Marketing Strategy of Fevicol – Fevicol Marketing Strategy: In 1963, Kondivita was the first location for a manufacturing plant. The white glue Fevicol became a household name and has been the company’s flagship brand ever since.
Pidilite, the parent company, has a wide range of adhesive brands like Dr. Fixit and Fevikwik to meet the diverse needs of different customer segments.
Fevicol At A Glance – Fevicol Marketing Strategy
Company : Fevicol
CEO: Bharat Puri
Founder: Balvant Parekh
Year founded: 1959
Headquarters: Mumbai, India
Annual Revenue: 74.43 billion INR
Profit | Net income: ₹1,119 crore
Products & Services: Fevicol | Fevicol MR | Dr. Fixit | Fevikwik | M-Seal | Fevistik
Fevicol Fun Fact: Fevicol made its television debut in 1997 with its first television ad ‘Dum laga ke haisha’ featuring filmmaker Rajkumar Hirani. The tug of war visuals along with the elephant for an added effect became synonymous with the brand.
Fevicol Marketing Strategy
Fevicol’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Fevicol? Let us discuss.
Fevicol Marketing Strategy – Segmentation, Targeting, Positioning
The company can identify the different groups within the population that have similar demand characteristics or dynamics to create products and services. segmentation aids in this process. Fevicol employs a demographical segmentation strategy.
It uses a Mass targeting strategy, as most of its offerings are targeted at the masses.
The brand is innovative in presenting its usage and solving problems. This has allowed it to reach the masses and penetrate the most remote regions. The brand uses a product advantage positioning strategy.
Fevicol Mission Statement
“Invite, Invest, and embrace talented people and scientists for great challenges ahead
Support, serve and satisfy all valuable customers with our innovative products and excellent technical competency
Innovate with our customers to provide total product satisfaction and business growth”
Fevicol Vision Statement
“To Be Most Innovative Research and Technical Competence Centre for Sustaining “Innovation-Driven” globally”
“The Ultimate Adhesive”
Fevicol Marketing Strategy – Competitive Advantage
Product Portfolio: Fevicol’s parent company has a strong portfolio of brands that not only allow Fevicol to reach remote regions with economies of scale but also increase the brand’s visibility in the market because of the availability of large numbers of SKUs (stock-keeping units).
Innovative Advertising Campaigns: The brand’s Dum Laga Ke His advertisement or the quirky ads featuring Bollywood celebrities have been successful in connecting with local consumers, resulting in a high brand recall.
Fevicol Marketing Strategy – BCG Matrix
BCG Matrix is part of the Fevicol Marketing Strategy. The brand operates in several business segments, including Constructions / Paint Chemicals and Art & Craft Material. Pigments, Industrial Resigns, and adhesives.
These businesses have a large market share and are widely used by the brand in Art & crafts and Constructions / Paint Chemicals. Other businesses in the company are a question mark in the BCG matrix.
Fevicol Marketing Strategy – Distribution Strategy
The Company has 26 subsidiaries, including eight in India and 18 abroad. These subsidiaries allow the company to reach out to 71 different countries around the world through indirect and direct subsidiaries. More than 9 manufacturing facilities are located worldwide and export 500+ SKUs (stock-keeping units) each year.
The company’s offerings are distributed through a mix of distribution channels like Pops & mums, Wholesalers, and Retailers.
Fevicol Marketing Strategy – Brand equity
The brand has received numerous awards and praises for its innovative advertisements and efficient business operations. The company won the Abby Awards 2016 Silver Events, Experiential Public Relations, CNBC TV18 11th IBL Awards Most Promising Business of the Year in 2016, Golden Mikes 2016-Bronze Effectiveness, etc.
The brand has successfully promoted its products by associating them with everyday life problems and by showing how they can help.
Fevicol Marketing Strategy – Competitive Analysis
Fevicol works closely with customers to integrate their needs.
It competes against companies on the market based on various factors like availability, packaging, and SKUs. Fevicol is also competing with Dendrite, Araldite, and Bondtide.
Fevicol Marketing Strategy – Market Analysis
The adhesive market is experiencing rapid growth due to technological advances and changing times. This industry works with suppliers and customers to achieve forward and backward integration.
Companies operating in the market will be affected by Government regulations, infrastructural growth in developing countries, rising raw material prices, supplier dominance, and many other factors.
Fevicol Marketing Strategy – Customer Analysis
The company offers both retail and B2B segments. It serves the needs of businesses such as furniture and fittings, as well as infrastructure companies.
The brand’s retail customers are divided into age groups. They range from children aged 5 who do art and craft to customers 50 years old who use the adhesive brand for daily household purposes.
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