Marketing Strategy: Pidilite

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Background and Motivation

India is a growing economy and the average dispensable income with the consumer is increasing. Also the population of India is expected to grow to about 1.35billion by 2020 making it the most populous country in the world. This has led to increased consumer spending leading to FMCG becoming fourth largest sector in Indian economy. This sector witnessed a growth rate (CAGR) of over 11% in the past decade and is expected to increase at a compound annual growth rate (CAGR) of 14.7 per cent.
The various factors that have contributed to the growth of the FMCG sector in India are:

Large base of consumer – The exploding population of the country has worked in favor of the growth of the industry. The FMCG companies of
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The company’s brands like Fevicol, Dr.Fixit, M-seal are the market leaders in the segment in which they operate. The table below gives an indication of the major players involved in the adhesives segment:

Company Region Key Brands
Pidilite India Fevicol, Dr.Fixit, Fevikwik, M-Seal, FeviStik
Huntsman US Araseal, Araldite Karpernter, Araldite builder
Jubilant Industries India All Rounder, Polystic Hero, and Vambond Excel
Anabond India Anabond series

What has helped to build and maintain Pidilite’s market share?

There are 3 reasons which has helped the company to maintain and expand its present market share:

➢ The company has not shied away from investing in developing the brands under its portfolio. The company has always operated with a long-term view and it invested around INR4.8bn over the last 5 years in A&P, which is a significant investment in a segment where the company already has a strong market presence. The company has deliberately made efforts to increase the interaction with the end customers specifically the carpenters who are the major users of the company’s
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Fevicol is the largest brand in the adhesive and sealants segment and the company has maintained this leadership. It was the third most trusted brand in the household care segment. Pidilite also has a wide range of products in the construction and paint segment that is a high growth potential segment. Being one of the first players in this category, Pidilite has the advantage to leverage its position to build a long-term business.

Similarly, the company has given due respect to the art materials and stationary segment and has a good range of products to cater to this category. Products such as Rangeela and Fevigum etc. are quite popular among the users, which is positive for the long-term perspective.

The industrial segment is a relatively small segment as far as the company is concerned. Within the industrial segment industrial adhesives, industrial resins and organic pigments and preparations are the three subdivisions that contribute almost equally to the segment. Consumer and Bazaar segment: key growth

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