Marketing Mix of Fevicol

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www.pidilite.com

www.fevicol.com

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the various obstacles she is made to encounter. The latest TVC for Fevicol depicts bonding in a metaphorical form. An egg at a roadside dhaba cannot be broken because the hen's feed is in a Fevicol jar with remnants of the `white glue', which in turn has hardened the eggs.

Initially, when Fevicol was being established, the functional attributes of the product were highlighted (the `haiya ho' commercial). Once that task was accomplished, it was time to take the brand to a metaphysical level (with the `netaji' commercial), with adequate humour to bring a smile to one's face. These ads are being targeted to the whole market removing its barriers from niche marketing. The market results and the creativity of the advertising goes hand in hand, and it will continue to do so.''

Carpenters are the main target segment of Fevicol; they carry many different types of promotion activities for them. It believes in working very closely with the "Kari gars, directly promoting our product through demonstrations.'' Networking mainly through carpenters all over the country, Fevicol has almost 30,000 dealers. The company also publishes a journal, Fevicraft that highlights noteworthy work of carpenters.

For school going children's the brand is also promoted in schools through craft contests, in a bid to get closer to schoolchildren.