By: Pranali ShahRoll No.: 31

Under the Guidance of :Miss ShobhaVenkatesh

BRAND OBSERVATION

Brand

The Brand Fevicol This legacy brand is a generic

name in the adhesive category in India

Sold in its signature blue and white packaging

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.

Applications of white glueWood-working, upholstery, flooring,

and footwear Before Fevicol came to the

production line, adhesives were usually made from animal fat, colloquially known as Saresh.

Brand Elements

Brand name: Fevicol.

Logo :

Character /Mascot: Two elephants tugging at a piece of wood stuck with Fevicol, and still struggling.

Target Group: Besides the carpenters and architects, it is essential to talk to the household owners who influence the decision on purchase of adhesives

USP: The ease of applying it.

Carpenter

Fevicol Products

  

 

Existing Product – Synthetic Resin Adhesive

New Product

Line Extension –

Fevicol SpeedexFevicol MarineFevicol VC 31

Brand Extension –  Fevicol WRAFevicol SR X-PresFevicol Marble GlueFevicol FoamfixFevicol DDLFevikwikFevigumFevistikFevibond

CHALLENGES Had already established

itself before it adopted Advertising

(Started TV Campaigns after almost 30 years of its launch)

Strong competition from local and small competitors

A product of a very low significance and of mundane nature was to be converted into a Brand

Success Factors The attribute of

ease in the product’s application

Packaging

Quality

Success FactorsMarketing strategies -Connecting with the Carpenters Direct Approach Justification of the product’s higher price Initiatives for building strong Consumer

Relationships Publishing magazines Furniture book Fevicol champions club Fevicol science project challenge Pidilite knowledge series(PKS) Pidilite award for excellence(PAFE) Pidilite information series

Success FactorsAdvertising StrategyConnecting with Humour Driving force : Ogilvy and Mather Make bonding a Fevicol Attribute Brand became “Numero Uno” 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.

Hence , Fevicol advertisements over the years have created the unique brand image of ‘ultimate bonding’

Bonding –An

Attribute

TVC’S

“YE FEVICOL KA MAZBOOT JOD HAI TOOTEGA NAHI”

Print and Outdoor Ads

Print and Outdoor Ads

Bollywood Movies Masti (2004)Vivek oberoi says, –

"Itni badi chipku hai ki Fevicol wale ise sponsor kar denge.“

Awara Pagal Deewana (2002)

Golmaal Returns (2008)

Joru Ka Gulam (2000)

Coolie No.1 (1995)

Results No. 1 in the Household

Care segment of the Most Trusted Brands in India for 2007-08 by Brand Equity (The Economic Times)

Ranked the 20th Most Trusted Brand

Pidilite, the makers of Fevicol, rank 131st among India’s Top 500 listed companies

(ET 500, published by the Economic Times in March 2007).

Market Share – 60%

Fe-vicol60%

Others40%

Market share

Results Laurels won by O&M for

their witty Ads Campaign of the

Century Silver at the 2000 Abby Awards for their Fevicol adverts

A Lion at the Cannes The one which includes

eggs (1998) The one which includes

the bus(2001) Has penetrated the

brand deep into the minds of the customers themselves

Brand Auditing Advertising for a mundane

product ??? Advertising remained impervious Most of the ads have have a rural

setting/backdrop and involves its target consumers i.e. The carpenters

Consistency in Message- “Building Bonds”

Ads has evolved over a period of time

Fevicol’s life comes full circle with its new technologically superior variants Marine (water proof adhesive) and Speedx(a quick drying adhesive)

Future Aim

Refresh the offerings rather than the communication

Endeavour to offer the Customers more technically superior products.

Key Success factors for the Fevicol Brand Consistent quality Widespread distribution

networks Excellent customer

relationships

TODAY WE DON’T ASK FOR AN ADHESIVE BUT

“BHAIYA EK FEVICOL DENA”