Marketing Strategies / Strategic Marketing Case Study

Pidilite Industries: Fevicol Success Story

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Abstract:
Pidilite Industries is an Indian company that enjoys noteworthy success in craftsmen products and industrial speciality chemicals. The company’s most successful brand Fevicol and its sub-brands such as Fevikwik, Fevibond, Fevigum, Fevistick and Fevicryl have consistently commanded over 70% of the total market share. In 2005, Fevicol stood 24th among top 150 Indian brands. The company has also been able to stay head of its competitors in the organized and un-organised sector. The case discusses innovative marketing strategies adopted by Pidilite to enable an industrial product like Fevicol carve out its niche as a consumer brand. It also discusses the future outlook of the company to retain its dominating position in the Indian market in light of increasing competition from multinationals and the unorganised sector.

Pedagogical Objectives:

• The case discusses innovative marketing strategies adopted by Pidilite
• It also discusses the future outlook of the company to retain its leadership position in the Indian market.

Keywords : Direct marketing, Advertising, Marketing Strategies Case Study, Brand, International, Kitkol, Vamicol