Marketing Mix of Fevicol and 4Ps (Updated 2024)

The Marketing mix of Fevicol analyses the 4Ps of Fevicol, which includes the Product, Price, Place, and Promotion of Fevicol. Fevicol is a well-known brand of Indian origin and is a subsidiary of its parent company, Pidilite Industries Limited. It is associated with the FMCG industry and deals in adhesives. The brand was launched in India in 1959 and has captured nearly 60% of the market share.n It is marketed and manufactured by its parent company.y Some of its rival brands in the market are as follows-

• Loctite
• Bond tied
• Araldite

About Fevicol

• Type: Adhesive
• Industry: Manufacturing
• Founded: 1954
• Founder: Baldevbhai Patel
• Headquarters: Mumbai, India
• Area served: Worldwide
• Key people: Arvind Poddar (Chairman) and Saurabh Agrawal (CEO)
• Number of employees: 12,000

Fevicol Product Strategy

Fevicol is an adhesive for bonding items. It was first marketed as glue and a replacement product for collagen and other adhesives that required prior boiling before usage; it is a white adhesive that appears as a viscous paste.

Product variants are available for non-staining, vibration-resistance, shock-resistance, fire resistance, versatility, shrinkage, sagging, time-to-set, impact resistance, and bonding strength. It is used by children for arts and crafts, carpenters for making furniture, office stationary, and other purposes by customers and industries. Products in the adhesive market are available in different sizes like 10kg, 5kg, 2kg, 1kg, ½kg, 250gms, 125gms, 30kg, and 50kg packs.

The product mix of Fevicol in 2023 is as follows(Source)

1. Fevicol MR: Fevicol MR, or “Marine Resin,” is a popular synthetic resin adhesive known for its strong bonding properties. It is commonly used in woodworking, furniture manufacturing, and general household repairs.
2. Fevicol SH: Fevicol SH, or “Synthetic Adhesive,” is another widely used adhesive known for its versatility. It is suitable for bonding various materials, including wood, plywood, and laminates.
3. Fevikwik: Fevikwik is a fast-setting cyanoacrylate adhesive called a “super glue.” It is known for its rapid bonding capabilities and is used for quick fixes on various materials, including plastic, rubber, and metal.
4. Fevicol Hi-Per: Fevicol Hi-Per is an advanced adhesive designed for high-performance applications. It offers strong bonding and quick drying and is suitable for demanding carpentry, furniture-making, and construction tasks.
5. Fevicol SR: Fevicol SR, or “Synthetic Rubber-Based Adhesive,” is formulated for bonding rubber to various surfaces. It is commonly used in shoe manufacturing and repair.
6. Fevicol HeatX: Fevicol HeatX is a specialized adhesive for laminating decorative veneers and high-pressure laminates (HPL) to substrates. It offers heat resistance and durability, making it suitable for interior and furniture applications.
7. Fevicol 3D Plus: Fevicol 3D Plus is an adhesive specially formulated for bonding foam and fabric, commonly used in upholstery and mattress manufacturing.
8. Fevicol Conefix: Fevicol Conefix is a construction adhesive for bonding concrete, bricks, and other building materials. It is designed for structural applications in the construction industry.
9. Fevicol SpeedX: Fevicol SpeedX is a quick-setting adhesive designed for rapid bonding, making it suitable for various DIY and repair tasks.
10. Fevicol A+ Craft Glue: This product is formulated for crafting and hobby applications. It strongly bonds paper, cardboard, fabric, and other craft materials.

Fevicol Place Strategy

Fevicol has an international presence that involves the same distribution strategy and availability of its products in nearly fifty-four countries: Japan, China, South Africa, Thailand, Singapore, and Indonesia. It is an Indian brand with a domestic network spread over more than fifty thousand locations in India. Fevicol has always believed in penetration policy, and for that, it has extended its network in every nook and corner of urban and rural India. Its distribution channel includes services of wholesalers, retailers, distributors, and franchises.

For industrial products, the brand has adopted a direct marketing strategy option. It has 65,000 retailers and dealers to supply its products quickly, easily, and efficiently to the consumer market through corner shops, convenience shops, discount stores, superstores, art and craft shops, furniture-making shops, and hypermarkets.

Here are five critical points related to Fevicol’s place strategy:

1. Extensive Distribution Network: Fevicol maintains a vast network of distributors and authorized dealers across urban and rural areas, ensuring the widespread availability of its adhesive products. This network reaches construction professionals, carpenters, industrial users, and the general public.
2. Retail and Hardware Stores: Fevicol products are prominently featured in retail and hardware stores, making them easily accessible to consumers looking for adhesives for various DIY and repair needs. The brand also collaborates with these stores to create eye-catching in-store displays.
3. Industrial Suppliers: Fevicol’s specialized industrial adhesives are distributed through authorized suppliers and dealers catering to the construction, furniture, and manufacturing industries. This strategic placement ensures that industrial users can access Fevicol’s high-performance adhesives.
4. Online Presence: Fevicol maintains an online presence, offering e-commerce options on its official website and through authorized online retailers. This digital accessibility provides convenience for customers looking to purchase adhesives online.
5. Educational Initiatives: Fevicol also invests in educational initiatives and workshops aimed at carpenters, woodworkers, and construction professionals. These events serve as touchpoints for introducing and promoting Fevicol’s products while providing training and product knowledge.

Fevicol Pricing Strategy

Fevicol has become a part of India and enjoys a monopoly in the market. Its high quality sets it apart from its competitors. It is a premium brand with customer loyalty from the loyal customer base, who does not mind paying marginally higher prices to buy this premium product.

Fevicol is a brand of business that is highly confident of its product value and hence has not followed competitive pricing or demand-pricing policy. It has adopted a mid-level premium pricing policy for its products because it wants its customers to buy its products without any price pressure; its consumers have realized the advantage of value-based pricing and have thus opted for a combination of quality products plus reasonable prices.

Fevicol, as a leading adhesive brand, employs a thoughtful and multifaceted price strategy that encompasses both consumer and industrial segments of the business world. Here’s an overview of fevicol’s price strategy:

1. Value-Based Pricing: Fevicol adopts a value-based pricing strategy, aligning its prices with the perceived value its adhesives provide customers. This value encompasses solid bonding capabilities, reliability, ease of use, and quality assurance.
2. Segmented Pricing: Recognizing the diverse needs of its customer base, Fevicol implements segmented pricing. It offers a range of adhesives tailored to different applications and industries, each with its pricing structure.
3. Bulk and Packaged Pricing: Fevicol offers flexibility by providing both bulk and packaged options. Bulk purchases often come with volume discounts, making them attractive to industrial users who require large quantities of adhesive. Packaged options, available at various prices, cater to individual consumers and small-scale users.
4. Seasonal Promotions: Fevicol introduces seasonal promotions, discounts, and bundled offerings during peak demand periods, such as home improvement seasons and construction surges. This strategy encourages customers to stock up on adhesives during specific times, boosting sales.
5. Educational Support: To justify its pricing and provide added value, Fevicol invests in educational initiatives and training programs. By demonstrating the proper use of its adhesives and showcasing its superior performance, the brand reinforces the value proposition to consumers and industrial professionals.
6. Consistency and Brand Equity: Fevicol maintains price consistency over time, aligning with its strong brand equity and reputation for quality. Customers are willing to pay a premium for Fevicol products because they trust the brand.

Fevicol Promotion Strategy

Fevicol has been successful in its endeavor to leave a lasting impression on consumers’ minds through its several advertisements. The company has put a particular onus on all its commercials as they have a theme that revolves around Fevicol and keeps everything together. A brand’s marketing campaign involves innovative ads shown to the customers through every possible advertising tool. Fevicol marketing also involves electronic media, print media, and social media for displaying its ads on television, radio, newspapers, magazines, billboards, sides of buses, other vehicles, and online portals.

Fevicol Furniture Book was launched in 1990 to display furniture designs and concepts apt for homes in India. It has 31 volumes, with every single one focusing on a particular topic ranging from farmhouses, restaurants, showrooms, and offices to residential areas. It was a vast emotional booster for the brand, and its popularity has led to its launch on the web platform for digital marketing and easy accessibility.

Fevicol’s promotion strategy focuses on:

1. Educational Initiatives: Fevicol invests in comprehensive training and educational programs aimed at carpenters, artisans, and construction professionals, showcasing the effectiveness and versatility of its adhesives.
2. Brand Endorsement: The brand leverages the trust and credibility it has built over the years to endorse its adhesives through testimonials and endorsements from satisfied users and industry experts.
3. Visibility and Point of Sale Promotion: Fevicol emphasizes in-store visibility through eye-catching displays and point-of-sale materials in retail and hardware stores, reinforcing its brand presence and product offerings to consumers.

Some Recent Video ads and Print ads of Fevicol are:

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