The document discusses the marketing mix strategies of Fevicol adhesive brand in India. It covers the 4Ps of marketing - product, price, place, and promotion. For product, it discusses Fevicol's portfolio and positioning as a pioneer brand. For price, it discusses value-based pricing. For place, it discusses Fevicol's extensive distribution network. For promotion, it discusses Fevicol's memorable advertising campaigns and relationship building initiatives. Competitors like Araldite, Bondtide and Loctite are also mentioned.

1. PRESENTED BY : Anjali Singh

2.  Marketing mix
 Introduction
 Four p‟s –
◦ Product
◦ Price
◦ Place
◦ Promotion
 Impact on general public
 Competitors
 Conclusion

3.  What is marketing mix ?
◦ The marketing mix is a business tool used
in marketing and by marketing professionals.
 It is often associated with the - four
Ps: price, product, promotion, and place.
 In the 1990's, the concept of four Cs was
introduced as a more customer-driven
replacement of four Ps.
 Four Cs -
consumer, cost, communication, convenience

4.  Product - is sold to Consumer
 Price - based on Cost
 Promotion - depends upon Communication
medium
 Place - based on the Convenience of
both buyer and seller.

6.  Product of Pidilite industry ltd.
 Since its inception in 1959.
 Pidilite Industries Limited has been a pioneer
and market leader in the field of adhesives
and sealants.
 Fevicol has conformed to global quality
standards.
 And is present in 54 countries around the
world.

7.  Fevicol has been classified as Consumer and
Bazaar Products and Specialty Industrial
Products.
 There are about 500 industrial products
under the brand name Fevicol catering to
different needs of the industry.

8.  Brand mark
 Tag line
 Packaging
 Branding strategies

9.  Brand mark
Initial Now

10.  Brand mark
◦ The “Fevicol” logo with elephants symbol has been
very popular for decades.
◦ The Fevicol logo has now been redesigned to give a
fresh and contemporary look.
◦ The brand graphics have been redesigned and
rising sun is added behind the elephants, reflecting
the freshness and vitality of the brand.

11.  Tag line
Initial Now
ZOR LAGA KE
…..
THE ULTIMATE
ADHESIVE.

12.  Packaging
Initial Now

13.  Branding Strategies
CUSTOMER VALUE HIERARCHY
◦ Core Product
 There is no identification as such where the core need is
concerned.
 Previously, people used animal fat as glue for bonding. But
getting glue from the animal fat was really difficult and
unpleasant.
 According to Fevicol, the core product is that it should give a
bonding i.e., it should be provided with a good bonding.

14.  Branding Strategies
◦ Actual Product
 The actual product is designed as the bonding
different and better than any other product available in
the market.
 Basically, the core product is turned into a basic
product; actual what the Fevicol is delivering.
◦ Augmented Product
 Here, Fevicol exceeds the customer expectation.
 Everybody using the product can use it without any
hassles, and no mistakes at all.
 Even a novice can use it properly and even expert can
use it without any hassles as such.

15.  Branding Strategies
◦ Product Augmentation Strategy
 Firstly, each augmentation adds cost.
 Secondly, augmented benefits soon become expected
benefits. This means competitors will have to search
for still other features and benefits.
 However, Fevicol is not affected by the competition as
it has drawn the line very cautiously such that it has
made the competitors difficult to enter this market and
endanger its position.
 So the question of cutting price does not occur much.
 Moreover, Fevicol wants to maintain its position as a
brand in the premium segment.

16.  Price is the amount of money charged for a
product or service.
 In case of Fevicol the prices are fixed
according to the benefits that it offers like
good quality, branded product, etc.
 Its price is thus a summation of all the values
that its consumers exchange for the benefits
of using Fevicol.

17.  Fevicol follows - 'Value-Based Pricing'
◦ Value pricing is offering just the right combination
of quality and good service at a fair price.
 NEW-PRODUCT PRICING STRATEGIES
◦ Pricing strategies usually change as the product
passes through its life cycle.
◦ There can be two broad strategies: market-
skimming pricing and market-penetration pricing.
◦ And Fevicol uses a combination of both the
strategies.

18.  NEW-PRODUCT PRICING STRATEGIES
◦ Example , as fevibond is today also available at
lower price – penetration pricing and where as
Fevicol SH is available at 20 – 30 % higher rate then
its cost – skimming pricing etc

19.  Place here refers to the whole process of how product
reached the final place of sale.
 Distribution Channel means the channel through
which the product or service is being reached to the
final customers.
 Fevicol has a huge distribution channel carrying the
following of them:
◦ Retailers
◦ Distributors
◦ Wholesalers
◦ Franchises are a very small part of it
◦ Also planning to start sales through e-commerce.
 Today, Fevicol is estimated to have a retail reach in
4,000 towns

20.  The Nature Of Distribution Channel
◦ The distribution channel followed by Fevicol is very
effective in terms of its control,
◦ It is also very cost effective.
 The distribution channel for industrial
product carries direct marketing channel for
its distribution.
 The Channel members for Fevicol are persons
dealing in furniture appliances, as its main
target customer is carpenter for consumer
goods.

22.  Promotion means the activities that communicate
the merits of the product and persuade target
consumers to buy it.
 The marketers of Fevicol see themselves as
selling a product, where customers see
themselves as buying value or a solution to their
problem.
 Mr. Parekh says that the company's policy is to
strike synergies with skilled craftsman
 In the last 20 years the relationship of Fevicol
with its users has become very strong. Fevicol
believes in building bonds with the consumers.
Fevicol held meets with carpenters almost 300
times a year.

23.  In December 1999, Fevicol had started an
association called Fevicol Champions Club
where there were about 400 carpenters
present.
 Fevicol does use promotional pricing tool to an
extent as a means of promotion, Sometimes to
increase sales and clear overstocking.
 Fevicol use the normal promotional tools -
advertising, personal selling, sales
promotion, public relations, and direct
marketing - to reach consumers.

33.  The essence of Fevicol‟s advertising
◦ Predictably wacky.
◦ Yet so unpredictable in its wackiness.
◦ That‟s the essence of Fevicol‟s advertising.
◦ HUMOUR, used well in advertising, can make even
an intermediary product look attractive.

34.  Gradually the communication moved to
establishing Fevicol as a bonding simile –
“Fevicol jaise chipak gaya” among general
public.
 Its impact so strong that in movie Dabang 2 a
song named by it ,is there “Fevicol se…..”

35. Competitors Of Fevicol are as -
1. Araldite
2. Bondtide
3. Loctite

36.  Araldite is a
registered trademark
of Huntsman Advanced
Materials
 Referring to their range
of engineering and
structural epoxy, acryli
c, and polyurethane ad
hesives.
 The name was first
used in 1946 for a
two-part epoxy
adhesive.

37.  BONDTIDE LIMITED is
situated in 博圖有限公司
(Zhuang, Chaoyang
District, Beijing)
 It is a live business
incorporated in Hong Kong
on July 25, 1989.
 Their business is recorded
as Local Company.
 The company has no filed
accounts.
 The company was
incorporated 25 years ago.

38.  Loctite is a brand
of adhesives, sealants
and surface
treatments that include
acrylic,anaerobic, cyano
acrylate, epoxy, hot
melt, silicone, urethane
and UV/light curing
technologies.
 Loctite products are
used in a variety of
industrial and hobbyist
applications

39.  It‟s a long journey of fevicol from „Fevicol ka
mazboot jod hai, tootega nahin‟ to the more
evolved message of „the ultimate adhesive‟.
 Each advertisement reflects market placement
creating loyalty, customer pull, leadership
and achievements.
 Little wonder then that Fevicol was ranked
No. 1 as the „most trusted brand‟ in the
Household Product category by the Economic
Times Brand Equity survey.