Marketing Mix

Product: Pidilite Industries is one of the leading companies in India making

adhesives and other products. Pidilite product portfolio includes Adhesives and
Sealants, Art Materials and Stationery, Fabric Care, Construction and Paint
Chemicals, Automotive Chemicals, Textile Resins, and Organic Pigments and
Preparations. Pidilite also has Industrial Specialty products like Industrial adhesives,
Footwear, Pigment powder, and Industrial resins. All these give an insight into the
product strategy in its marketing mix.
Pidilite‘s biggest and most famous product is Fevicol along with FeviKwik, M-Seal,
Dr. Fixit, etc. M-seal is India’s leading Epoxy Sealant which is used in several
segments due to its varied usage. Fevi Kwik is a popular general-purpose adhesive
that bonds to a variety of surfaces. Dr. Fixit prevents leakages and is the market
leader in construction chemicals. FeviBond is used in industrial areas like
automotive, railways, construction, and electrical areas of shipbuilding, etc. It is a
rubber-based adhesive that contains Polychloroprene.
Pidilite Steelgrip is an insulation tape brand acquired by Pidilite in 2002. It
manufactures PVC electrical tapes. Pidilite also has a clear adhesive and hand-
tearable tape which is safe for children by the name of Prime. Rangeela Tempera
colors and Rangeela safe molding Dough is very popular among children.

Price: Pidilite being the market leader enjoys high pricing power in all segments. It
is easy for Pidilite to pass on the high cost of raw materials to the consumer. They
have Rs.5 as a price point for several consumer products. It helped them expand
their market. Their retail margins vary from 12-25% depending on the products.
Smaller players do give higher margins but Pidilite provides a better-quality product
which helps them beat the smaller players. This gives an overview of the pricing
strategy in the marketing mix of Pidilite.

Place: Pidilite uses various distribution channels to promote and market its
products. Their products are sold through Hardware stores, stationery shops, Kirana
stores, furniture stores, modern trade, and pharmacies. It also sells directly to the
end consumers. Its reach is not just confined to tier 1 cities but it is increasing its
penetration in tier 2 and tier 3 cities and rural areas too. Pidilite has more than 4000
distributors providing products to 4,00,000 retailers or dealers and 4000 industrial
consumers. Pidilite maintains good relations with intermediaries and suppliers which
gives them an edge over competitors. It introduced a training program for carpenters
and gave them a Fevicol furniture book showcasing furniture designs.

Promotion: As Pidilite’s products are low-involvement products, Pidilite creates

brand awareness by educating intermediaries like carpenters, civil contractors, and
plumbers. It also holds training sessions for construction workers, plumbers, etc. in
its in-house “Dr. Fixit institute.” Pidilite has always come up with brilliant
advertisements and catchy jingles to win the hearts of consumers. With each
advertisement, Pidilite has reinforced its value proposition. The advertisements are
highly appreciated for their great content, creativity, and connection they have with
the consumers. Their TV commercials have always had a rural theme to it. One of
their ads has also won a Cannes award for India. Amitabh Bachchan has been the
brand ambassador for Dr. Fixit. Hence, this covers the entire marketing mix of the
Pidilite industries.