Name- Ashish Gupta

Course - Pgdm core

Subject- Marketing management

Assignment
Fevicol –The Iconic Bond

Ques-1 How has the brand developed resonance with its customers?
Ans-1 Fevicol has developed resonance with its customers through a combination
of product quality, innovative marketing strategies, community building, and
consistent brand messaging. Here are some key ways in which Fevicol has achieved
resonance with its customers:

1. Product Quality and Performance:

- Fevicol is known for its high-quality adhesive that delivers exceptional bonding
strength. The consistent performance of Fevicol products in various applications,
especially in carpentry and furniture making, has built trust and reliability among
customers.

2. Innovative Products:
- Fevicol has continuously introduced innovative products that cater to specific
needs in the market. For example, Fevicol Marine is designed for water-resistant
applications, and Fevicol Speedx is known for its quick bonding properties. These
innovations showcase Fevicol's commitment to meeting diverse customer
requirements.

3. Emotional Branding:
- Fevicol has employed emotional branding in its advertising campaigns, creating
memorable and humorous commercials that resonate with the audience. The "Dum
lagake haisha" (Put your heart into it) campaign, for instance, has become iconic and
reinforces the idea that Fevicol is not just an adhesive but an essential part of the
craftsmanship process.

4. Community Building - Fevicol Champions’ Club (FCC):

- The Fevicol Champions’ Club (FCC) initiative has played a crucial role in
building a community of craftsmen. By providing a platform for carpenters to
connect, share experiences, and participate in various activities, Fevicol has fostered a
sense of belonging and loyalty among its customers. This community-building
approach goes beyond the product itself and creates a strong emotional bond.

5. Integrated Marketing Communications (IMC):

- Fevicol's marketing communications have been consistent and integrated across
various channels. The brand's messaging, including advertising, promotions, and
events, is aligned with the core values of strength, reliability, and innovation. This
consistency helps in reinforcing the brand image and resonating with customers over
time.

6. Cultural Relevance:
- Fevicol has successfully integrated itself into popular culture, especially through
Bollywood tie-ins. The inclusion of Fevicol in Bollywood movies, such as the famous
song in "Dabangg 2," has contributed to the brand's cultural relevance, making it more
relatable to a broad audience.

7. Customer Engagement:
- Regular interactions with customers through initiatives like product
demonstrations, workshops, and feedback mechanisms ensure that Fevicol stays
connected with its customer base. This engagement helps in understanding customer
needs and preferences, fostering a two-way communication channel.

In summary, Fevicol's resonance with its customers is built on a foundation of

delivering high-quality products, engaging in emotional branding, building a sense of
community, and maintaining consistent and integrated marketing communications.
The brand has successfully created a strong emotional connection with its audience,
going beyond functional benefits to become a trusted and beloved part of the
craftsmanship community.

Ques-2 What steps did Fevicol take to build their brand equity?
Ans Fevicol has employed various strategic steps to build and strengthen its
brand equity over the years. Here are key steps taken by Fevicol to establish and
enhance its brand equity:

1. Product Quality and Innovation:

- Fevicol has consistently focused on delivering high-quality adhesives that provide
reliable and superior bonding strength. Continuous innovation in product
development, such as introducing specialized variants like Fevicol Marine and Fevicol
Speedx, has helped the brand stay relevant and meet evolving customer needs.

2. Emotional Branding and Advertising:

- Fevicol's advertising campaigns have been pivotal in building emotional
connections with consumers. The brand has successfully used humor and emotion in
its commercials, creating memorable and iconic advertisements that go beyond
product features. The "Dum lagake haisha" (Put your heart into it) campaign, in
particular, has become synonymous with Fevicol and contributed significantly to its
brand equity.

3. Cultural Integration:
- Fevicol has strategically integrated itself into popular culture, especially through
Bollywood. The brand's inclusion in Bollywood movies and its association with well-
known songs and scenes has enhanced its cultural relevance and visibility. This
integration helps Fevicol become a part of people's daily lives and contributes to its
brand equity.
4. Fevicol Champions’ Club (FCC):
- The Fevicol Champions’ Club is a unique initiative that goes beyond selling a
product. It creates a community of craftsmen, providing them with a platform to
connect, share experiences, and participate in various activities. This community-
building approach fosters a sense of loyalty and belonging, contributing to the
brand's equity among its core audience.

5. Consistent Brand Messaging:

- Fevicol has maintained consistent brand messaging across various touchpoints.
The emphasis on strength, reliability, and innovation has been communicated
consistently through advertising, packaging, and promotional activities. This
coherence in messaging helps build a clear and strong brand image in the minds of
consumers.

6. Distribution and Availability:

- Fevicol has ensured widespread distribution and availability of its products,
making them easily accessible to consumers across various regions. This extensive
reach contributes to the brand's visibility and availability, reinforcing its position in
the market.

7. Customer Engagement and Education:

- Fevicol engages with its customers through various initiatives, including product
demonstrations, workshops, and training programs. By educating users on the
proper application of their products and providing valuable insights, Fevicol builds
trust and confidence among consumers.

8. Brand Extensions and Diversification:

- Fevicol has successfully extended its brand into related product categories, such
as adhesives, sealants, and coatings. This diversification allows the brand to cater to
a broader range of consumer needs and strengthens its overall brand equity.

9. Social Responsibility Initiatives:

- Engaging in social responsibility initiatives can contribute positively to brand
equity. Fevicol has been involved in initiatives such as promoting eco-friendly
practices, which align with the brand's values and contribute to a positive brand
image.

By combining these strategic steps, Fevicol has built a robust brand equity that goes
beyond the functional attributes of its products. The brand is not just associated with
adhesives but has become a symbol of trust, reliability, and craftsmanship in the
minds of consumers.

Ques-3 Analyze the customer relationship management strategy adopted by the

organization.

Ans While specific details about Fevicol's customer relationship management (CRM)
strategy may not be publicly available, we can make some general observations
based on industry trends and common practices. A successful CRM strategy typically
involves various elements aimed at building and maintaining strong relationships
with customers. Here's an analysis of potential components of Fevicol's CRM
strategy:

1. Customer Engagement Programs:

- Fevicol may have implemented customer engagement programs to keep its
audience involved and connected. This could include loyalty programs, exclusive
offers, and events that provide added value to regular customers, encouraging repeat
business.

2. Feedback Mechanisms:
- Establishing effective feedback mechanisms is crucial for any CRM strategy.
Fevicol may collect customer feedback through surveys, reviews, or other channels to
understand customer satisfaction, preferences, and areas for improvement.

3. Digital Presence and Communication:

- With the increasing importance of digital channels, Fevicol likely utilizes social
media, email campaigns, and other online platforms for communication. This allows
the brand to stay connected with customers, share updates, and address queries or
concerns promptly.

4. Customer Support and Service:

- Offering excellent customer support is a key aspect of CRM. Fevicol may have a
dedicated customer support team to address inquiries, provide product information,
and assist with any issues customers may encounter. Timely and effective support
contributes to a positive customer experience.

5. Personalization:
A successful CRM strategy often involves personalization to tailor interactions
based on individual customer preferences and behaviors. Fevicol might use data
analytics to understand customer needs and provide personalized recommendations or
promotions.

6. CRM Technology:
Utilizing CRM software and technology can streamline customer data management
and enhance communication. Fevicol may employ CRM tools to track customer
interactions, manage sales leads, and ensure a coordinated approach to customer
relationship management.

7. Customer Education:
Fevicol may invest in customer education initiatives, providing information about
product usage, application techniques, and best practices. This not only helps
customers use Fevicol products effectively but also fosters a sense of trust and
expertise associated with the brand.

8. Community Building:
Establishing a community around the brand is a strategy that fosters customer
relationships. The Fevicol Champions’ Club (FCC) mentioned earlier is an example
of community building, where craftsmen can connect, share experiences, and engage
with the brand and each other.

9. Proactive Issue Resolution:

- Being proactive in addressing customer issues is crucial for maintaining a positive
brand image. Fevicol may have protocols in place to quickly address and resolve
customer complaints or concerns, demonstrating a commitment to customer
satisfaction.

10. Continuous Improvement:

An effective CRM strategy involves continuous evaluation and improvement.
Fevicol likely analyzes customer data and feedback regularly to identify areas for
enhancement in product offerings, customer service, or overall customer experience.

Ques-4 What market strategies can Fevicol adopt against competition?

Ans-4 Fevicol, as a brand, has established a strong presence in the adhesive market.
However, staying competitive requires ongoing strategic initiatives. Here are some
market strategies that Fevicol could consider to maintain and enhance its
competitive position:

1. Innovation in Product Development:

- Invest in research and development to create new and innovative adhesive
products. This could involve developing environmentally friendly formulas,
introducing specialized adhesives for specific applications, or enhancing existing
products with improved features.

2. Diversification of Product Portfolio:

- Explore opportunities to diversify the product portfolio beyond adhesives. This
could include complementary products or solutions related to construction,
woodworking, or other industries where adhesives are essential.

3. Global Expansion:
- Consider expanding into new geographical markets. Fevicol, which is primarily
known in the Indian market, might explore opportunities to enter new regions and
tap into a broader customer base.

4. Strategic Partnerships and Collaborations:

- Form partnerships or collaborations with other companies in related industries.
This could lead to the creation of bundled solutions or joint ventures that offer
comprehensive solutions to customers.

5. Digital Transformation:
- Embrace digital technologies for marketing, distribution, and customer
engagement. Utilize e-commerce platforms to reach a wider audience and provide
convenient access to Fevicol products.

6. Customer Education Programs:

 - Develop and implement programs that educate customers on the proper usage
and benefits of Fevicol products. This can enhance customer loyalty and promote the
brand as a trusted source of expertise in adhesive solutions.

7. Sustainability Initiatives:
- Respond to growing consumer concerns about sustainability by emphasizing
environmentally friendly practices. This could involve using eco-friendly materials in
product packaging, promoting recycling, and reducing the environmental impact of
manufacturing processes.

8. Competitive Pricing Strategies:

- Monitor market trends and adopt competitive pricing strategies. This may involve
offering competitive prices for high-quality products or introducing value-added
bundles to attract cost-conscious consumers.

9. Brand Partnerships and Endorsements:

Collaborate with influential figures, industry experts, or celebrities who align with
Fevicol's brand values. This can help enhance brand visibility and credibility,
particularly in target markets or industries.

10. Digital Marketing and Social Media Engagement:

Strengthen the brand's online presence through effective digital marketing and
social media engagement. Leverage these platforms for promotional campaigns,
customer interaction, and staying top-of-mind among the target audience.

11. Customer Loyalty Programs:

- Introduce and enhance customer loyalty programs to reward repeat customers.
This can incentivize brand loyalty and encourage customers to choose Fevicol over
competitors.

12. Continuous Market Research:

- Stay updated on industry trends, customer preferences, and competitor activities
through continuous market research. This information can guide strategic decisions
and help Fevicol adapt to changing market dynamics.

By implementing a combination of these strategies, Fevicol can reinforce its market

leadership, respond to evolving customer needs, and stay ahead of competitors in
the adhesive industry. Each strategy should align with the brand's core values and
contribute to the overall goal of providing high-quality and innovative adhesive
solutions.

Ques-5 Analyze the marketing communication mix adopted by Fevicol, and was
it successful?
Ans : The marketing communication mix refers to the combination of promotional
elements that a company uses to communicate its brand and products to the target
audience. While specific details of Fevicol's marketing strategies might not be readily
available, we can analyze general aspects of its marketing communication mix based
on industry practices and historical information.

Elements of Fevicol's Marketing Communication Mix:

1. Advertising:
- Fevicol is known for its creative and humorous advertising campaigns. The brand
has historically used TV commercials, print media, and digital platforms to showcase
the strength and reliability of its adhesives. Memorable and entertaining
advertisements have helped in creating a lasting impression in the minds of
consumers.

2. Public Relations (PR):

- Fevicol has often leveraged PR activities to generate positive media coverage. This
includes coverage of innovative uses of Fevicol in real-world scenarios, such as large-
scale installations or collaborations with artists. Positive media coverage contributes
to building brand credibility and awareness.

3. Sales Promotion:
- Fevicol has employed various sales promotion tactics to incentivize purchases.
This may include discounts, bundled offers, or limited-time promotions to encourage
consumers to try or stock up on Fevicol products.

4. Events and Sponsorships:

- Participation in industry events, trade shows, or sponsorship of relevant activities
helps Fevicol maintain a visible presence in its target markets. It also provides
opportunities for direct engagement with customers and stakeholders.

5. Digital Marketing:
- In the digital age, Fevicol likely engages in online advertising, social media
marketing, and content creation. Digital platforms offer a way to reach a broad
audience, including DIY enthusiasts, craftsmen, and professionals in the construction
and woodworking sectors.

6. Direct Marketing:
- Direct marketing efforts may include targeted email campaigns, newsletters, or
direct mail to reach specific segments of the audience. This form of communication
allows for personalized messaging and engagement.

7. Influencer Marketing:
- Collaborations with influencers, especially in the fields of art, design, or
construction, can amplify Fevicol's reach. Influencers can demonstrate the product's
effectiveness in various applications, reaching their followers and potentially
influencing purchasing decisions.

8. Packaging and Point of Purchase (POP) Displays:

 - Packaging design plays a role in communication at the point of purchase. Clear
labeling, usage instructions, and product information contribute to the overall brand
image. Point of purchase displays in retail locations can attract attention and
influence buying decisions.

Success of Fevicol's Marketing Communication Mix:

Determining the success of Fevicol's marketing communication mix would require

access to specific performance metrics and market data, which are not readily
available. However, Fevicol has achieved considerable brand recognition and market
dominance, suggesting that its marketing strategies have been effective.

Key Indicators of Success:

1. Brand Recognition: Fevicol is often synonymous with adhesives in the markets it

serves, indicating strong brand recall and recognition.

2. Market Leadership: Fevicol has maintained a leadership position in the adhesive

industry, suggesting that its marketing efforts have contributed to a competitive
advantage.

3. Customer Loyalty: The success of Fevicol's marketing can be measured by the

level of customer loyalty and repeat business. If customers consistently choose
Fevicol over competitors, it reflects positively on the brand's communication
strategies.

4. Innovation and Adaptation: Fevicol's ability to adapt to changing market

dynamics and introduce innovative products suggests effective communication with
its target audience regarding the brand's commitment to quality and advancement.

5. Social Media Engagement: Monitoring social media platforms for positive

sentiment, engagement metrics, and customer feedback can provide insights into
the success of Fevicol's digital marketing efforts.

In conclusion, while specific success metrics are not available, Fevicol's sustained
brand presence, market leadership, and positive reputation in the adhesive industry
indicate that its marketing c