Fevicol product presentation

1. PRESENTED BY:
PRAYANK JAIN
BHUMIKA MEHTA
GAURAV JAIN
DIKSHA SAHU
MARKETING STRATEGY
SUBMITTED TO:-
DR. KAVYA SAINI

2. HISTORY
• 1959-MILESTONE
• FEVICOL IS BORN
• IN 1963, THE FIRST MANUFACTURING PLANT IN KONDIVITA WAS SET UP
WITH A SIMPLE PRODUCT OFFERING CALLED “FEVICOL”. IT BECAME A
GENERIC HOUSEHOLD NAME IN THE WHITE GLUE CATEGORY.
• IN 1970, 30-GRAM COLLAPSIBLE TUBE WAS LAUNCHED. THIS WAS
INTRODUCED AS A CONSUMER PACK AND WAS A SMART STRATEGY TO
ESTABLISH FEVICOL AS A CONSUMER BRAND. FEVICOL EMBARKED ON A
BOLD MARKETING GAME PLAN. INSTEAD OF SELLING THROUGH STORES,
FEVICOL APPROACHED CARPENTERS DIRECTLY. WITH ITS SIGNATURE
WHITE AND BLUE PACKING, FEVICOL WAS MARKETED DIRECTLY TO
CONSUMERS (PRIMARILY CARPENTERS).

3. FEVICOL - STP
Geographic:
SKUs at economic price
points for rural Indian
market
Segmentation Targeting
Psychographic:
1. Purchase influencer
for industrial and
household use
2. Ease of use
Demographic:
1. Students
2. Carpenters
3. Working
Professionals
Carpenter Focused:
1. Advertisements
aimed at reinforcing
use of Fevicol in
carpentry
2. In Below the Line
activities, several
campaigns conducted
to engage them
Undifferentiated for
other segments:
1. Humorous
&memorable
advertisement, built
around its core value
proposition of
offering the best
quality adhesive
2. Help retain top of
mind recall
3. Help in umbrella
branding

4. FEVICOL - STP
Positioning
Carpenter Focused:
1. Positioned as a high-
quality adhesive brand
at affordable price
2. Positioning conveyed
through memorable tag
lines
-Jor laga ke haishya
-Fevicol ka jod hai,
tutega nahi

5. MARKETING MIX
Product
• Core Product: Something that bonds two things
• Actual Product: Something that bonds two things better than other available alternatives
• Augmented Product: Various SKUs - Bulk packs for carpenters, smaller SKUs for price sensitive
consumers/ use and throw tendency, tubes for neat use of adhesive
Price
• Demand relatively inelastic – small proportion of income (for retail) and cost of production (for
carpenters)
• Pidilite enjoys unchallenged market leader position, charges a premium for high quality products
Place
• Can be low and high involvement product
• Intensive distribution of smaller SKUs widely used by retail consumers
• Distribution of bulk containers to customers (Carpenters)
Promotion
• Incentives to identified dealers for greater brand visibility
• Uses promotional pricing.
• Above the line activities: Advertisement campaigns
• Below the line activities: Promotional campaigns

6. FEVICOL PRODUCTS

7. FEVICOL – ADVERTISEMENTS

8. FEVICOL – ADVERTISEMENTS
• FEVICOL LISTED AS THE BRAND THAT BENEFITED MOST FROM ITS
ASSOCIATION WITH DABANGG 2 FOR THE SONG ‘FEVICOL SE’
• FEVICOL'S CORE PROPOSITION OF BONDING AND ‘STICKING’ (OWING TO
LITERAL USE OF WORD IN LYRICS) HIGHLIGHTED IN THE SONG
• BRAND USES THE SONG TO STICK ITS IMAGE IN VIEWER’S HEART
• NEWS HEADINES USE THE PHRASE MORE OFTEN AFTER SONG TO INDICATE
CLOSE BOND AND STICKINESS

9. THANK YOU