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Project Report On Fevicol Company Essay

2766 Words12 Pages

Marketing Planning Term – I PROJECT REPORT Brand Fevicol Company Pidilite Industries Category Adhesives and Sealants Sector Consumers and Bazaar Products/FMCG Submitted By: Group 3, PGP-HRM Akash Khatri 14PGHR05 Jasveen Bath 14PGHR28 Jobin Jacob 14PGHR29 Kiranjit Kaur Arora 14PGHR30 Mannat 14PGHR35 Mayank Aggarwal 14PGHR36 Total no of words: 2723 CONTENTS OVERVIEW For over 5 decades, Fevicol is one brand that has dominated its category to such an extent that its name is used interchangeably with the category itself. Launched in 1959 by Pidilite, as easy-to-use glue for carpenters, Fevicol capitalized on the latent demand for synthetic resin adhesives in the Indian adhesive sector. Pidilite …show more content…

Fevicol has become a household name for generations and has become synonymous with anything that sticks or holds items together. 2. Ogilvy & Mather has done the advertising for the product and quite often the advertising campaigns have become viral. Fevicol’s marketing strategies have been appreciated by both advertising agencies & critics. For instance the “Pakde rehna, chhodna nahi” and “Zor laga ke haiya” ads featuring people hanging from a rope or people clinging to the local trains or even the children who are born with a moustache because their parents used Fevicol to stick theirs are memorable ones. 3. The company has built strong brand equity over the years because of consistent quality and strong supply and distribution network across India. 4. Its application ease & customer friendly approach. 5. Under the adhesives category it is easily the market leader in India with majority market share 2.2 Weaknesses 1. Launch of unsuccessful brands like Cyclo 2. Dependent on acquisitions for some products which are the raw material for the product. 2.3 Opportunities 1. Growing chemical industry in India 2. New products like adhesives that can be used underwater can be introduced by the

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