Fevikwik SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 5654

SWOT Analysis of Fevikwik with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Pidilite Industries Ltd.


Adhesives & FMCG


Industrial Products

Tagline/ Slogan

Chutki mein chipkaye!


India’s leading instant adhesive brand.



Customers looking for ease-of-use and quick solution to their problems.

Target Group

Domestic (household) as well as industrial customers.


One Drop Instant Adhesive

SWOT Analysis


1. Very powerful and effective adhesive known for its instant adhesion effect and durability.
2. A very strong brand recall and effective tagline which is instantly recognized by consumers all across India.
3. Very famous for its witty and humorous ads. E.g.:- the ad featuring a fisherman applying Fevikwik on his fishing rod to catch fish.
4. Doesn’t require an external energy source for adhesion and acts instantly on the material to be bonded.

5. Very interactive website which focuses on the quickness and ability of the adhesive to bong materials.


1. Several issues have occurred due to the strong adhesive action of the product, resulting in skin problems and inability to unbind materials
2. Fake products with similar sounding and branding names affect sales


1. Interactive sessions for customers are being carried out at gatherings along with the promotion of Fevikwik through the mascot Mr. Help.
2. Tie-ups with kirana and stationery stores and specific programs for retailers are helping in pushing the brand further


1. There are a few local and regional competitors, especially in Northern and Eastern parts of India.
2. Adhesives industry is demanding innovative packaging and consumer-friendliness.
3.Manufacturing costs are going to increase owing to inflationary levels of economy.



1. Araldite
2. Loctite
3. Bondtide

The table above concludes the Fevikwik SWOT analysis along with its marketing and brand parameters.


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