The company’s first manufacturing plant was set up in 1963 in Kondivita has made the white glue brand Fevicol famous, since then the flagship brand of Pidilite has become the household name in the blue category.
The parent company Pidilite have the extensive range of adhesive brands such as Dr. Fixit, Fevikwik, M. Seal to cater to the varied needs of the different customer segments.
Segmentation, targeting, positioning in the Marketing strategy of Fevicol–
Identifying the different set of groups in the population with similar demand dynamics or characteristics helps the company in creating products & services accordingly and segmentation helps in this process. Fevicol uses geographical and demographical segmentation strategy.
Since its most of the offerings are targeted to the masses by and large there it uses Mass targeting strategy.
The brand has been innovative in projecting its usage and problems solving nature which has helped the brand in reaching to the masses and penetrating to the remotest region. The brand uses usage and product benefit positioning strategy.
Marketing mix – Here is the Marketing mix of Fevicol
SWOT analysis – Here is the SWOT analysis of Pidilite.
Mission- “Invite, invest, and embrace talented people and scientists for great challenges ahead
Support, serve and satisfy all valuable customers with our innovative products and excellent technical competency
Innovate with our customers to provide total product satisfaction and business growths”
Vision- “To Be Most Innovative Research and Technical Competence Centre for Sustaining “Innovation-Driven” globally”
Tagline-“The Ultimate Adhesive”
Competitive advantage in the Marketing strategy of Fevicol–
1. Product Portfolio: The parent company have the strong portfolio of the brands which not only help Fevicol to penetrate to the remotest regions through economies of scale but also help in increasing the visibility of the brand in the market due to the availability of a large number of SKU’s (stock keeping units).
2. Innovative Advertisement Campaigns: Whether it is its Dum Laga Ke his advertisement or quirky ads involving Bollywood celebrities, the brand has been successful in connecting with the local consumer’s mindset resulting into the high brand recall.
3. BCG Matrix in the Marketing strategy of Fevicol- The brand operates in business segments such as Constructions / Paint Chemicals, Art & Craft Material, Pigments, Industrial Resigns, and adhesives.
The offerings of the brand is widely used and majority share in the market in Art & Craft and Constructions / Paint Chemicals business segment, therefore these businesses are stars in the BCG matrix while other businesses of the company are the question mark in the BCG matrix.
Distribution strategy in the Marketing strategy of Fevicol-
With 26 subsidiaries out of which 8 in India and 18 located abroad, the Company is using these direct and indirect subsidiaries to reach out to 71 countries globally. The company has more than 9 manufacturing plants worldwide which exports 500+ SKU’s (stock keeping units) every year.
The company distributes its offerings through the mix of various distribution channels such as Pops & mums store, Retailers, Wholesalers, e-commerce websites, and resellers.
Brand equity in the Marketing strategy of Fevicol
The brand has won several awards and accolades for its brilliant advertisements and for effective business operation. Some of the awards won by the company Abby Awards 2016 Silver in Events and Experiential Public Relations, CNBC TV 18 11th IBL Awards Most Promising Company of the Year in the year 2016, Golden Mikes 2016 -Bronze in Effectiveness etc.
The Brand has been effectively marketing its offerings by associating it with the daily life problems of the consumers and by showcasing how the brand can make their easier.
Competitive analysis in the Marketing strategy of Fevicol-
Fevicol closely associates by doing forward integration with the customers like those with carpenters/ craftsman, builders in order to understand their needs in the better way and offer the products accordingly.
It competes with companies in the market based on various factors such as availability in the market, packaging, SKUs. Some of the competitors of Fevicol are Bondtide, Araldite, Dendrite etc.
Market analysis in the Marketing strategy of Fevicol-
Due to technological advancements and changing times the innovation is shaping the growth trajectory of the companies in the adhesive market. Companies operating in this industry do forward and backward integration with customers and Suppliers respectively in order to do the market expansion and for introducing suitable products for the changing demand pattern in the market.
Some of the factors affecting the companies operating in the market are Government regulations, the infrastructural growth of the developing nations, rising raw material prices, suppliers dominance etc.
Customer analysis in the Marketing strategy of Fevicol–
Since the company operates with offerings in both Retail as well as the B2B segment. It caters to the needs of business houses such as furniture & fittings, infrastructure companies, and others.
In the retail segment, customers of the brand are in age group starting from a child of 5 years who does art & craft, to the age of customers of 50 years who uses the adhesive brand for day to day household purpose.
