Suman

Alisha Anand(08)
Prince Sharma(45)
Ritika Saxena(51)
Srishti Maurya(63)
Vishal Swami(82)
Akshat Joshi(121)
Sadhana Kumari()
 Introduction
• Largest adhesive manufacturer in
India.
• Founded in 1959 by B.K Parekh.
• Primarily focused on the need for a
good adhesive for carpenter.
• 1963- Fevicol was first launched in
the manufacturing plant in Kondivita.
 MICRO ENVIRONMENT
• Competitors- Locite, Euro, Araldite, Rental
furniture.
• Market intermediates- Super store, retail
stores, stationary shops.
• Customers- Carpenters, Households,
Students.
 MACRO ENVIROMENT

DEMOGRAPHIC ENVIRONMENT:
• Targeted Population- the company develop well
defined strategies which is helpful to reach more
population.
• Opportunity- Growing population of India.
• Threats- Competition from small and local
enterprises.
ECONOMIC ENVIRONMENT:
• 65% of furniture production in India is of wood.
• Carpenters play a vital role in selection of
adhesive.
• Fevicol has become the largest selling adhesive
in Asia and its percentage in over 54 countries.
• Threats- As it is also dependent on the crude
oil price.
SOCIO-CULTURAL ENVIRONMENT :

• The Fevicol Champions Club (FCC) is an exclusive

platform for enhancement of social status and
development of professional skills of carpenters.
• On 20th December every year they do a most exceptional
activities, where canpenters and contractors willingly
voluntee a day to help repair furniture in municipal and
government school, which are for blind and disabled
children.
POLITICAL ENVIRONMENT:
 MARKETING MIX
Products-
It has a great range of products for both
industrial and household usage as a glue.
Fevicol MR – used in wood, plywood, paper and
fabrics
Fevicol SH – use for marble and granite
Fevicol Marine- synthetic rubber adhesive
Fevicol WRA- water based adhesive for flooring
Place:
• Fevicol products are available almost everywhere
in India, as they cater to both end users and
enterprise clients.
• Fevicol is Asia’s largest selling adhesive brand so it
is present widely across most of the countries in
Asia and 54 countries in the world like India,
China, Indonesia, japan, Thailand and Singapore
and many more.
• In India Pidilite has nearly 65000 retail stores
selling Fevicol products across the country in
50000 locations
Price:
• Fevicol has got wide product offering as it is available in
different SKU’s ranging from 125 grams to 50 Kg. these are
available in plastic containers.
• Fevicol SH is available at Rs. 825 per 5 kg can and SR 505
at Rs. 200 per litre.
• It follows target costing where it deals at a specific price
where consumers are willing to pay and then it designs
and manufactures the product meeting that specific price
Promotion:

• Fevicol is spending huge amounts on

advertisements off late according to their strategy.
• It uses mass media like print advertisements,
online marketing, Television commercials,
hoardings at important places in cities and towns.
• It also invests in PR activities and below the line
advertising activities like displays, meetings with
users like carpenters and some contests also.
 STP
SEGMENTATION-
Mass market
Economic product with quick solution
TARGETING-
Carpenters, household and students
POSITIONING-
The no.1 white adhesive brand in Asia