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Presented By:  Anubhav      Arshdeep Singh Puneet Mehrotra2008B2A7538H   2009B3AA514H    2008B1A7598H
Branding Strategies
 The consumer goods business is characterised  by brand equity and distribution reach. Adhesives market enjoys high bran...
 Fevicol scores highly on almost all indicators of  Brand Equity:   High brand awareness,   High brand loyalty of the t...
 Pidilite decided to market their adhesive line  branded as “fevicol”. The brand is controlled directly by pidilite and ...
Existing Product        New Product Category                                    Category              (others- Polyester  ...
 Pidilite has gone for Market Specialization in its targeting strategy for Fevicol and its associated product categories....
Product Line Strategies
Product Hierarchy for Fevicol:Need Family – Consumers and Craftsmen useProduct Family – Adhesives and SealantsProduct Clas...
 There are several product categories (width)  however, these categories are very closely  related ( consistency). Also ...
Pricing Strategy Fevicol enjoys a monopoly in the adhesives market. Its quality sets it apart from the competition. Has ...
Marketing Channel Structure
The channel is 3links long and actsas a verticalmarketing system.
Ownership Flow Goods are first manufactured in the company owned manufacturing units situated at Vapi, Bhiwandi and Malha...
MANUFACTURING                                UNIT                                                                       CH...
Channel Partners1. C&F Agents: infrastructural and transport   facility ;responsible for the transfer of goods. No   sale ...
Selection Of Wholesale Stockist                                Capital InvestmentThis is dependent on the• Present require...
Evaluation Once a distributor is appointed, the company generally does not take away business from him, except when the u...
Market Communication Strategies Target Audience:      Carpenters, Interior Designers, Architects, Dealers,       Househo...
“YE FEVICOL KA MAZBOOT JOD HAI TOOTEGA NAHI”
 Global Adaptation: on entering the market in Egypt- Communication Channel :   TV Commercials   print media Marketing...
Questions?
Fevicol marketing strategy
Fevicol marketing strategy
Fevicol marketing strategy
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Fevicol marketing strategy

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Fevicol marketing strategy

  1. 1. Presented By: Anubhav Arshdeep Singh Puneet Mehrotra2008B2A7538H 2009B3AA514H 2008B1A7598H
  2. 2. Branding Strategies
  3. 3.  The consumer goods business is characterised by brand equity and distribution reach. Adhesives market enjoys high brand loyalty and is relatively price insensitive as adhesives account for only a small portion of total cost of end product. The adhesives and sealant market in India is estimated at Rs. 5 billion Pidilite is the leading player in this field, with a market share of 60% Fevicol contributes to 50% of its total revenue.
  4. 4.  Fevicol scores highly on almost all indicators of Brand Equity:  High brand awareness,  High brand loyalty of the target audience  Quality perception. The market segment for fevicol includes:  Carpenters,  Interior Designers,  Architects,  Dealers,  Household owners who influence choice of adhesive
  5. 5.  Pidilite decided to market their adhesive line branded as “fevicol”. The brand is controlled directly by pidilite and hence it is a Manufacturers Brand. Now Pidilite markets a whole gamut of adhesive products with this separate family name ex: Fevicol WRA, Fevicol SR X-pres, Fevicol Marine, etc. The fevicol brand has been extended several times these past years, through both Line Extension and Brand Extension.
  6. 6. Existing Product New Product Category Category (others- Polyester (Synthetic Adhesive Resin based Adhesives Resin) etc) Existing Brand - Fevicol Speedex Fevicol WRA Fevicol Marine Fevicol SR X-Pres Fevicol Fevicol VC 31 Fevicol Marble Glue (Line Extension) (Brand Extension) New Brand Mr. Bond-Hit Fevitite SS (Multi Branding) (New Brands)The products developed as part of line extension for the basic product were justminor changes from the “Synthetic Resin Adhesive” design of fevicol. Ex: speedexis a fast setting adhesive.Brand Extension products are products which are different from the basic ones,but serve similar purposes and share the family name. Ex: Marble Glue isPolyester resin based and is used as a quick drying adhesive.
  7. 7.  Pidilite has gone for Market Specialization in its targeting strategy for Fevicol and its associated product categories.  Products belonging to different categories exist as choices for the Market Segment they focus on – carpenters etc. Positioning: Fevicol has successfully positioned itself as a provider of high quality adhesives at an affordable price. Though slightly expensive, it does not pinch the customer much as the overall cost of glue is a miniscule part of the cost of furniture.
  8. 8. Product Line Strategies
  9. 9. Product Hierarchy for Fevicol:Need Family – Consumers and Craftsmen useProduct Family – Adhesives and SealantsProduct Class – Home, School and OfficeProduct Line – Synthetic Resin AdhesiveProduct Type – White glueBrand – FevicolItem – Fevicol MR
  10. 10.  There are several product categories (width) however, these categories are very closely related ( consistency). Also for fevicol there exist many variants (depth). Fevicol adopts Line Filling and Line Stretching as its PL strategies:  Filling: many variants exist for different specialized applications of the product.  Stretching: selling fevicol in small tubes to target students and office-goers.
  11. 11. Pricing Strategy Fevicol enjoys a monopoly in the adhesives market. Its quality sets it apart from the competition. Has a loyal customer base who don’t mind paying a little higher than local products because adhesive is such an important yet economically insignificant investment for them. So, they dont go for competitor based pricing or value based or demand based pricing. Pricing method therefore adopted by them is Cost based strategy – Variable cost based markup pricing.
  12. 12. Marketing Channel Structure
  13. 13. The channel is 3links long and actsas a verticalmarketing system.
  14. 14. Ownership Flow Goods are first manufactured in the company owned manufacturing units situated at Vapi, Bhiwandi and Malhaar Here the goods are posted in the challan under Pidilite Industries Ltd. Goods are then sent to the various Mother Go-downs spread across the country for further distribution Goods from mother Godowns are then transferred under the name of the marketing concern of Pidilite Industries Ltd. (PIL) called Parek Marketing Ltd.(PML)
  15. 15. MANUFACTURING UNIT CHALLAN UNDER PIL Goods are then sent to the C & F (Carry and TRANSFER OF MOTHER GODOWN Forward) agents and the OWNERSHIP FROM PIL TO PML Company owned Depots CHALLAN UNDER PML From here the goods are invoiced under PML and CO. sent to the WSS who in C&F DEPO turn bill the goods under T the name of their respective concerns and sell the goods to the PRIMARY SALES INVOICE UNDER PML retailers WSS Retailers also sell the SECONDARY SALES BILLING IN THE BOOKS OF WSS goods to the end RETAILER consumers under their BILLING IN THE BOOKS OF RETAILER dealership.
  16. 16. Channel Partners1. C&F Agents: infrastructural and transport facility ;responsible for the transfer of goods. No sale occurs here.2. Wholesale Stockist: Primary sale takes place at the Wholesale stockist. Their selection, motivation and evaluation becomes very important to the company3. Retailer: The WSS sell the goods to the retailers who in turn sell it to the end consumer
  17. 17. Selection Of Wholesale Stockist Capital InvestmentThis is dependent on the• Present required turnovers• The estimated future capital investments that will be required by the distributorbased on company’s growth plans in the area Relevant ExperienceIt is imperative that the distributor has had :• Prior experience as a channel member in the FMCG sector• The distributor should not be dealing in competitor’s products• Should be able to function as a dedicated channel for Pidilite.• The business should not be driven by his staff rather has complete self involvement InfrastructureThe basic infrastructural requirements for a WSS are : • Two rooms measuring at least (10*10) sq. feet each. • Delivery vehicles preferably 3 wheelers • Sales executives called Interim Sales Representatives or ISRs. • Storage godown
  18. 18. Evaluation Once a distributor is appointed, the company generally does not take away business from him, except when the underperformance has been observed over long periods. While evaluating his performance, his targets performance is studied relative to that of other distributors in the nearby area (because growth patterns may vary by regions). A retailer is discontinued from the channel if he fails to pay his credit for prolonged periods of time.
  19. 19. Market Communication Strategies Target Audience:  Carpenters, Interior Designers, Architects, Dealers, Household owners who influence choice of adhesive Designing Communication:  Message strategy: Transformational strategy that Fevicol can join things so strongly that no one can break them.  Message Source: Mostly shows carpenters working in the advertisements but the application is for complete set of people.  Messages given are viral and humorous in nature
  20. 20. “YE FEVICOL KA MAZBOOT JOD HAI TOOTEGA NAHI”
  21. 21.  Global Adaptation: on entering the market in Egypt- Communication Channel :  TV Commercials  print media Marketing Communication Mix :  TVC and Print media  Brings out magazine called as Fevicol Furniture book to directly connect with carpenters  Innovative and Humorous TV Commercials Communication Results :  Has created a very high Brand Equity  For common people Fevicol is the other name for super glue.
  22. 22. Questions?

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