Brand Bigger than company

a case study of pidilite, Brand Bigger than company

1. Brand Bigger Than Company: Pidilite Registration No : 11511071 11510947 11511050 11511016

2. Pidilite Industries Limited is the largest adhesive manufacturer in India, founded in 1959. Headquarter is in Mumbai. Pidilite’s mainstay of earnings is consumer and industrial adhesives and sealants . The company operates in India, Brazil, US, UK, Singapore and many others. Pidilite is leading industry in this category with highest market share of 60%. COMPANY BACKGROUND

3. Pidilite has become the largest manufacturer of adhesive. Expansion of product portfolio has lead it to be recognized as a leading FMCG player . Company has in total 30 brands spanning 300 industrial and consumer products. It has launched several new products in last few years like Fevistick, Feviseal. Fevicol is company’s largest brand

4. Do you know about P idilite?

5. Major Brands of Company

6. 6 Ranking of Fevicol in Indian Market 6

7. What comes to your mind , when asked about fevicol ?

8. 10 Fevicol and its Logo

9. One of the main reasons for Fevicol's popularity is the creative marketing strategy. The earthy humor in Fevicol ads brings a smile to everyone's face. Strong advertising and distribution has made Fevicol a household name . “Tode Nahi Jode” “Dum laga kar haisya, Zor laga kar haisya" " Fevicol ka mazboot jodh hai, tootega nahi“ “Pakde rehna chodna nahi”

10. STRENGTHS Advertisement Brand Image of ‘Fevi’ Strong R & D 60% Revenue from brand ‘Fevicol’ Star of Television Commercial WEAKNESS Recent Acquisition of Cyclo brand of car care products. Profitability dependency on Fevicol & M-Seal OPPURTUNITY Creative competition Campaigns among Students and adults to promote brand . Must focus on growing economies(International Market) as chemical industry is growing in India. THREATS Crude Oil Prices Competitors SWOT ANALYSIS

11. 65% of furniture production in India is out of wood The carpenters play a vital role in deciding which adhesive to use First mover advantage Initial Strategy Help carpenters realize the importance of using quality products Follow up Maintaining close contacts with its primary target audience How did Fevicol Become a Brand?

12. Question 1. Does Fevicol qualify as a brand bigger than the company? What might be the implication of this? What are the possible solution?

13. Answer Oldest Brand High recall Popular among Consumers and Carpenters Enjoys higher confidence as a Brand

14. Marketing strategy for other brands become centric to the successful brands. Customer loyalty towards the brand. Benefits the company in long run. Company shares a positive equity. IMPLICATION

15. Promotional activities for other brands for strong positioning Creating awareness among the mind of customer by associating it with fevicol. SOLUTION

16. Comment: Should the brand fevicol be extended? If yes, then when , how should this be done? Question no 2

17. "Fevicol" as a name itself is commonly used as a generic for strong bonding or stubborn stickiness. Fevicol’s popularity due to creative marketing strategy including successful marketing campaigns. Awareness of Extension could be created through other channels like fevicol furniture books, fevicol champions club which are already launched in market. Successful brand and line extension like Fevistick, Feviquick, Fevicol MR. It could also be launched as a product that could be used multi-purposely using the prefix “Fevi.” Capturing high market share by promoting globally. ANALYSIS

18. Jan – march : From the month of Jan to march, there is a demand for paint related products due to Holi. April – June : With the start of financial year , many new schemes are introduced . Products like fevicol SH and fevicol SR 900,sell well during these months. July approaches : Sales takes a dip. Due to monsoon, there is no painting of houses. August – December: Demand rises again due to festive and matrimonial season, where people paint their houses , goes for new furniture & other renovations. WHEN IT SHOULD BE EXTENDED ?

19. Sep 3, 2014 - "Yeh Fevicol se bhi mazboot jod hai (this bond is stronger than that of Fevicol)" is a quote used when Modi described the Indo-Japan relations.-NARENDRA MODI “Pidilite” have reached where they are today mainly due to the close team-work of their employees and due to their shared value system which emphasizes commitment to excellence, closeness to customers, and the spirit of innovation” – M.B PAREKH