The Campaign will be launched nationwide through following channels: Print Ad Outdoor Ad Radio Jingle Television Ad Marketing & Advertising plan for private established company

1. PRESENTER:
Sumit Tomar
sumittomar0000@gmail.com
Contact:7060693930
ADVERTISING MODEL:
FEVICOL

2. Introduction
 Introduced in 1963: path-breaking synthetic white
resin adhesive.
 1970: 30 g collapsible tube launched.
 India’s most trusted brand of adhesives for over
50 years.
 Transformed carpentry trade operation in India.
 Available in 5 lakh outlets in India.
 Around 70% market share.
 Used synonymous with adhesives.

3.  Parent company: Pidilite Industries Ltd.
 Category: Adhesives & FMCG
 Sector: Industrial Products
 Tagline: The Ultimate Adhesive
 USP: The Largest selling white adhesive brand in
India.

4. Products Offered
 Fevicol MR: for household usage
 Fevicol SH: basic resin adhesive
 Fevicol Marine: waterproof adhesive
 Fevicol Hi-Per: high performance adhesive

5. Fevicol SH
 Synthetic resin adhesive
 Mainly intended for wood working and porous
materials.
 Strongly binds wood, plywood, laminate, veneers,
MDF, boards and corks.
 Benefits: unsurpassed bonding strength, resistant
to heat.
 Sizes: ranging from 50 g to 200 kg.

6. Fevicol MR
 Adhesive for crafts, small material.
 Comes in small packaging.
 Used by children, households, offices.
 Loved for its superior quality and ease of
application.
 Used to bond substrates like cardboard, paper,
polystyrene, wood, etc.
 4 units of Fevicol MR sold per second.
 Ele Fevicol MR: new toy elephant shaped pack
especially designed for children.

7. Competitive Review
Competitors:
 Falcofix
 Bluecoat
 Vamicol
 Araldite
 Bondtide
 Loctite

8. Marketing Plan
Objectives:
 To maintain its market dominance.
 Reinforcement of image.
 Persuade consumer decision making process.
 Bring out change in consumer perspective.
 To counter competitor’s marketing strategy.

9. Media Objective
 Segmentation: Customers looking for economic
products with quick solutions to their problems.
 Target market:
 Wholesalers
 Retailers
 Stationery stores
 Carpenters
 Students
 Households
 Offices
 Positioning: The No.1 white adhesive brand in
Asia.

10. Ad Campaign
The Campaign will be launched nationwide through
following channels:
 Print Ad
 Outdoor Ad
 Radio Jingle
 Television Ad

11. Advertisement Appeal
 Rationale approach is used.
 Tried to appeal by tickling the funny bone.
 Based on the ‘Idiot Quotient’ Campaign of
Fevicol.
 Use of exaggeration.

12. Expenditure Distribution
Channel Expenditure Frequency
Television 40 crore pa 4 times a day
Radio 1 crore pm 6 times a day
Print 40 lakhs pm Twice a week
Outdoor 80 lakhs pm Monthly

13. Print Ad

14. Outdoor Campaign