Case Study 2

About Pidilite

Since its inception in 1959, Pidilite Industries Limited has been a pioneer in consumer and specialities
chemicals in India.

From adhesives, sealants, waterproofing solutions and construction chemicals to arts & crafts, industrial
resins, polymers and more, our product portfolio is as diverse as it is ever evolving. With a robust and
growing network, our products are accessible across demographics and geographies.

Today, we are the market leader in adhesives and our brands have become trusted household and
industrial names across the country and beyond.

CASE STUDY – FeviKwik: ‘New and Improved’

The Brand Challenge:

Fevikwik, pioneer of instant-adhesives in India, is an undisputed market-leader.

Fevikwik as a product is a simple, convenient, cheap solution that fixes broken objects instantly. Despite
being an emergency usage category, Fevikwik’s penetration is very high, making it a household name.
Reaching to over 3.6 million outlets, it also is one of the most widely available products.

93% of the business for Fevikwik comes from the INR 5 pack. This price point and pack size have been
single-handedly responsible for making the brand available across the length and breadth of the country.

The challenge, hence, for this highly penetrated but price locked brand is now to expand the portfolio and
premiumize consumers to an improved repair experience at slightly higher price point.

Consumer Speak

Unlike eating chocolates, fixing broken objects is not the most exciting thing in anyone’s life. People only fix
something when it is urgent or when work stops.

Further, while the major discomfort with the current product is the adhesive sticking to fingers, that in fact is
the property of the cyanoacrylate chemistry and hence cannot be done away with.

Although, the other concerns that consumers face are – confidence to repair, multiple use cases, not having
the instant adhesive at home when needed, article not needing an immediate fix and so on.

We want to understand, what would a new and improved Fevikwik look like, that would convert users and
non-users of the category to switch to a higher value variant
Your Objective

Step 1: Identify the problem:

• Identify the product benefits/ shortcomings of the current portfolio (other than sticking to fingers)
• Understand the consumer, identify the insight: why will a consumers upgrade from the current portfolio
• Identify Need-Gaps - What is the consumer-need that the brand can fulfil with a refresh
• Identify the TG: Who will the highest users of the revised pack. Why?
• See Lateral: reference how multiple brand have upgraded/ premiumized their portfolio

Step 2: What To Communicate:

• Create a Brand Ladder – of what is the benefit that the brand should communicate upgrade or get
more consumers to the category
• Create a campaign – with creatives, media plan, and budget estimation of 1 year.
(Can think national or regional or local)

Step 3: Suggest a Business Proposal:

• Share a cohesive (Communication) business proposal, with ROI calculation to the management and
convince us on how will your plan, shift consumers to the better variant of Fevikwik

Pidilite’s Success Tips:

Consumers First:
• Go Beyond Surveys: Meet, Speak, empathise, understand - Live through the consumers life to get real
insights
• Go beyond what they say - but also look for latent needs
• Go Beyond Problems: Look for betterment in consumer’s life

Plan to Execute:
• Make a plan, that is realistic - that you could (and might: D) yourself execute subsequently