Fevicol: An Iconic Bond

 Fevicol is a brand of adhesives owned by the Pidilite Industries Ltd. The Company
was founded by Shri B.K Parekh.
 Prior to Fevicol glues were made up of animal fat or starch.
 There are total 34 brands under Pedilite.
 At the time Fevicol entered market, their share was 80% as majority of the
carpenter’s preferred Fevicol adhesive to any other brand.
 Market Capital for Pidilite Industries Ltd was 303,350 Million as of 31st March 2016.
 Their main objective was to introduce new products and build many strong brands in
the market.
 The initial purpose was to help carpenters at the time. They adopted unique
strategies in promoting the product to the carpenters to gain their support, so that
carpenters help them in expanding the business.
 They were offering best product as compared to the messy traditional animal glues.
The quality of their product became the benchmark for the “Best Adhesive”.

USP of the Brand

The unique selling proposition of Fevicol has been its ease of application. This made
the product immensely popular among the carpenters. The parent company, Pidilite,
saw an opportunity in the retail segment and launched variants of the product for
personal use for households. This gave birth to the collapsible tube of 30gm. Over
the years, the product was packaged in different shapes and sizes, making it
accessible to be used for day-to-day purposes. Thus, the focus shifted from just an
industrial product to an all-purpose glue.

Brand Equity
Brand has maintained consistent quality, an efficient distribution network and CRM
practices over the years. It created a durable bond with carpenters with innovative
packaging and retailing its products, which has brought the brand within purchasing
distance of households. Additionally, it provides functional benefits to the consumer,
which are bonding, high quality, and innovation that are components of the
adhesives. It has been able to practice market penetration through an extensive
distribution and mid-level pricing. Other key sources of Fevicol brand equity are
feature in popular culture, association with sports and initiatives by the brand.
Initiatives by the brand
Fevicol undertakes many initiatives for the community under the Fevicol Champions’
Club (FCC). FCC is a social platform that brings woodworking contractors together to
boost their personal and professional growth. People of the woodworking industry
learn new techniques, build networks, and earn recognition for their work.

 In 1980, they launched quarterly black and white four-page design book called Fevicraft
which they shared with all carpenters to help expand their business as support from the
carpenter community was critical for success of furniture-related adhesives like Fevicol.
 In 1989, a hardboard Fevicol Furniture book was created with superior designs with high
utility value which was sold to the carpenters and this book helped carpenters to get more
contract and assignments, which helped grow the company’s user database rapidly.
 Company educated and encouraged craftsmen to use the right amount of adhesive in the
right manner for optimum results, this enabled the company sales force to continuously and
nurture the relationships locally with the carpenters.
 To make inroads in the customer segments company started selling Fevicol MR for art and
craft needs of individual customers. This igneous idea gave customers an opportunity to
experience the strength, reliability, and ease of use of the Fevicol adhesive.
 Fevicol Champions’ Club started in 2002 by Pidilite Industries to offer craftsmen an
opportunity to network within their fraternity leading to both social and professional
growth. These activities helped company to build Goodwill among the community and
society.
 Fevicol Champions’ Club has provided a platform to the carpenters and wood-working
contractors to come together as a community for their personal and professional growth
and success, with these activities they gained the trust and respect in the market.
 To increase the vibrancy of the brand, Pidilite decided to revamp the packaging of the brand
in 2002.
 Premium pricing is adopted in line with the product image and offering, this has helped the
brand consolidate its position in the market.
 Pidilite had set up a ‘Rurban’ division to concentrate on the distribution in the semi-urban
and rural regions. Being focused on the semi-urban and rural areas could open up new
revenue streams through higher volumes for Fevicol.
 To facilitate better global networking, Pidilite has established subsidiaries in several
countries.

Creative advertising has also helped keep the brand alive in this non-interesting category. The
creative strategy that Ogilvy & Mather has employed for Fevicol is “to make bonding a
Fevicol attribute,” and its advertising has used intelligent humour to convey this meaning.
Popular Fevicol TV ads like "Dum laga kar haisya, zor laga kar haisya"; "Fevicol ka majboot
jodh hai, tootega nahi" and "Pakade rehna, chhodana nahi" are also used in day-to-day
conversation. Fevicol have received more than their share of space in the media as well.