This document summarizes a case study presented by Rohit Dhoundiyal and Chetan Kadam about the company Pidilite Industries. It discusses that Pidilite was incorporated in 1995 and became a market leader in telecom cable gel. It produces over 40 specialty chemicals and has annual sales of 87 crore. It introduced the adhesive brand Fevicol in 1959 which is now marketed in 54 countries and available in 50,000 stores. The document then discusses some of Pidilite's other adhesive brands and summarizes the company's marketing strategies. It describes the company's success expanding one of its niche adhesive brands into new markets and increasing its sales. The dilemma presented is whether to continue focusing

1. CASE STUDY
FIXING FEVICOL
Presented by : - Rohit Dhoundiyal & Chetan Kadam

2. 
Incorporated in the year 1995, and became market leader in
“Telecom Cable Gel”.

Products - Organic titanates, construction chemicals,
adhesives and paints along with 40 speciality chemicals.

13 offices & 3 factories with the support of 300 highly
skilled professionals.

Export to 30 countries including USA, Germany, Japan &
France.

Annual sales of 87 crore, as on march 2010.

3. FEVICOL



Introduced in the year 1959.
Marketed in 54 countries.
Available in 50000 stores.
FEVICOL
PIDILITE

4. CASE SUMMARY

5. VAMICOL
&
JEEVANJOR
CENTURY
ADHESIVES
KIT-COL
OTHER
BRANDS
BLUECOAT
UNICOL
FALCOFIX

6. MARKETING STRATEGIES

STP
Segmentation
 Targeting
 Positioning
4 P’s
 Product
 Price
 Place
 Promotion



7. What Happened in Niche Market

Positive response from contractors.

Successful in Indore, Rajkot, Jalandhar, Amritsar,
Mysore, Satara & Baroda.

Acquired “Vishwas” in 2008 & merged with
“Kushal”.

Increased sales to 125 tons/month.

No. 1 Brand in Niche Market.

8. The Dilemma

Whose view point do you support and why?
We support the view point of the marketing head
Supriya because of the following reasons: 




Past success.
Practical examples of firms moving from niche to
mass market.
Cost Effective
Less wastage of time.
Acceptance by Plywood store channel.