Beruflich Dokumente
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OF
PIDILITE
About the Company …..
• Pidilite - established as a partnership firm Parekh Dyechem Industries
in 1961
• Started by three brothers -Mr. B K Parekh, SK Parekh and H K Parekh
• Name changed to PDI Industries after merger with Kondivita Industries
in 1984
• Merged with Pidilite Industries in 1989 – Merged name changed to
Pidilite Industries
• Launched Fevicol Brand in 1956
• Has become Largest manufacturer of adhesive
• Pidilite’s mainstay of earnings is consumer & industrial adhesives and
sealants (Almost 60% of turnover)
• Company has in total 40 brands spanning 400 industrial and
consumer products
• Expansion of Product Portfolio has lead it to be recognized as a
leading FMCG player
• Most brands amongst the top two in their respective segments Some
• leading brands - Fevicol, Parcol, Fevibond, Fevikwik, Pidifix,
Pidivyl, Pidiseal, Acrolyte, Fevicryl etc.
• Launched several new products in last few years - Fevi Stik(Super
glue stick), Feviseal EasiMix,Prime tape, Acron (art materials)
Fevicol –Company’s Largest Brand.
Fevicol is synonymous with adhesives in India. Pidilite
offers an extensive range of consumer, craftsmen,
engineering and industrial adhesives under Fevicol
brand name. Excellent quality, extensive product range,
close relations with customers and award winning
advertisement have made Fevicol one of the most
trusted brands in India and the largest selling adhesives
brand in Asia.
• Pidilite offers a range of hobby & craft products under
the Hobby Ideas brand name. The products are
complemented with book, videos and training
workshops to make hobby fun and easy for hobby
enthusiasts. Pidilite has also opened India’s first chain
of hobby & craft retail stores under the Hobby ideas
brand name. The shops offer a large variety of hobby &
craft products sourced from around the world.
• Pidilite offers a wide range of constructions chemicals
under the Dr. Fixit brand name. The extensive product
range is used for waterproofing and repair for both new
& old constructions. Dr. Fixit is market leader in retail
market of construction chemicals and the products are
available in all leading cement, hardware, tile and paint
shops.
• M-Seal is India's leading sealant brand. Pidilite offers a
range of sealants for sealing, joining & repairing
applications for both consumer & craftsmen market
under M-Seal brand name. M-Seal is also gaining
acceptance in international market.
• Pidilite acquired Roff brand in 2004. Roff is a pioneer
in construction chemicals in India and is well known
for modern tile fixing solutions like tile-on-tile and
waterproof tile joints. Pidilite also sells several
construction chemicals under Roff name for application
in waterproofing, sealing, flooring, concrete treatment
& plastering
DISTRIBUTION STRUCTURE
Distribution Structure
AMRITSAR CHANDIGARH
(PUNJAB) MANUFACTURING (HARYANA)
UNIT
Main GODOWN
(DELHI)
FORMAL
INFORMAL COMPANY
DEPOT. C&F AGENT
(KANPUR) GHAZIABAD
WSS(42) WSS(46)
MANUFACTURING UNIT
Main GODOWN
C &F CO.
DEPOT
• Goods are then sent to the C & F agents and the Company owned
Depots
• Retailers also sell the goods to the end consumers under their
dealership.
TRANSPORTATION SYSTEM
FA C T O RY (M A HA R AS T R A)
TRUCKS
MOTHER GODOWN
TRUCKS TRUCKS
K A N P U R ( C O M PA N Y GHAZIABAD(C&F AGENT)
DEPOT)
TRUCKS TRUCKS
WSS(42)
WSS(46)
3 W H E E L E R S / VA N S
R E TA I L E R R E TA I L E R R E TA I L E R R E TA I L E R R E TA I L E R
TRANSPORTATION SYSTEM
Transportation system from the factory to the respective distribution
stages are covered solely by road.
• From the factory, the goods are transferred to the Main go-
downs in respective zones via trucks.
• Then trucks are used to transfer the goods to company depots
and C&F agents.
• Then the goods are sent via trucks to different WSS in their
assigned regions.
Class B Class C
Class A Class D
Between Between
Greater than Rs 30,000 pm Below Rs 5,000
Rs 30,000-10,000 pm Rs 10,000-5,000
SELECTION OF WSS
Capital Investment
This is dependent on the
• Present required turnovers
• The estimated future capital investments that will be required by
the distributor
• based on company’s growth plans in the area
Infrastructure
The basic infrastructural requirements for a WSS are :
• Two rooms measuring at least (10*10) sq. feet each.
• Delivery vehicles preferably 3 wheelers
• Sales executives called Interim Sales Representatives or ISRs.
• Storage godown
Relevant Experience
C O M PA N Y
C &F A G E NT
S O L D AT S O L D AT
108.93 S O L D AT 107.82
108.65
W S S A W S S B W S S C
S O L D AT S O L D AT S O L D AT
112 . 30 112 . 3 0 112 . 3 0
(MARGIN (MARGIN (MARGIN
3%) 3.25%) 4%)
RETAILOR RETAI LOR RETAILOR
A.UNDERCUTTING
112.30 112.30
WSS
110
WHOLESALER
Adventure Works: The ultimate source for outdoor equipment RETAILER
Reasons for undercutting
RETAILERS PRIMARILY
DEALING IN MICA,PLYWOOD
ETC SELLS BELOW
DEALER PRICE
The main reason for this is to gain higher volumes and to gain
revenues.
EVALUATION
• Once a distributor is appointed, the company generally
does not take away business from him, except when the
underperformance has been observed over long
periods.