Fevicol Branding

This presentation discusses the brand promotion strategies employed by Fevicol and the user engagment programmes initiated by Pidilite Industries. CBBE model for Fevicol is also included.

1. Assignment No.3 FEVICOL

2. Brand promotion - Brand awareness, ideas coming to life “India’s Most Trusted Brand Adhesives Become Innovative Fevicol is India’s Most Trusted Brand of Adhesives Pidilite’s biggest bond is through the Fevicol family of products. Fevicol has become a household name that is today synonymous with adhesives. The brand has introduced many innovative products which have transformed the way carpentry trade operates in India. Sted Brand” Even the Fevicol logo, with the two elephants tugging at, what seems to be a ball stuck with Fevicol; or a piece of wood stuck with Fevicol, and still struggling is a sign of " mazbooth jod ".

3. Associations with brand It Takes An Idea To Change The World Innovations that created a whole new segment. The company laid its foundations with innovation in the form of Fevicol – path-breaking synthetic white resin adhesive. It meant freedom from cumbersome animal fat glue for binding woodworks. To this day, Fevicol remains the first choice of carpenters. Fevicol was an industrial product, we re-launched it in an innovative ‘tube-pack’ to reach end consumers. Today Fevicol is integral to every household in India. Fevicol keep innovating and coming up with new variants of Fevicol to suit our diverse markets in India and abroad.

4. User Engagement Programme Keeping customers engaged: At Pidilite , several initiatives that support and empower woodworking community. The Fevicol Champions Club (FCC) is an exclusive platform for enhancement of social status and development of professional skills of carpenters. The group also conducts many social and cultural endeavors to bond together with the society.

5. Brand funnel - Personality , values, rewards, functions, attributes Researching Ground-Breaking Ideas The differences lies in doing things differently At Pidilite , we are always in motion, looking for the next opportunity to turn into a different idea. We search for new ideas in everything we do, and more than two thirds of our sales happen through in-house innovation. We have three fully-equipped in-house R&D centres in India and five state-of-the-art technical research and innovation centres in Singapore, Thailand, Brazil, Dubai and USA. Over 150 professionals use a customer-focused innovation process to bring to fruition the learnings from these interactions. This is why Fevicol, Fevikwik , M-Seal and Dr. Fixit are not just market leaders, but also names that have become synonymous with the product category.

6. Brand funnel - Personality, values , rewards, functions, attributes Giving Back To The Society Helping those who need it the most One of the most exceptional activities is Shram Daan Diwas , conducted on 20th December every year, where carpenters and contractors willingly volunteer a day’s work to help repair furniture and fixtures in municipal schools, government schools, schools for the blind and disabled, orphanages and hospitals.

7. Brand funnel - Personality, values, rewards, functions, attributes A Culture Of Caring Pidilite is built on a philosophy that binds its people together. At Pidilite , we care about the overall well-being of our employees. At a professional level, people are constantly encouraged to learn and think beyond convention. Responsibilities and challenges are handed over at an early stage to spur their career graph. Individual differences are celebrated and encouraged. Every moment is invested in helping every employee grow into an enterprising business leader. At a social level, we constantly add newer facilities and attractions to ensure a day at work is far from monotonous. From recreational facilities to a convenience store, we try to make life easy. Every department within the company also organises an annual informal gathering to encourage interaction between team members.

8. Fevicol : Brand Equity Fevicol was ranked No. 1 in the Household Care segment of the Most Trusted Brands in India for 2007-08 by Brand Equity (The Economic Times) and overall has been ranked the 20th Most Trusted Brand. Pidilite , the makers of Fevicol, rank 131st among India’s Top 500 listed companies, including those in the private and public sector (ET 500, published by the Economic Times in March 2007). The brand has built strong brand equity over the years and is able to achieve so much success due to its consistent quality, efficient distribution network and CRM practices by the company.

9. Advertising strategy adopted by Fevicol Advertising strategy adopted by Fevicol One of the main reasons for Fevicol's popularity is the creative marketing strategy, including successful advertising campaigns created by Ogilvy & Mather. Fevicol advertisements over the years have always been remembered. Right from Bob Cristo wrestling with a chair made of Fevicol, to a politician who is glued to his chair, to the hen that laid unbreakable eggs, to the overflowing bus, to the joint family that refuses to fall apart, every piece of communication developed by Ogilvy & Mather has broken clutter, increased sales and at the same time entertained the viewer. The Fevicol campaigns over the years have resulted in making it a ' numero uno ' brand in a segment dominated by unbranded, unorganised , low involvement and low cost products. 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 . Today, Fevicol owns the territory of bonding seamlessly. Today everyone asks for ‘Fevicol’ and not adhesive.

10. Connecting with carpenters Connecting with carpenters In its early years most competitors—small-scale local manufacturers of white glue and multinational brands like Movicol (currently discontinued)—marketed their products through hardware stores and timber marts. Fevicol , on the other hand, approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market. Over the years, Fevicol has introduced a series of programs for carpenters and end-users to help build a strong relationship with them. Fevicol introduced Fevicol Furniture Books which showcased furniture designs with illustrations and measurements. These books helped enlighten the carpenters on new styles and trends in the furniture market, apart from building awareness for the brand. The Fevicol Champion’s Club (FCC) was another initiative introduced by the company. It served as a platform for carpenters to increase their social contacts and be part of a social network. The company went a step further by sponsoring activities to build relations with the families of the carpenters.

11. Connecting people with humour Connecting people with humour Creative advertising has also helped keep the brand alive in this non-interesting category. The creative strategy that Ogilvy & Mather has employed for Fevicol is “to make bonding a Fevicol attribute,” and its advertising has used intelligent humour to convey this meaning. Catch phrases from popular Fevicol TV ads like "Dum laga kar haisya , zor laga kar haisya "; "Fevicol ka majboot jodh hai , tootega nahi " and " Pakade rehna , chhodana nahi " are also used in day-to-day conversation. Fevicol and the other brands from Pidilite have received more than their share of space in the media as well. 1998 2002

12. Values @ Fevicol A zero tolerance to unethical dealings mandates that all legal and company laws, rules & regulations, policies and procedures are scrupulously adhered to. All information, communication, expectations are openly and honestly shared at all levels. This creates mutual trust and respect. Be sensitive to, and listen and learn from people across all levels. Respect time and opinions. Reprimand actions, not people. Use the company’s resources wisely. Contribute to its growth as if it is your own. Focus on long term goals rather than short term one.

13. Fevicol as Brand Keeping Pace With Change Keeps You Ahead. Training is important for individual progress as well as for the company. The easy accessibility to technology has created a break-down of product differentiators, which has fuelled competition. Customers now expect better quality and service and only an organisation that is updated on all fronts can rise up to this challenge. At Pidilite , learning is an on-going process. Which is why, we periodically conduct training programs to help our employees upgrade their skills and also build core management competencies. We are a company guided by values like equality and transparency

14. Salience – Adhesives, Waterproof Adhesive, Craft needs, Awareness Performance – Good performance under heat, water. Available in different SKUs. Large buckets to small tubes, Non-smelly, No reaction to skin, easily removed. Imagery – Carpenters, Architects, ease of use, white color, different SKUs, ease of application. Judgment – Products in all different segment – Hot Melting, Aqua Marine, High Strength Feeling – Bonding, Trustworthy, Advertisements, Slogans – Jor laga ke haishaa , Mazbooti ka jod hai chutega nahi Resonance – First choice of carpenters and art and craft lovers. Fevicol is synonym of glue or adhesive. Community Groups, FeviKraft magazine, Carpenters Club. CBBE Moddel

15. Brand Portfolio

16. Brand Portfolio ( contd …)

17. Bond Sticky Non-smelly SUPW, Craftwork Furniture Mazbooti Innovative/Smart Advertisements Carpenter Bollywood Song Relationship / Association Purity Time pass game Strength White ease-of-use value for money What People recall with Fevicol

18. Physique – Brand Slogan, Logo-symbol, Iconic Advertisements Relationship – First choice of carpenters, Hobby Ideas, Trust Reflection – Quick, Clean, Innovative Personality – Quick, Creative, Strong Culture – Believe in bringing change, High ethical standards Self-Image – Younger brand, Most trusted, Customer Centric E X T E R N A L I Z A T I O N I N T E R N A L I Z A T I O N PICTURE OF RECIEVER PICTURE OF SENDER

19. References https:// www.scribd.com/document/258754464/fevicol-success-story http:// www.bloncampus.com/columns/brand-basics/the-business-of-bonding/article8980776.ece http://www.pidilite.com/our-brands/fevicol / http ://bsmedia.business-standard.com/_media/bs/data/market-reports/equity-brokertips/2013-12/13860517250.18136000.pdf