Marketing Strategy of Fevicol analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Fevicol marketing mix, help the brand succeed in the market. Let us start the Fevicol Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Fevicol marketing strategy can be explained as follows:
Fevicol is an adhesive product and has a great range of products for both industrial and household usage as a glue. Fevicol is white in colour and a semi liquid paste in its appearance. It is also known for its easy to use and much faster in sticking the materials. There are different products available under Fevicol which are special in each way by differentiation they provide like, vibration resistance, shock resistance and fire resistance. Fevicol also has other products with traits such as versatility, non-staining and bond strength. The products that are sold in these categories include: Fevicol MR – used in wood, plywood, paper and fabrics; Fevicol SH – a resin paste used for surfaces that are porous.
Mostly used in sports products. Fevicol has launched a new improved version of SH called SH Xtra. Under Fevicol it has other products like SR 505, FOAMFIX, HI-PER, PRO-BOND etc., which are used for different purposes and situations. This gives an insight in Fevicol product mix strategy.
Image: company website
Fevicol Price/Pricing Strategy:
Below is the pricing strategy in Fevicol marketing strategy:
Fevicol has got wide product offering, which means a diverse pricing strategy. Fevicol is available in different SKU’s ranging from 125 grams to 50 Kg.
these are available in plastic containers. As Fevicol has a reliable customer base who are confident about the quality of products offered by Fevicol it enjoys a kind of monopoly in the market. This helps Pidilite in premium pricing the products marginally higher than the industry standards. So it follows a strategy called mid-level premium pricing. Fevicol SH is available at Rs. 825 per 5 kg can and SR 505 at Rs. 200 per litre. Also can be a value based pricing strategy in its marketing mix as customers find the product a value for money. And for launching new products which fit into the family of Fevicol it follows target costing where it arrives at a specific price where consumers are willing to pay and then it designs and manufactures the product meeting that specific price. It also uses promotional pricing wherein it sells products below the list prices to attract new customers.
Following is the distribution strategy in the Fevicol marketing mix:
Fevicol products are available almost everywhere in India, as they cater to both end users and enterprise clients. Fevicol is Asia’s largest selling adhesive brand so it is present widely across most of the countries in Asia and 54 countries in the world like India, China, Indonesia, japan, Thailand and Singapore and many more. In India Pidilite has nearly 65000 retail stores selling Fevicol products across the country in 50000 locations covering every nook and corner. Its distribution channels include everything from a superstore to convenient store and hyper market. Some of Fevicol’s products are sold online also.
Pidilite also has franchisers selling its products apart from the conventional wholesalers and retailers.
Fevicol Promotion & Advertising Strategy:
The promotional and advertising strategy in the Fevicol marketing strategy is as follows:
Fevicol has been a pioneer in innovative advertising in its promotional strategy. All the campaigns from Fevicol are creatively brilliant and very cost effective also. These two factors are the major drivers in its promotional practises. Fevicoluses promotional prices to attract customers, Television commercials, hoardings at important places in cities and towns. It also invests in PR activities and below the line advertising activities like displays, meetings with users like carpenters and some contests also. Fevicolis known for its commercial advertisements which everyone remembers. Also its advertisements are given in programs of high TRP ratings like cricket matches and primetime shows, to make sure it reaches to maximum audience. Fevicol is spending huge amounts on advertisements off late according to their strategy. It also uses mass media like print advertisements and online marketing. Hence, this covers the Fevicol marketing mix.
This adhesive product is a flagship brand of Pidilite Industries. Pidilite started its operations in 1959 and now a multinational company. It produces adhesives, sealants, chemicals that are used in automotive and paint industries. It is also a pioneer in industrial resins and organic pigments in Asia. Though Pidilite produces various products Fevicol is the product it is most famous for. It contributes to nearly half of company’s revenues. In India Fevicol can be used as a synonym for adhesive. Millions of Indians identify the brand because of its omnipresence.
It is the ranked as one of the most trusted brands in FMCG sector. Not only in India but in all of Asia, Fevicol is now the largest selling brand in adhesive sector.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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