FEVICOL

INTRODUCTION

Few brands enjoy the status of being synonymous with the category of product they represent. Fevicol is one such brand.
Sold in its signature blue and white packaging, this legacy brand is a generic name in the adhesive category in India, and is a
familiar sight in most households.
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.
The primary application of white glue was in woodworking, with secondary applications in upholstery, flooring, and
footwear.
This was at a time when unwieldy natural adhesives (which needed to be melted before use) were the norm in the wood
furniture making industry. Being a synthetic resin adhesive, the products ease of application worked as a unique selling
proposition for the brand.
The adhesives and sealant market in India is estimated at Rs. 5 billion
Pidilite is the leading player in this field, with a market share of 60%
FEVICOLS SUCCESS STORY

Apart from product quality, maintaining close contact with its primary target audience, the carpenters, has helped Fevicol sustain its leadership position in the
white glue market
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.
The Fevicol Champions 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.
Organizing free dental checkups, blood donation camps, or celebrations during festivals like Independence Day played its part in making the bond stronger. This
tactical move has helped the company build strong brand equity for Fevicol.
The company went a step further by sponsoring activities to build relations with the families of the carpenters. For example, the company regularly organizes
vocational training for their spouses and childreneducating them on everyday activities like opening bank accounts and sewing.
ADVERTISEMENT CAMPAIGN

Intelligent humor in advertising has helped keep the brand alive in this non-interesting category. Some of its award winning TV
advertisements include showcasing an egg that wont crack because the hen that laid it fed from a Fevicol tube (1988), to more
Indian-specific ones like a creaky bus carrying an unimaginable number of passengers glued together because of a Fevicol signage
ad (2001)

Consider this for starters during the marriage the pundit recites the mantra. ~ YEH FEVICOL KA MAZBOOTH JOD HAI TOOTEGA
NAHI or for that matter Cricket hi to hai desh ka Fevicol .

 Both these humor logs are pointers to the image that fevicol has been able to build over
the years due to sustained brand building campaign. If it sticks it has to fevicol, in
bollywood style toote dilo ke alawa sab kuch jode fevicol . Lets just do a little dissection
of these adverts and find out why does fevicol binds like none other.
Fevicol as a portfolio has been handled by O&M for a number of years now, infact I don?t
remember anything to do with fevicol without the O&M seal on it. The bonding has been
a wonderfully rewarding one for both O&M and Pidilite read fevicol.
So much so that O&M won the Campaign of the Century Silver at the 2000 Abby Awards
for their fevicol adverts. Fevicol also won them a Lion at the Cannes, which is as good as
the Oscars for the moviemakers.
The Idea of all the fevicol adverts is very simple and straightforward, fevicol aise jod
lagaye acche se accha na tod paaye which is fevicol binds so good that no one can break
it. I remember seeing a wonderful print advert of fevicol, the god of death Yama is trying
to pull out life from a person whose ordained time has come, but is unable to do so, the
reason, the body is lying next to a tin of fevicol.
PROMOTION MEDIAS

Communication Channel :
TV Commercials
print media
Marketing Communication Mix :
TVC and Print media
Brings out magazine called as Fevicol Furniture book to directly connect with
carpenters
Innovative and Humorous TV Commercials
Communication Results :
Has created a very high Brand Equity
For common people Fevicol is the other name for super glue.
 But why does Pidilite spend between Rs 10 crore and Rs 15 crore on
advertising Fevicol which is not really a mass consumer product. The
primary target consumers for the brand are interior decorators,
carpenters, dealers and architects who can certainly be reached
through more prudent ways. That is because Fevicol advertisements
appeal to everybody. Besides the carpenters and architects, it is
essential to talk to the household owners who influence the decision
on purchase of adhesives. Besides, Fevicol and its brand extensions
such as Feviquik, Fevistic, Fevitite are being used in schools, offices,
households and do-it-yourself segments.
SALE FIGURES

STATISTICS

Growth in revenue over the years

7000

6000

5000

4000

3000

2000

1000

0
2013-14 2014-15 2015-16 2016-17
Revenue 4283 4844 5277 6108