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    Fevicol Case Study

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    Jude Jegan
    Fevicol has been building bonds for 60 years through its strong adhesive products and creative marketing campaigns. The company started in 1959 targeting carpenters but expanded to retail. Over time, Fevicol's advertisements evolved to remain relevant to newer generations while retaining humor. The 60-year anniversary ad depicts a sofa's journey through three generations to show Fevicol's strategy of changing with social norms while highlighting the durability of its products.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Fevicol Case Study

    Uploaded by

    Jude Jegan
    300 views1 page
    Fevicol has been building bonds for 60 years through its strong adhesive products and creative marketing campaigns. The company started in 1959 targeting carpenters but expanded to retail. Over time, Fevicol's advertisements evolved to remain relevant to newer generations while retaining humor. The 60-year anniversary ad depicts a sofa's journey through three generations to show Fevicol's strategy of changing with social norms while highlighting the durability of its products.

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    Case Study

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    Fevicol has been building bonds for 60 years through its strong adhesive products and creative marketing campaigns. The company started in 1959 targeting carpenters but expanded to retail. Over time, Fevicol's advertisements evolved to remain relevant to newer generations while retaining humor. The 60-year anniversary ad depicts a sofa's journey through three generations to show Fevicol's strategy of changing with social norms while highlighting the durability of its products.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    300 views1 page

    Fevicol Case Study

    Uploaded by

    Jude Jegan
    Fevicol has been building bonds for 60 years through its strong adhesive products and creative marketing campaigns. The company started in 1959 targeting carpenters but expanded to retail. Over time, Fevicol's advertisements evolved to remain relevant to newer generations while retaining humor. The 60-year anniversary ad depicts a sofa's journey through three generations to show Fevicol's strategy of changing with social norms while highlighting the durability of its products.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    FEVICOL

    60 Years of Building The challenge was to sustain the Finally,the sofa is


    strong bond with the customers taken by the
    Bonds which it had built over the years. third generation when
    They came up with advertisements they set up their new home
    that were more contemporary in after a love marriage.
    nature,which the new generation The advertisement show the
    could connect to at the same time
    Started in 1959 to capitalize strategy employed by Fevicol of
    retaining the humor and creative
    potential market for Synthetic Glue evolving with the times to stay
    Taking the example of the ad
    and resins relevant in the minds of
    which celebrates 60 years of the
    Used the strategy of direct customers.
    company,It perfectly encapsulates
    marketing to their main target The campaign also depict the
    the journey of the companies
    segment of carpenters. change in social practices and
    marketing strategy.
    Came up with different packaging norms.It depicts the Indian
    The advertisement shows the
    to cater different segments.
    journey of a sofa which is a mentality of reuse and subtly
    In 1970's,they extended their
    conscious effort on part of Pidilite hints at the durability of the sofa
    product line to enter the retail
    to keep Fevicol in the center of the because its made using Fevicol.
    market.
    story rather than any character or The ad manages to captivate
    Used a creative marketing
    a famous personality. the audience by its brilliant
    strategy of using humorous
    The Sofa comes into the family as visuals and catchy background
    advertising campaigns.
    part of dowry payment by the music which has remained the
    Advertisements were tailor-made
    bride's family. USP of Fevicol ads over
    for Indian context,with a rustic
    touch.
    Then,this sofa is given to the the years.
    With time, the brand had to ensure relative as a wedding gift,which is
    it stays relevant as the new then used by the next generation
    generation had different as office furniture.
    preferences.

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