This presentation discusses the brand promotion strategies employed by Fevicol and the user engagment programmes initiated by Pidilite Industries. CBBE model for Fevicol is also included.
2. Brand promotion - Brand awareness, ideas coming to life
“India’s Most Trusted Brand
Adhesives Become Innovative
Fevicol is India’s Most Trusted Brand of Adhesives
Pidilite’s biggest bond is through the Fevicol family of products. Fevicol has
become a household name that is today synonymous with adhesives. The brand
has introduced many innovative products which have transformed the way
carpentry trade operates in India.
Sted Brand”
Even the Fevicol logo, with the two elephants tugging at, what seems to be a
ball stuck with Fevicol; or a piece of wood stuck with Fevicol, and still struggling
is a sign of "mazbooth jod".
3. Associations with brand
It Takes An Idea To Change The World
Innovations that created a whole new segment.
The company laid its foundations with innovation in the form of Fevicol – path-
breaking synthetic white resin adhesive. It meant freedom from cumbersome
animal fat glue for binding woodworks.
To this day, Fevicol remains the first choice of carpenters. Fevicol was an
industrial product, we re-launched it in an innovative ‘tube-pack’ to reach end
consumers.
Today Fevicol is integral to every household in India.
Fevicol keep innovating and coming up with new variants of Fevicol to suit our
diverse markets in India and abroad.
4. User Engagement Programme
Keeping customers engaged:
At Pidilite, several initiatives that support and empower woodworking
community.
The Fevicol Champions Club (FCC) is an exclusive platform for enhancement
of social status and development of professional skills of carpenters.
The group also conducts many social and cultural endeavors to bond together
with the society.
5. Brand funnel - Personality, values, rewards, functions,
attributes
Researching Ground-Breaking Ideas
The differences lies in doing things differently
At Pidilite, we are always in motion, looking for the next opportunity to turn into
a different idea.
We search for new ideas in everything we do, and more than two thirds of our
sales happen through in-house innovation. We have three fully-equipped in-
house R&D centres in India and five state-of-the-art technical research and
innovation centres in Singapore, Thailand, Brazil, Dubai and USA. Over 150
professionals use a customer-focused innovation process to bring to fruition the
learnings from these interactions.
This is why Fevicol, Fevikwik, M-Seal and Dr. Fixit are not just market leaders, but
also names that have become synonymous with the product category.
6. Brand funnel - Personality, values, rewards, functions,
attributes
Giving Back To The Society
Helping those who need it the most
One of the most exceptional activities is Shram Daan Diwas, conducted on 20th
December every year, where carpenters and contractors willingly volunteer a
day’s work to help repair furniture and fixtures in municipal schools,
government schools, schools for the blind and disabled, orphanages and
hospitals.
7. Brand funnel - Personality, values, rewards, functions,
attributes
A Culture Of Caring
Pidilite is built on a philosophy that binds its people together.
At Pidilite, we care about the overall well-being of our employees.
At a professional level, people are constantly encouraged to learn and think
beyond convention. Responsibilities and challenges are handed over at an early
stage to spur their career graph. Individual differences are celebrated and
encouraged. Every moment is invested in helping every employee grow into an
enterprising business leader.
At a social level, we constantly add newer facilities and attractions to ensure a
day at work is far from monotonous. From recreational facilities to a
convenience store, we try to make life easy. Every department within the
company also organises an annual informal gathering to encourage interaction
between team members.
8. Fevicol : Brand Equity
Fevicol was ranked No. 1 in the Household Care segment of the Most Trusted
Brands in India for 2007-08 by Brand Equity (The Economic Times) and overall
has been ranked the 20th Most Trusted Brand.
Pidilite, the makers of Fevicol, rank 131st among India’s Top 500 listed
companies, including those in the private and public sector (ET 500, published
by the Economic Times in March 2007).
The brand has built strong brand equity over the years and is able to achieve so
much success due to its consistent quality, efficient distribution network and
CRM practices by the company.
9. Advertising strategy adopted by Fevicol
Advertising strategy adopted by Fevicol
One of the main reasons for Fevicol's popularity is the creative marketing strategy,
including successful advertising campaigns created by Ogilvy & Mather.
Fevicol advertisements over the years have always been remembered. Right from
Bob Cristo wrestling with a chair made of Fevicol, to a politician who is glued to his
chair, to the hen that laid unbreakable eggs, to the overflowing bus, to the joint
family that refuses to fall apart, every piece of communication developed by Ogilvy
& Mather has broken clutter, increased sales and at the same time entertained the
viewer.
The Fevicol campaigns over the years have resulted in making it a 'numero uno'
brand in a segment dominated by unbranded, unorganised, low involvement and
low cost products. Two key drivers have made Fevicol a power brand:
A continuously innovative approach to own 'bonding'
Retaining the Indian flavour in the communication with a touch of humour.
Today, Fevicol owns the territory of bonding seamlessly. Today everyone asks for
‘Fevicol’ and not adhesive.
10. Connecting with carpenters
Connecting with carpenters
In its early years most competitors—small-scale local manufacturers of white glue
and multinational brands like Movicol (currently discontinued)—marketed their
products through hardware stores and timber marts.
Fevicol, on the other hand, approached carpenters directly. This direct marketing
initiative was one of the most successful strategies employed by the company and
helped the brand gain a strong foothold in the white glue market.
Over the years, Fevicol has introduced a series of programs for carpenters and end-
users to help build a strong relationship with them. Fevicol introduced Fevicol
Furniture Books which showcased furniture designs with illustrations and
measurements.
These books helped enlighten the carpenters on new styles and trends in the
furniture market, apart from building awareness for the brand.
The Fevicol Champion’s Club (FCC) was another initiative introduced by the company.
It served as a platform for carpenters to increase their social contacts and be part of
a social network.
The company went a step further by sponsoring activities to build relations with the
families of the carpenters.
11. Connecting people with humour
Connecting people with humour
Creative advertising has also helped keep the brand alive in this non-interesting
category. The creative strategy that Ogilvy & Mather has employed for Fevicol is
“to make bonding a Fevicol attribute,” and its advertising has used intelligent
humour to convey this meaning.
Catch phrases from popular Fevicol TV ads like "Dum laga kar haisya, zor laga kar
haisya"; "Fevicol ka majboot jodh hai, tootega nahi" and "Pakade rehna,
chhodana nahi" are also used in day-to-day conversation. Fevicol and the other
brands from Pidilite have received more than their share of space in the media
as well.
1998
2002
12. Values @ Fevicol
A zero tolerance to
unethical dealings
mandates that all
legal and company
laws, rules &
regulations,
policies and
procedures are
scrupulously
adhered to.
All information,
communication,
expectations are
openly and
honestly shared
at all levels. This
creates mutual
trust and
respect.
Be sensitive to,
and listen and
learn from people
across all levels.
Respect time and
opinions.
Reprimand
actions, not
people.
Use the company’s
resources wisely.
Contribute to its
growth as if it is
your own. Focus on
long term goals
rather than short
term one.
13. Fevicol as Brand
Keeping Pace With Change Keeps You Ahead.
Training is important for individual progress as well as for the
company.
The easy accessibility to technology has created a break-down of
product differentiators, which has fuelled competition. Customers
now expect better quality and service and only an organisation
that is updated on all fronts can rise up to this challenge.
At Pidilite, learning is an on-going process. Which is why, we
periodically conduct training programs to help our employees
upgrade their skills and also build core management
competencies.
We are a company guided by values like equality and
transparency
14. Salience – Adhesives, Waterproof Adhesive, Craft needs, Awareness
Performance – Good performance under heat, water. Available in different SKUs. Large buckets to small
tubes,
Non-smelly, No reaction to skin, easily removed.
Imagery – Carpenters, Architects, ease of use, white color, different SKUs, ease of application.
Judgment – Products in all different segment – Hot Melting, Aqua Marine, High Strength
Feeling – Bonding, Trustworthy, Advertisements, Slogans – Jor laga ke haishaa, Mazbooti ka jod hai
chutega nahi
Resonance – First choice of carpenters and art and craft lovers. Fevicol is synonym of glue or adhesive.
Community Groups, FeviKraft magazine, Carpenters Club.
CBBE Moddel
18. Physique – Brand
Slogan, Logo-symbol,
Iconic Advertisements
Relationship – First
choice of carpenters,
Hobby Ideas, Trust
Reflection – Quick,
Clean, Innovative
Personality – Quick,
Creative, Strong
Culture – Believe in
bringing change, High
ethical standards
Self-Image – Younger
brand, Most trusted,
Customer Centric
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PICTURE OF RECIEVER
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