Download - FEVICOL PPT.pptx
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”