Product Branding of Fevistick And Komfo by- Amit Singh


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Product Branding of Fevistick And Komfo by- Amit Singh

  2. 2. INDEX <ul><li>PRODUCT I : </li></ul><ul><li>Case study related to an existing product from the market-FEVISTIK </li></ul><ul><li>Product Description </li></ul><ul><li>Company information </li></ul><ul><li>Branding and Marketing Strategy </li></ul><ul><li>IPR </li></ul><ul><li>Conclusion </li></ul><ul><li>PRODUCT II </li></ul><ul><li>Case study relate to the introduction of a new brand in the market KOMPFO PREMIERE </li></ul><ul><li>Product Description </li></ul><ul><li>Branding, Promotion and Marketing </li></ul><ul><li>IPR </li></ul><ul><li>Conclusion </li></ul>
  3. 3. PRODUCT - I FEVISTIK <ul><li>Product Description </li></ul><ul><li>Fevistik is a brand extension of Fevicol. </li></ul><ul><li>The brand was the first one to introduce </li></ul><ul><li>the glue stick product form in the country. </li></ul><ul><li>The innovation has changed the entire </li></ul><ul><li>segment. </li></ul><ul><li>Fevistik is the market leader with over 90 % market share in the Rs 35 crore Glue stick market in India. </li></ul>
  4. 4. THE COMPANY <ul><li>Pidilite Industries is the market leader in adhesives and sealants, construction chemicals, hobby colours and polymer emulsions in India. </li></ul><ul><li>Major brand name Fevicol has become synonymous with adhesives to millions in India and is ranked amongst the most trusted brands in India. </li></ul><ul><li>The 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. </li></ul>
  5. 5. <ul><li>Pidilite Industries Limited, known for its ‘Fevicol’ brand, is a market leader in the adhesive & sealant segments it enjoys 85 per cent market share in the premium adhesive segment. </li></ul><ul><li>The brand was the first one to introduce the glue stick product form in the country. </li></ul><ul><li>Besides Fevicol and fevistik other popular brands of PIL are: Fevikwik, Fevibond, Feviseal, Fevicryl, M-Seal, Acron, Dr.Fixit etc. </li></ul>THE COMPANY
  6. 6. BRANDING & MARKETING <ul><li>BRAND DEVELOPMENT </li></ul><ul><li>BRAND POSITIONING, TARGETING & SEGMENTING. </li></ul><ul><li>MARKETING & ADVERTISING </li></ul><ul><li>COMPETITORS </li></ul>
  7. 7. BRAND DEVELOPMENT <ul><li>Before the introduction of Fevistik, the glue was in the liquid form. </li></ul><ul><li>It was messy and non user friendly. </li></ul><ul><li>Customers used to find their hands getting dirty and most often the applicator fixed on the cap of the glue bottle used to fall inside the bottle . </li></ul><ul><li>Fevistik has removed many issues that customers faced when using glue. </li></ul><ul><li>The storage of this product also became easier. </li></ul>
  8. 8. BRAND POSTIONING,TARGETING & SEGMENTING <ul><li>Fevistik is an example of customer centric innovation. </li></ul><ul><li>The brand has the following features: Easy to use Non Messy or Clean Excellent quality. Safe for Kids. Good brand image and secondary association with Fevicol </li></ul>
  9. 9. CONT….. <ul><li>Fevistik is targeting both the students as well as the office segment. </li></ul><ul><li>The brand has been promoting through separate campaigns aimed at both segment. </li></ul>
  10. 10. CONT… <ul><li>Another innovation from Fevistik is the small pack named Fevistik Pocket priced at Rs 10. </li></ul><ul><li>Fevistik is available at many SKU's of 8 gm, 15 gm and 22gm tapping the various user segments. </li></ul><ul><li>The storage of this product also became easier. </li></ul><ul><li>One innovation which is noticeable in Fevistik is Scented Stick. </li></ul>
  11. 11. MARKETING & ADVERTISING <ul><li>Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. </li></ul><ul><li>It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. </li></ul><ul><li>Fevistik cater to all segments, mostly available in all the stationary stores across the country. </li></ul>
  12. 12. CONT…. <ul><li>Fevistik is targeting </li></ul><ul><li>both the students as </li></ul><ul><li>well as the office segment. </li></ul><ul><li>The brand has been promoting </li></ul><ul><li>through separate campaigns </li></ul><ul><li>aimed at both segment. </li></ul>
  13. 13. CONT… <ul><li>Advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the &quot;brand image&quot;. </li></ul><ul><li>Major medium used includes television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. </li></ul><ul><li>Heavy advertising campaigns have been done during the introduction of the product in the market. Advertisements focussed on children’s, students and office segments. </li></ul>
  15. 15. IPR <ul><li>PATENT </li></ul><ul><li>Patent has been given for the </li></ul><ul><li>design of the glue stick container. </li></ul><ul><li>Patent protection means that the </li></ul><ul><li>invention cannot be commercially made, </li></ul><ul><li>used, distributed or sold without the </li></ul><ul><li>patent owner's consent. The patent owner </li></ul><ul><li>may give permission to, or license , </li></ul><ul><li>other parties to use the invention on mutually agreed terms. </li></ul>
  16. 16. IPR <ul><li>TRADEMARK </li></ul><ul><li>Fevistik and Fevistik glue stick are </li></ul><ul><li>the trademark owned by Pidilite </li></ul><ul><li>Industries Limited. </li></ul>
  17. 17. IPR <ul><li>COPYRIGHTS </li></ul><ul><li>For the marketing purposes fevistik has created advertisements to be displayed on media’s, which are copyrighted to Pidilite Industries Limited. </li></ul>
  18. 18. CONCLUSION <ul><li>Fevistik established a strong brand name over its competitors in the market. Even though it came under the brand image of Fevicol, in course of time with the strategic sales plans and the promotions helped the product to establish its own brand image. </li></ul><ul><li>Fevistik, the trademark is the leader in the market in this segment and the IP rights helps in reducing the infringement of counterfeit products in the market. </li></ul>
  19. 19. <ul><li>Fun filled… </li></ul><ul><li>… bean-fragrant slippers </li></ul>
  20. 20. <ul><li>When one thinks of comfort and relaxation the flip-flops are the foot wears that comes to our mind. It gives us the feeling of a vacation on the beach and eternity. </li></ul>INTRODUCTION
  21. 21. Orange essential oil Lemon Oil English Lavender Oil Rose oil Sandal wood oil <ul><ul><ul><ul><ul><li>Keeping this in mind we have come out with the idea of comfort footwear with fragrance and virgin jelly-bean base. </li></ul></ul></ul></ul></ul><ul><li>The product shall be available in five fragrances at the beginning and further expansion in the product line will be made once the product takes off. </li></ul>
  22. 22. TARGETing <ul><li>Urban middle class </li></ul><ul><li>Working Females(corporate as well as household) </li></ul><ul><li>Between the age group(15-64) </li></ul>
  23. 23. Positioning <ul><li>Meditative </li></ul><ul><li>Relaxant </li></ul><ul><li>Approachably premium priced </li></ul><ul><li>Self Pampering </li></ul><ul><li>Rejuvenator </li></ul>
  24. 24. RAW MATERIAL USED <ul><li>Readymade leather, foam, rubber soled foam slippers </li></ul><ul><li>Lycra /Spandura Cloth </li></ul><ul><li>Virgin Jelly Beads </li></ul><ul><li>Aroma Essential oils </li></ul><ul><li>Laces, Beads (Decorative Purposes) </li></ul>
  25. 25. <ul><li>Self pampering products </li></ul><ul><li>Relaxation while working </li></ul><ul><li>FASHION with COMFORT </li></ul><ul><li>Therapeutic due to the essential oils aroma </li></ul><ul><li>Soothingly Affordable </li></ul><ul><li>Need of the hour </li></ul>U nique S elling P roposition
  26. 26. <ul><li>Spas </li></ul><ul><li>Forest essentials, The Body Shop </li></ul><ul><li>Body care, VLCC gym </li></ul><ul><li>Hotels </li></ul><ul><li>Boutiques </li></ul><ul><li>Airport markets </li></ul>MARETING PLACES HOTELS GYMNASIUMS SPAS AIRPORT WAITING LOUNGE AIRPORT SHOPPING AREA
  27. 27. ADVERTISING <ul><li>Advertise through city magazines and fashion magazines </li></ul><ul><li>Distribution of pamphlets </li></ul><ul><li>Weekend supplements </li></ul><ul><li>Display screens at all the places where the product shall be available </li></ul><ul><li>Demo stalls at malls, salons, spas, gyms. </li></ul><ul><li>Demo stalls at corporate office areas. </li></ul>
  29. 29. IPR <ul><li>PATENT </li></ul><ul><li>Kompfo Premiere is unique combination which can be patented so as to avoid infringement of the composition and help to prevent from counterfeit products. </li></ul>
  30. 30. IPR <ul><li>INDUSTRIAL DESIGN </li></ul><ul><li>Our product aesthetically unique in design thus can protect the unauthorized copying of the aesthetics using the IPR industrial design. </li></ul><ul><li>TRADE SECRET </li></ul><ul><li>The marketing and advertising strategy is protected under the IPR Trade Secret. </li></ul>
  31. 31. IPR <ul><li>TRADEMARK </li></ul><ul><li>“ KOMPFO-PREMIERE” </li></ul><ul><li>COPYRIGHT </li></ul><ul><li>“ KOMPFO-PREMIERE” has been introduced to the market with heavy advertisement campaigns which are the copyright of the owners. The official website is also copyrighted. </li></ul>
  32. 32. CONCLUSION <ul><li>The human need for comfort is endless and any product that caters to this, surely creates a place for itself in the consumer’s hearts. </li></ul><ul><li>We firmly believe that our new product KOMPFO-PREMIERE will provide the customers with all the benefits they are looking forward to. </li></ul><ul><li>The product will gradually become a necessity once people start using it and reap its benefits. IP rights help to promote the brand without any infringement regarding the trademark, composition of the product etc. </li></ul>