Marketingmixoffevicolcompany 130922022932 Phpapp01

MARKETING MIX OF
PEDILITE &FEVICOL.CO
A PROJECT REPORT ON
MARKETING MIX OF PEDILITE & FEVICOL COMPANY
SUBMITTED BY
AFTAB SYED.Q.SYED
T.Y.B.M.S SEMISTER V
ACADEMIC YEAR 20010 -11
PROJECT GUIDE
PROF.MAZHAR THAKUR
SUBMITTED TO
UNIVERSITY OF MUMBAI
AKBAR PEERBHOY COLLEGE OF COMMERCE AND
ECONOMICS MUMBAI – 400008
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DECLARATION
I AFTAB SYED.Q.SYED student of AKBAR PEERBHOY COLLEGE
OF COMMERCE AND ECONOMICS, MUMBAI – 400008,
T.Y.B.M.S SEM V, here by declared that I have completed Project ON
MARKETING MIX OF PEDILITE & FEVICOL COMPANY in the
academic year 20010-11 .The information submitted is true and original
to the best of my knowledge.
Place: Mumbai.
Date:
Signature of the students
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CERTIFICATE
This is to certify that the project entitled A PROJECT ON
MARKETING MIX OF PEDILITE & FEVICOL COMPANY
is the bonafide research work carried out by AFTAB SYED
student of AKBAR PEERBHOY COLLEGE OF COMMERCE
AND ECONOMICS MUMBAI – 400008, T.Y.B.M.S SEM V, during
the year 2010-11, in partial fulfillment of degree of bachelor of
management studies (B.M.S.) and that the dissertation has not formed on
the basis for previous degree, diploma or any other similar title.
Place:
Date:
Signature of the Guide
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ACKNOWLEDGMENT
I would like to thank Prof Mazhar Thakur,
The university of Mumbai and Akbar Peerbhoy College of commerce
and economics and the project guide and my big brother who cooperate
me to make this project without their cooperation I could not make the
project.
Project Co-ordinator
AFTAB SYED
TYBMS, ROLL NO 45
SEM V
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INDEX
Sr.No Particular
1. Introduction
 Pidilite
 Fevicol
2. 4 P’s of Marketing
 Product
 Price
 Place
 (Distribution)
 Promotion
3. Market Segmentation
4. Positioning
5. Conclusion
6. Annexure
7. Questionnaire
8. webliography
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INTRODUCTION
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History Of Company
1969
- The Company was incorporated as a private limited company on 28th July
under the name of Parekh Dychem Industries Pvt. Ltd., to acquire and take
over on a going concern the business carried on by a partnership firm M/s.
Parekh Dychem Industries established in 1961 and having a factory in
Mumbai. The Company was promoted by Balvantray Kalyanji Parekh along
with his brothers. The brand names, are being Fevicol, Fevibond, Fevigum,
Pidifix, Pidivyl, Pidicryl, Acrolise, etc.
- The Company undertook to set up synthetic resin project with a capacity
resin project with a capacity of 3000 TPA at Mahad Industrial area in Raigad
district, Maharashtra. Also undertook to set up a constructions chemicals
project at Taloja industrial area, Taloja, Maharashtra.
1984
- Three other companies in the same group viz., Kodivita Pvt. Ltd., erstwhile
Pidilite Industries Ltd., and Triveni Chemicals Ltd. were amalgamated with the
Company effective 1st July, 1st April 1989 and 1st April 1992 respectively.
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- Effective 1st July, Kondivita Pvt. Ltd. amalgamated with the Company after
necessary approvals. The shareholders of erstwhile Kondivita Pvt. Ltd., were
allotted 41,000-15% preference share of Rs 10 each and 19,500 shares of Rs
10 each.
- 54,000 I and II Pref. - 4% shares allotted to promoters. 26,000 No. of equity
shares allotted to promoters originally:
26,000 Rights shares issued in prop. 1:1 in 1980, 52,000 bonus shares issued
in prop. 1:1 in 1981.
1985
- I & II Pref. 4% shares redeemed. 12% redeemable shares upgraded to 15%.
19,500 No. of equity shares and 41,000-15% Pref. shares allotted to Kondivita
Pvt. Ltd. on amalgamation. 54,000-15% Pref. shares allotted to promoters & in
lieu of 1st and 2nd 4% Pref. shares.
1986
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- The Name of the Company was changed to PDI chemicals private limited on
1st July, and then to PDI chemicals limited, on 28th October, 1988. Name was
once again changed to Pidilite Industries Ltd., on 21st February, 1990.
1989
- Effective 1st April, Pidilite Industries Ltd. was amalgamated with the
Company. As per the scheme of amalgamation 1,93,500 No, of equity shares of
Rs 10 each and 72,000-15% preference shares of Rs 10 each were allotted to
the shareholders of erstwhile Pidilite Industrial Ltd.
1992
- As per the Scheme of Amalgamation approved by High Court of Mumbai,
Triveni Chemicals Ltd., (TCL) was merged with the Company affected 1st April.
Accordingly 90588 No. of equity shares of Rs 10 each and 40,000-15%
preference shares of Rs 10 each were allotted to the erstwhile shareholders of
TCL 38,49,034 shares allotted in prop. 72:10 to promoters on 29.1.93
1993
- 15,36,378 shares issued at a premium of Rs 100 per share in October. Of
which 1,50,000 shares issued on preferential allotment basis to Viny
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Chemicals India Ltd. (only 1,35,000 shares taken up). Balance 13,86,378
shares along with 1,50,000 shares not taken up were issued to the public (all
were taken up).
1994
- The projects for SBR Latices, AZO Pigments and Carbazole Dioxiene Violet
Pigments were commissioned.
- Apuraj Chemicals Ltd., was amalgamated with the Company. As per the
scheme of amalgamation, 66,000 No. of equity shares of Rs 10 each were
allotted to the shareholders of erstwhile Apuraj Chemicals Ltd.
- Vapkon Finance & Industries Ltd., Fevicil Adhesives & Chemicals Ltd. and
Pidifin Finance and Investment Ltd., are subsidiaries of the Company.
- 60,000 No. of Equity shares of Rs. 10 each to be issued and allotted to equity
shareholders of the erstwhile Apuraj Chemicals Ltd. pursuant to the scheme of
amagalamtion.
1995
- Expansion project at Taloja was commissioned with an overall plant capacity
of 2400 TPA of construction chemical.
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- The Company's technical collaboration agreement with Schomburg & Co.,
KG. Germany for transfer of technical process know-how and specifications of
the plant etc., was extended till 8th September.
1996
- The first phase of grass root plant for manufacture of synthetic resins of
various types was commissioned in March at Mahad with a capacity of 7800
TPA. In the second phase, a
loop process plant for continuous emulsion polymerisation was to be
commissioned.
- Introduction of several new products in technical collaboration with M/s.
Crown Berger Ltd., U.K.
- The Company allotted 61,17,200 No. of equity shares of Rs 10 each as bonus
shares in the ratio of 1:1. 3,800 shares were kept in abyeance due to dispute
relating to the title of the same.
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1997
- 600 bonus shares allotted from Bonus Share Issue Suspence Account.
- The company has set up three windmills of 230 kv each at Village Pransla
near Dhank In Gujarat.
- The Pedilite Industries Limited, manufacturer of the popular Fevicol brand of
adhesives, is actively scouting around for buyers for its chemical and specially
resins business. The company has been in talks with several international
players in a bid to either sell off the business or enter into a joint venture.
1998
- Triveni Chemicals, another group company was also merged with PIL in 1992.
PIL's consumer products division was set up in 1984.
- The Board of Directors gave their approvals for the amalgamation of PGP
Engineering works Ltd and Pidilite Finance Ltd. with the company itself
effective 1-4-99. Also, Nebula Chemicals Ltd. manufacturers of certain grades
of
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adhesives, was to be amalgamated with the company subject to necessary
approvals.
- 2,800 bonus shares kept in abeyance allotted.
1999
- Pidilite Industries is re-engineering itself into a pure brand-oriented
marketing company and is hiving of its
manufacturing facilities into a joint venture with a strategic partner.
2000
- The Company has acquired from Mahindra Engineering & Chemical Products
Ltd (MECP), subsidiary of Mahindra & Mahindra Ltd, their adhesives and
sealants business consisting of the brand M-Seal and Mr. Fixit along with
goodwill of MECP's adhesives and sealants business.
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Pidilite Industries
Logo And Its Significance
Pidilite Industries Ltd., has been associated with you through different
products, Fevicol Furniture Books, Upholstery Books, etc. since long. “BOND” –
has become synonymous with Pidilite Industries Limited – Makers of Fevicol
brand of Adhesives. This philosophy is now beautifully expressed with our
simple yet dynamic new corporate logo. The golden circle represents the Sun
and the blue stroke suggests the surface of the Earth.
Just like the sun maintains an eternal bond between the plants with its
gravitational force, we seek to build strong bonds with all stakeholders through
dedicated teamwork, innovative strategies and commitment to excellence.
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This philosophy is expressed beautifully with this simple yet dynamic
design for our new corporate logo. The golden circle represents the sun, and
the blue brush stroke suggests the surface of the earth.
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Fevicol
Fevicol And Its Logo
The “Fevicol” logo with elephants symbol has been very popular for decades.
The Fevicol logo has now been redesigned to give a fresh and contemporary
look. The brand graphics have been redesigned and rising sun is added behind
the elephants, reflecting the freshness and vitality of the brand.
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Just as the morning sun brings new energy, we constantly think of fresh
ideas and develop new products of global standard under this trusted brand
name.
Fevicol – A Strong Brand
If you really look at the way in which business is being conducted in India, we
do not have a large market for ready-made furniture and carpenters are buyers
of this product. Compared to wood and other materials that carpenters use in
making furniture, the adhesive cost is very minimal. And Fevicol is so
synonymous with the
quality and the product that most of the direct consumers or carpenters cannot
take risk with this kind of product. This gives them pricing power. Despite
falling raw material
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prices in recent past this company has been able to not only keep the market
steady, but also increase the market price of their products and expand their
margins.
Pidilite - a pioneer and market leader in its line of business, the company boasts
of a battery of strong brands like Fevicol. Fevicol brand ranks among the 25
most popular Indian brands. Thus, Fevicol is a cash cow for the company and
is working wonders for it.
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4 P’S OF
MARKETING
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PRODUCT
THE PRODUCT LEVELS
In planning its market offering, Fevicol needs to think through three levels of
the product. Each level adds more customer value and it forms a part of the
customer value hierarchy.
Core product
There is no identification as such where the core need is concerned. Previously,
people used animal fat as glue for bonding. But getting glue from the animal fat
was really difficult. What the customer actually wanted was the better product,
which could be made available easily.
Actually, Fevicol is not the actual pioneer in developing the white glue, as the
concept has come from abroad. Fevicol has replicated the making of white glue
in India from abroad.
According to Fevicol, the core product is that it should give a bonding i.e., it
should be provided with a good bonding.
Actual Product
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The actual product is designed as the bonding different and better than any
other product available in the market. Basically, the core product is turned into
a basic product; actual what the Fevicol is delivering.
Augmented Product
Here, Fevicol exceeds the customer expectation by giving an augmented
product where everybody using the
product can use it without any hassles, and no mistakes at all. Even a novice
can use it properly and even expert can use it without any hassles as such.
Moreover, as today’s competition takes place at the product-augmented level,
the competition has shifted its preference from what the companies produce in
their factories to what they add to their factory output in the form of
packaging, services, advertising, and other things that people value. The latter
part is more of a value to the company.
Now even with the use of advertising, Fevicol has made itself into a super
brand. Even if tomorrow someone tries to enter this market it is not possible to
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compete with Fevicol, not even through effective advertising. That is the
positioning they have achieved right now.
Product Augmentation Strategy
Firstly, each augmentation adds cost. Secondly, augmented benefits soon
become expected benefits. This means competitors will have to search for still
other features and benefits. However, Fevicol is not affected by the competition
as it has drawn the line very cautiously such that it has made the competitors
difficult to enter this
market and endanger its position. So the question of cutting price does not
occur much. Moreover, Fevicol wants to maintain its position as a brand in the
premium
segment. However, there are many small-scale competitors. Not to take a
chance, it had introduced the products in the economy segment, also, inorder
to deal with competitors in the lower segment market.
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Product Hierarchy
Each product is related to certain other products. The product hierarchy
stretches from basic needs to particular items that satisfy those needs. We can
identify Fevicol as the following levels of the product hierarchy:
1. Product Line: Fevicol has a group of products within a product class, say,
consumer-based products and industrial products. They are closely
related because they perform a similar function i.e., bonding, are sold to
the same customer groups, i.e., consumer-based and industrial products
to the common customers and the industries respectively, are marketed
through the same channels, or fall within given price ranges.
2. Product Type: A group of items, say, Fevicol SH, Fevicol MR, Fevicol 505,
etc. within a product line, say, white glue, share one of the several
possible forms, of the product.
3. Item: A distinct unit within a brand or product line distinguishable by,
say, price, would be Parcol to Fevicol.
Product Classifications
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Fevicol has been classified as Consumer and Bazaar Products and
Speciality Industrial Products.
There are about 500 industrial products under the brand name Fevicol
catering to different needs of the industry. The industrial products are different
from the consumer-based products totally. There is no link as such other than
that they all fall under the umbrella brand – Fevicol.
Product Line analysis
Sales And Profits
The sales and profits of each item in the product line is important as it helps to
determine which items to build, maintain or divest. They also help in
understanding each product line’s market profile. Fevicol has different margins
for different products in the product portfolio.
For each product, Fevicol undertake a profitability-analysis or a quarterly
analysis. On a month-to-month basis, they keep reviewing the profitability of a
particular brand.
In terms of sales, they have a targeted year kind of sales plan. Based on
this sales plan, they have the profitability plan. Now if there is a change in the
profitability plan other than what they perceive, they take the call every month
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or every three-month whether to change the pricing, or to cut the pricing in
order to
Increase the sales. It is the same case in the bottom line or the top line.
Product-Line length
The product line of Fevicol is neither short nor long. The product line is
not short as if Fevicol finds the core need to introduce a product to add to its
product line, it does so. Similarly, if it feels that the product is cannibalizing
the other products, it does not hesitate to drop items. However, this is a rare
thing to occur as all the brands under Fevicol are catered to different markets
and areas.
Another thing Fevicol believes in is to create a product line that protects
against economic ups and downs. Thus, they have introduced Parcol and
Bulbond to cover different
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Price points even here, if Parcol and Bulbond try cannibalizing any brand
of Fevicol, restriction is put on the distribution network of Parcol and Bulbond.
Fevicol follows the perception that if Companies seeking high market .
How Fevicol came into being?
Alcohol Poly-vinyl alcohol is one of the component of the adhesives. The whole
process of manufacturing adhesives has come from outside India. Everybody
outside India used to call from the name “ol” because of Poly-vinyl Alcohol. So
the “col” has come from there. Earlier there were no adhesives in India. Later
then, there was a brand called MOVICOL in India, who has set the trend of
calling adhesives from the word “col”. The adhesive industry was in an
unorganized sector. The Parekh family of the Pidilite Industries had a
background of chemical engineering. As the suffix “col” had become a trend
then, FEVICOL,
When, it was changed to a brand, followed the same trend of having a “col” in
the name.
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Line Extensions
Over the years, Fevicol has many products under its brand. Each type of
product can be further developed. It
has felt the need to extend its existing brand name to new flavours in the
existing product category. Line extensions consist of introducing additional
items in the same product category. For example, Parcol and Bulbond.
However, line extension involves risks. For example, Bulbond can eat the
sales of Fevicol resulting in cannibalizing of Fevicol. On the downside, line
extensions may lead to the brand name losing its specific meaning. It may be
possible that by introducing Bulbond – a cheaper version of Fevicol, Fevicol
may lose its name in providing product in the premium segment. However, line
extensions also have a positive side. They have a much higher chance of
survival than brand-new products. If Bulbond is promoted using the tagline
from the promoters of Fevicol, then there is a possibility of it reaping more
profits.
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Brand Extensions
Pidilite has used its existing brand “Fevicol “ to launch other products in other
categories. For example, Fevicol SH, Fevicol SR-998, Fevicol Foamfix, Fevicol
Nailfree, etc
Packing
In Plastic Containers 125gms, 250gms, 500gms, 1kg, 2kg, 5kg and 10kg.
In Carboys 30kg, 50kg
FEVICOL SPEEDX
FAST SETTING SYNTHETIC ADHESIVE
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WITH ALIPHATIC RESIN
SAVE TIME, GET MORE BUSINESS!
For the first time in India, a revolutionary adhesive that can save time, increase
productivity with superior water resistance. It is a fast setting water based
synthetic resin adhesive for Furniture Industry.
Fevicol SpeedX is milky white in colour.
Category: Craftsmen Products
Features:
 Saves time – more productivity and faster completion of project.
 Saves Labour – cost effective.
 Superior water resistance – makes furniture more durable.
Uses:
 In time bound projects.
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 Kitchen units, wall units, bathroom where exposure to water is high.
 For bonding wood, plywood, laminates, veneers, particle board, block
board/hard board, MDF to each other.
Packing:
 In Plastic Containers 5kg and 10kg.
 In Carboys 20kg and 50kg.
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SYNTHETIC RUBBER BASED
ADHESIVE
QUICK BONDING ADHESIVE
Fevicol SR 998 is widely accepted for speed in furniture making and for the
surfaces where it is difficult to apply pressure. Used specially for bonding
vertical laminates.
Fevicol SR 998 is dark brownish in appearance.
Category: Craftsmen Product
Features:
 It is benzene free and thus, is non-hazardous to health.
 To bond the surfaces where it is difficult to apply pressure.
 Vertical lamination.
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 Speed in furniture making.
 Excellent spread ability and bond strength.
Uses:
 For bonding decorative laminates to wood and plywood.
 Rubber, rexine, leather, foam, fibre, metal, glass, ceramic, canvas, etc.
 Duct insulation (nitryl rubber to metal).
 Under deck insulation.
 Teak wood – mosaic/cement flooring.
 Bonding inside roofing of cars and buses.
Packing:
In Tins 100ml, 200ml, 500ml, 1 litre, 2 litre and 5 litre
In Drum 25 litre
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FEVICOL SR X-PRES
SYNTHETIC RUBBER
ADHESIVE
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THE TWO MINUTE BOND–
THAT LASTS LONG.
A Premium quality adhesive specially formulated to tough containers. It is a
solvent borne synthetic rubber based adhesive
(Benzene free).
Fevicol SR X-Pres is a light lemon yellow liquid and it is highly inflammable
material, to be stored away from direct, heat, sunlight and flame in sealed
condition.
Features:
 More resistant to heat and sunlight.
 Faster Drying (3-5 minutes).
 Saves time and labour.
 Used for the surfaces where it is difficult and apply pressure.
Uses:
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 Automobile roofing applications.
 For bonding decorative laminates to wood and plywood.
 In vertical lamination.
 Rubber, rexine, leather, foam, fibre, metal, glass, ceramic, canvas, etc.
 Duct insulation (nityrl rubber to metal)
Packing:
In Tins 200ml, 500ml, 1 litre and 5 litre
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FEVICOL SR 505
SYNTHETIC RUBBER
ADHESIVE
STRONG BONDING, LONG LASTING
Introducing Fevicol SR 505, specially for PVC flooring, foam/rexine upholstery
Fevicol SR 505 is a synthetic rubber adhesive (Solvent based) and benzene free.
It is greenish yellow in colour.
Features:
 Excellent spreadability.
 Compared to other adhesive no residue left. Can be used to the last
drop.
 Economical in the long run.
 Free from benzene – non hazardous to health.
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Uses:
 PVC Flooring.
 Foam/rubber foam to metal/wood.
 Upholstery or rexine to metal.
 A/c unit insulation.
 Duct insulation.
In Glue Pen 30gm.
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PRICING
Price is the amount of money charged for a product or service. More broadly,
price is the sum of all the values that consumers exchange for the benefits of
having or using the product or service.
In case of Fevicol the prices are fixed according to the benefits that it
offers like good quality, branded product, etc. Its price is thus a summation of
all the values that its consumers exchange for the benefits of using Fevicol.
Internal Factors Affecting Pricing Decision
Internal factors affecting pricing include Fevicol's marketing objectives,
mix, and organizational considerations.
Marketing Objectives before setting price
Fevicol has selected its target market and positioning carefully, and
hence its marketing mix strategy, including price, are fairly straightforward.
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Marketing Mix Strategy of Fevicol
Fevicol believes that "Price is only one of the marketing mix tools that a
company uses to achieve its marketing objectives. Price decisions must be
coordinated with
product design, distribution, and promotion decisions to form a
consistent and effective marketing program for other marketing mix variables
may affect pricing decisions."
Target costing
Target costing reverses the usual process of first designing a new
product, determining its cost, and then asking, Can we sell it for that?”
Instead, it starts with an ideal selling price based on customer considerations,
then targets costs that will ensure that the price is met.
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Fevicol does exactly this in case of its line extensions, where it comes out
with a product having a certain price in mind and thus goes in a reverse by
first setting an ideal selling price based on customer considerations, then
targets costs that will ensure that the price is met.
The best examples of this Target costing are the Brands Parcol and
Bullbond, which are the line extensions of the brand Fevicol.
External Factors Affecting Pricing Decisions of Fevicol
External factors that affect pricing decisions of Fevicol include the nature
of the market and environmental elements like the government policies,
competition, etc.
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Consumer Perceptions of Price and Value
Fevicol knows that in the end, the consumer will decide whether
products' price is right. Pricing decisions, like other marketing mix decisions,
must be buyer oriented. When consumers buy a product, they exchange
something of value (the price) to get something of value (the benefits of having
or product).
Hence, Fevicol follows value - based - pricing.
Demand curve
A curve that shows the number of units the market will buy in given time
period at different prices that might be charged.
Fevicol prepares a demand curve as and when it feels that there has
been a change in the external environment or in its internal way of conducting
business. This helps them to determine the number of units the market will
buy in a given time period at different prices.
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Price Elasticity of Demand
Marketers also need to know price elasticity, how responsive demand will
be to a change in price.
Fevicol has negative price elasticity as with the increasing prices its
demand falls. This is because of the heavy competition to it from the
unorganized players of the market and other competitors whose products are
priced below the prices of Fevicol. Hence, Fevicol is very selective as to when to
rise the price because its price elasticity will surely hamper its demand if there
is a price rise.
Competitors’ Costs, Prices, and Offers
Fevicol takes into consideration the external factor of competitors’
costs and prices. It also takes into consideration the possible competitor
reactions to its own pricing moves affecting its pricing decisions.
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Other External Factors
When setting prices, Fevicol also considers other factors in its external
environment. Economic conditions can have a strong impact on the pricing
strategies. Economic factors such as boom or recession, inflation, and interest
rates affect pricing decisions because they affect both the costs of producing
product and consumer perceptions of the product’s price and value.
Fevicol follows - 'Value-Based Pricing'
Value pricing is offering just the right combination of quality and good
service at a fair price.
An increasing number of companies are basing their prices on the products
perceived value. Fevicol is no exception to it.
Value-based pricing use buyers’ perceptions of value, not the seller’s cost, as
the key to pricing. Value-based
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pricing means that the marketer cannot design a product and marketing
program and then set the price. Price is considered along with the other
marketing mix variables before the marketing program is set.
NEW-PRODUCT PRICING STRATEGIES
Pricing strategies usually change as the product passes through its life
cycle. The introductory stage is especially challenging. Companies bringing out
a new product face the challenge offsetting prices for the first time. They can
choose between two broad strategies: market-skimming pricing and market-
penetration pricing.
Fevicol uses these strategies when it comes out with a line extension.
Market-Skimming Pricing
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Setting a high price for a new product to skim maximum revenues layer
by layer from the segments willing to pay the high price; the company makes
fever but more profitable sales.
As Fevicol is priced at a high price, all of its line extensions are priced
lower than that of Fevicol and hence
Fevicol rarely uses market skimming pricing as it might hamper its own
sales.
Market-Penetration Pricing:
Setting a low price for a new product in order to attract a large number of
buyers and a large market share
Fevicol does this for its low priced products like Parcol and Bullbond.
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PRODUCT MIX PRICING STRATEGIES
The strategy for setting a product’s price often has to be changed when
the product is part of a product mix.
In this case, Fevicol looks for a set of prices that maximizes the profits on
the total product mix. Pricing is
PRICE-ADJUSTMENT STRATEGIES
Companies usually adjust their basic prices to account for various
customer differences and changing situations.
Discount and Allowance Pricing
Most companies adjust their basic price to reward customers for certain
responses, much as early payment of bills volume purchases, and off-season
buying. These price adjustments are called discounts and allowances - can
take many forms.
Fevicol uses the following price adjustment strategies:
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Cash discount: A price reduction to buyers who pay their bills promptly.
Quantity discount: A price reduction to buyers who buy large volumes.
A functional discount (also called a trade discount) is offered by the seller to
trade channel members who perform certain functions, such as selling, storing,
and record keeping.
Allowances are another type of reduction from the list price.
Uniform-delivered pricing
A geographical pricing strategy in which the company charges the same price
plus freight to all customers regardless of their location
Zone pricing
A geographical pricing strategy in which the company sets up two or more
zones All customers within a zone pay the same total price; the more distant
the zone, the higher the price.
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Basing-point pricing
A geographical pricing strategy in which the seller designates some city as a
basing point and charges all customers the freight cost from that city to the
customer location, regardless of the city from that city to the customer
location, regardless of the city from which the goods are actually shipped.
Freight-absorption pricing
A geographical pricing strategy in which the seller absorbs all or part of the
actual freight charges in order to get the desired business.
International Pricing
Companies that market their products internationally must decide what prices
to charge in the different countries in which they operate. In some cases, a
company can set a uniform worldwide price. The price that a company should
charge in a specific country depends on many factors,
including economic conditions, competitive situations, laws and regulations,
and development of the wholesaling and retailing system.
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Thus, Fevicol uses different geographical pricing strategies depending on
the country to which it is exporting its products, as the environment in each
country differ and it has to adjust its pricing strategy accordingly.
Initiating Price Changes
In some cases, Fevicol may find it desirable to initiate either a price cut
or a price increase. In both cases, it anticipates possible buyer and competitor
reactions.
Buyer Reactions to Price Changes
Whether the price is raised or lowered, the action will affect buyers,
competitors, distributors, and suppliers and may interest government as well.
Customers do not always interpret prices in a straightforward way. Hence,
whenever there is a price change, Fevicol try and communicate to its buyers,
distributors, suppliers etc. explaining the reason behind the price change.
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Pricing Within Channel Levels
Federal legislation on price-fixing states that sellers must set prices
without talking to competitors. Otherwise, price collusion is suspected. Price-
fixing is illegal per se- that is; the government does not accept any excuses for
price-fixing.
Sellers are also prohibited from using predatory pricing selling below
cost with the intention of punishing a competitor or gaining higher long-run
profits by putting competitors out of business.
Fevicol, sometimes use predatory pricing to cut competition.
Pricing Across Channel Levels
Fevicol does not use this as a tool for pricing, as it does not believe in
pricing across the channel levels.
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The following is an interview taken by Mr. UTPAL SHETH and Mr.
CHETAN PARIKH of Mr. ASIT KOTICHA of the Pidilite Industries and it
unleashes the various factors that go into pricing of its brands like Fevicol. It
also includes the various investments Ideas of the Pidilite Industries as a
whole.
Investment Ideas from India's Money Masters (6 Jan 2000)
Pidilite - Already a multi-bagger and still a lot of steam left
Mr. UTPAL SHETH: Asit bhai, another multi-bagger pick of yours in the recent
past has been Pidilite. This is possibly the only stock of its kind in terms of the
kind of products that it has and the kind of restructuring that it is doing to
unlock shareholder value. Amongst the many that are trying to achieve the
same objective this company has succeeded in a very short time in achieving
the objective. Could you please throw some light on this stock?
Focus on increasing branded sales and shareholder value creation
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Mr. ASIT KOTICHA: As you have rightly mentioned the management has
focused on two major changes – Focus on branded products as well as
shareholder value creation. One is they are focusing more on branded products
and they are focusing on shareholder value creation. They have become
transparent in terms of disclosures to the
investors, talking to the investors, making themselves more visible and
approachable. They are also taking steps to
make the business more attractive in terms of ROI, debt reduction, focusing on
branded business by divesting commodity businesses.
Fevicol is a strong brand with excellent pricing power
If you really look at the way in which business is being conducted in India, we
do not have a large market for ready-made furniture and carpenters are buyers
of this product. Compared to wood and other materials that carpenters use in
making furniture, the adhesive cost is very minimal. And Fevicol is so
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synonymous with the quality and the product that most of the direct
consumers or carpenters cannot take risk with this kind of product.
This gives them pricing power. Despite falling raw material prices in recent past
this company has been able to not only keep the market price steady, but
increase the market
price of their products and expand their margins. That is one example of the
pricing power this brand is enjoying.
Outstanding marketing strategy
There are many pluses in this brand for which one needs to understand how
this brand has been created, maintained and has increased in the power. First
is the marketing strategy of the company and the product. They have resorted
to direct marketing to various carpenters. They publish magazines and send it
to almost three lakh carpenters every quarter. So they have direct dialogues
with the carpenters. They conduct seminars and product awareness sessions
with carpenters on a regular basis in various regions. And if you look at their
ad campaigns, they are of excellent quality and there is very very cost
effectively placement of their ads. These are two outstanding elements of the
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company's marketing strategy. If you noticed, in the recent cricket matches
they have selected replays instead of going in for any time slots. And it had
become a very very successful and effective way of advertising. At a very low
cost they could get their name registered more frequently than any other ad at
very very low cost.
Highly innovative product launches in a segments where no organised
player
This company has come out with various other products The company has very
good product innovation plans. I would not say it is comparable to 3M but I
think they have adopted a similar strategy in terms of identifying products.
Basically they believe that they service the needs of artisans. The strategy is to
come out with either new products or products which are already there in the
market, without any credible brand. For example, Recently, Pidilite came out
with a "putty" which is used in car
Painting There is no credible brand name available and Pidilite has just come
out with a product, which is a huge market, but right now there's no organized
player in this. They have come out with products like Feviquick and various art
& stationary products also..
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Summary of Pricing as followed by Fevicol:
Pidilite places/positions Fevicol in the premium category. Fevicol takes
Premium Pricing policy. It prices Fevicol 10% to 15% higher than the normal
price as the quality is also higher. For example,Rs. 80/kg.
On the economy ground, Pidilite has a brand - Bull Bond. Bull Bond, a
line extension of Fevicol, has adopted penetrating pricing.
Pidilite also has Parcol, another line extension of Fevicol, a cheaper
version of Fevicol, which is a flanging brand. It protects Pidilite from all its
competitors. Parcol is also a part of the premium segment.
Fevicol follows value-based pricing. No skimming. It looks at the advertising
pricing also.
DISTRIBUTION
Distribution Channel means the channel through which the product or service
is being reached to the final customers. Distribution channel is linked with
every other marketing decision. Mainly the company’s sales depends on how
strong the distribution channel is and how well is it organized from the reach
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of every customers. Also as distribution channel involves long term
commitments to other companies its pricing, its product can easily changed
but its distribution channels of franchises, independent dealers, its large
retailers cannot be replaced with company owned stores if condition changes.
Fevicol has drawn its distribution channel by taking into consideration its
future as well as its present situations. We had seen that Fevicol has two types
of product i.e. Consumers product and Industrial product. Pidilite has also
invested a lot to build a strong distribution network.
The Number Of Distribution Channels
Fevicol has a huge distribution channel carrying the following of them:
 Retailers
 Distributors
 Wholesalers
 Franchises are a very small part of it
 Also planning to start sales through e-commerce.
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There will obviously be a clash but the Net will function as an alternate
channel of selling. Possibly our retailers will end up functioning as stock
points.'' Its foray into net selling is likely to function in the next 3-4 months.
How wide is the Distribution Network
Today, Fevicol is estimated to have a retail reach in 4,000 towns the translation
of Fevicol’s brand equity into sales. They are focusing on exports also. Right
now their export is less than Rs. 10 crores in branded products, which is
targeted to reach Rs. 100 crores in next to five years. They are exporting to
neighboring countries like
Bangladesh, Sri Lanka, and Middle East, where already these products are very
well known.
The distribution channel of Fevicol is built in a very effective way. We see that
Movicol of ColourChem is already there in the market for at least more than a
year now. It doesn't expect them to give a very tough competition to Fevicol.
They do not see major threat to Fevicol brand in
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foreseeable future, as distribution channel is quite different from the channel
for FMCG goods. They may be able to get some market share in industrial
products but in consumer products, they won’t be able to have any major
impact. It has a superb distribution network in place and just needs to keep
increasing the throughput. Indeed, with a reach of four lakh retail outlets and
800 distributors, the company can compete with the best in the business.
Despite very high ad expense in the first half their overall selling and
distribution expenses will be less than 10 percent of sales in the full year.
Networking mainly through carpenters all over the country, Pidilite has almost
30,000 dealers. Fevicol has a distribution channel that covers more than
400,000 sales outlets. This is comparable to the leading FMCG companies, and
unmatched by their typical competitors, who think “commodity”.
The Nature Of Distribution Channel
The distribution channel followed by Fevicol is very effective in terms of its
control on the distribution channel
as well as it is also very cost effective. At the same time it is not very complex.
As Fevicol deals in consumer products and industrial product both carries two
different distribution channels.
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The distribution channel for consumer product carries indirect marketing
channel for its distribution. Indirect marketing channel is where the company
deals with the retailer. Sometimes some small retailers take the product from
the distributors. It is due to lack of reach directly to the retailers they had to
take from distributors.
But the distributors and the retailers are solely under the direct control of
Fevicol.
1) Manufacturer Retailer Consumer
2) Manufacturer Distributor Retailer Consumer
The distribution channel for industrial product carries direct marketing
channel for its distribution. Direct marketing channel is where the producing
company directly deals with the other industry. There is no intermediary level
present in this marketing channel. The industry directly contacts to Fevicol for
ordering the
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product required by them as per their requirements. And Fevicol supplies them
as per the order placed considering the usage and requirements without and
intermediary between them.
1) Manufacturer Industrial
Consumer
Channel Behavior
The whole distribution channel of both Consumer products and industrial
product is strongly under the control of Fevicol. As its major distribution is
direct distribution i.e. they are in direct relation to the retailer and then to the
final consumer in case of consumer
products whereas they are in direct relation to the final consumer in case of
industrial products. Here we see that both Fevicol and retailers are highly
dependent on each other for knowing the consumer needs as well as for
providing with innovative products to fulfill the consumer needs with branded
products respectively.
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Consumers Service Needs
Fevicol has its distribution channel very widely dispersed all over for the easy
reach of its customer. As it has mainly FMCG products that are being
demanded more. So it has to supply its product to the nearby location of the
people, where the customer doesn’t have to travel far for it. We see here that
Fevicol is trying to fulfill all the needs of its customer by providing fastest
delivery, greatest assortment and most services easily available to the
customer. Where it also takes into consideration the price factor stability and
makes profits at easy service fulfillment. Its Future plan for e-commerce is also
being developed taking into consideration easy consumer service needs.
Channel Members
Selecting Channel Members
The Channel members for Fevicol should be someone dealing in furniture
appliances, as its main target customer is carpenter for consumer goods. So it
has to keep its product in
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 Hardware stores
 Retailers of your competitor product as well as other retailers
 Whole seller or Distributor who can make your product reach at faraway
places in rural areas also
 Stationary shops and General stores for household purposes, school
going children’s, small craftsmen and artisians etc.
At the same time the member should follow the same pricing policy followed by
other retailers or distributors in their territory. And they should be cooperative.
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Distribution Channel of Fevicol in India
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The city of Mumbai, which is one of the 8 metros alone, has 63 dealers who are
visited 2 times a week.
Distribution of City Mumbai
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PROMOTION
Promotion means the activities that communicate the merits of the
product and persuade target consumers to buy it.
How good is Pidilite in doing promotion? How is Fevicol as a
brand being promoted?

White Spots – Various Dealers of Fevicol located in and
around Mumbai.
All this boils down to the various promotional strategies used by Pidilite for its
brand FEVICOL.
The marketers of Fevicol see themselves as selling a product, where
customers see themselves as buying value or a solution to their problem.
Fevicol knows that its customers are interested in more than the price;
they are interested in the total costs of obtaining, using and disposing of a
product. The quality matters a lot to them. Customers want the product and
services to be as conveniently available as possible. Finally, they want two-way
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communications. Marketers of Fevicol understand this and hence they first think
of the four C's and then build the four P's on that platform.
Mr. Parekh says that the company's policy is to strike synergies with
skilled craftsman. The company already
enjoys extensive Brand Equity with carpenters and cobblers. In the 80's,
Pidilite promoted the Pidilite brand
through Direct Marketing with carpenters and by providing furniture booklets.
In the last 20 years the relationship of Fevicol with its users has become
very strong. Fevicol believes in building bonds with the consumers. Fevicol held
meets with carpenters almost 300 times a year. Actually, the expense of these
meets is higher than that of the advertisement.
In December 1999, Fevicol had started an association called Fevicol
Champions Club where there were about 400 carpenters present. There was
music and difficulties of these carpenters were solved. New techniques were
demonstrated. Fevicol freebies were given away which made the carpenters go
home happily. Now this association is started in about 16 cities with 13,000
members. In these meets, value addition of the carpenters is done. In these
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meets, interior decorators or tool companymen are called to show how to work
better.
Mr. Parekh has realized that "today the brand's message is bigger than the
product. He understands that they have to convey a message that is more
exciting and satisfying to the consumers."
Pidilite is moving away from a commodity-driven market to build a
brand. They have highlighted the range
as being every reason for every season in our communication strategy.
The company has been relying on humorous advertising to get brand
recall.
Getting more market-savvy by changing the look and feel of its brands
has become the main focus of the company.
Does Fevicol use Promotional allowances as a tool in their
promotion kit?
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Promotional allowance is the money paid by manufacturers to retailers
for an agreement to feature the manufacturer's products in some way.
Marketers of Fevicol bank on this a lot. They have a distribution channel to
obtain this objective of building relationships using Promotional Allowance as a
tool.
Does Fevicol use Promotional Pricing?
Temporarily pricing products below the list price, and sometimes below
cost, to increase short-run sales is what Promotional pricing is all about.
Fevicol does use this tool to an extent as a means of promotion.
Fevicol offers cash rebates to consumers who buy the product from
dealers within a specified time and then sends the rebate directly to the
customers.
Sometimes they simply offer discount from normal prices to increase sales and
reduce inventories if there is an overstock.
Fevicol knows that promotional pricing however can have adverse effects.
Used too frequently and copied by
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competitors, price promotions can create "deal-prone" customers who
wait until brands go on sale before buying them. Or, constantly reduced prices
can erode a brand's value in the eyes of customers.
Therefore, Fevicol marketers sometimes use price promotions as a quick
fix instead of sweating through the different process of developing effective
longer-term strategies for building their brands.
Fevicol believes that price promotions can be downright addicting to both
the company and the customer. Price promotions are the brand equivalent of
heroin: easy to get into but hard to get out of. Once the brand and its
customers are addicted to the short-term high of a price-cut it is hard to wean
them away to real brand building. The point is that promotional pricing can be
an effective means of generating sales in certain
circumstances but can be damaging if taken as a steady diet.
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The Marketing Communication Mix of Fevicol
Companies need to communicate to present customers for brand loyalty
and potential customers for brand switch.
Company has to communicate to:
 Middlemen
 Channel members
 Consumers
A Company's total marketing communication mix - also called its promotion
mix- consists of the specific blend of:
Advertising: Any paid form of nonpersonal presentation and promotion of
ideas, goods, and services by an identified sponsor. It is a model of impersonal
contact.
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Personal Selling: Personal presentation by the firm's sales force for the
purpose of making sales and building customer relationship.
Sales Promotion: Short-term incentives to encourage the purchase or sale of
a product or service.
Public Relations: PR is very believable - the message gets to the buyer as
"news" rather than as sales - directed
communication. The program design increases the company's product image.
Direct marketing: Direct connection with carefully targeted individual
consumers to both obtain an immediate response and cultivate lasting
customer relationships - the use of telephone, mail, fax, e - mail, the Internet,
and the other tools to communicate directly with specific consumers.
Although the promotion mix is the company's primary communication
activity, the entire marketing mix –
promotion and product, price, and place - must be coordinated for the
greatest communication impact.
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Fevicol hence coordinates all these activities to achieve the best results.
Outstanding marketing strategy of Fevicol!
If you noticed, in the recent cricket matches they have selected replays
instead of going in for any time slots. And it had become a very very successful
and effective way of advertising. At a very low cost they could get their name
registered more frequently than any other ad at very very low cost.
Promotion Decision
Fevicol use the normal promotional tools - advertising, personal selling,
sales promotion, public relations, and direct marketing - to reach consumers.
They advertise in newspapers, magazines, radio and television.
Advertising is supported by newspaper inserts and direct-mail pieces.
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Fevicol also uses personal selling as a tool in their promotions. Personal selling
requires careful training of salesperson in how to greet customers, meet their
need,
and handle their complaints. Fevicol hence makes sure that the people
involved in personal selling are well trained.
Sales promotion of Fevicol includes demonstrations to its consumers via
carpenters meet etc., displays, contests, and visiting celebrities.
PR activities, such as press conferences and speeches, special events,
newsletters, magazines, and some sort of public service activities, are always
on Fevicol's agenda of promotions.
They also have their web site "www.fevicol.com", offering customers
information and other features.
Setting the Total promotion Budget and Mix
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It is a big question as to how does Fevicol decide on the total promotion
budget and its division among the major promotional tools to create integrated
marketing communications?
Fevicol uses "Objective - and - Task Method" to set its promotion budget:
Fevicol every year sets its promotional budget based on what it wants to
accomplish with promotion. Their budgeting method entails:
 Defining specific promotional objective
 Determining the tasks needed to achieve these objectives, and
 Estimating the costs of performing these tasks.
The sum of these costs is the proposed promotion budget of Fevicol.
Pidilite have spent extraordinarily high amount, compared to what they
have been doing in the recent past, on cricket matches where the major thrust
was not only creating or re-launching most of their products like Fevicol, but
export markets like Bangladesh, Sri Lanka, Kenya and most of these matches
were played with these countries. They have created tremendous awareness for
their products, which in the second half, of course, they will not be repeating,
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and it is not a normal part of their ad expense. They do their ad campaign very
very wisely in a very cost-effective way. One of the things that work in their
favour is that they are not doing ad campaigns for sustaining but growing the
market.
Building bonds and brands!
Pidilite is stepping up its sales promotion and advertising budget from Rs. 27 -
35 crore this year. "We will still continue to allocate a, major portion of our
spends on ground activities such as dealer meets and the rest is for
advertising." added Mr. Parekh.
Historically the aggregate selling and distributing expenses have been in
the vicinity of 8 percent of sales.
Despite very high ad expense in the first half their overall selling and
distribution expenses will be less than 10 percent of sales in the full year.
Promotional expenditure and adspend is expected to increase by over 30%
compounded annually over the next five years. Cost of sales (including adspend
and distribution costs) is already creeping upwards.
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How does Fevicol Set the Overall Promotion Mix?
Like any other company, Pidilite also has to decide how to divide the total
promotion budget among the major promotion tools:
 Advertising
 Personal Selling
 Sales Promotion
 Public Relations
 Direct Marketing
It uses the concept of integrated marketing communications where it blends
the promotion tools carefully into a coordinated promotion mix. But this keeps
on changing every year depending on the objectives set for that particular year.
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Fevicol's Promotion Mix strategies:
Steps for Promotion Mix:
 Identifying your target audience.
 Increase the buyer's readiness to purchase.
 Designing message.
Fevicol mostly uses the Push strategy that calls for using the sales force and
trade promotion to push the product
hrough channels. They induce them to carry the product and to promote it to
final consumers.
Before Fevicol was introduced, carpenters worked with animal glue and natural
glue, which were quite inconvenient to use. The chairman and founder
Balwantray Parekh worked with carpenters, understood their requirements and
tried to convert the carpenters to Fevicol.
Innovative advertising has backed PIL's marketing efforts for its wide
range of products. Cultivating success!
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According to Parekh, much of the company's success stems from the fact
that they have worked closely with the
markets, thereby cultivating their customers. "We try to give our customers
more than just a product," he says. For instance, carpenters - the small-time
carpenters who you are most likely to call home to get some work done - are
Pidilite's main customers. Over the past 20 years, the company has complied a
mailing list of 100,000 carpenters
nationwide, and mails them furniture designs. Carpenter meets are
conducted by the company where they are given new product information and
shown how to use them.
Despite the distinct sub-branding, the awareness of the mother brand,
Fevicol, is so high that even while sponsoring programmes, `Pidilite Industries'
has been replaced with the line `Makers of Fevicol'. Fevicol itself, marketed
mainly to carpenters/ plumbers who buy in bulk,
is available in all kinds of sizes ranging from a bucket to a pen form for the end
use consumer. Says B.O. Mehta, Vice President - Marketing, Pidilite Industries:
``We believe in working very closely with the **karigars, directly promoting our
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product through demonstrations.'' Networking mainly through carpenters all
over the country, Pidilite has almost 30,000 dealers.
Mehta explains that the company also publishes a journal, Fevicraft, that
highlights noteworthy work of carpenters. The brand is also promoted in
schools through craft contests, in a bid to get closer to schoolchildren. "It is
basically the awareness and emotional bond which has helped the product,
more than sales escalating as a result of the commercials,'' says Mehta.
And, says Pandey, "Brands develop their own personalities and if you
find that your brand brings a smile on someone's face, then unless there is a
very good reason,
we would like to continue with the basic communication strategy in
selling with a smile.''
Integrating the Promotion Mix
Fevicol takes steps to see that all of the promotion mix elements are
smoothly integrated.
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As Fevicol, now is in its Maturity Stage uses the communication model of
advertising to increase sales.
The essence of Fevicol’s advertising!
Predictably wacky.
Yet so unpredictable in its wackiness.
That’s the essence of Fevicol’s advertising.
HUMOUR, used well in advertising, can make even an intermediary
product look attractive. It's certainly working wonders for Fevicol. This mother
brand, which comes from a typical speciality chemical company -- Pidilite
Industries -- has expanded successfully into several variants, cashing
in on the strong brand equity it has built over the years, and through its clever
advertising.
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Be it Fevikwik, Feviseal, Fevistik or Fevicryl, there is a sub brand for sticking
just about anything. Apart from Fevicol, these are the brands that are
advertised even though they make up only a small part of the turnover and do
not really have large marketing budgets to support them. Thus clever, snappy
advertising has helped enormously in reducing their marketing costs during
these hard times.
Explains Piyush Pandey, Executive Creative Director, O&M: ``All the
Pidilite commercials are demonstration commercials without using the
standard techniques of demonstration.'' The various campaigns have actually
been developed in accordance with the life-cycle of the brand. Initially, when
Fevicol was being established, the functional attributes of the product were
highlighted (the `haiya ho'
commercial). Once that task was accomplished, it was time to take the brand
to a metaphysical level (with the `netaji' commercial), with adequate humour to
bring a smile to one's face.
Piyush Pandey - the man behind Fevicol's Advertisements!
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Piyush Pandey raised the Indian flag high at Cannes, by bagging a clutch
of lions. He has dazzled and put a smile on the viewers of TV and readers
through print, by his finely crafted ads. As he was to later state in the
interview, 'people don't like to see ads, for them it's a nuisance. So, the
question is, how do you make this nuisance entertaining?' This understanding
of his has led
to his making memorable and engaging ads, which have stuck on to the
memory even years after they have been made. 'No Idea, No Product', is what
he believes and, the strength of his ideas are amply proved by the work he has
done for the brands like Fevicol, etc.
Some of the stuff that Piyush Pandey thought had a very good chance of
winning at Cannes was the old Fevicol ad with the egg. But they didn't win at
Cannes. Doesn't mean they didn't win anywhere else, they won at other places.
As Piyush Pandey says, "There is no standard approach or creative exercises.
There are only two things that I approach it from; one, Ads are not made for us
they are made for the people; second, people are not looking for ads, we have to
make them look at them. Nobody is looking
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for ads all the time; nobody puts on the TV, because there are ads at this
time. Infact, ads are a nuisance. So, how to make that nuisance endearing,
memorable, these are the issues on my mind when I start writing an ad. When
you start working on it, observations come in very handy, experiences that you
have had, other people's experiences that you have heard of. Little jokes here,
little emotions somewhere else, little charming things about people and
somewhere down the line it falls into place.
There is no standard pattern of working on a brief, you absorb the brief
and understand what role does this
product play in the life of the person you want to sell it too. Then you let it role
in the mind and somewhere down the line something pops up. There is no
procedure.
Created by Ogilvy & Mather Advertising, the advertising campaigns highlights
the efficacy of the product in a humorous way. Says O&M national creative
director Piyush Pandey: "Our main objective is to reinforce Fevicol's
leadership position as the strongest brand in this category.''
The communication looks quite over-the-top, yet makes perfect sense to
the viewer. “None of Fevicol’s communication has been over-the-top or bizarre,”
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clarifies an O&M spokesperson. “In fact, Fevicol’s communication proves that
involving communication based on understanding the consumer as a person –
and not just as a professional, a housewife etc – always strikes a chord.”
He also quite rightly points out that Fevicol advertising has “evolved over
a period of time, each communication building on the preceding one”. In the
early years of Fevicol advertising, the effort was to demonstrate physical
bonding. Gradually the communication moved to
establishing Fevicol as a bonding simile – “Fevicol jaise chipak gaya”. And what
we see today is a reinforcement of the bonding message at a lateral plane.
All this certainly didn’t happen overnight. For the Rs 192-crore brand (figures
for 1998-99), becoming the market leader in the branded synthetic adhesives
market didn’t happen overnight either. And despite the best efforts, Fevicol still
has a long way to go before it can come anywhere close to market domination.
Only because saresh – a traditional, unbranded adhesive made from animal fat
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is still the most widely used adhesive in India, constituting a whopping 70 per
cent of the market!
The target consumer of Fevicol is the carpenter “who has basic education
and speaks only his mother tongue”.
However, the spokesperson is quick to point out that Fevicol’s
communication has a more broad-based appeal, which has helped increase
salience in a low-involvement category. “Our learning's indicate that Fevicol
advertising brings a smile to the face of the individual; be the individual a
carpenter, or the end-user of the furniture.” True. Even the non-target viewer
has come to associate Fevicol with bonding.
The creative strategy that O&M has been pursuing is to build brand
associations with bonding – “to make bonding a metaphor and invoke diverse
associations and
meanings in the consumer’s mind.” The objective is to appropriate bonding as
a Fevicol attribute.
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MARKETING MIX OF
Says Pidilite Industries managing director Madhukar Parikh: "Our
market results and the creativity of our advertising go hand in hand, and they
will continue to do so.''
To support the television campaign, the company also launches
aggressive print campaign. Deviating from
traditional print route, O&M has taken an unusual route to hammer the
brand message - anything that comes in close proximity to Fevicol gets stuck.
To illustrate the USP of Fevicol, the campaigns of Fevicol shows how a small ad
of Fevicol can attract great attention by its bonding strength.
Let us now have a gist of Fevicol's TV advertisements over the
years:
 Fevicol (Haisa with elephant)
Remember the `haiya ho' commercial with elephants trying to
pull apart a block of wood stuck with Fevicol? That mnemonic
is, in fact, being used by the brand in the form of a trademark today.
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MARKETING MIX OF
 Fevicol (Netaji)
Then came the `Netaji' campaign of a politician trying to stay stuck to his seat
while the public wants to pull him down.
 Fevicol (Panihari)
Followed by the village belle who manages to carry all her
matkas, stuck one on top of the other with Fevicol, despite the
various obstacles she is made to encounter.
 Fevicol (Egg)
It may be recalled that O&M 's egg commercial for Fevicol walked away with a
maximum number of awards for creative excellence last year. The latest TVC
for Fevicol depicts bonding in a metaphorical form. An egg at a roadside dhaba
cannot be broken because the hen's feed is in a Fevicol jar with remnants of
the `white glue', which in turn has hardened the eggs.
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MARKETING MIX OF
 Fevicol (cliffhanger)
Shot in Mumbai, the storyboard of this commercial entirely
relies on drama and music. The action takes place at a TV
showroom, where carpenters are busy watching a climax scene from a Hindi
potboiler. Chhorna nahin, pakre rehna, repeatedly screams the village belle
holding on to the hero, who is clinging on to dear life from a rope, high up in
the mountains, in the movie. Just then a carpenter unknowingly picks up a
Fevicol can that has been placed on top of a television set.
The real drama unfolds. For the heroine suddenly stops' screaming as
the hero falls down instantly-thus
proving that it was the Fevicol power that was keeping the hero intact
with the rope. Pandey elaborates on the ad strategy: ``We have shown the
bonding power of the product in a non-literal way. The message is simple -
Fevicol is the ultimate adhesive.''
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MARKETING MIX OF
It may be recalled that O&M 's egg commercial for Fevicol walked away
with a maximum number of awards for creative excellence last year.
 Fevicol (Shadow):
Take the latest commercial for the brand. There’s this man walking down a
deserted street. His ear is pressed to a transistor radio that is belting out some
crummy Hindi ‘dance number’. As the man sways to the tune and walks, he
notices his shadow slanting across the shop shutters that line the street.
The man smiles to himself, starts dancing to the tune and proceeds on his
way, all the time admiring his shadow. Enjoying himself thoroughly, he
eventually reaches a shutter with a Fevicol ad painted on it. He stands in front
of this shutter, does a jig, and starts walking again. However, he quickly
notices something is amiss. He turns
to find his shadow stuck to the shutter, convulsing grotesquely…
Point taken. Effortlessly.
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MARKETING MIX OF
 Fevicol (Bus):
At the 2002 Cannes awards, considered to be the Oscars of the
advertising world, the Fevicol's Bus TV commercial won a silver.
It also won a special award for the Best
Soundtrack in TV Commercials. It shows how in a bus all the people are
bonded in large numbers, thus showing that Fevicol is the best bonding agent.
Fevicol's Advertisements continues to win recognition at local
as well as international forums
The company's advertising, created by its agency Ogilvy & Mather, continued to
win recognition at local as well as international forums.
At the 2002 Cannes Awards, considered to be the Oscars of the
advertising world, the Fevicol 'Bus' TV commercial won a Silver in the category
for Household Maintenance Products.
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MARKETING MIX OF
At the Asia Pacific Advertising Festival, the Fevicol 'Bus' TV commercial
won a Bronze. Moreover, a special
award for the Best Soundtrack in TV Commercials was also awarded to the
Fevicol 'Bus' TV commercial.
At the ABBY Awards, Fevicol advertising won a Gold for the Advertising
Campaign of the Year and also a Silver for the Best Continuing Campaign over
the years.
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MARKET
SEGMENTATION
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MARKETING MIX OF
Market Segmentation
Market Segmentation is identifying market segments, selecting one or
more of them and developing products and marketing programs
according to it.
Levels Of Market Segmentation followed by Fevicol over the Years.
Firstly, Fevicol when it came into market they performed Niche Marketing
where they targeted carpenter for buying their product. They found most of its
concentration on this category customer at that time and even today it is being
seen that its major sale is to the carpenters only.
After some years Fevicol started to serve its customer throughout the market
with same product i.e. is called as Mass Marketing where they used to serve
only one product to the whole market. This took place for a very short period of
time.
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MARKETING MIX OF
Then they started to understand customers’ wants and behavior as well as they
started feeling threats from other competitors offering to the market. So Fevicol
came out with line extension as well as with brand extension for it Brand
Fevicol. This shows that they started to follow
Segment Marketing where the company tries to matches the needs of the
market basically its for fulfilling the needs of different customers. For e.g. They
came with Bull bond,
Parcol as line extension and Fevicol DDL, Fevicol Foamfree as brand extension.
Basis for Segmentation followed by Fevicol
Fevicol started serving its customer according to the usage. By packaging it in
smaller as well as bigger containers. For e.g. Small tubes for school children’s,
medium sized containers of 50gms to 500gms for household purpose, office
works, small artisians, etc. This shows that they had already carried out
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MARKETING MIX OF
Demographic Segmentation to cover all segments from small age group to the
professions of people.
They also segmented their product in Psychographics Segmentation in social
class where they considered the lower class carpenters. They came with
cheaper version of Fevicol named Bull Bond and Parcol in the market, which is
an economically priced product. It’s for those carpenters who consider price
factor the most.
Behavioral Segmentation is carried out on the basis of uses and benefits.
There are some industries, which need Fevicol as a raw material in their
product. So they
came with the industrial products, which are being produced as per the uses
and needs of the industry. They are also in consumer products newly coming
with many number of innovative products on the basis of the uses and benefits
of the product.
For e.g. In industrial product Fevicol is being used by cigarette
manufacturing industry. Whereas in consumer products there are varieties of
products like Fevicol
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MARKETING MIX OF
Foamfix, Fevicol Nail Free, etc., which is being used for different, purposes i.e.
it depends on the uses and benefits we get from the product.
Market Targeting
Evaluating Market Segments
1. Segments Size and Growth
The sales and profits of each item in the product line is important as it
helps to determine which items to build, maintain or divest. The sales of
Fevicol contribute 60% of the total sales of Pidilite Industries Limited. The
actual
sale, which contributes, is Rs. 310.68 Crores. The growth of the company is 9.3
per cent. The expected profit from the brand Fevicol is Rs. 42.85 Crores.
2. Segment Structure Attractiveness
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MARKETING MIX OF
The competitors in the market segment are small in size i.e. they are not
very strong enough as Fevicol is. Fevicol has built its image over a long period
of quality product and also as the premium priced product. Whereas the
competitors are acquiring small part of the market share. There is also
competition from unbranded product to Fevicol, but still they do not affect
much to Fevicol as such. Due to lot of brand positioning being done in the
market and acquired lots of sales, Fevicol has achieved its position as a market
leader in this segment. This will make the segment attractive, as it doesn’t have
many strong and aggressive competitors. In this segment there is not really
any substitutes for the product in this segment but as it’s a branded formula
based product, you can substitute it with animal glue and natural glue which
is quiet inconvenient to use. So there is no limit to prices and profits that can
be earned in this segment. Finally the power of the buyer of Fevicol in this
segment is not present since it’s a quality product and sticks to its quality and
proper pricing strategy.
For e.g. I think raw material prices are not very relevant because Fevicol or any
other products, which are branded products, can pass on any cost
increases. In fact, they are benefited because the company has been able
to exercise their pricing power in the recent past. Despite the raw
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MARKETING MIX OF
material prices going down they have retained or increased their end
product prices and they have been able to increase their margins.
This shows that the segment is less attractive since it has much powerful
supplier to control the prices or reduce the quality or quantity of ordered
goods.
3. Company’s Objective and Resources
Even if the segment is not attractive due to powerful suppliers and still the
segment fits the company’s objectives in Fevicol’s’ case. It should look after the
strengths needed to compete successfully in the segment. They are constant
innovative products, proper pricing strategies, etc. And it should also have to
employee skill and resources more available to attract the segment.
Fevicol should enter the segment only with superior values and gains
advantages over competitors.
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MARKETING MIX OF
Fevicol has to emphasis more on its competitive advantage that is quality
product. So that it can fight against the competitors and tell the reason why is
Fevicol better than other competitor’s products? i.e. why should people buy its
product than others.
Choosing a Market Coverage Strategy
 Company’s Resources: For Fevicol the firm’s resources are abundant.
Such as financial resources, own research and development, its brand
image in the market, loyalty of customer toward its product, etc.
 Product Variability: It has its own research and development with lots of
money, which will help them in constant innovation in their product
portfolio.
 Products’ stage in the Product Life Cycle: The product is at the maturity
stage in the product life cycle. So it requires constant innovation to carry
its sales. Therefore differentiated marketing will make a more sense in it.
 Market Variability: The requirements for different customer is different,
the quantity required is different, etc. so differentiated strategy is more
preferable over here.
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MARKETING MIX OF
 Competitors Marketing Strategy: The competitors for Fevicol are most of
them are followers rather than competitors who try to acquire a small
part of market share. So according to the above parameters differentiated
strategy is more preferable to Fevicol.
Differentiated Coverage Strategy
Using differentiated coverage strategy Fevicol decides to target several market
segments or niches and separate offers for each. Fevicol has come up with lots
of products in its brand extension and line extension, which are being targeted
towards different type of customers and also on the different types of uses.
For e.g.
Fevicol PA 3 – Cigarettes
Fevicol SpeedX – To stick fast.
Fevicol Nail Free – It doesn’t require to apply nails its sticks very fast and
strong bonding.
Fevicol DDL – Its distemper added in colures to paint the wall Parcol & Bull
Bond – Its cheaper version of Fevicol, etc…
Product
Price Promotion
Place
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MARKETING MIX OF
Carpenter
Cigarettes
Ind.
Households
Fevicol Marketing Mix (I) Paints, etc.
Product
Price Promotion
Place
Marketing Mix (II)
POSITIONING
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MARKETING MIX OF
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POSITIONING
Positioning means “the way the company designs its offerings and
image in the mind of the people and the distinct competency why people
should buy your product”.
Every company tries to position itself in the market with one or the other
distinct competency. It tries to position its brand through emphasizing more on
that distinct competency with the help of different communication channels.
Basically, selecting the target customer’s, it decides what positions it wants to
occupy to increase or carry the sales smoothly in that market segments. It tells
the customer about why should he buy your product and in what manner can
it benefit him more than the competitors product.
How Does Fevicol Position Itself?
Fevicol entered the market as branded white glue used majorly by the
carpenters. It was a very niche market. Their main target customer was
carpenter whom they wanted to sell their product. Fevicol positions over the
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MARKETING MIX OF
years through their television campaigns, based on the proposition of bonding
through various analogies, have graduated from showing the product as a
symbol of purely
physical bonding, to a metaphysical and now, a metaphorical form.
Its campaigns
 The `haiya ho' commercial with elephants trying to pull apart a block of
wood stuck with Fevicol? That mnemonic is, in fact, being used by the
brand in the form of a trademark today.
 Then came the `Netaji' campaign of a politician trying to stay stuck to his
seat while the public wants to pull him down.
 Followed by the village belle who manages to carry all her matkas, stuck
one on top of the other with Fevicol, despite the various obstacles she is
made to encounter.
 The latest TVC for Fevicol depicts bonding in a metaphorical form. An egg
at a roadside dhaba cannot be broken because the hen's feed is in a
Fevicol jar with remnants of the `white glue', which in turn has hardened
the eggs.
122
MARKETING MIX OF
The various campaigns have actually been developed in accordance
with the life cycle of the brand.
Initially, when Fevicol was being established, the functional attributes of
the product were highlighted (the ‘haiya ho' commercial). Once that task was
accomplished, it was time to take the brand to a metaphysical level (with the
`netaji' commercial), with adequate humour to bring a smile to one's face.
Targeting Its Non-targeted Customers
The target consumer of Fevicol is the carpenter “who has basic education
and speaks only his mother tongue”. However, the spokesperson is quick to
point out that Fevicol’s communication has a more broad-based appeal, which
has helped increase salience in a low-involvement category. “The learning’s
indicate that Fevicol advertising brings a smile to the face of the individual; be
the individual a carpenter, or the end-user of the furniture”. Even the non-
target viewer has come to associate Fevicol with bonding. The good thing is
that its advertising campaigns have consciously eschewed talking to the
carpenter as a professional. This would have alienated the non-targeted
customers and could have proved restricting in the long-term.
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MARKETING MIX OF
The main objective is to reinforce the position of Fevicol's leadership
position as the strongest brand in this category through its television
commercial .
The storyboard of the new commercial entirely relies on drama and music. The
action takes place at a TV showroom, where carpenters are busy watching a
climax scene from a Hindi potboiler. “Chhodna nahin, pakde rehna”,
repeatedly screams the village belle holding on to the hero, who is clinging on
to dear life from a rope, high up in the mountains, in the movie. Just then a
carpenter unknowingly picks up a Fevicol can that has been placed on top of a
television set. The real drama unfolds. For the heroine suddenly stops
screaming as the hero fall down instantly – thus proving that it was the Fevicol
power that was keeping the hero intact with the rope. “Here it is has shown the
bonding power of the product in a non-literal way. The message is simple -
Fevicol is the ultimate adhesive’’. “The market results and the creativity of
the advertising goes hand in hand, and it will continue to do so.”
The Overall Message of Fevicol Brand to all the Customers
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MARKETING MIX OF
Deviating from traditional print route, Fevicol has taken an unusual route to
hammer the brand message - anything that comes in close proximity to Fevicol
gets stuck. To illustrate the USP of Fevicol, the campaign shows
how a small advertisement of Fevicol can attract great attention by its bonding
strength.
Marketing Strategies For Competitive Advantages
Marketing Strategy For Positioning Against Competitor
Over the years Fevicol has positioned itself as the ultimate bonding adhesive. It
is also quite rightly points out that Fevicol advertising has “evolved over a
period of time, each communication building on the preceding one”. In the
early years of Fevicol advertising, the effort was to demonstrate physical
bonding. Gradually, the communication moved to establishing Fevicol as a
bonding simile – “Fevicol jaise chipak gaya”. And what we see today is a
reinforcement of the bonding message at a lateral plane. All this certainly didn’t
happen overnight.
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MARKETING MIX OF
For the Rs. 192-crore brand (figures for 1998-99), becoming the market leader
in the branded synthetic adhesives market didn’t happen overnight either. And
despite the best efforts, Fevicol still has a long way to go before it can come
anywhere close to market domination. Only because saresh – a traditional,
unbranded adhesive made from animal fat – is still the most widely used
adhesive in India, constituting a whopping 70 per cent of the market!
It started moving from targeting the niche marketing to the whole market. It is
seen that, the learning’s indicate
that Fevicol advertising brings a smile to the face of the individual; be the
individual a carpenter, or the end-user of the furniture”. Even the non-target
viewer has come to
associate Fevicol with bonding. The good thing is their advertising campaign
has consciously eschewed talking to the carpenter as a professional. For that
would have alienated the non-target. And could have proved restricting in the
long-term.
The creative strategy that has been pursuing is to build brand
associations with bonding – “to make bonding a metaphor and invoke diverse
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MARKETING MIX OF
associations and meanings in the consumer’s mind.” The objective is to
appropriate bonding as a Fevicol attribute. So the egg that just won’t crack
because the hen that laid the egg fed from a Fevicol tub. So the shadow that
sticks to a shutter…
All the above shows how the brand has been build over the years for becoming
the market leader. Fevicol being the market leader in the branded synthetic
adhesives its is facing competition from many small players acquiring a small
part of the market share. It has to carry a market leader strategy to fight
against the constant increasing competition from the competitors. So first we
will see what are the advantages of Fevicol.
Fevicols’ Advantages
 A pioneer and market leader in its line of business. Well-entrenched
distribution network. Its sounds financials and growth strategy help it
bond with the market.
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 This company has successfully done it and proved over last 25 - years
the brand power of Fevicol. Lot of adhesives have come and gone and
Fevicol has been able to sustain and increase its market share.
 Also, the market has strong brand loyalties as adhesives account for a
minuscule proportion of total woodworking cost. Thus, Fevicol not only
commands a premium in the market, but also is also largely immune to
pricing wars. It is due to its power in branded adhesives for serving
quality products.
 For one, branding tends to work well in these markets because the
products are not very sensitive to price fluctuations. "Adhesives and
sealants account for a smaller portion of the total cost of the end-use
product’s. So most of the end users would prefer branded products.”
 A very well known brand for the people, as if any one wants an adhesive
you will see that they would prefer Fevicol rather than any other. It is
being more known as a quality product in this market segment.
Market Leader Strategy Of Fevicol
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MARKETING MIX OF
The market leader has to be constantly alert to face any situation and give the
right response to competitor’s action. He has to be innovative on its product
and also has the power to expand the market or hold the market share.
Expanding the Total Market.
Fevicol target customers with the entry were carpenters in FMCG product.
Then they targeted the footwear industry, cigarettes industries, etc. They also
came with small packaging targeted towards the school going children and also
for some household purposes. This expanded their total market.
Protecting Market Share
For protecting the market share Fevicol is coming up with constant innovation
in the product as line extension as well as brand extension. This fulfills the
customer’s needs and makes the customer stick to the product, which in turn
protects the market share.
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For e.g. most of its brands are concentrated in the high-priced segment of the
market. Now the company is trying to expand into niche and lower-end
markets and increase it's
rural and small-town penetration. For instance, it has launched Parcol, a
cheaper version of Fevicol.
Developing The Marketing Mix
Marketing mix as the set of Controllable, tactical marketing tools that the firm
blends to produce the response it wants in the target market. It is the mix of
what you can do to influence the demand of its product. And the main
possibility is collected into four groups of variables known as the four P’s:
Product, Price, Place and Promotion.
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MARKETING MIX OF
Product
Fevicol is a synthetic adhesive in the branded products, which is also the
main contributor, is normally perceived as a mature product. It has become a
cash cow for its company. Fevicol offers the customer with variety of products.
From premium segment to economical segment
and with proper pricing strategies the products are being offered to the final
customer.
For e.g.
 Recent one is Fevicol SpeedX. This is to upgrade. The main feature of
this product is that it sticks faster i.e., in 4-5 hrs.
 Latest one is Fevicol Nailfree, which is the fast setting adhesive; even
faster than Fevicol SpeedX. It is available in only 250gm. bottle. It is
applicable in a smaller area i.e., for vinear or edges, etc.
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MARKETING MIX OF
 So far, most of its brands are concentrated in the high-priced segment of
the market. Now the company is trying to expand into niche and lower-
end markets and increase it's rural and small-town penetration. For
instance, it has launched Parcol, a cheaper version of Fevicol.
Price
Pricing for Fevicol is wholly depends on the quality of the product.
Pidilite has positioned Fevicol in the premium segment category. So it has a
good quality and also higher prices. It has also came with the cheaper version
of Fevicol named as Bull Bond and Parcol.
Fevicol takes Premium Pricing policy. It prices Fevicol 10% to 15% higher
than the normal price of Pidilite Industry as the quality is also higher. For
example, Rs. 80/kg.
On the economy ground, Pidilite has Bull Bond. Bull Bond has adopted
penetrated pricing where the perceived
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MARKETING MIX OF
value add the actual value. This is targeted majorly to the readymade
making furniture’s.
Pidilite also has Parcol, a cheaper version of Fevicol, which is a flanging brand,
protecting Pidilite from all its competitors.
For e.g. I think raw material prices are not very relevant because Fevicol
or any other products, which are branded products, can pass on any cost
increases. In fact, they are benefited because the company has been able to
exercise their pricing power in the recent past. Despite the raw material prices
going down they have retained or increased their end product prices and they
have been able to increase their margins.
Place
Fevicol’s distribution channel has been made very strong by investing in lots of
money on distribution. It distribution channel is spread all over India in eight
states. It distribution channel is widely dispersed to make it available at the
easy reach of the final customer. It is also being exported to few of the
neighboring countries like Bangladesh, Sri Lanka and Middle East Countries.
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MARKETING MIX OF
Whereas the company is planning to establishing distribution networks in
several countries including a strategic tie-up with Sadolin Paints, UAE, to
market Fevicol in the Gulf countries.
It has also gone into franchising where you can get all the Fevicol brands. It is
also planning to sell its product
through websites. PIDILITE has already floated its Web site _ pidilite.com _ and
intends using it for e-commerce in future. Considering it takes a long time for
any model to succeed, Pidilite does not expect to alienate its existing retailers.
There will obviously be a clash but the Net will function as an alternate
channel of selling. Possibly our retailers will end up functioning as stock
points.'' Its foray into Net selling is likely to fructify in the next 3-4 months.
Promotion
Promotions are the one, which has got Fevicol to its market leader position.
Promotions are being carried out in each and every target customers segment
to know the benefits of the product. We had seen that there are two types of
product being sold by Fevicol; they are industrial products and consumer
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MARKETING MIX OF
products. Promotions are being carried for the consumer products targeting
that group of segments.
Promotions are being carried majorly through ad campaigns on
television, radio ads, printed ads etc.
Its campaigns
The `haiya ho' commercial with elephants trying to pull apart a block of wood
stuck with Fevicol? That mnemonic is, in fact, being used by the brand in the
form of a trademark today. Then came the `Netaji' campaign of a
politician trying to stay stuck to his seat while the public wants to pull him
down. Followed by the village belle who manages to carry all her matkas, stuck
one on top of the other with Fevicol, despite the various obstacles she is made
to encounter. The latest TVC for Fevicol depicts bonding in a metaphorical
form. An egg at a roadside dhaba cannot be broken because the hen's feed is in
a Fevicol jar with remnants of the `white glue', which in turn has hardened the
eggs.
122
MARKETING MIX OF
sInitially, when Fevicol was being established, the functional attributes of the
product were highlighted (the `haiya ho' commercial). Once that task was
accomplished, it was time to take the brand to a metaphysical level (with the
`netaji' commercial), with adequate humour to bring a smile to one's face.
These ads are being targeted to the whole market removing its barriers from
niche marketing. The market results and the creativity of the advertising goes
hand in hand, and it will continue to do so.''
Carpenters are the main target segment of Fevicol; they carry many different
types of promotion activities for them. It believes in working very closely with
the “Kari gars, directly promoting our product through demonstrations.''
Networking mainly through carpenters all over the country, Fevicol has almost
30,000 dealers. The company also publishes a journal, Fevicraft that highlights
noteworthy work of carpenters.
For school going children’s the brand is also promoted in schools through craft contests, in a bid
to get closer to school children
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MARKETING MIX OF
CONCLUTION
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MARKETING MIX OF
annexture
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MARKETING MIX OF
QUESTIONNAIRE
1} HOW WOULD YOU DEFINE THE CONCEPT OF
MARKETING MIX OF PEDILITE & FEVICOL
COMPANY ?
2} WHAT ARE THE CRITERIA ADOPTED FOR
SELECTING AN AGENCY TO HANDLE THE BRAND ?
3} WHO ARE THE TARGET AUDIENCES FOR THE
VARIOUS CONSUMERS ?
4} EFFECTS OF 4PS ON THE CONSUMER PSYCHE, IF
ANY?
5} WHAT ARE THE PROMOTION STRETEGY OF PEDILITE & FEVICOL .CO ?
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6}
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MARKETING MIX OF
WEBLIOGRAPHY
Websites
www.pidilite.com
www.fevicol.com
 www.google.com
 http://about.com
O&M Agency’s Website
Other search engines
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122

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MARKETING MIX OF

MARKETING MIX OF PEDILITE & FEVICOL COMPANY

I AFTAB SYED.Q.SYED student of AKBAR PEERBHOY COLLEGE

OF COMMERCE AND ECONOMICS, MUMBAI – 400008,

T.Y.B.M.S SEM V, here by declared that I have completed Project ON

MARKETING MIX OF PEDILITE & FEVICOL COMPANY in the

academic year 20010-11 .The information submitted is true and original

to the best of my knowledge.

Signature of the students

This is to certify that the project entitled A PROJECT ON

MARKETING MIX OF PEDILITE & FEVICOL COMPANY

is the bonafide research work carried out by AFTAB SYED

student of AKBAR PEERBHOY COLLEGE OF COMMERCE

AND ECONOMICS MUMBAI – 400008, T.Y.B.M.S SEM V, during

the year 2010-11, in partial fulfillment of degree of bachelor of

Signature of the Guide

I would like to thank Prof Mazhar Thakur,

The university of Mumbai and Akbar Peerbhoy College of commerce

- The Company was incorporated as a private limited company on 28th July

over on a going concern the business carried on by a partnership firm M/s.

Parekh Dychem Industries established in 1961 and having a factory in

Mumbai. The Company was promoted by Balvantray Kalyanji Parekh along

Pidifix, Pidivyl, Pidicryl, Acrolise, etc.

- The Company undertook to set up synthetic resin project with a capacity

district, Maharashtra. Also undertook to set up a constructions chemicals

project at Taloja industrial area, Taloja, Maharashtra.

necessary approvals. The shareholders of erstwhile Kondivita Pvt. Ltd., were

allotted 41,000-15% preference share of Rs 10 each and 19,500 shares of Rs

- 54,000 I and II Pref. - 4% shares allotted to promoters. 26,000 No. of equity

shares allotted to promoters originally:

in prop. 1:1 in 1981.

- I & II Pref. 4% shares redeemed. 12% redeemable shares upgraded to 15%.

Pvt. Ltd. on amalgamation. 54,000-15% Pref. shares allotted to promoters & in

lieu of 1st and 2nd 4% Pref. shares.

once again changed to Pidilite Industries Ltd., on 21st February, 1990.

Company. As per the scheme of amalgamation 1,93,500 No, of equity shares of

Rs 10 each and 72,000-15% preference shares of Rs 10 each were allotted to

the shareholders of erstwhile Pidilite Industrial Ltd.

- As per the Scheme of Amalgamation approved by High Court of Mumbai,

Accordingly 90588 No. of equity shares of Rs 10 each and 40,000-15%

preference shares of Rs 10 each were allotted to the erstwhile shareholders of

TCL 38,49,034 shares allotted in prop. 72:10 to promoters on 29.1.93

- 15,36,378 shares issued at a premium of Rs 100 per share in October. Of

which 1,50,000 shares issued on preferential allotment basis to Viny

were taken up).

Pigments were commissioned.

scheme of amalgamation, 66,000 No. of equity shares of Rs 10 each were

allotted to the shareholders of erstwhile Apuraj Chemicals Ltd.

Pidifin Finance and Investment Ltd., are subsidiaries of the Company.

shareholders of the erstwhile Apuraj Chemicals Ltd. pursuant to the scheme of

- Expansion project at Taloja was commissioned with an overall plant capacity

of 2400 TPA of construction chemical.

- The Company's technical collaboration agreement with Schomburg & Co.,

KG. Germany for transfer of technical process know-how and specifications of

the plant etc., was extended till 8th September.

various types was commissioned in March at Mahad with a capacity of 7800

TPA. In the second phase, a

loop process plant for continuous emulsion polymerisation was to be

- Introduction of several new products in technical collaboration with M/s.