Pidilite Industries is the largest adhesive manufacturer in India, founded in 1959 and headquartered in Mumbai. It operates in several countries and has a 60% market share in India. Pidilite's main source of earnings comes from consumer and industrial adhesives and sealants. The company has over 30 brands and 300 products, with Fevicol being its largest brand known for its creative advertising campaigns.

1. Registration No:
11511071
11510947
11511050
11511016

2.  Pidilite Industries Limited is the largest adhesive
manufacturer in India, founded in 1959.
 Headquarter is in Mumbai.
 Pidilite’s mainstay of earnings is consumer and
industrial adhesives and sealants.
 The company operates in India, Brazil, US, UK, Singapore
and many others.
 Pidilite is leading industry in this category with highest
market share of 60%.

3.  Pidilite has become the largest manufacturer of
adhesive.
 Expansion of product portfolio has lead it to be
recognized as a leading FMCG player .
 Company has in total 30 brands spanning 300 industrial
and consumer products.
 It has launched several new products in last few years
like Fevistick, Feviseal.
 Fevicol is company’s largest brand

4.  Do you know about Pidilite?
YES 30%
NO 70%

6. 6
Ranking of Fevicol in Indian Market
6

7. Bonding a Fevicol attribute
Creative advertisement
Consistent quality
Easy availability
Excellent customer relationships

8. PRODUCT RANGE
CONSUMERS &
CRAFTSMAN
PRODUCT
Adhesives &
Sealants
Art Material
and
Stationary
Fabric Care
INDUSTRIAL
SPECIALITY
PRODUCTS
Textiles
Chemicals
Leather
Chemicals
Industrial
Adhesive

9. Company’s Revenue
CONSUMERS & CRAFTSMAN
PRODUCT
77% OF COMPANY REVENUE
Adhesive and Sealants (49%)
Construction and Chemicals (18%)
Art Materials and Others (10%)
INDUSTRIAL SPECIALITY
PRODUCTS
23% OF COMPANY REVENUE
Industrial Adhesive (7%)
Industrial Resins (8%)
Organic Pigments and Preparations
(6%)

10. 10
Fevicol and its Logo

11. One of the main reasons for Fevicol's
popularity is the creative marketing strategy.
The earthy humor in Fevicol ads brings a smile to everyone's face.
Strong advertising and distribution has made Fevicol a household name.
“Tode Nahi Jode”
“Dum laga kar haisya, Zor laga kar haisya"
"Fevicol ka mazboot jodh hai,
tootega nahi“
“Pakde rehna chodna nahi”

12. STRENGTHS
• Advertisement
•Brand Image of ‘Fevi’
•Strong R & D
• 60% Revenue from brand
‘Fevicol’
•Star of Television Commercial
WEAKNESS
•Recent Acquisition of Cyclo brand
of car care products.
•Profitability dependency on
Fevicol & M-Seal
OPPURTUNITY
•Creative competition Campaigns
among Students and adults to
promote brand.
•Must focus on growing
economies(International Market)
as chemical industry is growing in
India.
THREATS
•Crude Oil Prices
•Competitors

14. PRODUCT
1.CORE
2.ACTUAL
3.AUGMENTED
PRICE
PLACE PROMOTION
1.ADVERTISING
2.PERSONAL SELLING
3.PUBLIC RELATION
4.DIRECT MARKETING
MARKETING
MIX

15.  65% of furniture production in India is out of wood
 The carpenters play a vital role in deciding which
adhesive to use
 First mover advantage
 Initial Strategy
◦ Help carpenters realize the importance of using quality
products
 Follow up
◦ Maintaining close contacts with its primary target audience

17. Answer
 Oldest Brand
 High recall
 Popular among Consumers and Carpenters
 Enjoys higher confidence as a Brand

18.  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.
IMPLICATION

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

20.  Comment: Should the brand fevicol be
extended? If yes, then when, how should
this be done?

21.  "Fevicol" as a name itself is commonly used as a generic
for strong bonding or stubborn stickiness.
 Fevicol’s popularity due to creative marketing strategy
including successful marketing campaigns.
 Awareness of Extension could be created through other
channels like fevicol furniture books, fevicol champions
club which are already launched in market. Successful
brand and line extension like Fevistick, Feviquick, Fevicol
MR.
 It could also be launched as a product that could be used
multi-purposely using the prefix “Fevi.”
 Capturing high market share by promoting globally.

22.  Jan – march : From the month of Jan to march, there is a
demand for paint related products due to Holi.
 April – June : With the start of financial year , many new
schemes are introduced . Products like fevicol SH and fevicol
SR 900,sell well during these months.
 July approaches : Sales takes a dip. Due to monsoon,
there is no painting of houses.
 August – December: Demand rises again due to festive
and matrimonial season, where people paint their houses ,
goes for new furniture & other renovations.

23. Sep 3, 2014 - "Yeh Fevicol
se bhi mazboot jod hai (this
bond is stronger than that
of Fevicol)" is a quote used
when Modi described the
Indo-Japan relations.-
NARENDRA MODI
“Pidilite” have reached where
they are today mainly due to the
close team-work of their
employees and due to their shared
value system which emphasizes
commitment to excellence,
closeness to customers, and the
spirit of innovation” –
M.B PAREKH