About Pidilite
Since its inception in 1959, Pidilite Industries Limited has been a pioneer in consumer and specialities chemicals
in India.
From adhesives, sealants, waterproofing solutions, 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 construction chemicals and our brands have become trusted
household, bazaar, and industrial brands across the country and beyond.
CASE STUDY – ROFF ROFF, LET’S ROFF
Background
Roff, is one of the leading tile adhesive brands in India and with a complete range of Tile and Stone fixing
solutions. Roff’s mission is to change the way India fixes tiles and stones i.e. replacing fixing of tiles via traditional
method of cement and sand mixture to a modern and recommended method of using tile adhesives and tile
grouts.
Tile adhesives are superior to cement as they provide superior strength, do not dry quickly giving enough time
to level and adjust during application, do not crack, and shrink and keeps the tiles levelled, spreads evenly and
provides optimum coverage, can used to fix tiles to different substrates across different surfaces (indoor and
outdoor).
Factors that propagate usage of tile adhesives, size of tiles - larger the size of tiles, higher is chance of adhesive
usage (there is an increasing trend for usage of large format tiles), recommendation by technical experts like tile
contractor or architect who have awareness/ exposure to category. While the category penetration is low, the
number of competitors in this category is high which is indicated via the market share estimates.
The Brand Challenge
Tile adhesive penetration today is estimated at 20% of all Tiles installed, with a higher usage on walls (45%
penetration) which contribute to 35% of tile consumption vs. floor (5% penetration) which contributes to 65%
of tile consumption.
ROFF today has a complete portfolio of adhesives that adhere to Indian (IS) and International (EN) standards and
is used extensively in both retail and institutional sales. Across geographies, ROFF is either the market leader or
no. 2 brand in the retail segment, market share estimate is 25% PAN India.
Therefore, for ROFF to grow, it is important for ROFF to grow the category size by getting new contractors to
convert from traditional method (cement) to tile adhesives, and at the same time increase market share by
converting contractors using competition brands to ROFF.
Your Objective
Step 1: Identify the problems:
• Understand the product and portfolio
• Understand the tile contractor, architect, and dealer network, identify the barrier and triggers for
adoption of tile adhesives for each stake holder
• Identify Need-Gaps - What are the un-tapped needs that ROFF should address to win with stakeholders
• Make choices and suggest actions to
o Get new users to convert to tile adhesive usage (ROFF), or
o Convert contractors using competition brand?
• See Lateral: reference how under penetrated categories have evolved and brands have driven
exponential growths
Step 2: What to Communicate:
• Create a campaign – with creatives, media plan, activations both above the line and below the line with
and budget estimation of 1 year.
(Can think national or regional or local)
Step 3: Suggest a Business Proposal:
• Share a comprehensive go to market approach covering all stakeholders + communication business
proposal, with ROI calculation to the management and convince us on what will unlock growth for ROFF
Pidilite’s Success Tips:
Consumers First:
• Go Beyond Surveys: Meet, speak, empathise, understand - Live through the stakeholder’s life to get
real insights
• Go beyond what they say - but also look for latent needs
• Go beyond problems: Look for betterment in stakeholder’s life
Plan to Execute:
• Make a plan, that is realistic - that you could (and might :D) yourself execute subsequently
