Marketing Management Project Report

FEVICO
L
GROUP-1
ABHAYA KRISHNA V V 19001
GAURAV MAHESHWARI 19019
KATTAMURI V N S 19025
JAYARAJYALAKSHMI
RISHABH KUMAR 19043
SHRADDHA TIWARI 19049

Submitted to: Dr. H. Gayathri

Table of Contents
Company background:...............................................................................................................2
Timeline with key milestones and their strategic impact...........................................................3
Vision, Mission, Goals, and Strategic Themes..........................................................................6
Key Product and Service Portfolio.............................................................................................7
Core Competencies of the firm:.................................................................................................7
INTRODUCTION TO FEVICOL:............................................................................................7
Industrial applications of Fevicol:..........................................................................................8
Fevicol Marketing Mix:.............................................................................................................8
Product:...................................................................................................................................8
Price:.......................................................................................................................................9
Place:......................................................................................................................................9
Promotion:..............................................................................................................................9
Branding Strategy.............................................................................................................10
Connecting with the core segment – The carpenters........................................................10
SWOT Analysis:......................................................................................................................10
Strengths:..............................................................................................................................10
Weakness:.............................................................................................................................11
Opportunities:.......................................................................................................................11
Threats:.................................................................................................................................11
Marketing Strategy of Fevicol.................................................................................................11
Competitive advantage in the Marketing strategy of Fevicol:.............................................11
Distribution strategy in the Marketing strategy of Fevicol..................................................12
Brand equity in the Marketing strategy of Fevicol...............................................................12
Competitive analysis in the Marketing strategy of Fevicol..................................................12
Customer analysis in the Marketing strategy of Fevicol–....................................................12
Company’s Strategic Roadmap for future................................................................................13
Competitors..............................................................................................................................13
1.Araldite:.............................................................................................................................13
2. Loctite:..............................................................................................................................13
References................................................................................................................................14
Company background:

Pidilite Industries Limited is the largest adhesive manufacturer in India. It also has worldwide

presence in adhesives, art material, construction chemicals and other industrial chemicals.
The company was founded in 1959. Pidilite Industries was incorporated in 1969 is a well-
known name in adhesives market. Pidilite is the market leader in adhesives and sealants,
construction chemicals, hobby colours and polymer emulsions in India. Its brand name
Fevicol has become synonymous with adhesives to millions in India and is ranked amongst
the most trusted brands in India. Fevicol, the premier brand of the company ranked among
the Top 15 Indian brands by FE Brandwagon Year Book 1997. The Company's product range
includes Adhesives and Sealants, Construction and Paint Chemicals, Automotive Chemicals,
Art Materials, Industrial Adhesives, Industrial and Textile Resins and Organic Pigments and
Preparations.

Pidilite was the first company in India, which started production of violet pigment in the year
1973. In 1984, the company's consumer product division was born and on 1989 entered into
fevicryl acrylic colours transform fabric and multi-surface painting market. The Company
made its maiden public offering of equity shares in the year 1993. During the year 1995,
plants of the company in Mumbai and Vapi acquired an ISO 9001 certification. Also the plant
at Mahad received an ISO 9002 certification in the same year. In 1999, Pidilite had acquired
'Ranipal', leading brand of optical whitener and subsequently acquired 'M-Seal', leading
brand of epoxy compounds in the year of 2000. In the identical year of 2000 itself, Fevicol
campaign won the Silver ABBY for the Campaign of the Century in India. The Company had
launched Dr.Fixit range of Construction Chemicals in the year 2001 and had acquired
'Steelgrip', leading brand of PVC insulation tape in India during the year 2002. Pidilite had
again acquired the Roff' brand of Construction Chemicals in the year of 2004. A wholly-
owned subsidiary in Singapore, under the banner 'Pidilite International Pte Ltd was
incorporated by the company in the year 2005 for its international operations, encompassing
the acquisition of overseas companies and joint ventures. Also in the same year 2005, Pidilite
had acquired Chemson Asia Pte Ltd, an existing Singapore-based in the business of
manufacturing waterproof coating and emulsion paints, thereby adding to its existing, and
rapidly-growing construction chemicals and paints range and the company had took over
Jupiter Chemicals in Dubai. During the year 2006, Pidilite had acquired Tristar Colman brand
and business, Tristar Fine Art, is a market leader in brushes for drawing and painting and
Bamco Thailand, a Construction Chemical company. Also Pidilite had acquired the business
and assets of Sargent Art Inc through a subsidiary Pidilite USA Inc, Delaware. The Company
had established its R&D centre in Singapore under the banner 'Pidilite Innovation Centre Pvt
Ltd.' Pidilite had de-merged VAM manufacturing unit at Mahad of Vinyl Chemicals (India)
Ltd into the company with effect from 2007. During 2007-08, Fevicol 1K PUR and Fevicol
Kwikgrab were introduced by the company to take care of special applications in building
construction segment. Pidilite with its wholly-owned subsidiaries had acquired assets and
business of branded sealants and adhesives from Hardcastle&Waud Manufacturing Co. Ltd
and associates. The Company had acquired Bhimad Commercial Co. and Madhumala Traders
by investing Rs 170,000 each in February of the year 2008. Fevicol has been ranked No. 1 in
Household Care Segment in June 2008.

On 9 February 2018 Pidilite Industries announced that it has completed the acquisition of
70% equity shares of CIPY Polyurethanes Pvt. Ltd. CIPY is engaged in the business of
manufacture and sale of floor coatings using polyurethanes epoxies polyurea and polyaspartic
polymers. CIPY is one of the well-known floor coating companies in India.

Timeline with key milestones and their strategic impact

Year Pidilite

1959 Founded in 1959

1969 The Company was incorported as a private limited company on 28th July under
the name of Parekh Dychem Industries Pvt. Ltd., to acquire and take over on a
going concern the business carried on by a partnership firm M/s. Parekh Dychem
Industries established in 1961 and having a factory in Mumbai. The Company was
promoted by BalvantrayKalyanji Parekh along with his brothers. The brand
names, are being Fevicol, Fevibond, Fevigum, Pidifix, Pidivyl, Pidicryl, Acrolise,
etc.
- The Company undertook to set up synthetic resin project with a capacity resin
project with a capacity of 3000 TPA at Mahad
Industrial area in Raigad district, Maharashtra. Also undertook to set up a
constructions chemicals project at Taloja industrial area,
Taloja, Maharashtra.
1984 Three other companies in the same group viz., Kodivita Pvt. Ltd., erstwhile
Pidilite Industries Ltd., and Triveni Chemicals Ltd. were amalgamated with the
Company effective 1st July, 1st April 1989 and 1st April 1992 respectively.
 - Effective 1st July, Kondivita Pvt. Ltd. amalgamated with the Company after
necessary approvals. The shareholders of erstwhile
Kondivita Pvt. Ltd., were allotted 41,000-15% preference share of Rs 10 each and
19,500 shares of Rs 10 each.
- 54,000 I and II Pref. - 4% shares allotted to promoters. 26,000 No. of equity
shares allotted to promoters originally: 26,000 Rights
Shares issued in prop. 1:1 in 1980, 52,000 bonus shares issued in prop. 1:1 in
1981.
1985 I & II Pref. 4% shares redeemed. 12% redeemable shares upgraded to 15%.
19,500 No. of equity shares and 41,000-15% Pref. shares allottee to Kondivita Pvt.
Ltd. on amalgamation. 54,000-15% Pref. shares allotted to promoters & in lieu of
1st and 2nd 4% Pref. shares.
1986 The Name of the Company was changed to PDI chemicals private limited on 1st
July, and then to PDI chemicals limited, on 28th October, 1988. Name was once
again changed to Pidilite Industries Ltd., on 21st February, 1990.
1989 Effective 1st April, Pidilite Industries Ltd. was amalgamated with the Company.
As per the scheme of amalgamation, 1,93,500 No. of equity shares of Rs 10 each
and 72,000-15% preference shares of Rs 10 each were allotted to the shareholders
of erstwhile Pidilite Industrial Ltd.
1992 As per the Scheme of Amalgamation approved by High Court of Mumbai, Triveni
Chemicals Ltd., (TCL) was merged with the Company effected 1st April.
Accordingly 90588 No. of equity shares of Rs 10 each and 40,000-15% preference
shares of Rs 10 each were allotted to the erstwhile shareholders of TCL.
38,49,034 shares allotted in prop. 72:10 to promoters on 29.1.93.
1993 15,36,378 shares issued at a premium of Rs 100 per share in October. Of which
1,50,000 shares issued on preferential allotment basis to Viny Chemicals India Ltd.
(only 1,35,000 shares taken up). Balance 13, 86, 378 shares along with 1,50,000
shares not taken up were issued to the public (all were taken up).
1994 The projects for SBR Latices, AZO Pigments and CarbazoleDioxiene Violet
Pigments were commissioned.
- Apuraj Chemicals Ltd., was amalgamated with the Company. As per the
scheme of amalgamation, 66,000 No. of equity shares of Rs 10 each were allotted
to the shareholders of erstwhile Apuraj Chemicals Ltd.
- Vapkon Finance & Industries Ltd., Fevicil Adhesives & Chemicals Ltd. and
Pidifin Finance and Investment Ltd., are subsidiaries of the Company.
- 60,000 No. of Equity shares of Rs. 10 each to be issued and allotted to equity
shareholders of the erstwhile Apuraj Chemicals Ltd. pursuant to the scheme of
amagalamtion.
1995 Expansion project at Taloja was commissioned with an overall plant capacity of
2400 TPA of construction chemical.
- The Company's technical collaboration agreement with Schomburg& Co., KG.
Germany for transfer of technical process know-how and specifications of the
plant etc., was extended till 8th September.
1996 The first phase of grass root plant for manufacture of synthetic resins of various
types was commissioned in March at Mahad with a capacity of 7800 TPA. In the
second phase, a loop process plant for continuous emulsion polymerisation was to
be commissioned.
- Introduction of several new products in technical collaboration with M/s. Crown
Berger Ltd., U.K.
 - The Company allotted 61,17,200 No. of equity shares of Rs 10 each as bonus
shares in the ratio of 1:1. 3,800 shares were kept in abeyance due to dispute
relating to the title of the same.
1997 600 bonus shares allotted from Bonus Share Issue Suspence Account.
1997 - The company has set up three wind mills of 230 kv each at Village Pransla near
Dhank In Gujarat.
- The Pedilite Industries Limited, manufacturer of the popular Fevicol brand of
adhesives, is actively scouting around for buyers
For its chemical and specially resins business. The company has been in talks
with several international players in a bid to either sell
Off the business or enter into a joint venture.
1998 Triveni Chemicals, another group company was also merged with PIL in 1992.
PIL's consumer products division was set up in 1984.
- The Board of Directors gave their approvals for the amalgamation of PGP
Engineering works Ltd and Pidilite Finance Ltd. with the company itself effective
1-4-99. Also, Nebula Chemicals Ltd. manufacturers of certain grades of
adhesives, was to be amalgamated with the company subject to necessary
approvals.
- 2,800 bonus shares kept in abeyance allotted.
1999 Pidilite Industries is re-engineering itself into a pure brand-oriented marketing
company and is hiving of its manufacturing facilities into a joint venture with a
strategic partner.
2000 The Company has acquired from Mahindra Engineering & Chemical Products Ltd
(MECP), subsidiary of Mahindra & Mahindra Ltd, their adhesives and sealants
business consisting of the brand M-Seal and Mr. Fixit along with goodwill of
MECP's adhesives and sealants business.
2001 Pidilite Industries Ltd has posted 5.76% lower net profit at Rs.12.76cr for the
second quarter as compared to Rs.13.54cr in the same period last year.
2002 Income Tax Department has issued a notice to Pidilite Industries Ltd, for an
additional income tax liability of Rs.16cr.
-Pidilite Industries has taken over an insulation tape brand called Steel Grip, for
Rs.8cr from Bhor Industries.
-Pidilite Industries is expanding its presence in Fabric care, car care and
stationery segments as part of its strategy to broadbase its product portfolio.
2003 Pidilite Industries has tied up with ChotaJadugar, the 3D movie distributed by
Srinagar films to help its new launch AcronRangeelaColours
-Pidilite unveils new liquid pipe sealant
-Pidilite unveils Fevicol Marine
2005 Pidilite enters into snack market with 'Chikkers'
-Pidilite Industries has acquired Dubai-based company UCC, manufacturer of
construction chemical brand Probuild for an undisclosed amount.
-Company has splits its Face value of Shares from Rs 10 to Re 1
2006 Pidilite Industries Ltd has informed that the Board of Directors of the Company at
its meeting held on October 17, 2006 has noted the resignation of Shri Amit Roy,
Director and Whole time director with effect from December 31, 2006.
-Pidilite Industries Ltd has informed that the Board of Directors of the Company
 at its meeting held on December 02, 2006, Shri. V S Vasan has been appointed as
an Additional Director and also as Whole Time Director of the Company with
effect from December 02, 2006.
2007 Pidilite Industries Ltd has appointed Mr.MandarM.Tambe as the Company
Secretary, Compliance Officer under Clause 47(a) of the Listing Agreement and
Compliance Officer under SEBI (Prohibition of Insider Trading) Regulations,
1992 in place of Mr.P.C.Patel, who was holding the said position till 30/11/2007.
2008 Pidilite Industries Ltd has appointed Shri. Bharat Puri as an Additional Director of
the Company with effect from May 28, 2008.
2009 Pidilite Industries Ltd has informed that Shri. Debu Bhattacharya has been
appointed as an Additional Director of the Company with effect from February 26,
2009.
2010 Pidilite Industries has given the Bonus in the Ratio of 1:1
2011 -Ms. Savithri Parekh has been appointed as the Company Secretary and
Compliance Officer.
PidiliteInds - Appointment of Foreign Currency Convertible Bonds (Share
Allotment).
-Shri Sanjeev Aga has been appointed as an Additional Director of the Company.
2012 Pidilite Industries Ltd has entered into a Joint Venture Agreement with Hybrid
Coatings for manufacture of construction chemicals and to establish a JointVenture
Company in India for this purpose.
-Pidilite Industries Ltd has the name of the Registrar & Share Transfer Agent
(RTA) of the Company has been changed from TSR
Ranked among the best 100 brands of 2014 by Economic Times.
Pidilite Industries Acquisition of Adhesive Business of Blue Coat Private Ltd. -
Pidilite Industries along with its Wholly owned subsidiary Pidilite International Pte
2014
Ltd. has incorporated a private ltd subsidiary Company in for manufacture of
adhesives, mastics, paints, varnishes or similar coatings, printing, writing and
painting inks etc.
Pidilite Industries Limited along with its Wholly owned subsidiary Fevicol
2016 Company Limited has incorporated a Company in the name of "WOOD COAT
PRIVATE LIMITED"

Vision, Mission, Goals, and Strategic Themes

Pidilite
Vision
To Be The Most Innovative Research and Technical Competence Center for Sustaining
“Innovation-Driven” Growths for Pidilite Group of Companies globally.
 
Mission
Invite, invest, and embrace talented people and scientists for great challenges ahead
Support, serve, and satisfy all valuable customers with our innovative products and
excellent technical competency
 Innovate with our customers to provide total product satisfactions and business growths
 
Goals
Be a business leader by promoting innovation and achieving Global Standards.
Delight customers by offering quality products and services.
Instill a 'Can Do' attitude, nurture team spirit, learn continuously and achieve a high level
of employee satisfaction.
Adopt ethical, safe and environment-friendly practices.
Strategic themes
To enable industrial product like Fevicol to carve out its niche as a consumer brand. To
focus on future outlook of the company to retain its dominating position in the Indian
market in light of increasing competition from multinationals and the unorganized sector.

Key Product and Service Portfolio

The product portfolio of Pidilite is:

 Adhesive and Sealants
 Construction and Paint chemicals
 Art materials and others
 Industrial resins
 Industrial Adhesives
 Organic pigment and preparations

Core Competencies of the firm:

Pidilite Industries, one of the biggest companies in the adhesives industry, has stuck to its
core competency of manufacturing various kinds of adhesives used across different
industries. With a portfolio of brands including Fevicol, Dr Fixit, M-seal and Fevistik, the
company has been able to carve out a market share of close to 45% in the adhesives and
sealant market.

INTRODUCTION TO FEVICOL:
In 1959, the two brothers created a synthetic alternative to animal glue that forever changed
the way carpenters worked on furniture or kids worked on their craft projects. They called
this creation ‘Fevicol’. Though it was a superior replacement, Fevicol needed initial adoption
and habit creation. To do this, the Parekh brothers adopted a unique and bold marketing
strategy of promoting Fevicol directly to carpenters and not to Retail stores which was the
norm at that time.
By 1963—four years after its inception, Fevicol got its first manufacturing plant at Kondivita
Village, Mumbai. It seems fitting that today our Corporate Head Office stands here. Fevicol
is usually quick when it comes to gluing things together; it took us a few years to build a
bond of pure trust with our market. Fevicol spent the next 30 years strengthening the bond it
created by establishing itself as the carpenter’s preferred choice and becoming synonymous
with white glue in households.
In 1970, Fevicol was launched in multiple packs to cater to various contractor requirements.
This period also saw the creation of the 30-gram collapsible tube, which made its way to
stationery pouches and office drawers. This was a way of getting closer to the consumer.

Industrial applications of Fevicol:

 Paper Converting
 Lamination
 Book Binding Adhesives
 End of Line Packaging
 Cigarettes
 Product Assembly
 Tapes and Labels
 Textile and Paper Chemicals
 Industrial Resins
 Footwear Adhesives
 Leather Chemicals
 Industrial Bonding Solutions

Fevicol Marketing Mix:

Product:
Fevicol is an adhesive product and has a great range of products for both industrial and
household usage as a glue. Fevicol is white in colour and a semi liquid paste in its
appearance. It is also known for its easy to use and much faster in sticking the materials.
There are different products available under Fevicol which are special in each way by
differentiation they provide like, vibration resistance, shock resistance and fire resistance.
Fevicol also has other products with traits such as versatility, non-staining and bond strength.
The products that are sold in these categories include: Fevicol MR – used in wood, plywood,
paper and fabrics; Fevicol SH – a resin paste used for surfaces that are porous. Mostly used in
sports products. Fevicol has launched a new improved version of SH called SH Xtra. Under
Fevicol it has other products like SR 505, FOAMFIX, HI-PER, PRO-BOND etc., which are
used for different purposes and situations. This gives an insight in Fevicol product mix
strategy.
Price:
Fevicol has got wide product offering, which means a diverse pricing strategy. Fevicol is
available in different SKU’s ranging from 125 grams to 50 Kg. these are available in plastic
containers. As Fevicol has a reliable customer base who are confident about the quality of
products offered by Fevicol it enjoys a kind of monopoly in the market. This helps Pidilite in
premium pricing the products marginally higher than the industry standards. So it follows a
strategy called mid-level premium pricing. Fevicol SH is available at Rs. 825 per 5 kg can
and SR 505 at Rs. 200 per litre. Also can be a value based pricing strategy in its marketing
mix as customers find the product a value for money. And for launching new products which
fit into the family of Fevicol it follows target costing where it arrives at a specific price where
consumers are willing to pay and then it designs and manufactures the product meeting that
specific price. It also uses promotional pricing wherein it sells products below the list prices
to attract new customers.

Place:
Fevicol products are available almost everywhere in India, as they cater to both end users and
enterprise clients. Fevicol is Asia’s largest selling adhesive brand so it is present widely
across most of the countries in Asia and 54 countries in the world like India, China,
Indonesia, japan, Thailand and Singapore and many more. In India Pidilite has nearly 65000
retail stores selling Fevicol products across the country in 50000 locations covering every
nook and corner. Its distribution channels include everything from a superstore to convenient
store and hyper market. Some of Fevicol’s products are sold online also.
Pidilite also has franchisers selling its products apart from the conventional wholesalers and
retailers.

Promotion:
Fevicol has been a pioneer in innovative advertising in its promotional strategy. All the
campaigns from Fevicol are creatively brilliant and very cost effective also. These two factors
are the major drivers in its promotional practises. Fevicoluses promotional prices to attract
customers, Television commercials, hoardings at important places in cities and towns. It also
invests in PR activities and below the line advertising activities like displays, meetings with
users like carpenters and some contests also. Fevicolis known for its commercial
advertisements which everyone remembers. Also its advertisements are given in programs of
high TRP ratings like cricket matches and primetime shows, to make sure it reaches to
maximum audience. Fevicol is spending huge amounts on advertisements off late according
to their strategy. It also uses mass media like print advertisements and online marketing.

Branding Strategy
Fevicol adopted a twin approach of
 Engaging effectively with its core target audience – the carpenters to become their go-
to brand and
 Creative advertising targeted towards the retail segment, which helped in making it
such a strong brand.
Connecting with the core segment – The carpenters
Apart from maintaining good product quality, what helped Fevicol cement its place as the
ultimate adhesive was its close contact with the carpenters. Most competitors – comprising of
small scale local manufacturers & multinational brands like Movicol – marketed their
products through timber markets & hardware stores. On the other hand, Fevicol directly
approached the carpenters & this turned out to be the game changer for Pidilite and helped
Fevicol cement its place in the adhesive segment.
Fevicol has successfully managed to build this relationship with carpenters & end users
through various programs. Fevicol Furniture Books, which showcases to the carpenters the
current styles & trends in furniture market, helped the company build awareness for the
brand.

SWOT Analysis:
Strengths:
1. A very popular and famous brand, Fevicol has been a household name for generations and
has become synonymous with anything that sticks or holds items together.

2. Viral advertising campaigns by O&M have been a trend of Fevicol’s marketing strategies,
which have been greatly appreciated by viewers and applauded by advertising agencies &
critics. E.g.:- “pakde rehna, chhodna nahi” ads involving, either people hanging from a rope
or people clinging to the local trains or even the childrenwho are born with a moustache
because their parents used Fevicol to stick theirs.

3. They boast of a very strong supply and distribution network across India with more than
65,000 dealers and retailers.

4. Different SKUs and packages account for customer-friendly approach and ease of
application.

5. Market reach is tremendous, with countries like Indonesia, Singapore, Thailand, South
Africa, China and Japan also witnessing increase in sales of the brand.

6. Easily the market leader in India under the adhesives category with majority market share.
Weakness:

1. There are not many offers or schemes for carpenters, who are the largest consumers of the
brand.

2. Lack of focus towards Middle East, European and American nations to increase market
share and sales.

Opportunities:
1. Below-the-line promotional activities like the Champions Club for carpenters and Fevicol
MR Buddy series which involve children with a knack for art and craft exhibiting their talent.

2. Product variations and extensions such as Fevicol Marine, which can be used underwater
and Fevicol Speedx, which binds things very quickly have been welcomed by the respective
customers.

3. The customer preference towards the purchase of wooden furniture is increasing day-by-
day, which is a good signal for adhesive brands like Fevicol to rake in some sales.

Threats:
1.Entry barriers for the adhesives industry are very few due to which new entrants can enter
the market very easily.

2. Global trade has been hit due to the global economic downturn and hence, exports are
being affected.

3. There has been a decline in the advertising for Fevicol which might result in reduced brand
recall.

Marketing Strategy of Fevicol

Due to technological advancements and changing times the innovation is shaping the growth
trajectory of the companies in the adhesive market. Companies operating in this industry do forward
and backward integration with customers and Suppliers respectively in order to do the market
expansion and for introducing suitable products for the changing demand pattern in the market.
Some of the factors affecting the companies operating in the market are Government regulations, the
infrastructural growth of the developing nations, rising raw material prices, suppliers dominance etc.

Competitive advantage in the Marketing strategy of Fevicol:

1. Product Portfolio: The parent company have the strong portfolio of the brands which not
only help Fevicol to penetrate to the remotest regions through economies of scale but also
help in increasing the visibility of the brand in the market due to the availability of a large
number of SKU’s (stock keeping units).
2. Innovative Advertisement Campaigns: Whether it is its Dum Laga Ke his advertisement or
quirky ads involving Bollywood celebrities, the brand has been successful in connecting with
the local consumer’s mindset resulting into the high brand recall.

Distribution strategy in the Marketing strategy of Fevicol

With 26 subsidiaries out of which 8 in India and 18 located abroad, the Company is using
these direct and indirect subsidiaries to reach out to 71 countries globally. The company has
more than 9 manufacturing plants worldwide which exports 500+ SKU’s (stock keeping
units) every year.
The company distributes its offerings through the mix of various distribution channels such
as Pops & mums store, Retailers, Wholesalers, e-commerce websites, and resellers.

Brand equity in the Marketing strategy of Fevicol

The brand has won several awards and accolades for its brilliant advertisements and for
effective business operation. Some of the awards won by the company Abby Awards 2016
Silver in Events and Experiential Public Relations, CNBC TV 18 11th IBL Awards Most
Promising Company of the Year in the year 2016, Golden Mikes 2016 -Bronze in
Effectiveness etc.
The Brand has been effectively marketing its offerings by associating it with the daily life
problems of the consumers and by showcasing how the brand can make their easier.

Competitive analysis in the Marketing strategy of Fevicol

Fevicol closely associates by doing forward integration with the customers like those with
carpenters/ craftsman, builders in order to understand their needs in the better way and offer
the products accordingly.
It competes with companies in the market based on various factors such as availability in the
market, packaging, SKUs. Some of the competitors of Fevicol are Bondtide, Araldite,
Dendrite etc.

Customer analysis in the Marketing strategy of Fevicol–

Since the company operates with offerings in both Retail as well as the B2B segment. It
caters to the needs of business houses such as furniture & fittings, infrastructure companies,
and others. In the retail segment, customers of the brand are in age group starting from a child
of 5 years who does art & craft, to the age of customers of 50 years who uses the adhesive
brand for day to day household purpose.
Company’s Strategic Roadmap for future

Pidilite Near Term (<- 2 Mid Term (2-5 Long Term (5-10
years) years) years)
Growth Areas Operational Corporate Sustaining the
Efficiency Governance strength of its
contents and getting
grip over newer
channels
High Level Tasks Develop the ability Adhere to the Changing with time,
to keep the cost highest levels of timely identification
under check coupled transparency, of need gap of
with sound sales accountability and customers and
strategies. ethics in all its embracing the
operations, at the technology.
same time fully Strengthening the
realizing its social digital presence.
responsibilities.
Potential Benefits Improved circulation Improved Trust and Competitive
to be achieved mix, better control better returns to advantage from
on costs of sales, shareholders, peers, by sustaining
control over satisfied customers the strength of its
newsprint cost and better business. contents and brand
fluctuations could be and always be a
established. winner.
Improved ranking
and market position

Competitors
1.Araldite:
Araldite glues are really strong. So they help to build bridges, assemble racing cars and
manufacture aircraft wings. It's why it is called as 'professional adhesives'. And the same
products come with easy-to-use tubes and syringes to bond virtually anything, including
glass, ceramics, leather, wood, metal, masonry, rubber and most hard plastics. The brand has
got a wide application in industries. It gives a good competition to the fevicol.

2. Loctite:
Loctite is known for quality adhesives and sealants. Since the development of anaerobic
technology, more than fifty years ago, Loctite products have become vital components in
several machines and assemblies across industries. Products of the company are made to
speed up manufacturing processes, reduce costs, improve quality, and comfortably meet
international and domestic market standards. The American company gives enough
competition to the Fevicol, especially in B2Bproducts.
References
(n.d.). Retrieved from https://www.marketing91.com/marketing-strategy-fevicol/
(n.d.). Retrieved from https://en.wikipedia.org/wiki/Fevicol
(n.d.). Retrieved from https://en.wikipedia.org/wiki/Pidilite_Industries
(n.d.). Retrieved from http://www.pidilite.com