Group A: Bhavya Kakkar-145 Nikhil Nair-159 Aditi Garg-150 Shweta Shridhar-197 Submitted To: Prof Smita Sharma Aanchal Mair-183 BATCH-PGDM 2012-14

GROUP A:
BHAVYA KAKKAR-145
NIKHIL NAIR-159
ADITI GARG-150
SHWETA SHRIDHAR-197 SUBMITTED TO: PROF SMITA SHARMA
AANCHAL MAIR-183
BATCH- PGDM 2012-14

CREATIVE BRIEF
Adhesives
History
• Company’s inception in 1959 and fevicol was born
• First modern manufacturing plant for pigments and
emulsions was set up in 1963 in Mumbai
• Turnover reached 10 crores in 1983
• The name Pidilite Industries Ltd. Was incorporated
• Acquired M-Seal, Roff, Sargent Arts, Trister Colman,
SteelGrip, Cyclo , Pulvitec, Holdtite and woodlok from
2000 to 2009
• Established R&D centre in Singapore in 2006 and
started to tap international markets.
PRODUCT- Fevikwik- Adhesives
• Introduction
• Fevikwik can bond a variety of surfaces like wood,
leather, metals, plastics and ceramics in a matter of
seconds.
• Features:
• Low VOC content
• Waterproof
• Great for interior or exterior applications
• Low odor
• Special clog resistant nozzles on Fevikwik packs prevents
wastage.
• Permanently bonds together almost any substrate
• High strength
• Broad Service Temperature
• Suitable for use in hot and cold environments
OBJECTIVE
 Increase sales by 20% this quarter.

 Increase in market share by 10% this fiscal
year.
 To increase top of the mind brand awareness
Competitors
TARGET AUDIENCE
• Who: People from Age groups of 16 to 55 years
• Where: Tier 1, tier 2 and tier 3 cities
• Why: Fevikwik is generally an industrial

adhesive and hence it caters to the group of people
working in art and craft industries, college going
students and the elder members of the household
PRINT-AD
Print-Ad Cost for Newspapers
 Print-ad per copy cost is Rs.400 per city.
 The ads would be promoted on weekends.
 7 cities were selected initially- Delhi, Mumbai,

Chennai, Ahmadabad, Kolkata, Jaipur and
Hyderabad.
 This is aimed at three largest circulated and of

highest readership dailies.
Details of Advertisement
• Media Option: 20x12sqcm

• Appeals: Humour. emotional
• Message Strategy: USP
BILLBOARDS
FEVIKWIK KA JOD HAI AB NAHI TUTEGA
OUTDOOR MEDIA
Metro
Delhi Metro:
• average daily ridership of 2.01
million commuters
• media cost for a set of 54 ad panels is
Rs 3 lakh per month,
• a set of 86 handle bars cost Rs 1 lakh
per month approximately
Kolkata Metro:
• Avg. daily commuter 6 lacs
• Rs.70/- per sq. ft. ( all inclusive)
TELEVISION MEDIA
• Television is a great way to get the message out a
large audience and is an excellent medium for
creating brand awareness.
• When choosing TV advertising slots, you must

remember to ask your account rep about the share
figures (number of viewers) per show so that you
choose the most effective slots.
Strengths: Weaknesses:
• Large reach • Expensive
• Ratings
• Broad exposure
• Brand development
opportunity
Television Viewers
• Total number of households in India: 234
million
• Population: 30% urban and 70% rural
• All India TV penetration: 65.4%
• Urban TV penetration: 88.8% (320 million
viewers)
• Rural TV penetration: 53.3% (448 million
viewers)
http://www.tamindia.com/tamindia/NL_Tam/Overview_Universe_Update_2013.pdf
Cost of Slots
• TRAI-12-minutes-an-hour cap on advertising on TV channels
• Hindi GEC (Star Plus, Zee, Colors and Sony) have decided to
increase their advertising rates by 20-30%.(2013)
• For a top GEC, the ad rates stand anywhere between Rs

70,000 and Rs 85,000 during primetime
• For news channels, the numbers stay at about Rs 3,500-5,000;

•
• For the remaining 300 channels, the 10-second spot ad rates
could be as low as Rs 300-400
http://www.afaqs.com/news/story/37118_TV-ad-regulation:-Whats-the-dilemma
Choosing The Media Vehicle
• Will be decided on GRP
http://www.india-forums.com/tellybuzz/wassup/15665-trp-and-grp-ratings-week-26.htm
Choosing Programs
• Decided on TRP
Reason for Choosing
• High TRP
• Famous among
Target Consumers
• Some are viewed by

the entire family.
Details of Advertisement
• Media Option: 2 minutes

• Appeals: Humour
• Message Strategy: Hyperbole,USP
• Advertising Execution:
Dramatization
Voice Ads
• People talk, Brands listen.
• Decisions aren’t made in a vacuum, they happen

through dialogue.
• Consumers have a voice, and now brands have a
way to listen.
• Built for mobile. Designed to inspire conversation.
• Voice Ads are a game changer…never before has
a brand been able to have a personal dialogue with
over a billion users.
IMC FOR FEVIKWIK
Main Communication Message
• USP: The only product that can bring even waste
things back to use; a solution to all problems
• Appeal: Humor
• Strategy: USP, Hyperbole
• Ad tonality: Multipurpose product
• Ad format: Fevikwik logo; small-medium spread
• Ad placement: TVs, Newspapers, Magazines,
Internet, Outdoor etc.
Below The Line Campaign
1. Brand Communication through

events:
• Craft / design competition
• Possible media co operation
• Goal: promote inclusiveness
• Offer real experience
2. PR
– Sponsoring craft and art related
events in collaboration with
NGOs etc.
3. Internet
– Viral Videos
– Online communities to
provide solutions to problems
and promote innovation
• Personal Selling (Bundling with craft
kits)
• Word-of Mouth
• Direct Marketing
BUDGET
Methods for calculating budget
• 1. The Percent of Sales Method: The

advertising campaign budget is a constant
percentage of desired sales.
• FMCG : 5%-10%
• Gross sales: Rs.50 crores
• Budget- Rs.2.5 crores
• 2. The Task Objective Method:
• Start up businesses
• Upfront activities.
• 3. The Historical Method:

• Older campaigns
• 4. Share of Market - Share of Voice:
• This method links market share to advertising
expenditure.
• A company with a 20% market share would
spend slightly more than 20% of the total
advertising Rupee spent in the market for that
product or service.
• For new companies, expenditures would be 1.5
times the desired market share until that
position is attained. (i.e. 30%)
• 5. Competitive Parity:
• With competitive parity you spend in equal
amounts to your competitors as a percentage
of market share.
• This is a self-defense method of budgeting
marketing and advertising expenditures.
• 6. The Combination Method:
• The best advertising campaign budget you can
set will be based on some combination of all of
the previous models.
• You want to maintain a minimum level of
advertising, fulfill specific goals, maintain your
market share, keep up with your competitors,
and compare older campaigns.
Total Annual Budget
Category INR.
Advertising 3,56,40,000
Catalogs 3,96,326
Online 18,12,000
Art work 3,96,326
Sponsorships 96,03,000
Trade Shows 3,98,00,000
Print ad 2,40,000
Merchandising 38,800
Grand Total 8,97,38,452
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GROUP A:

BATCH- PGDM 2012-14

 Increase sales by 20% this quarter.

• Who: People from Age groups of 16 to 55 years

• Where: Tier 1, tier 2 and tier 3 cities

• Why: Fevikwik is generally an industrial

 The ads would be promoted on weekends.

 7 cities were selected initially- Delhi, Mumbai,

 This is aimed at three largest circulated and of

• Media Option: 20x12sqcm

• When choosing TV advertising slots, you must

• For a top GEC, the ad rates stand anywhere between Rs

• For news channels, the numbers stay at about Rs 3,500-5,000;

• Will be decided on GRP

• Some are viewed by

• Media Option: 2 minutes

• Decisions aren’t made in a vacuum, they happen

1. Brand Communication through

• 1. The Percent of Sales Method: The

• 3. The Historical Method:

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