its is all about pidilite and their popular product fevicol. How a product much popular than its brand? strength and weakness

1. By-
Vicky
Shushmita
Damini
Shubham
Ronak
Dikshali
Pooja
Sabanam

2. COMPANY BACKGROUND
 Pidilite was establish as a partnership firm
with parekh Dyechem Industries in 1961.
 Named change to PDI industries after merger
with Kondivita Industries in 1989.
 Pidilite has a become the largest
manufacturer of adhesive.

3. CONT….
 Fevicol is company’s largest brand.
 Expansion of product portfolio has lead it to
be recognized as a leading FMCG player.
 Some leading brands fevicol, parcol,
fevibond, fevikwik etc.
 It has launched several products in last few
year.

4. STRENGTH
 Pidilite’s main strength is their strong
marketing/advertising skills.
 Fevicol is an immensely strong brand. It is
so strong that anything that has a prefix
‘FEVI’ to it sells without any effort but the
shopkeeper.
 Pidilite earns 50% plus revenues from
adhesive segment.

6. WEAKNESS
 The management seems to be a bit
overconfident about their advertising
skills.
 Pidilite seems to have strong R&D
capabilities when it comes to adhesive
and home construction/ care but for the
rest, they seems to depend on acquisition.
 Pidilite has grown its net profit at only
18% CAGR in the past 10 years.

7. THREATS
 50% of their revenues are from
adhesive/sealants and the raw material for
this is petrochemicals which in turn is
dependent on crude oil prices.
 There is obviously a threat from the asli 3M
and small scale industries.

8. QUESTIONNAIRE
 Are you aware about the others products
of pidilite
 Do you know about pidilite?
 What comes to your mind, when asked
about fevicol?

9. 30%
70%
Sales
30% Yes
70% No

10. WHAT COMES TO YOUR MIND,WHEN
ASKED
ABOUT FEVICOL
 Bonding a fevicol attribute
 Creative advertisement
 Consistent quality
 Easy availability

11. HOW DID FEVICOL BECOME ‘FEVICOL- THE
BRAND’?
 65 percent of furniture production in India
is out of wood .
 The carpenters play a vital role in
deciding which adhesive to use.
 INITIAL STRATEGY –
 Help carpenters realize the importance of
using quality
 products.
 FOLLOW-UP –
 Maintaining close contact with its
primary target audience

12. FEVICOL AS A BRAND
 Fevicol ads have played a crucial role in the
phenomenal success of the brand.
 fevicol Has become the largest selling
adhesive in Asia and is present in over 50
countries.
 The earthy humor in Fevicol ads brings a
smile to everyone's face.
 Fevicol has also kept itself relevant through
repackaging of variants.
 Strong advertising and distribution has
made fevicol a household name.

13. QUESTION -
 Does fevicol qualify as a brand bigger than
company?
 What might be the implications of This ?
 What are the possible solutions?

14. ANALYSIS
 Oldest brand
 Higher recall
 Popular among consumers and carpenters
alike
 Enjoys higher confidence as a brand
 Propelled by imaginative ads and
campaigns

15. IMPLICATIONS
 Marketing strategy for other brands become
centric to the successful brands.
 Customer loyalty towards the brand.
 Benefits the company in long run.
 Company shares a positive equity.

16. SOLUTIONS
 Promotional activities for other brands
for
 strong positioning
 Creating awareness among the mind of
 customer by associating it with fevicol.

17. CONCLUSION
 Pidilite is very satisfying adhesive
among the customers.
 Every year Pidilite try to introduce new
adhesive/products in he market.
 Almost all the dealers are satisfied with
the quality Pidilite adhesive.
 It is necessary to change some policies
of Pidilite.