2. About Pidilite
CASE STUDY - Fevikwik Needs a Fix
Since its inception in 1959, Pidilite Industries Limited has been a pioneer in consumer and specialities
chemicals in India.
From adhesives, sealants, waterproofing solutions and construction chemicals to arts & crafts, industrial
resins, polymers and more, our product portfolio is as diverse as it is ever-evolving. With a robust and
growing network, our products are accessible across demographics and geographies.
Today, we are the market leader in adhesives and our brands have become trusted household and
industrial names across the country and beyond.
Background
With more than 30 years of legacy, Fevikwik is the pioneer of instant adhesives in India, and the category’s
undisputed market-leader. While many duplicate brands, me-too players, and aggressive Chinese-imports
vie with their cheaper offerings, Fevikwik’s dominant leadership stands unwavering.
Years of strategic interventions, iconic campaigns, solid distribution strength and product efficacy,
have made it a household name aiding year-on-year growth.
The Brand Challenge
Unlike FMCG or other consumption goods categories, where new usage occasions can be created with
relative ease, increasing consumption in a category such as repairs isn’t easy. After all, the category is
dependent on a very unpredictable variable – Breakage!
Fevikwik’s equity is very high with near 100% brand awareness and available in 3.6m+ outlets in India
(50% of FMCG universe). It enjoys a 85% + share of the category.
The last strategic shift in communication had added new users by speaking to women and building
their confidence to repair. This bolstered the brand’s user base, gave great increments, and bagged
multiple awards.
On the back of such growth, the task now is to chart the next strategic course and aiding brand growth
Consumer Speak
Data that we have today:
• 60% of India Population (within 21- 60 years) is a user of Fevikwik. Using Fevikwik in last one year.
• This 60% is classified further as heavy users (40%) purchasing the brand once in 4 months and 20%
are light using the brand once a year
• 50% of Fevikwik sales come from 2l below population town
3. Your Objective
Step 1: Identify the problem:
• Understand the product and portfolio
• Understand the consumer, identify the insight
• Identify Need-Gaps - What is the consumer un-tapped need that the brand can fulfil
• Make your choices: To get more users to the brand, to get users to use more, to get users
to use often?
• See Lateral: reference how highly penetrated brands have evolved and driven exponential growths
Step 2: What To Communicate:
• Create a campaign – with creatives, media plan, and budget estimation of 1 year.
(Can think national or regional or local)
Step 3: Suggest a Business Proposal:
• Share a cohesive distribution + Communication business proposal, with ROI calculation to the
management and convince us on what will unlock the next growth lever for Fevikwik
Pidilite’s Success Tips:
Consumers First:
• Go Beyond Surveys: Meet, Speak, empathise, understand - Live through the consumers life to
get real insights
• Go beyond what they say - but also look for latent needs
• Go Beyond Problems: Look for betterment in consumer’s life
Plan to Execute:
• Make a plan, that is realistic - that you could yourself execute subsequently
