Pidilite Industries Limited is India's largest manufacturer of adhesives and sealants. Some of its major brands include Fevicol, Fevistick, Feviquick, and Dr. Fixit. Fevicol is the company's flagship brand and accounts for over 50% of revenues. Pidilite has a wide product portfolio of over 400 industrial and consumer products that it sells internationally. The company aims to continue expanding its brand portfolio and tapping new market opportunities through product innovations.
2. Company Background
• Pidilite was established as a partnership firm with Parekh
Dyechem Industries in 1961
• Name changed to PDI industries after merger with
Kondivita Industries in 1989.
• Pidilite has become the largest manufacturer of adhesive.
• Pidilite’s mainstay of earnings is consumer and
industrial adhesives and sealants.
• Fevicol is company’s largest brand.
3. Cont….
• Expansion of product portfolio has lead it to be recognized as a
leading FMCG player
• Company has in total 40 brands spanning 400 industrial and
consumer products.
• Some leading brands fevicol, parcol, fevibond, fevikwik,
pidifix, pidivyl, pidiseal.
• It has launched several new products in last few years like
fevistick, feviseal.
7. STRENGTHS
• Pidilite's main strength is their strong marketing/
advertising skills.
• Fevicol is an immensely strong brand. It is so strong
that anything that has a prefix 'Fevi' to it sells
without any effort by the shopkeeper.
• Pidilite earns 50% plus revenues from adhesives
segment (Fevicol, M-Seal etc) whose brands have
excellent recall value.
8. WEAKNESSES
• The management seems to be a bit overconfident
about their advertising skills.
• Pidilite seems to have strong R&D capabilities when
it comes to adhesives and home construction/care.
But for the rest, they seem to depend on
acquisitions.
• Pidilite has grown its net profit at only 18% CAGR
in the past 10 years.
9. OPPORTUNITIES
• One can see signs of '3M of India' in Pidilite. And 3M is a
$60 billion company. Pidilite can become a 'big' company if
things go well.
• Growth in the retail sector in India is a positive for Pidilite,
especially the future growth of home specific stores like Home
Town and Home Stop.
10. THREATS
• 50% of their revenues are from adhesives/sealants and the raw
material for this is petrochemicals which in turn is dependant
on crude oil prices.
• There is obviously a threat from the asli 3M and small scale
industries. Most of products made by Pidilite doesn't require a
nuclear reactor.
11. Questionnaire
• Do you know about pidilite?
• What comes to your mind, when asked about
fevicol?
• Are you aware about the others products of
pidilite
Sample survey: 10
12. Do you know about pidilite
Column1
YES 30%
NO 70%
13. What comes to your mind,when asked
about fevicol
• Bonding a fevicol attribute
• Creative advertisment
• Consistent quality
• Easy availability
• Excellent customer relationships
14. Are you aware about the others
products of pidilite
Column1
Column1
50%
20%
10%
5% 5%
Dr.fixit wud fin m-seal fevi kwik,fevi Hobby ideas
stick and
rangeela
15. Suggestions
• Advertise about the company and its products - it
motivates individuals to purchase product
• Try to sell the product which the consumer requires at
that movement
• Improve the efficiency in operations
• Tap the rural market where there is large potential
• Make products more straight forward - reduce
complexities
16. Current Scenario
• The Company achieved 21.8% growth in net sales
• Earnings before interest, taxes, exceptional items and foreign
exchange differences, grew by 23.9% over the last year.
• Profit after tax grew by 14.1% over the last year
17. Marketing – New Initiatives &
Products
• Introduction of DDL XT Booster, an innovative formula to give exterior
durability to distemper
• Wudfin Ezeestain, a water based wood stainer.
• Extending the range of offering in waterproofing, Enhanced version of
Dr. Fixit LW, was re-launched as Dr. Fixit LW+ with better
• corrosion resistance.
• Fevicol Marine, a waterproof adhesive, was relaunched successfully this
year with a new look and an integrated campaign including The
radio, outdoor and below the line activation.
• Company expanded its product range for HVAC(Heating, Ventilation
and Air conditioning system) applications.
19. How did Fevicol become ‘Fevicol- The
Brand’?
• 65 percent of furniture production in India is out of wood .
• The carpenters play a vital role in deciding which adhesive
to use.
• INITIAL STRATEGY –
• Help carpenters realize the importance of using quality
products.
• FOLLOW-UP –
• Maintaining close contact with its primary target audience
20. Fevicol As A Brand
• Fevicol ads have played a crucial role in the
phenomenal success of the brand.
• Has become the largest selling adhesive in Asia
and is present in over 50 countries.
• The earthy humor in Fevicol ads brings a smile to
everyone's face.
• Fevicol has also kept itself relevant through
repackaging of variants.
• Strong advertising and distribution has made
fevicol a household name.
21. Question no#1
• Does fevicol qualify as a brand bigger than
company? What might be the implications of
this? What are the possible solutions?
22. Analysis
• Oldest brand
• Higher recall
• Popular among consumers and carpenters
alike
• Enjoys higher confidence as a brand
• Propelled by imaginative ads and campaigns
23. Implications
• Marketing strategy for other brands become
centric to the successful brands.
• Customer loyalty towards the brand.
• Benefits the company in long run.
• Company shares a positive equity.
24. Solutions
• Promotional activities for other brands for
strong positioning
• Creating awareness among the mind of
customer by associating it with fevicol.
25. Question no#2
• Comment: should the brand fevicol be
extended? If yes, then when, where, how
should this be done?
26. Analysis
• "Fevicol" as a name itself is commonly used as a
metaphor for strong bonding or stubborn stickiness.
• Extension due to already being a successful brand.
• Fevicol’s popularity due to creative marketing strategy
including successful marketing campaigns.
• Awareness of Extension could be created through
other channels like fevicol furniture books, fevicol
champions club which are already launched in market.
27. • Successful brand and line extention like
fevistick, feviquick, fevicol MR.
• It could also be launched as a product that
could be used multi-purposely using the prefix
“Fevi.”
• Capturing high market share by promoting
globally.
28. When it should be extended?
• Jan – march, From the month of jan to march, there is a
demand for paint related products due to festivals like Id and
holi , when people paint their houses.
• April – june , With the start of financial year , many new
schemes are introduced . Products like fevicol SH and fevicol
SR 900,sell well during these months.
• July approaches, sales takes a dip. Due to monsoon, there
is no painting of houses.
• August – December, demand rises again due to festive and
matrimonial season, where people paint their houses , goes
for new furniture & other renovations.
