pidilitecs_13p072_dhruvmishra

7/29/2019 PidiliteCS_13P072_DhruvMishra

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Case AnalysisFEVIKWIK AND THE GURGAON MARKET


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CONTENT1. An overview of the Positioning: Cheapy vs.

Fevikwik

2. Why Cheapy (or not)?

3.Promotion

4. Distribution: Focus more on retailers

5. Incentives for Wholesalers


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1. POSITIONINGFEVIKWIK

No mess, hassle free; One drop instant adhesive. Its ability to bond a variety of surfaces in a matter

seconds makes it a handy home and industrial adhesive.

Also, Fevikwik is projected as a cheap and instant super adhesive.

CHEAPY

As found from the information provided by the wholesalers and a few consumers, its positioning seems

to be in exact competition to that of Fevikwik.

Why spend more when you can have it cheap? Less time for adhesion and more time for yourself.

This is aimed at highlighting the point that Cheapy is cheaper than anything that is available in the

market for instant adhesion. Also, it brings to the fore that it is easy to remove if it spills over to a body

part or any place not intended by the user.

2. Why Cheapy (or not) ?CONSUMERS

Home Users:The users of adhesives value the instant adhesion property more than they do the stability of the bond.

A survey of 20 consumers in the Gurgaon revealed some interesting perceptions about something which

needs fixing viz. If it has broken once, it needs to be replaced sooner or later, what we look for is it

gets fixed for the time being.

This is where Cheapy scores over Fevikwik as it is cheaper, provides almost the same effect and satisfies

the consumer need to fix it faster.

Unawareness of different quantity packsMost consumers dont seem to recall any information about Fevikwik being available in sachets other

than the 5gm variant. So for small needs, when there is always the 1gm, 500mg available, they tend to

buy whatever is available at lesser price, for example Cheapy.

Auto mechanics/Hardware craftsmenWith reference to interaction with 2 mechanics. The application of adhesive in these workshops is not

articulate and careful in terms of the way it is applied (Offcourse the place of application needs to be

precise) resulting in spill overs on floors, body parts especially hands and fingers. Owing to the superior

adhesive quality of Feviwik, it is extra difficult to remove. In most cases , normal water wont do the

trick. Again, Cheapy being of lesser quality does the adhesion but does not cause problems in removal.

And also, it comes at a lesser price and thus reduces the cost of these workers.


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Children, students, artistsThe largest market of Fevikwik ;This category of consumers are mostly not concerned with the price

differentiation between both the products. They are more inclined towards using the better product and

tend to prefer the publicized and advertised Fevikwik. But even this group refrains from Fevikwik when

it comes to usage with thermocoal or cardboards because it bores through the material. In these cases

Fevicol is preferred.

WHOLESALERS

The major difference between the customers of a retailer and a wholesaler lies in the fact that the

customers of a retailer generally knows what to buy and demand that directly. But in the case of a

wholesaler, in most cases, the customers have an idea of the required product type and sometimes

specific in mind too. Its an opportunity for the wholesaler to present the customer with alternatives that

might be more profitable to him as well as the customer. Mostly the incentive schemes are better in

value at the wholesaler level as they are the ones who can affect the reach of the product to the point of

sale.

Following is the list of factors that are valued by wholesalers ( based on responses by 5 wholesalers):-

1. Profit margins

2. Space for storage

3. Incentives to promote a particular product

4. Proximity to retailers

1. Profit margins

Due to nearby manufacture and distribution more or less mainly form the point of packaging (i.e no

need for a regional distributor) , the landing price of Cheapy s much less than that of Fevikwik, which is

sourced from Baddi (for Gurgaon).

2.Space of storage

Because it can be ordered at a much shorter notice than Fevikwik, the number of units of Cheapy that

need to be stored is much less. This in tirn requires less space on the part of the wholesaler which is

desired owing to high floor price in the Gurgaon region.

3. Incentives

Out of 5 wholesalers, 4 of them responded that if the incentives are not in the form of cash discounts,

then they would go for the scheme which is more on utility than the cash value. So, as mentioned in the

case, the steel glass incentive is more utility to the wholesaler at the point of his business when

compared to the Milton casseroles which although more in value but less in utility.

Also, the same wholesalers said the casserole , torch light are better than glasses but the number of

such things that we can keep is limited but the steel glass can be kept more in quantity.


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3. PROMOTIONRight now and since its introduction, Fevikwik is promoted as the cheap and super instant adhesive. The

perception as explained above is sometimes that an adhesive is an adhesive, if it sticks things in a

reasonably quick time.

The major point of difference that Fevikwik possesses is the superior quality and stability of the bond.

The promotion should be focused on that perception rather than it being cheap because cheapy is much

cheaper. Also, the promotion can be improved by projecting the easy methods of removal from body

parts and undesired places, instead of just saying less hassle because the hassle is evidently there and

the consumers know about it.

The awareness about the various quantity sachets also need to leveraged as for different consumers

different options are available depending on the need.

4. DISTRIBUTION: Focus More On Retailers

The wholesalers have different factor of value than the retailers. The retailers sell what is demanded the

most. The distribution channel should be strengthened and wholesalers must be limited in number., The

supply of Fevikwik needs to be directly to the retailers and they must sensitized that the landing price

which is already higher at the point of wholesale adds to their price and they can directly purchase form

Pidilite and reduce their cost of buying.

5. INCENTIVES FOR WHOLESALERS

Instead of matching Cheapy, the incentive scheme must be increased in utility as well as frequency of

providing the incentives. At every sale of first 50, more utility and with increasing number of untits sold,

the incentive must be increased in value and can be reduced in utility. Say at every milestone, such as 50

100, 500, 1000, 2000, 4000 the incentives must be pre-announced so that the wholesalers are

motivated by the anticipated gifts. Also for attracting new wholesalers, an extra 20, 10, 5 units with the

first, second and third shipment respectively can be given.

pidilitecs_13p072_dhruvmishra

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