Integrated Marketing Communication

Presenatation on IMC Strategy for Pidilitie (Fevicol)

Marketing A

Group 9
Team Members

Shivani Joshi -17030120081

Anand Kanabar - 17030120082
Pankaj Joshi - 17030120097
Rishabh Hemani - 17030120102
Sakshi Jalan - 17030120104
Sanchita Khattar - 17030120106
 TABLE OF CONTENTS

Sr.No Title
01 About Pidilite
02 Indian Adhesive and Sealants Sector
02 Competitive Analysis
04 Opportunity Analysis
05 Current Campaigns
06 FEVICOL
07 Problem Statement
08 Objective
09 Target Segment
10 Promotional Mix
11 Marketing Campaigns
12 Advertising Schedule
About Company
Pidilite industries limited was founded in the year 1959 and the comapny is currently
headquartered in Mumbai, Maharashtra. It is known as a consumer-centric chemical
company that is committed towards quality and innovation. Over the years, the company
has been developing products related to sealants, adhesives, industry resins,
construction materials, etc.
They are market leaders in various sectors, one of them includes the adhesives sector.
Their diverse brand portfolio includes the following:

Product Portfolio
Pidilite's product portfolio can categorised into two key general categories: 1) consumer
and bazaar (C&B) products which include like adhesives and sealants, art/craft materials
and construction/paint chemicals 2) Industrial products which include industrial
adhesives, pigment and preparation and industrial resins.

The Consumer & Bazaar products constitute approximately 84% of the total revenue
generated. Out of which, adhesives and sealants contribute the highest percentage of
approximately 56%. A 98% top of the mind awareness for products such as Dr. Fixit and
Fevicol is found among consumers. Consistent innovation of existing variants or new
products has helped the company to strengthen its presence in the adhesive industry and
also bridge the gaps in its product portfolio.

Strong manufacturing capacity and robust distribution reach: In India, Pidilite operates 23
plants along with 25 co-manufacturers. By 2022, 12 more plants are expected to be added
in order to create a seamless supply chain and manufacturing network across the
country.The company has a direct reach of 23,000. In addition,Pidilite is the only company
in India that holds a strong influence across various segments of users:

• B2C business: Stationery (including hobby ideas and also Fevicryl) and general
purpose adhesives ( Fevikwik,Fevicol, Fevistik, etc);
• B2I business: Inludes majority of its core products – Fevicol, M-seal, Steelgrip, etc.
– are dependent on intermediaries
• B2B business: As a part of the Industrial and specialty chemicals division, which is
primarily a B2B business, the clients are real-estate developers.

Thus, the strong distribution reach not only helps the company to have inventory days in
control, it also helps its innovative products to reach the market with minimum incremental
cost.
INDIAN ADHESIVE SECTOR
The Indian adhesives and sealants market is projected to reach USD 1,703.68 million by
2026, growing at an estimated CAGR of 8.07% over the forecast period (2021-2026).
Major factors driving the market studied are increasing demand from the packaging
industry and the growing construction industry in the country.

Competitive Analysis

Basis Pidilite H.B. Fuller Arkema group Sika AG

(Fevicol) company

Revenue US $990 US $ 2.79 E 7.9 Billion CHF 8.1 Billion

Million

Global Presence 71 countries 67 countries 150 Locations 101 countries

Key competitive High brand Varied item High global High global
advantage presence portfolio presence presence

H.B. Fuller Company

H.B. Fuller Company is a large American adhesives manufacturer that exports industrial
adhesives all over the world. The company has long been praised in ethical investment
circles for things like the nature reserve constructed around its offices and the cautious
treatment of toxic waste.
Arkema Group
Arkema S.A. is a specialised chemicals and advanced materials firm based in Colombes,
France, near Paris. Coating Solutions, Industrial Chemicals, and Performance Products
are Arkema's three business segments.

High Performance Materials

Specialty polyamides, Fluoropolymers (PVDF), molecular sieves for filtration and
adsorption, and organic peroxides are the four high-value-added product lines in the High
Performance Materials division. Rilsan (polyamide 11), Luperox (organic peroxide), Kynar
(PVDF), and Siliporite are the company's flagship brands (Molecular Sieves).
Industrial specialties
Chemical intermediates such as thiochemicals (for animal nutrition, gas natural odorant),
fluorochemicals (for refrigeration, air conditioning, blowing agent for insulating foam),
PMMA (or acrylic glass for furnitures, automotive applications, and noise barriers), and
hydrogen peroxide are produced by the Industrial Specialties segment (pulp and textile
bleaching, chemical synthesis, water treatment). Altuglas (PMMA), Albone (hydrogen
peroxide), (agricultural fumigant), and Forane are some of the business segment's most
well-known brands (refrigerants).

Coating Solutions
The Group has developed a position in every section of the coating market, starting with
upstream acrylic monomers.

Sika AG
Sika AG, headquartered in Baar, Switzerland, is a Swiss multinational specialty chemical
company that supplies the building and automotive industries. The company develops
and produces systems and products for bonding, sealing, damping, reinforcing, and
protecting. It currently employs over 25,000 people, has subsidiaries in over 100
countries, and has an annual sales turnover of CHF 8.1 billion.
Sika was founded in 1910 by Kaspar Winkler, who laid the groundwork for the company.
Winkler rose from poverty to become a successful entrepreneur, and by the 1920s, he
was already establishing subsidiaries in other countries.
Sikaflex, SikaTack, Sika ViscoCrete, SikaBond, Sikafloor, Sika CarboDur Sikagard, Sika
MaxTack, Sikaplan, Sikament, Sikadur, SikaLastic, SikaRoof MTC, Sika Unitherm, and
Sika Sarnafil are among the over 900 product brands used.
Opportunity analysis
Project Parivartan: The Organization has initiated a new Project Parivartan initiative that
will update the supply chain system and aim to streamline costs from warehousing to
transport.
New Branding Strategies: The Company has taken Amitabh Bachchan as its brand
ambassador and this move is expected to boost its brand value, as this campaign will
also be backed by strong digital and social media promotion.
Global Brands acquisitions: Pidilite has signed a contractual agreement with WD-40
Corporation, a multinational marketing agency, to oversee the selling and distribution of
its WD-40 Multi-Use drug. This product has a variety of maintenance and repair
applications and the company may also use WD-40’s popularity to market their goods in
the home building and adhesive verticals.

FEVICOL
In the year 1963, a first manufacturing plant offering a simple product called "Fevicol" was
set up in Kondivita. It became a household name in the category of white glue.

A 30-gram collapsible tube was launched in the year 1970. This tuble was introduced as
a consumer pack and was a very smart strategy to establish Fevicol as a consumer brand.
From there, Fevicol embarked on its journey with a bold marketing game plan. Instead
of selling through stores like its competitiors, Fevicol decided to approach the carpenters
directly. With its signature packing (white and blue), Fevicol was marketed directly to
consumers (primarily carpenters).

Customer Segments:

CONSUMER & BAZAR PRODUCTS

Adhesives, Sealants, Art & Craft Materials and Others, Construction and Paint Chemicals
are covered under the Branded Consumer & Bazaar segment.
Prominent Users: carpenters, painters, plumbers, mechanics, households,
students, offices etc.

“As a child I used Pidilite products for art and craft. It amazes me to see my son also
enjoying the same.”
From a hobbyist at home to a full-fledged career, my journey has been very colourful!
BUSINESS to BUSINESS
The Business to Business segment covers products, such as Industrial Adhesives,
Industrial Resins, There are a few medium to large companies with national presence
and a large number of small companies which are active regionally.
Construction Chemicals (Projects), Organic Pigments, Pigment Preparations, etc. and
caters to various industries like packaging, joineries, textiles, paints, printing inks, paper,
leather, etc.

Fevicol Target Segment in states like AP&T and Tamil Nadu for our IMC
Campaign:
As per the new SEC system that classify the households in India based on two variables:
● Education of chiefearner
● No. of consumer durables owned by family among list of 11 items.
We arrive at 12 grades and for our case we can target following grades:

A1: Bread Earner with graduate and postgraduate general or professional degree with 9+
consumer durable possessions. Have internet Access at home, have a subscription to
any newspaper and receive cable & satellite at home.

A2: Bread Earner with SSC/HSC, graduate and postgraduate general or professional
degree with 7+ consumer durable possessions. Have internet Access at home and have
a subscription to any newspaper and receive cable & satellite at home.

A3: Bread Earner with some primary schooling, SSC/HSC, college,

graduate/postgraduate general or professional degree with 5+ consumer durable
possessions. Have internet Access at home and have a subscription to any newspaper
and receive cable & satellite at home.

B1: Bread Earner who may be illiterate, or have some primary schooling, SSC/HSC,
college, graduate/postgraduate general or professional degree with 4+ consumer durable
possessions. Have a subscription to any newspaper and receive cable & satellite at
home.

B2: Bread Earner who may be illiterate, or have some primary schooling, SSC/HSC,
college, graduate/postgraduate general or professional degree with 3+ consumer durable
possessions. Have a subscription to any newspaper and receive cable & satellite at
home.
Campaign Objective

The brand Fevicol has less sales figures than the potential of the market in South Indian
states especially Telangana, Tamilnadu and Andhra Pradesh, against the state in western
India like Gujarat and Rajasthan where the sales figures are more than the market
potential.

Reasons
● Attitude To Affluence
Southern states, especially APnT and TN, typically spend on gold as a way to
announce their affluence to the larger society. For them, jewelry is the most
important indication of their prosperity. The amount of jewellery one wears and has
is the key indication of wealth for an individual or family. Homes, décor & interiors
tend to be lower down the hierarchy of importance for this part of the country.
● Topographical Influence
A large part of the economy and the population is historically based in the coastal
areas or on the riverbanks (Krishna, Kaveri for example) for economic and
livelihood reasons. Coastal regions or regions close to water sources like rivers
etc. are prone to termite infestation due to the higher humidity in the soil. This has
erected barriers to extensive ply and laminate usage
● Attitude To Design
For APnT and TN, functionality is the most important aspect of design. Aesthetics
comes later, and in many cases, not at all. In other aspects of their lives, homes or
décor or interior spaces, their tendency is to have more minimalistic and functional
pieces. Furniture design too is basic, with focus on storage spaces, as opposed to
ornamental fixtures. They are also open to using substrates like aluminium, PVC
 etc. for their interiors as it saves on cost and is functionally acceptable. The design
has to do the job efficiently, looks come second.

Objective
To increase the average Category Development Index (CDI) from 0.71 to 1 in the states
of Andhra Pradesh, Telangana and Tamil Nadu in the span of 12 months by increasing
the adoption of wooden furniture for home decor and interiors.

Promotional mix

We would be using the push promotional strategy since our goal is to increase the
adoption of wooden furniture by increasing awareness.
Offline sales
• Salesmen can go to various furniture stores and carpenters in Andhra Pradesh,
Tamil Nadu and Telangana and sell pidilite products directly to them.
Television ads
• Pidilite has always been famous for their on-point television advertisements and
they should continue with them in order to connect well with their audience.
Collaborate with furniture brands
• Pidilite can collaborate with various furniture brands such as pepperfry or even
local furniture stores to build the brand presence.
Banners & Hoardings
• Pidilite can have banners and hoardings on the streets of Andhra Pradesh, Tamil
Nadu & Telangana, especially near local furniture stores and showrooms.
Gamification
• Pidilite has a website fevicoldesignideas.com which can be converted into an app.

Communication Strategy
With the objective of influencing the attitude of the target audience and increasing the
adoption of aesthetic furniture among them, the communication strategy will be carried
out through 3 marketing campaigns.

Campaign 1: Haveli

Execution:
Ad 1: First part of the ad will be an set in an auction scene for a big mansion.
The ad starts with the timeline from 2018. A huge mansion is set to be auctioned but no
bidders are showing interest. Time fast forwards to 2019, 2020 and 2021 but every year
no interest is shown by the bidders. The mansion is not catching any attention/interest.
The first part of the ad ends here with the cliffhanger “Ye haveli kyu nahi bikti?” ( in the
regional language).
We will create aggressive promotion of this ad cliffhanger over different mediums
such as newspapers, billboards and social media.

Ad 2: Fevicol god appears and says “bikegi kaise, yaha main jo nahi rehta” (in regional
language). Then the owner furnishes the house with the use of elaborate woodwork,
plywork, sofa, cabinet etc. The next auction ends up as a huge success and the owner
and god smirk at each other.

Key highlight factors of the ad:

• the ad shows the importance of buying furniture for the house

• it shows that the aesthetic aspect of furnishing and interior decor increases the
market value of real estate
• it influences the audience to develop an affinity towards buying aesthetic decor for
house
Campaign idea 2: It’s a match
To address the apprehension of termites infestation in furniture Fevicol can design an
elaborated campaign with use of their own portfolio product terminator.
The Campaign will start in southern states with climatic situations ideal for termite
infestation. We aim to find perfect jodi for fevicol in a tinder like UI and fevicol matches
with terminator.

Digital marketing campaigns:

• Making miniature furniture: Miniature versions of ply & wood can be delivered to
people’s houses wherein they can make the furniture of their choice and try selling
them online. The best ones will win a chance to not only get featured on pidilite’s
instagram page but also have a life size piece made of their winning furniture.
• Making furniture from sticks: create furniture from wooden sticks and upload
your models on your instagram story. The best ones will win a chance to not only
get featured on pidilite’s instagram page but also have a life size piece made of
their winning furniture.

Advertisement:
• Dhoni enters a house and whistles; we don’t know why he whistled.
• We post the video of this ad on our social media handles and ask the audience
why they think dhoni whistled.
 • The reason he whistled was because he saw the house filled with beautiful
furniture. We made this announcement 2 days after the release of the video.

Advertising Schedule:

Campaign # Media channels to use

Campaign1: Local television channels,
• Part 1 for 15 days Newspapers, Social media
• Part 2 for the next 15 days
Campaign2: Social Media
• For 30 days
Campaign3: Television channels (during IPL)
• For 30 days Social Media (during IPL)

___________
References:
https://www.pidilite.com/wp-content/uploads/2018/08/ANNUAL-REPORT-2017-18.pdf
https://www.pidilite.com/wp-content/uploads/2021/07/Annual-Report-2020-2021.pdf
https://www.ndtv.com/business/stock/pidilite-industries-ltd_pidilitind/reports-directors-
report
https://iide.co/case-studies/marketing-strategy-pidilite/
https://www.mordorintelligence.com/industry-reports/india-adhesives-and-sealants-
market