1. Presented by: Manuj Bhagat C005 Tanvi Gokhale C016 Omkar Joshi C026
Jahnavi Modi C038
Shikhar Saxena C048
Essam Syed Rashid C059

2. Brief History of Pidilite
The Early Years
1959 – 1969
Transitioning brand image
1970 – 1990
Growth path & Acquisitions
2000 – 2010
Completed a series of critical acquisitions to establish strength in market
2005 – First international subsidiary in Singapore, followed by subsidiaries in Middle East & Brazil
2006 – Established R&D centre in Singapore
First product line extension introduced for retail market - 30 gm collapsible tube
Introduced series of products for students and professionals
Transition in product perception to all-purpose glue from industrial product
1959 – Pidilite floated Fevicol, white synthetic resin adhesive
Launched to substitute to animal fat adhesive available then
1963 – First manufacturing plant set up in Kondivita
1965 – Became preferred product for target market i.e. carpenters

3. Acquisitions 2000 – M-Seal – Leading brand of epoxy compounds
2002 – Steel Grip – Leading brand of PVC insulation tape
2004 – Roff – Pioneer of construction chemicals in India
2006 – Sargent Arts Inc. – World-class art materials space in USA
2006 – Tristar Colman –Canvas and student art colours
2006 – Cyclo – Brand of automotive maintenance products
2008 – Holdtite – Sealant business of Hard Castle Ltd
2009 – Woodlok – Retail wood working brand of Henkel
2013 – Falcofix – adhesives business of Suparshva Adhesives

4. Pidilite Brands

5. Pidilite - SWOT Analysis
Strengths
Differentiated Products
Strong Brand Equity
Smart Advertising & Promotions
Educating decision makers
Relevant Acquisitions
Weaknesses
Uncertainty on Elastomer Projects
Raw Material dependent on crude oil price
Weak International Business Process
Opportunities
Premiumization Process
Ability to spot opportunities in commodity play
Threats
Largely moving to low involvement category
Entry of paint players in water proofing space
Weakness in INR
Global Geopolitical uncertainties

6. Pidilite - Porter’s 5 Forces Analysis
LOW – high barriers to entry
Very strong Brand Equity to compete with, achieved through differentiated advertising and promotions
Robust Distribution Network, high focus on R&D required for success
LOW
Low initial capital investment, and no substitute for adhesive as such
Pidilite nullified threat through acquisitions
Due to no substitutes, and because Pidilite is market leader, product commands strong pricing power
MEDIUM
30-35% of its raw material is imported and thus has a bearing of INR depreciation
Limited category from large multinationals
Small regional players and unorganized retail provides competition, combated through creative advertising
Threat of New Entrants
Threat of Substitutes
Bargaining power of Customers
Bargaining Power of Suppliers
Competition Rivalry

7. Pidilite – BCG Matrix Fevicol Star M-Seal Question Mark MotoMax Dog
FeviStick
Cash-Cow

8. Pidilite Few Campaigns
Pidilite campaigns
Campaign against menace of termites in South India
Dr Fixit’s branding of auto-rickshaw flaps with the message ‘Paani Roke‘

9. Pidilite builds Fevicol the brand
Created a brand of a mundane product – adhesive
Adhesive is a low-involvement product
Brand expected to play very small role, while ease of use and availability primary in purchase decision
Fevicol synonymous with adhesives/glue
Creative advertisement campaigns, highlighting product strengths through the use of witty humour
Rural backdrop in advertising/promotional campaigns
Brings out native Indian rusticity, helps establish connect with rural consumers which are key market
Involves actual users of products directly in advertisements
Does not use celebrities/public personalities for promotions

10. The Fevicol India‘s Top 50 Marketers Award, 2010 – 5. Fevicol
Brand Excellence Award in Stationary
Silver in Ambient Media - Fevicol Free Store
Shram Dan Diwas
Limca Book of Records
Asia Book of Records
India Book of Records .
ABBY Award 2013: Fevikwik wins Best Brand Website - Bronze

11. Competitor Analysis Huntsman’s Araldite Henkel’s Loctite
Launched in 2006 Araldite Karpentar Ka Kamaal, Furniture Ki Mazbooti Bemisaal
First create mass awareness then increase market share Stopped operations in 2008
Henkel’s Loctite
Used in electronics, automotive, manufacturing aerospace to biomedical industries.
Not flexible Created confusion in the minds

12. Fevicol – Consumer Behaviour Consumer Profile
Buying Behaviour
Consumer Profile
Major Users - Industrial
Carpenters
Other Industries - footwear,electrical
Minor Users - Retail
Students
Office stationery
Others
Casual Users

13. Fevicol – Consumer Behaviour Consumer Buying Behaviour
Need Recognition
Applications of Fevicol are
Wood working
Upholstery and flooring
Footwear
Household material
Ceramic, Plastics, Glass work
Paper Bonding
Art work
Information Search
Evaluation of Alternatives
Purchase Decisions
Post Purchase Evaluation

14. Fevicol – Consumer Behaviour Consumer Buying Behaviour
Need Recognition
Information Search
Nominal Decision Making: Brand recall
Limited Decision Making: Asking advice
Sources include
Personal: Word of Mouth Publicity
Commercial: Viral Advertising campaigns
Public: Direct Marketing through Fevicol Champions’ Club, magazine etc.
Information Search
Evaluation of Alternatives
Purchase Decisions
Post Purchase Evaluation

15. Fevicol – Consumer Behaviour Consumer Buying Behaviour
Need Recognition
Evaluation of Alternatives
Weak competition from Araldite, Locktite
High score on metrics of price, availability, quality, packaging, brand recognition and customer relationship
Different SKUs for various consumer classes
Information Search
Evaluation of Alternatives
Purchase Decisions
Post Purchase Evaluation

16. Fevicol – Consumer Behaviour Consumer Buying Behaviour
Need Recognition
Purchase Decision
Major users i.e. carpenters
High-involvement product
Quality & cost high priority relative to retail outlet location
Minor Users i.e. retail and casual
Low-involvement product
Availability, cost and quality high priority
Fevicol scores high on relationships with consumers and has strong brand equity
Information Search
Evaluation of Alternatives
Purchase Decisions
Post Purchase Evaluation

17. Fevicol – Consumer Behaviour Consumer Buying Behaviour
Need Recognition
Post Purchase Evaluation
Major Users
High likelihood of post purchase dissonance since it is high involvement product
High quality of product and ease of use cause positive post purchase evaluation
Minor Users
Low involvement product, leading to routine response behaviour
Benefits Fevicol due to high brand recall and strong distribution network
Information Search
Evaluation of Alternatives
Purchase Decisions
Post Purchase Evaluation

18. Fevicol – Consumer Behaviour Primary Research Survey Findings
Total Sample Size-58
77.58% users are loyal to Fevicol, balance 22.42% state price as a deterrent (Logical, given that Fevicol charges premium)
Despite phenomenal advertising campaign, product innovation & quality and availability are prime purchase decision drivers
20 respondents recalled advertisements, top three recalled were:
Overcrowded bus
Unbreakable eggs
Smart fisherman

19. Fevicol – Consumer Behaviour Primary Research Survey Findings

20. Fevicol – Line Extensions
Fevikwik
Fevistik
Fevicryl
Fevibond
Fevitite
Fevigum
Used primarily by carpenters
for household products and marine products
Used primarily for plastic, rubber and crockery
Used primarily for pasting of paper
Used primarily for art materials
Used primarily for flexible and rigid substrates, works on hard materials
Used primarily for plastic, ceramic, rubber sealant
Used primarily for paper bonding

21. Fevicol - STP Segmentation Targeting
Carpenter Focused: 1. Advertisements aimed at reinforcing use of Fevicol in carpentry 2. In Below the Line activities, several campaigns conducted to engage them
Geographic: SKUs at economic price points for rural Indian market
Undifferentiated for other segments:
1. Humorous &memorable advertisement, built around its core value proposition of offering the best quality adhesive 2. Help retain top of mind recall 3. Help in umbrella branding
Demographic: 1. Students 2. Carpenters 3. Working Professionals
Psychographic: 1. Purchase influencer for industrial and household use 2. Ease of use

22. Fevicol - STP Positioning
Carpenter Focused: 1. Positioned as a high-quality adhesive brand at affordable price 2. Positioning conveyed through memorable tag lines
Jor laga ke haishya
Fevicol ka jod hai, tutega nahi

23. The Four P’s Product Price Place Promotion
Core Product: Something that bonds two things
Actual Product: Something that bonds two things better than other available alternatives
Augmented Product: Various SKUs - Bulk packs for carpenters, smaller SKUs for price sensitive consumers/ use and throw tendency, tubes for neat use of adhesive
Price
Demand relatively inelastic – small proportion of income (for retail) and cost of production (for carpenters)
Pidilite enjoys unchallenged market leader position, charges a premium for high quality products
Place
Can be low and high involvement product
Intensive distribution of smaller SKUs widely used by retail consumers
Distribution of bulk containers to customers (Carpenters)
Promotion
Incentives to identified dealers for greater brand visibility
Uses promotional pricing.
Above the line activities: Advertisement campaigns
Below the line activities: Promotional campaigns

24. Fevicol – Advertisements (1)

25. Fevicol – Advertisements (2)
Fevicol listed as the brand that benefited most from its association with Dabangg 2 for the song ‘Fevicol se’
Fevicol's core proposition of bonding and ‘sticking’ (owing to literal use of word in lyrics) highlighted in the song
Brand uses the song to stick its image in viewer’s heart
News headines use the phrase more often after song to indicate close bond and stickiness

26. Fevicol - Promotional Strategies Carpenters
Fevicraft
Bi-monthly magazine showcasing furniture designs launched in 1975
Fevicol Champions’ Club (FCC)
Carpenters’ club meeting regularly, for information dissemination sessions and awards for best design
Shram Daan Diwas
Annual one-day event organized by FCC, inviting carpenters to unite to mend and repair for the underprivileged
Event in 2013, uniting 15,000 contractors across 199 cities entered Lime Book of Records
Vishwakarma books and cassettes
Media containing fables of Vishwakarma, the artisan God

27. Fevicol - Promotional Strategies Industry & Retail
Fevicol Science Project Challenge
Nationwide school-level project challenge encouraging creative solutions to real problems
Pidilite Award for Excellence (PAFE)
Annual awards to celebrate excellence in conceptualization and pioneering of innovative concepts by architecture and interior design students 
Pidilite Knowledge Series (PKS)
Creative platform for professionals from architecture and interior design to exchange ideas and experiences
Pidilite Golden Bonds
Golden Bond Mobile application providing solutions to commonly faced problems faced by interior designers and architects

28. Suggestions for the road ahead
New Uses of the product – Brand Extension
Glitter adhesives for decoration
Art materials used in recreational activities
Use of spray adhesives in households
Innovation Competitions
New users of the product
Overseas market
Increase frequency of use
Increasing social media presence
Use the tremendous brand equity of Fevicol