Positioning and Differentiation

 The unique selling proposition of Fevicol has been its ease of application as
before this the adhesive was supposed to be mixed with water for application.
This made the product immensely popular among the carpenters.
 Fevicol is an adhesive of high quality for affordable prices. Though slightly
expensive it does not hurt the customer much as the overall cost of glue is
negligible considering the cost of furniture.
 Fevicol then entered the retail segment and launched variants of the
product for personal use for households, students, office employees, etc.
 Over 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.
Points of Parity Points Of Difference
• Distribution • Innovation
• White Adhesive • Advertising
• Quick • Quality
• Mid level Price • Brand Image
 Fevicol’s brand image has developed through not only its innovations but also the
company's extremely unique marketing, especially in its entertaining TVC’s.
 Its communication mainly focuses on focuses on the strength and reliability of the
product in unique situations. Fevicol has made a non-interesting category such as
adhesives, interesting by intelligently positioning their product in their ads.
 Fevicol spent around 194 crore in advertising. The company makes humorous ads
and usually does not include celebrities. The hero of the ad is the product and the
company wants the customers to view the product as a solution to their problem.
 Hence Fevicol enjoys a great brand recall. The brand associations for Fevicol might
be “strong”, “innovative”, “high quality”, “powerful” and “humorous”.