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competition-markets/
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market.
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pidilite-keep-blowing-its-trumpet-1625
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220967fdd6f5.
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stories/20120409010
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of-fevicol-in-india
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_A
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journey of a brand fevicol.
how to retain leadership in competitive market
making brand generic for adhesive
Operating across the segment with different brands
they are making ads, not sale but introduce this products to
cutomers.
gillet example with gillets.
The Rs 134-136 billion (fiscal 2021) domestic adhesives and sealants market is broadly categorised
into 1) industrial and 2) consumer and bazaar adhesives. The industrial segment caters to B2B
industries such as packaging, footwear, paints, automotive, etc. The retail segment caters to
industries such as furniture/woodwork, building construction, arts and craft, electrical fittings, etc.
-----------------------
Our report focusses on the consumer adhesives market. The Rs 53-55 billion (fiscal 2021) consumer
adhesives industry clocked 8-10% CAGR between fiscals 2015 and 2020, driven by the rapidly
growing furniture industry with booming real estate and rising income levels leading to an increased
demand for interiors. Increased investment in building construction investment also contributed to
its growth
He secured his first major gig while working for an international business firm (Fedco) that
represented Hoechst in India during the 1950s. Little did he know that this would be just the
beginning of his long and illustrious career in business and he would become one of the
first-generation entrepreneurs of post-independence India!
Because of Fevicol's witty advertising and marketing campaigns, the brand happens to be
the most discussed brand in India. For instance, to celebrate 60 years of Fevicol’s presence
in India, Ogilvy came up with a campaign that highlighted the USP of the product that is,
longevity that showed a sofa passing on from generation to generation. Going from
unbreakable eggs to the famous fishing ad, Pidilite has created several iconic ads and tag
lines which remain with consumers to date.
Today, the company operates under two major business segments i.e. Branded Consumer
& Bazaar (adhesives, sealants, art & craft materials and others, construction and paint
chemicals which are widely used by carpenters, painters, plumbers, mechanics,
households, students, offices, etc.) and Business to Business (industrial adhesives,
industrial resins, construction chemicals (projects), organic pigments, pigment preparations,
etc. which cater to various industries like packaging, joineries, textiles, paints, printing inks,
paper, leather, etc.). The ‘Others’ segment largely comprises of manufacture and sale of
specialty acetates, raw materials, etc
Originally started with Fevicol, now has 30+ brands under
their portfolio
==================
Branding
Branding is one of the most important aspects of any business. Branding is used for
3 main functions:
1. Identification
2. Differentiation.
3. To create recall.
According to American Marketing Association a brand is “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or
services of one seller or group of sellers and to differentiate them from those of
competitors.”
Packaging & Labelling
Packaging for a product is done for 3 main reasons
First, packaging is used as a protection to shield the product from physical,
chemical and microbiological corruption.
Secondly, the package is also used as a means for advertisement as well as to
disperse information to the consumer.
Lastly, the package could be the deciding factor to influence a consumer’s decision
to try your product.
The Fevicol Brand
Few brands enjoy the status of being synonymous with the category of product they
represent. Fevicol is one such brand. Sold in its signature blue and white
packaging, this legacy brand is a generic name in the adhesive category in India,
and is a familiar sight in most households. The product’s ease of application worked
as a unique selling proposition for the brand; this was at a time when unwieldy
natural adhesives (which needed to be melted before use) were the norm in the
wood furniture making industry.
The brand’s reputation for its consistent focus on quality was propagated through
word of mouth publicity, and has led to the brand enjoying a high level of trust
among its target audience.
The Fevicol campaigns over the years have resulted in making it a ‘numero uno’
brand in a segment dominated by unbranded, unorganised, low involvement and
low cost products. Two key drivers have made Fevicol a power brand:
– A continuously innovative approach to own ‘bonding’
– Retaining the Indian flavour in the communication with a touch of humour.
Brand Analysis
Oldest Brand
Highest Recall
Popular among consumers and carpenters alike
High Brand Equity
Propelled by imaginative ads and campaigns
As so often happens when cultural movements and technological
innovation intersect, another inventor contemporaneously created a
different version of the moving staircase. George
Wheeler’s “Elevator” was similar to what we know as the modern
escalator, and it was the one that took hold in the market. It
comprised steps that emerged from the floor and flattened at the
end. Wheeler’s patents were purchased by Charles Seeberger in
1899, who quickly struck a deal with elevator manufacturer Otis to
produce moving staircases. Seeberger also coined the term
“escalator”—from the French “l’escalade”, to signify climbing—and
registered the trademark ESCALATOR (US Reg. No. 34,724).
