SIVA SIVANI INSTITUTE OF MANGEMENT

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Marketing Management Case Study Report

Title of the Case – Product Positioning & Promotional Strategy of FEVICOL

Date of presentation – 25.01.2024

PGDM - TPS – Section – B

Student Name of the Contribution of the student in the Marks

HT No Student overall presentation

32-107 K. Ajay Raja Case Report, PPT making,

Introduction, Historical Background,
Product Portfolio, Case discussion.

32-108 K. Venu Market Competition, Success Factors,

Case discussion

32-109 Mainak Shyam Results & Achievements, Financial

Highlights, Conclusion, Case discussion

32-110 Akshay Kumar Brand Positioning & Advertising

Strategy, Case discussion

Signature of the Faculty

Introduction:
 Fevicol, the flagship adhesive brand of Pidilite Industries
Limited, has established itself as a dominant force in the Indian
adhesive market, holding a remarkable 70% market share as of
2015.

 Recognized as the largest-selling adhesive brand in Asia,

Fevicol has expanded its reach to over 50 countries, contributing significantly to
Pidilite’s overall turnover.

 This success is not only attributed to the brand’s inherent strength and quality but also
to a series of creative and humorous advertising campaigns that have left a lasting
impact on consumers.

Historical Background:
 1954: Pidilite Industries Limited was founded by Balvant Parekh, who, along with
his brother Sushil Parekh.

 1959: The Parekh brothers identified an opportunity to create a synthetic glue,

Fevicol, as a substitute for the natural glues used by carpenters at the time.

Marketing Approach

 1960-1983: Fevicol’s sales increased from Rs. 10 million in 1960 to Rs. 100 million
in 1983.

 Diversification: Fevicol products were introduced, such as Dr.Fixit, Fevikwik,

MotoMax, M-Seal, and Fevi Stick.

 2006: Fevicol’s sales reached Rs. 10 billion.

 Innovation: Introduced new variants and formats, transforming it from an industrial

product to an all-purpose glue. This included launching Fevicol in collapsible tubes
and offering affordable options.

 2010: Pidilite introduced colored glue sticks, such as Fevistik Blue and Fevistik
Purple.

 2016: Fevicol launched a specialized website, www.fevicoldesignideas.com,

providing end-to-end home décor solutions for customers across India.
  Financial Success: Fevicol became the largest selling adhesive in Asia as of 2013. It
was ranked number one in the Household Care segment of the Most Trusted Brands in
India for 2007-08.

Product Portfolio:
Fevicol SH: White glue-based adhesive.

Fevicol Marble Glue: Glue specifically designed for marble and granite.

Fevicol Speed X: Fast-setting synthetic adhesive.

Fevicol Foam Fix: Adhesive formulated for foam.

Fevicol Marine: Water-resistant adhesive.

Fevicol WRA: Wood-reinforced adhesive

Fevicol VC 31: Water-based adhesive for flooring.

Fevicol SR 998: Quick-bonding adhesive.

Fevicol DDL: Adhesive for superior wall finish.

Fevicol SR X-PRES: Fast bonding for tough conditions.

Fevicol Glue Drops: Glue drops for instant bonding.

Brand Positioning and Advertising Strategy:

Fevicol had always used humor to reach out to the audience and had been successful in
leaving a lasting impression on the mind of consumer through its hilarious ads.The ads were
so successful that they managed to make an adhesive product like Fevicol into an FMCG
item, said expects. Pidilite appointed O&M as its advertising agency for the promotion of
brand Fevicol in the 1970, where it used both emotional as well as rational appeals to bring
out the main attribute of Fevicol in the eyes of its potential consumer.

The Fevicol ads focused on the “chutkimein chipkaye”, in 1988 Fevicol released a ad with
tagline “Fevicol ka majbooti jod hain…...tutega nahi” which provide idea about Fevicol
bonding strength.The humor ad peppered with and peppered with the typical Indian in catch
phrases like “Dum laga kar haisa, zor lagakar haisya“and “Pakaderehna chhodananhi’’ helped
the brand in the building an emotion bond with consumers.One of the ads which became
widely

popular was Fevicol’s ‘Dahi Handi’ TV ad that reinforced the brand promise of ‘The
Strongest bond’. The ad crested 78million impressions on twitter, generated 10,000 tweets,
and garnered a total of 2.4 million views on FB.

Pidilite also effectively used posters and billboards to promote the fevicol brand. In 2010,
Pidilite signed a marketing and promotional deal with Dabangg 2 film marker, for an item
song which used the word ‘Fevicol’ in the lyrics. Fevicol sponsored event such as the Star
Sports Pro Kabaddi League held in July 2014 where ‘Fevicol ki pakad chootegi nahin’ tagline
was used. Pidilite under the aegis of its Arts, Stationery, and Fabrics division launched the
Fevicol science project Challenge and annual nationwide competition that identified talent
from across schools. The Fevicol Champion Club (FCC) was another initiative launched by
the company that served as a platfrom for carpenters to build their social contacts and be part
of a social network.

Pidilite launched Fevicol Furniture Books which showcased furniture designs with
illustrations and measurements and assisted carpenters on new styles and trends in the
furniture market, apart from building awareness for the brand. In Sep 2016, the website,
www.fevicoldesignideas.com, served as platfrom for customers to interact with interior
designers who offered them tips on interior designing and home décor. About 10,000 interior
designers and 15000 contractors registered their profiles on the website while over 40,000
designs were uploaded on it.

Market Competition:
 Competitor Landscape: Pidilite faces competition from adhesive brands such as
Vamicol, Henkel, and Sika India in the adhesive market.
 Existing Players: Fevicol's dominant position with a 70% market share in India
doesn't eliminate competition, and the company must navigate challenges from
existing players.

Success Factors:
Innovative Advertising Strategies: Fevicol’s success is attributed to creative, humorous
advertising campaigns that connect with consumers, turning a B2B product into a household
name.
Brand Equity: Fevicol has strong brand equity and remains embedded in the minds and hearts
of customers, enhancing its overall market position.

Quality and Consistency: Fevicol has proved its mettle in terms of consistency, quality, and a
robust distribution method, contributing to its sustained success.
Product Innovation: Continuous innovation and the introduction of new variants, including
customized products like Dr. Fixit, Fevikwik, and others, have expanded Fevicol’s market
reach.

Marketing to Carpentry Community: Direct marketing initiatives towards carpenters, such as

Fevicol Furniture Books and Fevicol Champion’s Club, have built a strong bond with the
primaryend-users.
Rural Focus: A dedicated team, distribution network, and sales team for ‘rurban’ markets
demonstrate Fevicol’s commitment to tapping into rural and semi-urban areas.
Digital Presence: Launching a specialized website for home décor solutions showcases
Fevicol’s adaptability to digital platforms, enhancing customer interaction and engagement.

Results & Achievements:

 As of 2011, Fevicol had a market share of over 75% in adhesives category with a
presence across 80% of India.

 So, Fevicol was the single largest contributor to Pidilite’s total revenue.

 Fevicol was also ranked the 45th Most Trusted Brand in 2012 in Brand Equity’s Most
Trusted Brand survey.

 Fevicol was ranked 2nd in the Buzziest Brand 2014, an annual poll conducted by
India’s largest marketing and advertising portal.

 In fiscal 2015-16, the company’s profits were Rs 7.47 billion.

 According to industry observers, Fevicol’s consistent quality, efficient distribution

network, and commendable customer relationship management practices helped in
establishing the brand firmly in the minds of consumers.
Challenges and Future:
Focusing on the semi-urban and rural areas could open up newer revenue streams through
more volumes for Fevicol. The main threat to Fevicol was from the unorganized sector,
which was growing rapidly, as there will be brands which will be priced lower than Fevicol
in the B2B space. So, in order to capture more of the market and maintain its leadership
position, the brand had to continue to innovate with its marketing mix and focus on
promotions through social media. And the last challenge would be to reach out to people
whom the brand might have had missed out on so far and remain successful, said experts.

Financial Highlights:
 Market Leader: Fevicol enjoys a dominant market share in the Indian adhesive
market, exceeding 70% in some segments. This leadership position translates to
strong revenue and profitability.

 Consistent Growth: The company has demonstrated consistent revenue growth over
the years, driven by factors like brand loyalty, product expansion, and effective
marketing strategies.

 Diversification: Fevicol has successfully diversified its product portfolio beyond

adhesives, venturing into segments like sealants, waterproofing solutions, and wood
care products. This diversification mitigates risks and opens up new growth avenues.

 Strong Brand Equity: Fevicol possesses immense brand equity, estimated to be over
Rs. 4000 crores. This valuable asset contributes significantly to the company's
financial strength and market competitiveness.

Conclusion:
Fevicol's success hinges on its dual positioning: reliable, high-quality adhesive for
professionals and accessible, user-friendly glue for everyday consumers. This versatility is
amplified by iconic, humorous advertising that cements the brand in both urban and rural
markets. Looking ahead, Fevicol must maintain product innovation while staying true to its
distinctive, playful personality to keep bonding with generations of customers.