Index

Sr. No. Particular Pages

1. Introduction 2-5

2. Objectives 6

3. Product 7-8

4. Promotion 9-13

5. Positioning 14-15

6. Methodology 15-16

7. Data Analysis and 16-22

Interpretation
8. Recommendation 23

9. Questionnaire 24-26

1
Introduction:
Fevicol is the strongest bond that the company Pidilite has with its
consumers. There are only a few brands that are synonymous with the
category of product that they represent. Fevicol has become a synonym of
adhesives. With its signature white and blue packaging, this brand has
become another name for adhesives that are used in India. The brand has
played an important role with its many innovative products to transform the
way carpentry is operated in India.

Fevicol is a adhesive brand owned by an Indian company Pidilite Industries

Limited. Two brothers, Late Shri Balvant Parekh and Shri Sushil Parekh,
created an alternative of animal glue which was synthetic adhesive in the
year 1959. The initial purpose was to facilitate only to carpenters at the time.
A unique and bold marketing strategy of promoting the product was adopted
by them. First they directly reached to the carpenters and then to the retail
stores. In 1963, the company developed its first manufacturing plant in

Kondivita, Mumbai, Maharashtra. The main reason for the brand’s popularity
has been its product innovations throughout the years and a creative
marketing strategy. Today, it is marketed in over 54 countries.

In 1970, Company launched a collapsible tube of weight 30 grams. This was

introduced as consumer pack. Instead of selling the product through the
hardware stores, Fevicol company approached directly to the carpenters.
With its white and blue packing, Fevicol was marketed directly to consumers
who were primarily the carpenters.

2
Products
1.) Fevicol SH

‘Fevicol SH’ is a synthetic resin adhesive

used for wood working and various
materials where one of the surfaces to be
bonded is porous. SH strongly binds
wood, plywood, laminate, veneers, MDF
and all types of boards and cork.

 Pack Sizes

50 g, 125 g, 250 g, 500 g, 1 kg, 2 kg, 5 kg,10 kg, 20 kg, 30 kg, 50 kg,

200 kg.

 Features

Bonding Strength, Heat Resistant.

 Areas Of Application

Plywood to Laminate

Plywood to Veneer

Any Wood to Wood bonding

MDF/Particle board/Block board to laminate

2.) Fevicol Marine

During weather change or continuous exposure of furniture to water and

moisture joints are affected. It results in opening of joints or de-bonding of
laminates inspite of using good quality material. ‘Fevicol Marine’ is
3
waterproof adhesive that protects furniture
from de-bonding even when they are
exposed to water. It is marketed as ‘power
of 5’ because of its features.

 Features

5 Hours Boiling Waterproof

5 Days Normal Waterproof

5 hrs setting time

5kg bonds 7 laminate sheets

 Areas Of Application

Plywood to Laminate

Plywood to Veneer

Any Wood to Wood bonding

MDF/Particle board/Block board to laminate

3.) Fevicol Hi-Per

Bubble has always been a trouble in Woodworking especially in vertical

laminations or large sheet lamination. Design gets ruined if bubble forms on
the laminate or plywood.

Fevicol Hi-Per powered with Anti-Bubble formula provide instant grab and
uniform glue transfer which leads to a strong contact between plywood &
laminate. Hence there is a little chance of air entrapment and contact gap

4
which significantly reduces the bubble formation. It also offers superior tack
development, faster grab and reduced
setting time.

It is marketed as ‘Bonds In Just 10

Minutes!’ because of its features.

 Pack sizes

500 g,1 kg, 2 kg, 5 kg, 10 kg, 20 kg, 30

kg, 50 kg

 Features

Anti-bubble waterproof adhesive

Reduces bubble formation

Faster tack development which results in superior grab

Faster setting time: 2 hrs.

5
Aim:
To Study the strategies and the approach of the Fevicol for its Image
Building.

Objectives:
The Objectives of the research is to study :

• About the product provided by Fevicol.

• Communication for Image Building.

• How does Fevicol positions itself.

• The customer’s perception about Fevicol.

• How customers evaluate the offered services, provided by the

company.

6
Fevicol And Its Logo

The ‘Fevicol’ logo with elephants symbol has been popular for decades. The
Fevicol logo was redesigned and rising sun is added behind the elephants,
reflecting the freshness and vitality of the brand.

Fevicol – A Strong Brand

The company does not have a large market for ready-made furniture and
carpenters are buyers of this product. Compared to wood and other materials
that carpenters use in making furniture, the cost of adhesive is very minimal.
And Fevicol is so synonymous with the quality and the product that most of
the direct consumers or carpenters cannot take risk with this kind of product.
This gives them pricing power. Despite falling raw material prices in recent
past this company has been able to not only keep the market steady, but
also increase the market price of their products and expand their margins.
Fevicol brand ranks among the 25 most popular Indian brands. Thus, Fevicol
is a cash cow for the company and is working wonders for it.

7
The Product Levels
In planning its market offering, Fevicol has to think through three levels of
the product. Each level adds more customer value.

Core product - People used animal fat as glue for bonding. But getting glue
from the animal fat was really difficult. What the customer actually wanted
was the better product, which could be made available easily. Actually,
Fevicol is not the actual pioneer in developing the white glue, as the concept
has come from abroad. Fevicol has replicated the making of white glue in
India from abroad. According to Fevicol, the core product is that it should
give a bonding.

Actual Product - The core product is turned into a basic product, actual
what the Fevicol is delivering.

Augmented Product - Fevicol exceeds the customer expectation by giving

an augmented product where everybody using the product can use it without
any hassles, and no mistakes.

Fevicol is not affected by the competition as it has made the competitors

difficult to enter this market and endanger its position. Moreover, Fevicol
wants to maintain its position as a brand in the premium segment. It has also
introduced the products in the economy segment, inorder to deal with
competitors in the lower segment market.

8
Promotion
Promotion means the activities that communicate the merits of the product
and persuade consumers to buy it. The marketers of Fevicol see themselves
as selling a product, where customers see themselves as buying value or a
solution to their problem. The quality matters a lot to consumers. Customers
want the product and services to be as conveniently available as possible.

In December 1999, Fevicol had started an association called Fevicol

Champions Club where there were about 400 carpenters present. There
difficulties of these carpenters were solved. New techniques were
demonstrated. Fevicol freebies were given away which made the carpenters
go home happily. Now this association is started in about 16 cities with
13,000 members. In these meets, value addition of the carpenters is done.
In these meets, interior decorators or tool company men are called to show
how to work better.

It is a big question as to how does Fevicol decide on the total promotion

budget and its division among the major promotional tools to create
integrated marketing communications?
Fevicol uses ‘Objective - and - Task Method’ to set its promotion budget:
Fevicol every year sets its promotional budget based on what it wants to
accomplish with promotion. Their budgeting method includes:
 Defining specific promotional objective
 Determining the tasks needed to achieve these objectives, and
 Estimating the costs of performing these tasks.
 The sum of these costs is the proposed promotion budget of Fevicol.

9
They do their ad campaign in a cost-effective way. One of the things that
work in their favour is that they are not doing ad campaigns for sustaining
but growing the market. Building bonds and brands. Pidilite is increasing its
sales promotion and total advertising budget to around Rs 200 crore per
annum, since it is completing six decades.

"We will still continue to allocate a, major portion of our spends on ground
activities such as dealer meets and the rest is for advertising." said Mr.
Parekh in an interview. Promotional expenditure and ad spend is expected
to increase by over 30% compounded annually over the next five years. Cost
of sales (including ad spend and distribution costs) is already moving
upwards.

The essence of Fevicol’s advertising

HUMOUR, used well in advertising, can make even an intermediary product
look attractive. It is certainly working wonders for Fevicol. This mother brand,
which comes from a typical speciality chemical company ‘Pidilite Industries’
has expanded successfully into several variants, cashing in on the strong
brand equity it has built over the years, and through its clever advertising. Be
it Fevikwik or Fevistik, a sub brand for sticking just about anything. Apart
from Fevicol, these are the brands that are advertised even though they
make up only a small part of the turnover and do not really have large
marketing budgets to support them.

Piyush Pandey, Executive Creative Director, Ogilvy & Mather

explains: ‘All the Pidilite commercials are demonstration commercials
without using the standard techniques of demonstration. The various
campaigns have actually been developed in accordance with the life-cycle

10
of the brand. Initially, when Fevicol was being established, the functional
attributes of the product were highlighted (the `haiya ho' commercial). Once
that task was accomplished, it was time to take the brand to a metaphysical
level (with the `netaji' commercial), with adequate humour to bring a smile to
one's face.’

Piyush Pandey adds : ‘Our main objective is to reinforce Fevicol's leadership

position as the strongest brand in this category.' The communication looks
quite over-the-top, yet makes perfect sense to the viewer. None of Fevicol’s
communication has been over-the-top or bizarre.’

‘In fact, Fevicol’s communication proves that involving communication based

on understanding the consumer as a person – and not just as a professional,
a housewife etc – always strikes a chord. In the early years of Fevicol
advertising, the effort was to demonstrate physical bonding. Gradually the
communication moved to establishing Fevicol as a bonding simile – ‘Fevicol
jaise chipak gaya’.

Madhukar Parikh, Managing Director, Pidilite Industries said in an interview:

‘Our market results and the creativity of our advertising go hand in hand, and
they will continue to do so.’ To support the television campaign, the company
also launches aggressive print campaign.

Fevicol's TV advertisements over the years:

Fevicol (Haisa with elephant): In the `haiya ho'
commercial, elephants tries to pull apart a block
of wood stuck with Fevicol. That mnemonic is,
being used by the brand in the form of a
trademark today.

11
Fevicol (Netaji): The `Netaji'
campaign of a politician trying to
stay stuck to his seat while the
public wants to pull him down.

Fevicol (Panihari): Followed by the village belle who manages to carry all her
matkas, stuck one on top of the other with Fevicol, despite the various
obstacles she is made to encounter.

Fevicol (Egg): It may be recalled that egg commercial for Fevicol walked
away with a number of awards for its creativity. An egg at a roadside dhaba
cannot be broken because the hen's feed is in a Fevicol jar with remnants of
the `white glue', which in turn has hardened the eggs.

Fevicol (cliffhanger): This commercial entirely relies on drama and music.

The action takes place at a TV showroom, where carpenters are busy
watching a climax scene from a Hindi movie. ‘Chhorna nahin, pakre rehna’,
repeatedly screams the village belle holding on to the hero, who is clinging
on to dear life from a rope, high up in the mountains, in the movie. Just then
a carpenter unknowingly picks up a Fevicol can that has been placed on top
of a television set. The heroine suddenly stops 'screaming as the hero falls
down instantly-thus proving that it was the Fevicol power that was keeping
the hero intact with the rope.

Fevicol (Shadow): A man is walking down a deserted street. His ear is

pressed to a transistor radio that is belting out some crummy Hindi ‘dance
number’. As the man sways to the tune and walks, he notices his shadow
slanting across the shop shutters that line the street. The man smiles to
himself, starts dancing to the tune and proceeds on his way, all the time

12
admiring his shadow. Enjoying himself thoroughly, he eventually reaches a
shutter with a Fevicol ad painted on it. He stands in front of this shutter, does
a step, and starts walking again. However, he quickly notices something is
missing. He turns to find his shadow stuck to the shutter.

Fevicol (Bus): At the 2002 Cannes awards, the Fevicol's Bus TV commercial
won a silver. It also won a special award for the Best Soundtrack in TV
Commercials. It shows how in a bus all the people are bonded in large
numbers, thus showing that Fevicol is the best bonding agent.

The company's advertising, created by its agency Ogilvy & Mather,

continued to win recognition at local as well as international forums. At the
2002 Cannes Awards, considered to be the Oscars of the advertising world,
the Fevicol 'Bus' TV commercial won a Silver in the category for Household
Maintenance Products.

At the Asia Pacific Advertising Festival, the ‘Fevicol Bus’ TV commercial won
a Bronze. Moreover, a special award for the Best Soundtrack in TV
Commercials was also awarded to the ‘Fevicol Bus' TV commercial. At the
ABBY Awards, Fevicol advertising won a Gold for the Advertising Campaign
of the Year and also a Silver for the Best Continuing Campaign over the
years.

13
Positioning
Positioning means “the way the company designs its offerings and image in
the mind of the people and the distinction from its competitors as to why
people should buy product”. Every company tries to position itself in the
market with distinct competency. It tries to position its brand through
emphasizing more on that distinct competency with the help of different
communication channels. Selecting the target customer, it decides what
positions it wants to occupy.

How Does Fevicol Position Itself?

Fevicol entered the market as branded white glue used majorly by the
carpenters. It was a very niche market. Their main target customer was
carpenter whom they wanted to sell their product. Fevicol positions over the

years through their television campaigns. Its campaigns :-

The `haiya ho' commercial with elephants, `Netaji' campaign, ‘matkas

commercial’, ‘hardened egg’ etc.

The various campaigns have actually been developed in accordance with

the life cycle of the brand. Initially, when Fevicol was being established, the
functional attributes of the product were highlighted (the ‘haiya ho'
commercial). Once that task was accomplished, it was time to take the brand
to a metaphysical level (with the `netaji' commercial), with adequate humour
to bring a smile to one's face. Target consumer of Fevicol is the carpenter
“who has basic education and speaks only his mother tongue”.

14
Fevicol advertising brings a smile to the face of the individual be the
individual a carpenter, or the end-user of the furniture. Even the non- target
viewer has come to associate Fevicol with bonding.

Deviating from traditional print route, Fevicol has taken an unusual route to
spread the brand message - anything that comes in close proximity to Fevicol
gets stuck. The campaign shows how a small advertisement of Fevicol can
attract great attention by its bonding strength. Fevicol has positioned itself
as the ultimate bonding adhesive. The communication moved to establishing
Fevicol as a bonding simile “Fevicol jaise chipak gaya”.

Research Methodology
The research methodology used for the purpose of this project is as
follows:-

1. Research Design : The research design used here for this project is a
combination of Historical and Explanatory designs. First a general know
about of the product of Fevicol provided by the Pidilite Industries Limited.
Then personal interaction with the people concerned such as contracter,
carpenter and sellers is made to figure out the results.

2. Data Collection Method : According to the needed research of the

project, I pursued both primary and secondary data collection methods. I
have visited various websites on the net that includes official websites and
others for secondary data collection. To ensure the accuracy of the results
the primary data collection method used is the structured survey method,
questionnaire of which is included in this report.

15
3. Sampling : The sampling units in my project are retailers, contractors
and carpenters. The sample size was small by following the convenience
sampling method. There were queries for the person interacted and the
questionnaire has been attached at last.

4. Sampling Size : The sampling size of my research is 30 in total. Large

sample give more reliable results but the convenience sampling method is
followed. So, sample size is less in number.

SAMPLING SIZE- 30

SAMPLE UNIT- USERS (Carpenters, Contractors and Retailers)

Data Analysis and Interpretation

The statistical tools used by me are mainly average, percentage &
comparisons etc. I would like to give brief points about.

QUESTIONNAIRE : The questionnaires are given to respondent with no

pressurization at all, i.e. he is free to provide the information whatever the
concern is. Personal question apart from name, age is not included.

1.) Could you complete this brand name:

F _ _ _ COL.

0% Yes

No
100%

16
Each 30 person knew well about the brand Fevicol.

2.) Have you ever seen the above brand name in advertisement?

30
2

25

20
Seri
15 es1
28
10

5
2
0
YES NO

28 person have seen the advertisement of fevicol, either in print or video

format.

3.) Could you name the brand advertisement showing :

Clue 1. A shadow affixed to shutter of a shop and the person moves

ahead without shadow. Over that shutter the brand name was written.

Clue 2. An unbreakable egg at restaurant.

Clue 3. A movie in a TV set: a person hanging through a bridge, a

girl having his hand in her hand and suddenly after an event he fell
down. But not in same movie running over to other TV sets. (Words
from the same movie “Pakde Rehna Choddna Nahi”.)
3
25 21
20
15 R
9
10
5 17
0
YES NO
70% of the sample were able to recognize the old advertisement of Fevicol.

4.) How would you rate the commercial on the factor of Script of
Ad ?

NOT HAVE ANY EFFECT 4

NOT GOOD

AVERAGE 7

GOOD 12

EXCELLENT 7

0 2 4 6 8 10 12 14

7 person found the script of the ads of par level, while 4 of them were not
interested in any kind of promotion done by the company. Everyone agreed
that functional value meant more than the any added value for them.

5.) While seeing the commercial you get

Product Knowledge.
17%
Quality Knowledge.
27% 56%
Knowledge of use or
extended use

18
This showed that the approach of company to share the use of product is not
properly reaching to its consumers. Only 17% found their ads related to the
use of product.

6.) Have you ever used this product?

0%
Yes

100% No

100% of the sample have used or were using the product.

7.) Does Advertisement made any effect on your purchasing decision of

brand?

7
CAN NOT SAY 3

NO 21

YES 6

0 5 10 15 20 25

19
The advertisements does not effected their purchasing decision. 70% of
them were clear that the function of product were primary for them.

8.) Your preference for product purchase is usually at

8
14
12
10
8
6 12
10
4 8
2
0
PRICE OF THE PRODUCT QUALITY OF THE PRODUCT BRAND NAME OF THE
PRODUCT

Quality and the brand name effect the purchasing of the product almost
equally. For 12 people quality was priority while for 10 people brand name.

9.) You first purchased the brand due to

9
RECOMMENDED BY SHOPKEEPER. 13

HEARD FROM OTHERS. 14

ITS AD SHOWN OVER TV. 3

0 5 10 15
20
 This response cleared that the advertisement works as the additional
value for the brand. Only 3 people out of 30 bought the product
because of the ad.

10.) Does Advertisement promote your repurchase decision of

brand?

Does Advertisement promote your

repurchase decision of brand?
14
12
10
8
6 12 11
4
7
2
0
POSITIVELY CAN NOT SAY NO EFFECT

In continuation of previous question, once the consumer becomes familiar

with the product then the role of ads and other activities come into play to
create the product as a brand. 11 out of 30 people were not effected the
advertisement of the fevicol.

21
 11.) You prefer to go with this brand due to

You prefer to go with this brand due to

NON – AVAILABILITY OF OTHER BRAND 7

BRAND NAME 5

QUALITY OFFERING 18

0 5 10 15 20

60% of the user were satisfied with quality of the fevicol and agreed to use
the product in future also. While 23% of the respondent said that no other
brand is available in adhesive segment they have to buy what they are
offered.

12.) Could you name any competitive brand, whose commercial you
have seen or purchased product from?

Araldite, Bluecoat.

This showed that there are no competitors of Fevicol but there are small
competitors in various regions of India. Few competitors of Fevicol are
Jivanjor, Euro, Araldite. A company named “bluecoat” produced adhesive
better than fevicol and almost captured the market of adhesive but pidilite
took over bluecoat.

22
Suggestion
Since the competition makes the brand either to lower their costs or
increase the quality and innovate the products of the brands to run their
businesses as efficiently as possible. But when there is no competition as
in the case of Fevicol which acquires about 70% of the adhesives market.

Prices are likely to increase and quality is likely to also suffer at some point
of time. It does not have any major competitor in market. Fevicol (Pidilite)
believes in acquiring its competitors as it does in the case of Bluecoat.

23
Questionnaire

Q1. Could you complete this brand name:

F _ _ _ COL.

Q2. Have you ever seen the above brand name in advertisement?
Yes ( ) No ( )

Q3. Could you name the brand advertisement showing :

Clue 1. A shadow affixed to shutter of a shop and the person moves

ahead without shadow. Over that shutter the brand name was written.

Clue 2. An unbreakable egg at restaurant.

Clue 3. A movie in a TV set: a person hanging through a bridge, a

girl having his hand in her hand and suddenly after an event he fell
down. But not in same movie running over to other TV sets. (Words
from the same movie “Pakde Rehna Choddna Nahi”.)
______________________________________________.

Q4. How would you rate the commercial on the factor of Script of
Ad ?
( )Excellent. ( )Good. ( )Average. ( )Not good. ( )Not have any effect.

24
Q5. While seeing the commercial you get
Product Knowledge.
Quality Knowledge.
Knowledge of use or extended use.

Q6. Have you ever used this product?

Yes ( ) No ( )

Q7. Does Advertisement made any effect on your purchasing decision of

brand?
Yes ( ) No ( ) Can not say ( )

Q8. Your preference for product purchase is usually at

Price of the product
Quality of the product
Brand name of the product
Availability of any brand / any product

Q9. You first purchased the brand due to

Its Ad shown over TV.
Heard from others.
Recommended by shopkeeper.
Other ______________.

25
Q10. Does Advertisement promote your repurchase decision of brand?
Positively
Can’t say
No Effect

Q11. You prefer to go with this brand due to

Quality Offering
Brand Name
Non – Availability of other brand
Other reason ________________.

Q12. Could you name any competitive brand, whose commercial you have
seen or purchased product from?
_______________________________.

Thank you for your cooperation and providing useful information to us.

Name: ___________________________________.
Age: ___________________________________.

26