1. CASE STUDY
FIXING FEVICOL
Presented by : - Rohit Dhoundiyal & Chetan Kadam

2. 
Incorporated in the year 1995, and became market leader in
“Telecom Cable Gel”.

Products - Organic titanates, construction chemicals,
adhesives and paints along with 40 speciality chemicals.

13 offices & 3 factories with the support of 300 highly
skilled professionals.

Export to 30 countries including USA, Germany, Japan &
France.

Annual sales of 87 crore, as on march 2010.

3. FEVICOL



Introduced in the year 1959.
Marketed in 54 countries.
Available in 50000 stores.
FEVICOL
PIDILITE

4. CASE SUMMARY

5. VAMICOL
&
JEEVANJOR
CENTURY
ADHESIVES
KIT-COL
OTHER
BRANDS
BLUECOAT
UNICOL
FALCOFIX

6. MARKETING STRATEGIES

STP
Segmentation
 Targeting
 Positioning
4 P’s
 Product
 Price
 Place
 Promotion



7. What Happened in Niche Market

Positive response from contractors.

Successful in Indore, Rajkot, Jalandhar, Amritsar,
Mysore, Satara & Baroda.

Acquired “Vishwas” in 2008 & merged with
“Kushal”.

Increased sales to 125 tons/month.

No. 1 Brand in Niche Market.

8. The Dilemma

Whose view point do you support and why?
We support the view point of the marketing head
Supriya because of the following reasons: 




Past success.
Practical examples of firms moving from niche to
mass market.
Cost Effective
Less wastage of time.
Acceptance by Plywood store channel.