A

Comprehensive Project On

“A Study of lead generation process in B2B sales for business development of

Jyoti Resins and Adhesives Ltd ” Submitted to

Faculty of Management

In partial fulfilment of the requirements of the award for the degree of Master of

Business Administration

SAL INSTITUE OF
MANAGEMENT

Under the Guidance of

DR. Animesh Banker

Submitted by

Rudresh Bhavsar- 228070592012

Batch: 2022-2024

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 Declaration

I, Rudresh Bhavsar, Enrolment No. 228070592012student of Faculty of Management hereby

Ahmedabad Rudresh Bhavsar

Date :

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 Institute’s Certificate

“It is to Certified that this Comprehensive Project Report Titled “A Study of lead generation
process in B2B sales for business development of Jyoti Resins and Adhesives Ltd” is the
bonafide work of Mr. Rudresh Bhavsar (Enrollment No. 228070592044) who carried out the
research under my supervision.

Dr. Viral Bhatt Dr. Animesh Bankar

(Dean)

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 Acknowledgement

“It is not possible to prepare a project report without the assistance & encouragement of
other people. This one is certainly no exception.”
On the very outset of this report, I would like to extend my sincere & heartfelt obligation
towards all the personages who have helped me in this endeavour. Without their active guidance,
help, cooperation & encouragement, I would not have made headway in the project.
I am extremely thankful and pay my gratitude to my faculty Dr. Rudresh Bhavsar for her
valuable guidance and support on completion of this project in its presently.

I extend my gratitude to FACULTY OF MANAGEMEN for giving me this opportunity.

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 CHAPTER 1

 INTRODUCTION OF INDUSTRY/SECTOR

 Introduction

Fevicol is India’s biggest leading Adhesives company. The company was founded by Indian
entrepreneur Balwant Parekh known as the Fevicol man. It was 1959 when the Fevicol was first
marketed in India as an easy-to-use and replace another fat-based adhes which consumed a lot of
time for boiling prior to the application. This brand innovation has transformed the way
carpentry trade operates in India.

Balwant Parekh was born in Gujrat who participated in a movement called “Bharat Chhodo
Andolan”, launched by Mahatma Gandhi. He had finished a law degree from Mumbai, but he
was reluctant to practice law. Living in Mumbai was difficult for him, so he had to work at
dyeing and printing press. He ended up working as a peon at a wood trader’s office. During those
days, He lived in a warehouse along with his wife.

Eventually, one of the investors recognized his business skills, Balwant started importing cycle,
paper dyes, and many others from other countries. Later, he and his younger brother Sushil
Parekh started their own business and named the company called Pidilite Industry.

Over the years, Fevicol built a monopoly in the adhesive industry. In 2002, The Pidilite created
another product called FeviQucik and acquired company M-seal too. Later, the company
expanded products by acquiring many adhesive companies.

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In 2006, the company focused on international expansion. Factories have been set up in many
different countries such as the US, Thailand, Dubai, Egypt, and Bangladesh. The brand also built
a research center in Singapore.

The founder of Fevicol Balwant Parekh owned the very ultimate strategy to sell the Fevicol.
First-time, in Indian business history, he approached direct marketing strategy. He researched
and found that 80% of carpenters were decision-makers. In such a case, educating carpenters
about Fevicol’s benefits and direct marketing approach was a key factor for the company.

Later, the company added a new strategy. Wide Product Basket or deafferented product, the
company Pidilite has introduced many adhesives products, a separate Fevicol for each different
item. It would be difficult if the company separated a place for each different Fevicol’s items.
That is the reason, the Pidilite provides all different kinds of adhesives products at one place for
distributors, dealers, and channels. In such a way, it became so easy to dealing, delivering, and
billing the products.

Inorganic Acquisition, Speedy Acquisition, and Aggressive Acquisition are the major reasons to
become a wide Product basket. The Pidilite industry has acquired all those adhesives companies
who could be a competitor in the market. Now, M-Seal, steel grip, Roff, Sargent Art, ColStar,
Cyclo, Holdtite, WoodLok, Falcofix, and even Araldite Maker are part of the Pidilite Industry.
Meaning, no matter what adhesive product, you are buying, money goes into the same bank
account.

 History evaluation

In 1954, synthetic glue for carpenters (applicators) was unheard of in India and was uncommon.
Glues were mainly made up of animal fat or starch. B. K Parekh (Founder Chairman of Pidilite )
did great deal of work with carpenters to arrive at formulae for synthetic adhesive which met
their requirement. This product was then branded as “Fevicol”. In the initial years, great efforts
were put in to conduct trials on Fevicol with carpenters throughout the country. As this was a
proposition which sought to change their established practice of using animal glue and starch, it
took great deal of patience and perseverance to get the product accepted by the carpenter
community.

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The customers that used the product were illiterate and unaware of the superior benefits Of the
product. To increase brand recognition, he decided to develop a logo that would be symbolic Of
the performance of the brand. At that time, Mr. P.N. Sarma, the head Ogilvy & Mather (O&M)’
a leading advertising agency in India and Mr. Ranjan Kapur were the key executives at the
agency The logo for the brand was to convey “the strength of adhesion”. After many rounds of
discussi011 they finalized the iconic logo of two elephants (facing opposite directions) together
pulling a plank of wood between them.

Most of the furniture in India was custom-built, hence, the support from the carpenter
community was critical for success of furniture-related adhesives like Fevicol. Thus, promoting
the interests of the carpenter was of paramount importance. In 1980, they launched quarterly
black and white four-page design book called Fevicraft, which they mailed to all carpenters to
help expand their business. It had pictures of different furniture designs and line drawings of
interior spaces to help the carpenters showcase designs to their clients, thus generating interest in
terms of ordering interior designs and new furniture. In 1985, the color version of the book was
launched.

 Current prespective

Pidilite Industries, the leading adhesives manufacturing company, plans to scale up the business
with new segments that focus on growth. It will continue building the core category--- which
includes Fevicol, Fevikwik, Dr Fixit and M-Seal--- through innovation, premiumisation and
geographic expansion.

Bharat Puri, Managing Director, Pidilite told BusinessToday.In that the share from growth and
pioneer categories will increase to 50 per cent of the company's overall revenue in the next five
years. "Five years back, the 75 per cent revenue came from core categories. At present, the core
revenue share stands at 67 per cent because of the increasing revenue share from growth and

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pioneering categories," said Puri. The products in its core category have 60-70 per cent market
share.

"Take something like waterproofing. Only three out of 10 homes in the country are built with
proper waterproofing. So our job as the leading waterproofing company is to increase the three
houses to six rather than worry about share within three. We have to educate the consumers
about the uses of waterproofing, how to go about it and then make sure that they use it," he says.

 Porter Five force :-

 Competitive rivalry: This is the force that focuses on the number and capacity of potential
competitors. Firms consider the number of rivals in the market, the quality of their
products before deciding to enter an industry, and the best method to attract customers.
The intensity of competitive rivalry in an industry will significantly affect profitability
and the industry's attractiveness to a company.

 Threat of new entrants: Porter outlined that the more profitable a market is, the more it
will attract new entrants, leading to an increase in suppliers. This threat of an increasing
number of new entrants into an industry will eat into the market share of the companies in
that industry and significantly affect their profitability. Thus, the profitability of the
market will decline as more entrants join.

 Bargaining power of suppliers: The ease of switching from one supplier to another and
the number of available suppliers are pivotal in the profitability of an industry. An
analysis of the quality of products from different suppliers is also essential. The more
suppliers with quality products, the easier it is to gain great discounts or switch from one
supplier to another, and the more profitable it is for companies.

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  Bargaining power of customers: This is evident in an industry where the number of
buyers is fewer than that of sellers. Firms ought to weigh how easily buyers can purchase
products from their rivals when setting their prices. If there are fewer buyers than
suppliers, charging higher prices would cause buyers to switch to cheaper products from
their competitors.

 Threat of substitute products: The market's attractiveness is threatened and lowered by

 he power of suppliers weakens when a close substitute is introduced to the market as

 Swot Analysis :-

Fevicol is one of the leading brands in the industrial products and chemicals sector. Fevicol
SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors
along with opportunities & threats which are the external factors. Let us start the SWOT
Analysis of Fevicol:

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 Fevicol Strengths :- A very popular and famous brand, Fevicol has been a household name
for generations and has become synonymous with anything that sticks or holds items
together. Viral advertising campaigns by O&M have been a trend of Fevicol’s marketing
strategies, which have been greatly appreciated by viewers and applauded by advertising
agencies & critics. E.g.:- “pakde rehna, chhodna nahi” ads involving, either people hanging
from a rope or people clinging to the local trains or even the childrenwho are born with a
moustache because their parents used Fevicol to stick theirs. They boast of a very strong
supply and distribution network across India with more than 65,000 dealers and retailers.
Different SKUs and packages account for customer-friendly approach and ease of
application. Market reach is tremendous, with countries like Indonesia, Singapore, Thailand,
South Africa, China and Japan also witnessing increase in sales of the brand. Easily the
market leader in India under the adhesives category with majority market share.

 Fevicol Weaknesses :- There are not many offers or schemes for carpenters, who are the
largest consumers of the brand Lack of focus towards Middle East, European and American
nations to increase market share and sales. These were the weaknesses in the Fevicol SWOT
Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

 Fevicol Opportunities :- Below-the-line promotional activities like the Champions Club for
carpenters and Fevicol MR Buddy series which involve children with a knack for art and
craft exhibiting their talent. Product variations and extensions such as Fevicol Marine, which
can be used underwater and Fevicol Speedx, which binds things very quickly have been
welcomed by the respective customers. The customer preference towards the purchase of
wooden furniture is increasing day-by-day, which is a good signal for adhesive brands like
Fevicol to rake in some sales.

 Fevicol Threats :- Entry barriers for the adhesives industry are very few due to which new
entrants can enter the market very easily. Global trade has been hit due to the global
economic downturn and hence, exports are being affected. There has been a decline in the
advertising for Fevicol which might result in reduced brand recall.

 Challenges of industry

Since 2011, the Fevicol Science Project Challenge has been on the lookout for futuristic
concepts, 3D models and workable representations of objects that make everyday life a little
easier. Fevicol, from the house of Pidilite Industries, initiated this healthy contest for school
children across India to nurture the next generation of scientists and thinkers.

Now in its 3rd year, the 2013 edition of this challenge was announced last year, and concluded
with a finale event in 2014. Candid Marketing was appointed to execute the finale event, which

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started on April 11 and ended on April 15, with Sofitel Mumbai hosting the participants for all
five days.

Keeping in mind the tonality of the contest, the participating children were greeted by two
hostesses dressed as scientists in coats and glasses. On the first day, ice breaker games were
developed wherein shuffled groups were given props to build a catapult to play an actual Angry
Birds game and score points. Post this, the project topics were announced to the groups. The
children were given a limited budget to shop for their project requirements, and were taken
shopping on a dedicated slot on the second day.

The winning entry was required to encourage the quest for scientific knowledge and understand
the practicalities behind scientific theories that converted ideas into crafts and models. On the
day of the main finale, the children witnessed a Crazy Scientific Show by International artists.

Commenting on the activity, Amrita Kumar, Managing Partner, Candid Marketing, said:
"Planning events for children is always a challenge in itself, therefore thorough preparation is
very important. The content of this event was created keeping in mind every small detail - from
arranging pick-ups, to entertainment, to maintaining the scientific feel of the event throughout
the finale. The hospitality and security during the stay was of utmost importance."

At the venue, the set-up was esthetically designed with a center stage and two AV panels. The
pre-function area had multiple branded panels displaying the physical projects and pictures of
each group, as well as information about the Fevicol Science Project.

The national level competition received entries from 7.15 lakh students across 1968 schools in
India. All 24 participants received a Tablet PC, whereas the winners received a paid trip to
Singapore.

 Advantages of Fevicol Industry :-

 The adherents are not affected by heat

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 Possibility to join large surfaces
 Possibility to join different materials
 Possibility to join very thin adherents
 Gas-proof and liquid-tight
 No crevice corrosion
 No contact corrosion
 No precise fits of the adherent surfaces are necessary
 Good damping properties
 High dynamic strength

 Need of the study :-

 Importance of the study :-

The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Fevicol SWOT Analysis:

1. Below-the-line promotional activities like the Champions Club for carpenters and Fevicol MR
Buddy series which involve children with a knack for art and craft exhibiting their talent.

2. Product variations and extensions such as Fevicol Marine, which can be used underwater and
Fevicol Speedx, which binds things very quickly have been welcomed by the respective
customers.

3. The customer preference towards the purchase of wooden furniture is increasing day-by-day,
which is a good signal for adhesive brands like Fevicol to rake in some sales.

 Identification of problem :-

 Research question :-

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