Marketing Strategy of Pidilite – Complete Overview

Updated on: May 28, 2022

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In the previous blog, we learned about the SWOT analysis of Pidilite. Today in this blog, we are going to talk about the marketing strategy of Pidilite, a consumer-centric company committed to quality and innovation. 

The objective is to learn and gain insights into Pidilite and how it became India’s leading adhesives manufacturing company committed to quality and innovation. Pidilite keeps the intention of patrons’ welfare at the core and makes their lives better 24×7. 

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Pidilite by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience and digital presence.

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About Pidilite – Company Overview

Marketing Strategy of Pidilite

Pidilite Industries Limited was started in the year 1959 by Balvant Parekh to make the lives of carpenters and woodworkers easy with their white synthetic resin adhesive solution. Since then it has always been a pioneer of consumer and speciality chemicals in India. Its corporate office is located in Mumbai and has manufacturing units spread across India, including Mahad, (Maharashtra); Vapi, (Gujarat); Baddi and Kala Amb, both in (Himachal Pradesh).

Pidilite is the market leader when it comes to adhesives and sealants, construction chemicals, hobby colours and polymer emulsions in India. One of its brand names: Fevicol has become synonymous with adhesives to millions of people in India. It is also ranked amongst the most trusted brands in India. 

Pidilite was the first company in India that started manufacturing violet pigment which was started in the year 1973. In 1984 the company’s consumer product division was born and in 1989 the company entered the fevicol acrylic colours transform fabric and multi-surface painting market. The company made its first public offering of equity shares in the year 1993 and since then share prices have always seen an exponential rise.

Currently, they manufacture a range of products that can be segmented into consumer products: art materials and stationery; food and fabric care; adhesives and sealants; speciality industrial products: industrial adhesives; industrial pigments; industrial and textile resins, leather chemicals, construction chemicals and other industrial chemicals. Over time, Pidilite has become an adhesive monopoly and recently it has reinvested the capital in such a way to also become a monopoly in India’s waterproofing and fevicol business.

Quick Stats on Pidilite
CEO Bharat Puri
CMO Vivek Sharma
Area Served Worldwide
Industry Construction Chemicals
Market Share/ Revenue US$980 Million
Vision Innovation-Driven/td>
Tagline “Dum Laga Ke Haisha”


Marketing Strategy of Pidilite

Segmentation, Targeting, and Positioning

Segmentation: Pidilite separated its customers into three sections: Tier I/II/III cities, Public Sector/Private Sector, and Customer/Builder. 

Targeting: Its main target is local customers and builders in both the public and private sectors in all-tier cities.

Positioning: Finally, the position of Pidilite is a leading adhesive manufacturing brand.

Marketing Campaigns

Ab Ghanto ka Kam Karein Minto Mein 

Marketing Strategy of Pidilite - Campaign 1

This was the advertisement video from Pidilite fevicol about their product promotion. The video was made poetically. The advertisement video was very successful with 18k+ views on their fevicol Pidilite youtube channel. The advertisement was very eye-catching for every age group. 

Unbreakable Eggs 

Marketing Strategy of Pidilite - Campaign 2

The advertisement was iconic and sarcastic, where the egg doesn’t break because the hen which gave birth to the egg was eating from the fevicol bottle. Even the most fragile thing can become unbreakable with the best synthetic resin adhesive. This advertisement won the hearts and minds of millions of viewers through the TV ad.

Fevicol, on the other hand, chose to go straight to carpenters. This direct marketing effort was one of their most successful. Pidilite aimed to offer Fevicol to carpenters in such a way that it would become the preferred glue over natural adhesive because the Carpenter selects which adhesive to use.

Marketing Strategy of Pidilite - Campaign 3

Fevicol captured the attention of newspapers in a manner that no other chemical company could. It was the 1980s and 1990s, and all Pidilite had to do was reach out to the general public with a unique message. Outdoor was also utilized in the company’s media mix to advance the brand story in a desi way. This advertisement was ironic and memorable among the viewers to date. 

Social Media Marketing

Pidilite is active on all the social media pages, the social media pages are well maintained and it also has a nice amount of audience. Most of the social media content is for grown-up audiences.

The most followed social media account of Pidilite is Facebook overall. They also share a lot of interesting content through YouTube as well. They mostly post content based on family, house, etc to show the importance of strong construction chemicals. 

LinkedIn, Twitter, Youtube, Facebook, Instagram, and even some other platforms like TikTok allow marketers to connect and engage potential customers where they are. Marketers can engage their audience with a solid social media strategy and the ability to offer interesting content.

SEO Strategies

Marketing Strategy of Pidilite - SEO

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, its website has 9k+ organic keywords and it’s outstanding. That means the digital marketing of Pidilite is gaining a good number of insights. Pidilite’s digital marketing is attracting a large number of visitors. The monthly traffic is in the 107k+ range, which is considered exceptional.

Influencer Marketing

Marketing Strategy of Pidilite - Influencer Marketing

Pidilite’s waterproofing brand, Dr Fixit, has launched a film. The film, which stars Amitabh Bachchan, is intended to enhance consumer awareness about the need for good waterproofing while constructing a new home.

Influencer marketing extends your brand’s reach and increases its standing in the industry. By following your brand on social media, users can learn more about your company, your story, and the products or services you offer. One of the most visible benefits of social media marketing is the role influencers play in increasing brand awareness.

E-commerce Strategies

Pidilite is selling construction materials such as construction chemicals and other products which are heavy and not easy to transport like small products, so in this case, selling products online is not practical for this organization. So, they are not selling any of their products through online portals. You may also find it challenging to deliver the same level of service to your customers as you would in a real store if you own an e-commerce business or conduct some online selling.

Mobile Apps

Marketing Strategy of Pidilite - Mobile App

Pidilite Gurukool is a platform for continual capability development and professional development that bridges the gap between learning and working to create business impact.

Pidilite Gurukool has three comprehensive themes that can transform the learning and performance culture of your organization:

1) Enterprise Learning Experiences Marketplace: Pidilite Gurukool combines all learning experiences, including traditional classroom / instructor-led training, and modern life. instructor-led training, and cutting-edge experiences such as micro-learning and MOOC-based learning, into a single unified platform with integrated analytics.

2) Employee Engagement: Pidilite Gurukool uses social engagement and social learning tools such as enterprise chat and knowledge forums to keep employees engaged as well as skilled and knowledgeable. These tools not only keep employees connected but also serve as delivery channels for intelligent/contextual learning recommendations.

3) Capability development through team management: Pidilite Gurukool goes above and above in capability development by giving managers data and analytics on their reporters’ learning progress and performance, as well as correlations with corporate success (through integration with business systems). Managers may also use the engagement tools to micro-advise reporters and provide capability-building feedback on a near-daily basis.

Content Marketing Strategies

Pidilite unusually developed ads. Its advertising has traditionally been caustic, funny, and ironic. The advertisements are one-of-a-kind in that they are all satirical and sarcastic. People enjoy these advertisements because they make them laugh while simultaneously offering vital information. Content marketing is a very important and effective aspect of the marketing strategy of Pidilite. Pidilite has been relatively much more active in this section than others by posting different articles on their website.

This ends our elaborative marketing strategy of Pidilite. Let us conclude our learning below from the marketing strategy of Pidilite.

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What’s Unique in Pidilite’s Marketing?

Pidilite is a successful company with a unique marketing strategy. They market their products with a socially relevant topic which helps them to beat their competitors in the market. Overall, the marketing strategy of Pidilite Industries is good but In my opinion, the Pidilite industry should invest more in its marketing strategy than its ventures. 

As we all know, digital marketing has taken a drastic change because of pandemics that affected every business. As per digital marketing statistics, about 60% of the population of the world uses the internet. It rose by 20% in the past two years due to the pandemic with many businesses going online. An established company’s image is everything. The right campaign strategies can make or break a company’s brand image. Through digital marketing, effective campaigns can be designed and the scope of fixing any glitches immediately is there.

With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.

We hope this blog on the marketing strategy of Pidilite has given you a good insight into the company’s marketing strategies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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