Product Positioning & Promotional Strategy of Fevicol

The journey of Fevicol could be traced back to 1954 when Balvant Parekh, founder of Pidilite, along with his brother, Sushil Parekh, started manufacturing pigment emulsions that were used for textile printing. In 1959, the brothers spotted an opportunity to make synthetic glue to replace the natural glue that carpenters were using during that time. The Parekh brothers figured they would have a ready market if they could make a cheaper product locally. Thus, Fevicol was launched.

As the trade was used to glues based on natural products, selling synthetic glue was a difficult proposition. In order to shift end-users from natural glues and other synthetic adhesives available at the time, Fevicol embarked on a bold marketing game plan. Instead of selling through stores, Fevicol approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market....