FeviStick SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3309
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SWOT Analysis of FeviStick with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

FeviStick

Parent Company

Pidilite Industries Ltd.

Category

Adhesives

Sector

Industrial Products

Tagline/ Slogan

No Chip Chip. No JhikJhik.

USP

Market leader in glue sticks in India

STP

Segment

Customers looking for value-for-money and user-friendly products which makes their work easy.

Target Group

Households, stationers, retailers, students, offices, etc.

Positioning

Super Glue Stick.

SWOT Analysis

Strengths

1. First brand to come up with the glue stick product in India, which completely revolutionized the Indian glue industry.
2. Market leader in glue sticks with a dominant market share.
3. Very user-friendly and economical.
4. The brand recall of the prefix “Fevi”, did the trick again for FeviStick and was an instant hit when it came into the market.

5. The advertisements are witty and appealing.

Weaknesses

1. There is low market penetration in international markets.
2. Similar products or fake imitations affects brand and sales

Opportunities

1. Tie-ups with Korean and Chinese manufacturers to product the glue, giving the brand a global presence.
2. Competitions and contests for students organized at school and junior college levels is gaining popularity.

Threats

1. Brand loyalty among customers is very less and competition takes advantage of this fact to introduce cost-effective products.
2. Advertisements are not to be seen recently and promotion has taken a backseat.
3. Glue market is in threat by the paper stickers and the pins industry.

Competition

Competitors

1. Camlin
2. Faber-Castell
3. Araldite



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