By: Pranali Shah Roll No.: 31 Under the Guidance of : Miss ShobhaVenkatesh
This legacy brand is a generic name in the adhesive category in India Sold in its signature blue and white packaging The Fevicol story began in 1959, when the Parekh Group floated Pidilite Industries to capitalize on the potential market for synthetic resin adhesives, or “white glue” in India. Applications of white glue Wood-working, upholstery, flooring, and footwear Before Fevicol came to the production line, adhesives were usually made from animal fat, colloquially known as Saresh.
Brand name: Fevicol.
Logo :
Character /Mascot: Two elephants tugging at a piece of wood stuck with Fevicol, and still struggling. Target Group: Besides the carpenters and architects, it is essential to talk to the household owners who influence the decision on purchase of adhesives USP: The ease of applying it.
Had already established itself before it adopted Advertising (Started TV Campaigns after almost 30 years of its launch) Strong competition from local and small competitors A product of a very low significance and of mundane nature was to be converted into a Brand
The attribute of ease in the product‟s application Quality
Packaging
Marketing strategies Connecting with the Carpenters Direct Approach Justification of the product‟s higher price Initiatives for building strong Consumer Relationships Publishing magazines Furniture book Fevicol champions club Fevicol science project challenge Pidilite knowledge series(PKS) Pidilite award for excellence(PAFE) Pidilite information series
Advertising Strategy Connecting with Humour Driving force : Ogilvy and Mather Make bonding a Fevicol Attribute Brand became “Numero Uno” Two key drivers have made Fevicol a power brand: A continuously innovative approach to own 'bonding„ Retaining the Indian flavour in the communication with a touch of humour. Hence , Fevicol advertisements over the years have created the unique brand image of „ultimate bonding‟
“YE FEVICOL KA MAZBOOT JOD HAI TOOTEGA NAHI”
Masti (2004) Vivek oberoi says, – "Itni badi chipku hai ki Fevicol wale ise sponsor kar denge.“ Awara Pagal Deewana (2002) Golmaal Returns (2008) Joru Ka Gulam (2000) Coolie No.1 (1995)
No. 1 in the Household Care segment of the Most Trusted Brands in India for 2007-08 by Brand Equity (The Economic Times) Ranked the 20th Most Trusted Brand Pidilite, the makers of Fevicol, rank 131st among India‟s Top 500 listed companies (ET 500, published by the Economic Times in March 2007). Market Share – 60%
Market share
Others 40%
Fevicol 60%
Laurels won by O&M for their witty Ads Campaign of the Century Silver at the 2000 Abby Awards for their Fevicol adverts A Lion at the Cannes The one which includes eggs (1998) The one which includes the bus(2001) Has penetrated the brand deep into the minds of the customers themselves
Advertising for a mundane product ??? Advertising remained impervious Most of the ads have have a rural setting/backdrop and involves its target consumers i.e. The carpenters Consistency in Message- “Building Bonds” Ads has evolved over a period of time Fevicol‟s life comes full circle with its new technologically superior variants Marine (water proof adhesive) and Speedx(a quick drying adhesive)
Refresh the offerings rather than the communication
Endeavour to offer the Customers more technically superior products.
Key Success factors for the Fevicol Brand Consistent quality Widespread distribution networks Excellent customer relationships
