Dr. Fixit SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 3625

SWOT Analysis of Dr. Fixit with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dr. Fixit

Parent Company

Pidilite Industries Ltd.


Adhesives/Construction chemicals


Industrial Products

Tagline/ Slogan

Waterproofing solutions; For health construction


Market leader in Construction Chemicals in India.



Customers looking for easy-to-use and efficient products.

Target Group

Construction workers, plumbers, whitewashing agents, cement industry and households.


Healthy Construction. Redefined.

SWOT Analysis


1. Pidilite’s brand image and recall are the biggest advantages for Dr. Fixit’s success.
2. It is the market leader under the construction chemicals category in India.
3. Clients and associates in Middle East, Singapore and Thailand.
4. Advertisements follow the Pidilite trend of humor and appeal to the viewers and customers.

5. Products are very efficient and user-friendly.

6. Market share is expanding in the international markets, with nearly half market share in Middle East.


1.Brand awareness is less as compared to Fevicol, especially among construction industry players.
2. Limited of brand extensions and customizations is creating a barrier for increasing sales.


1. Many BTL activities such as mall shows, gatherings, awareness campaigns for construction workers have benefitted sales.
2. Brand extensions to include other segments of industry can help in creating strong brand recall.


1. Legal issues with patents and rights have been running for some time against the brand.
2. Advertising has taken a backseat and Direct promotions are having stronger effect on consumers.



1.Pagel R20-80
3. Acrypol

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


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