two dedicated promoters

Campaign objective: Drive product awareness and usage in big motor markets at Cluster level
Promoter:

Dedicated full time employees, who knows the local Language and Experience in Public
presentations, Equipped with technical knowhow

Van:

-Exterior decorated with graphics and posters of Fevikwik weld

-Fevikwik Weld Stock (4 cartons -5 cartons)
-Fevikwik Weld (Cap, T-Shirt {with pockets}, Paana)
-TV at the Trunk-4 to 10 Stools-Foldable giant umbrella
-Extra battery-Speakers-Cold drink (Ice box)-Namkeen
-Camera

Mini Meet:

- 6 hours (1 hr Travel) -Target: 100 Mechanics a day

- 3 min per mechanic I.e. 3-5: 10mins | 5-10: 20mins | 10-15: 25mins
- Will start with video (custom) - live demo- Refreshments
- Quiz to roll out gift - Video in local language
-Lucky draw (Gift:Panna| Ticket will have Name, Shop name and phone numbers)

How to make it engaging: Anaglyph 3D (New & Feasible): Works on any TV, Glasses cost 30-40 Rs

Cost:

-We Currently spends: Rs 27 per mechanics (11k/400)- With same cost per mechanic
-Our Budget will be : Rs70k (for 2.6K) Mechanics/ Month

Mechanic
Questionnaire
Post Launch Track of FEVIKWIK WELD
1.

4.

5.

6.

7.

8.

Are you using Fevikwik Weld?

Yes/No/Used But Discontinued
If 3ed: Reasons
2. Key Likes:
_
3. Key Dislikes:
_
How did you find out about the product?
Through the
CMDI
One on One Demo/ Mini Meet/ Mega
Meet
Through a promoter
Word of mouth:

through a retailer / Thought a

Mechanic
For what applications do you use this product?
i.
Fiber & Plastic Parts: Fender & Mudguard /
Side fairing/
Indicator/ Mask / Back
Faring ii. Metal Parts:
iii. What other applications can U
think of, where this product can
be
Used
What did you use before for treating fiber/
Plastic Parts i. Only Fevikwik
ii. Fevikwik with Baking
powder/Mud/Cotton/Other iii. Plastic
Welding from a third Party vendor
What was the reason for you to shift to
Fevikwik Weld for treating fiber/ Plastic Parts?
i.
Bond
strength: ii.
Visual appeal:
iii. Ease of
use:
iv. Micro Gap filling:
v. Other
Are you satisfied with the product?
Satisfied / Neutral / Not satisfied

9. Do you prefer altering the quantity & bearing the

modified cost of?
Fevikwik
More / Same / Less
Proffered New Quantity:
Willingness to Pay (Max 50- Min 10) :
Welding Powder
More / Same / Less
Willingness to Pay (Max 50- Min 10) :

14.

Name:
Shop Name: Area:
City: Category: 2W/3W/4W

10. How many vehicles do you service in a month?

Of these how many come with a
requirement for usage of product like
Fevikwik Weld
11. How many packets do you use per week?

Are you satisfied with the powder color?

Yes / No : If no
which color variants would you want: Black / Red /
Other

15. Where do you get this product from?

i.
Attached retailer / Purchase from outside retailer /
other?
16. ((Observe the mechanic and categorize his awareness
considering
Question 1, 2, 3 ))
i.
Un-aided
Awareness ii.
Aided Awareness

12. Are there any Improvements in the product

that you would like to suggest?

17. Among your peers, how does u describe / Call this

product?
i.
Fevikwik Weld / Weld / Bada wala Fevikwik / Powder
wala
Fevikwik / Other
_

13. Do you have any issues with the metal fevikwik

tube?
i.
Yes / No
ii.
If Yes: Specify the reasons

18. Do you intend to Use & Recommend this product

in the future i.
Yes / No
19. What do you think we should be doing to promote this
product more i.

Questionnaire: Auto Retailers

City
Area
Name of
Shop

I.

II.
III.

IV.
V.

VI.

VII.

Name
Category
In-House
Garage

2W / 3W / 4W / Other
Yes / No

Are you aware of

Fevikwik Weld a.
Yes / No
How did you find out about the product?
a. Through a Company person / Heard from Retailer / Heard from Mechanic / Other
What are the Key benefits of Fevikwik Weld that you are aware of
a. Usage in bonding damaged fiber & plastic parts: Fender & mudguard / Side fairing/
indicator/ Back Fairing/ Mask
b. Usage in Metal Parts:
How much do you stock this product? (No of Units)
a.
How much do they sell per Week (An estimate, No of units)
a.
b. Your perspective on Current demand: Good / Neutral / Bad
Do you intend to Stock / Sell it in future?
a. Yes / No
b. If Yes: How much would you stock (No: of units)
c. If No: Reasons
What made you stock Fevikwik Weld? (Retailers reasons for stocking weld )
a. Utility of the product / Demand in the Market / Pidilite Brand Equity /

Other
VIII.

Do you feel this is the right price for this product?

a. Yes / No
b. If No, What should it be

IX.
What is your satisfaction level with the margins of
the product?
a. Satisfied / Neutral / Dissatisfied
X.
If you stock 10 units, what is the proportion of each segment?
a. 2W Mechanics / 3W Mechanics /4W Mechanics / Household
Consumer / Self Use b.
XI.
((Observe the way they present the product, See if it captures the eye of mechanic and
how visible it is))
a. Highly Visible / Neutral / Less Visible
XII.
What do you feel the company should do to promote this product?

a.
XIII.
Are there any improvements in the product that you would
like to suggest?
a.

Annexure 3:
Awareness Observation Table
Name of Outlet

Mechani
c.
1
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
AutoRetailer
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.

Area

2w / 4w

Do you know
about
Fevikwik
Weld
?

Aware of
usage
and
benefits
?

Do You
use
Stock/
Fevikwik
Weld