Adhesive

In: Business and Management

Submitted By siddharthbhate
Words 1861
Pages 8
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The brand ‘Fevicol’ – an introduction

The Fevicol story began in 1959, when the Parekh Group floated Pidilite Industries to capitalize on the potential market for synthetic resin adhesives, or “white glue” in India. Pidilite Industries decided to enter into adhesive or white glue market in the country which is primarily consumed in woodworking. The primary application of white glue was in woodworking, with secondary applications in upholstery, flooring, and footwear. Company decided to enter in to retail market with the product and for that, they come up with collapsible tube. Company came up with different packaging in order to cater to different segment of customers.
Pidilite Industries decided to leverage the Fevicol brand’s success and popularity by launching a version suitable for the retail market. The first product line extension, a 30-gram collapsible tube, was introduced in the early 1970’s. Subsequently the company rolled out a spate of uniquely packaged Fevicol products, available for school students as well as professional and educational institutions. The introduction of various packaging formats helped transition the brand from the image of an industrial product to an all-purpose glue.
The USP of brand is ease of applying it. Consistent quality, widespread distribution networks, and excellent customer relationships have been the key success factors for the Fevicol brand and knowing its strong brand equity, the brand will continue to be glued to the minds of Indian consumers.

It’s all about branding- The Brand FEVICOL
Few brands enjoy the status of being synonymous with the category of product they represent. Fevicol is one such brand. Sold in its signature blue and white packaging, this legacy brand is a generic name in the adhesive category in India, and is a familiar sight in most households. The…...

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