Abstract

The case discusses the product positioning and promotional strategy of Fevicol, the largest selling adhesive in Asia with a presence in over 50 countries. Fevicol had become successful not only due to its quality but also because of its unique advertising campaigns. The case discusses the innovative promotional strategies adopted by Pidilite, the parent company of Fevicol, to enable an industrial product like Fevicol to carve out a niche as a top consumer brand in both the urban as well as rural markets in India. The creative strategy employed for Fevicol is to make bonding a Fevicol attribute and its advertising has used intelligent humor to convey this meaning. The biggest challenge for the brand going forward would be to retain its dominant position in the Indian glue market in light of increasing competition from the unorganized sector. It remains to be seen whether the uniqueness of its advertising strategy will give Fevicol a competitive advantage in the future.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the brand positioning strategies adopted by Pidilite for its flagship adhesive brand Fevicol
• Understand the importance of brand positioning in making a brand successful
• Understand the role of emotions in advertising

Keywords

Fevicol,Product Positioning,Promotional Strategy,Pidilite,Advertising Strategy,Brand Positioning,Emotional advertising,Adhesives Industry