FEVICOL : THE ULTIMATE ADHESIVE

Fevicol is a brand of adhesives owned by the Indian company Pidilite.

First marketed in India and in 1959, the brand was launched as an easy-to-use glue for carpenters as replacement for collagen and fat based adhesives (known as "saresh") that required boiling prior to application. Including an extensive range of consumers craftsmen, engineering and industrial adhesives under the label, Fevicol is marketed in 54 countries, including over 50,000 locations in India.

Pidilite Industries Limited is the largest adhesive manufacturer in India. It also has world wide presence in adhesives, art material, construction chemicals and other industrial chemicals.Pidilite's most famous product is the Fevicol range of adhesives. Its other famous brands are " Fevikwik", Dr. Fixit, Cyclo, Ranipal, Hobby Ideas, M-seal.

1965 - Fevicol ? The preferred choice Fevicol made its mark and was established as the carpenter’s preferred choice of synthetic adhesive that was reliable and durable.

1983 - A steady growth With each passing year the company grew from strength to strength resulting in a turnover of 10 crores. Expansion plans are underway.

Product descriptions

The most common Fevicol branded glue is a white Synthetic resin adhesive (the company brochures mention poly-synthetic resin). It appears as a white viscous paste. The company makes several variants of the product designed for attributes like bonding strength, Impact resistance, time to set, sagging, shrinkage, versatility, fire resistance, shock and vibration resistance, Non-staining etc."Fevicol MR" is used for bonding paper, cardboard, thermocol, fabrics, wood, and plywood."Fevicol SH" is a synthetic resin adhesive intended for wood working and various materials where one of the surfaces to be bonded is porous. SH strongly binds wood, plywood, laminate, and all types of boards and cork; it is also employed in the manufacture of sporting goods and book binding. SH achieves handling strength in 8 to 10 hours.The brand name Fevicol is used in India to mean any glue.

InitiativesFevicol Furniture Books have been in print since 1989, now totalling 50 titles

with a print run of over 11 million print; the books showcase furniture designs with illustrations and measurements.

OTHER BRANDS

VAMICOL&

JEEVANJOR

CENTURY ADHESIVES KIT-COL

BLUECOATFALCOFIX

UNICOL

Competitors

• The consumer goods business is characterised by brand equity and distribution reach.

• Adhesives market enjoys high brand loyalty and is relatively price insensitive as adhesives account for only a small portion of total cost of end product.

• The adhesives and sealant market in India is estimated at Rs. 5 billion

• Pidilite is the leading player in this field, with a market share of 60%

• Fevicol contributes to 50% of its total revenue.

Segmentation• : Mass Market• Identifying base: Economic

Products with quick solution

Target Group• Wholesalers, retailers,

stationery stores, carpenters, housewives, students

Positioning • The No. 1 white adhesive brand in Asia

S.T.P.

Do you know about pidilite

Column1

YES 30% NO 70%

Are you aware about the other products of pidilite?

Dr.fixit

wud finm-se

al

fevi kw

ik,fevi

stick

and ra

ngeela

Hobby ideas

10%5% 5%

50%

20%

Column1Column1

SOME MORE ANALYSISWhich type of product use mostly?

6019

18

3

No. of customers

fevicolfeviquickfevistickother

school work

pasting things

office work

other TOTAL0

20

40

60

80

100

120

4115

27 17

100

purpose of use

no. of customers

When it should be extended?• Jan – March, From the months 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 , buy new furniture & carry on with other kinds of renovations.

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

India Adhesives Market Forecast and Opportunities, 2019Adhesives are the most adaptable bonding agents available in the market, which remained unaffected by the recent global slowdown due to their application in a wide variety of end user industries. The major allied industries for adhesives include packaging, wood working and construction industry. In India, anticipated growth in these industries is expected to drive the demand for adhesives during 2013-19.

The combined CAGR of multinational as well as domestic players operating in the country’s adhesives market is projected to be around 6% during 2014-19, as concluded by the report “India Adhesives Market Forecast & Opportunities, 2019”. India is an attractive market for adhesives as the per capita consumption is low as compared to developed nations, thereby offering huge growth potential over the next decade.

Outlook for future : •Approx. 6.3% for 2015-16•Approx. 6.6 % for 2016-17

Enjoys higher confidence as a brand

Oldest brand

Propelled by imaginative ads and campaigns

Popular among consumers and carpenters alike

Higher recall

Analysis

Prepared by:-Akshat AroraJagtar SinghVineet SainiKumar SaurabhSection- ABatch- 2014-16

References:Bseindia.comMoneycontrol.comPidilite.comBrandchannel.comEconomic TimesIndiastudychannel.com