In-Depth Marketing Strategy of Pidilite : A Case Study

Pidilite Industries, renowned for its innovative marketing, has dominated the adhesive market for years. Their strategic business decisions and strong marketing campaigns have been key to their success.

In this case study, we will take a deep dive into knowing what Pidilite as a company is, its 4Ps of the marketing mix, and the marketing strategies of Pidilite and its campaigns, followed by a swot analysis of the same. So, let us start by understanding Pidilite Industries Limited in the coming section.

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About Pidilite

Founded in 1959 by Balvant Parekh, Pidilite is a leading Indian company best known for its iconic brand, Fevicol. With a focus on innovation and quality, the company has expanded into various segments including adhesives, construction chemicals, and art materials. Fevicol has become such a household name that’s synonymous with adhesives in India.

Based in Mumbai, Pidilite products is committed to delivering high-quality products and building strong relationships with customers. Their product range includes adhesives, sealants, construction materials, and more. The company has established a strong market position in several sectors, with adhesives being a key area of expertise. Some of their popular brands include:

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Pidilite Case Study – What’s New With the Company?

• Pidilite’s product revenue for FY 2023 stood at ₹8,000 crores, reflecting a 12% year-on-year growth. [Source: Pidilite Annual Report 2023]
• The company’s market share of approximately 70% in the adhesive sector. [Source: Business Standard]

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Business News

Pidilite Industries recently acquired a 70% stake in the US-based Huntsman Group’s adhesives business for ₹2,100 crores, expanding its international footprint. [Source: Economic Times]

Product Launch

In early 2024, Pidilite Products launched the ‘Fevicol Super Glue Gel,’ a fast-setting adhesive designed for the precision bonding of small parts. [Source: Pidilite Press Release]

Marketing News

A recent Pidilite’s marketing strategy for Fevicol, themed ‘Ultimate Bond,’ leverages augmented reality to engage users in interactive experiences. [Source: Marketing Week] To comprehend the thinking process behind the development of such strategies, individuals enrol in online marketing courses in India and apply these lessons to their marketing strategies.

Celebrity News

The marketing strategy of Pidilite Industries collaborated with popular Bollywood actor Ayushmann Khurrana as the new brand ambassador for Dr Fixit. [Source: Bollywood Hungama]

Buyer Persona

A buyer persona gives a detailed profile of Pidilite’s ideal customer. Pidilite’s marketing strategy is based on its customer’s motivations, likes, challenges, etc. to design a campaign that better resonates with its target audience.

Based on the detailed breakdown, it’s no surprise that the marketing strategy of Pidilite uses social media platforms like Instagram and Facebook to execute their marketing campaigns. Here, Pidilite’s marketing strategy can smart home solutions to match the requirements of its target audience.

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Marketing Mix of Pidilite – 4Ps Used in the Marketing Strategy of Pidilite

The term ‘marketing mix’ is a foundation model for businesses that includes multiple areas of focus as part of a comprehensive marketing plan. The marketing mix consists of 4Ps: Product, Price, Place, and Promotion.

Product Strategy of Pidilite

There is a strong research and development department for Pidilite’s products list which helps it in creating innovative products for its target audience. As previously said, the company deals in the manufacturing and marketing of adhesives, industrial and construction chemicals, and art materials. It has a wide range of products to offer.

A few of Pidilitte’s products list include the following:

• Fevicol
• Fevistick
• M-Seal
• Fevikwik
• Dr. Fixit

Price Strategy of Pidilite

Pidilite is a pioneer in its industry with Fevicol responsible for more than 50% of the total revenue of the company. Its potential target audience is constructors, carpenters, plumbers, and housewives.

The manufacturing cost depends on the prices of crude oil and petroleum which keep on fluctuating. Though being a market leader, the brand faces decent competition in the market.

However, Pidilite’s marketing strategy has adopted a combination of penetration pricing policy and competitive pricing policy as it helps it reach every corner of the country while competing with the prices of its competitors.

The prices for some of their products start from just a mere price of Rs. 5 which has helped them penetrate the market and reach every nook and corner of the country. Their retail margin varies from 12-25% depending on the product.

Place & Distribution Strategy of Pidilite

Pidilite has spread its network across the country. It has also spread its business in the international market after its success on Indian soil.

Pidilite products are available in countries like the United States of America, the United Kingdom, Singapore, Bangladesh, Sri Lanka, Indonesia, Egypt, Thailand, the United Arab Emirates, China, South Africa, and Ghana.

Pidilite has a widespread distribution network which includes:

• Services of wholesalers
• Warehouses
• Logistic companies
• Retailers
• Distributors to reach consumers via the hypermarket
• Supermarket
• Discount stores
• Convenience stores

Promotion Strategy of Pidilite

Pidilite spends a lot of money on its marketing and sales departments. The company has always come up with brilliant advertisements and catchy jingles to win over the hearts of consumers. With each advertisement, Pidilite products have maintained their value proposition.

Pidilite’s marketing strategy ensures that its ad campaigns are launched in electronic and print media through magazines, newspapers, billboards, radio, and popular television channels. It also advertises through social media platforms like its own website, other shopping portals, social media, and YouTube.

Pidilite is also aware of the impact of a celebrity endorsement on the mindset of the common masses. Hence, the marketing strategy of the Pidilite industry has roped Indian superstar Amitabh Bachchan to act in its advertisement commercials for Dr.Fixit as a brand ambassador.

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SWOT Analysis That Influences Pidilite’s Marketing Strategy

SWOT analysis is a framework used to assess a company’s competitive position in the market and to develop a strategic plan according to it. The analysis of the internal environment reveals the strengths and weaknesses of the organisation and the analysis of the external environment reveals opportunities and threats for the same.

Here is the SWOT analysis of Pidilite Industries Limited:

Strengths of Pidilite

• The advertising and marketing strategy of Pidilite has been very strong, especially the Fevicol ads which have become a recall value for the brand as they are viral hits
• The name ‘Fevicol’ has become similar to adhesives and has almost become common for anything that sticks, which has also helped other brands of Pidilite to gain awareness and has also helped in their sales
• Pidilite brands’ recall and value proposition are extremely strong for the company and have become the major attraction for many television commercials
• Pidilite has a strong research and development department to cater to the growing need for innovative products and services.

Weakness of Pidilite

• Pidilite’s revenue generation is over-dependent on Fevicol and M-seal which results in reduced investments in research & development (R&D) of other brands and businesses

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Opportunities of Pidilite

• Focusing more on digital marketing
• The chemical industry in the world is growing rapidly and focusing on emerging economies of the world can help it increase its business presence even further

Threats of Pidilite

• Huge competition in the market
• Watches become a substitute as mobile and wall clocks are available
• The fashion style of users keeps changing with the trend

Marketing Strategy of Pidilite

A marketing strategy is a long-term plan carried out to promote goods and services using different types of media and platforms. Strategies are long-term plans made to achieve organisational goals. So, therefore they must be planned carefully as they can also be responsible for the brand’s failure.

We all know that Pidilite is the market leader and its marketing strategies have played a crucial role in the process. The major factors that added to the success of marketing strategies are as follows:

• Product Portfolio: The company has a strong portfolio of brands which not only helps Pidilite to penetrate the remotest regions through economies of scale but also helps in increasing the visibility of the brand in the market due to the availability of a large number of SKUs (stock-keeping units).
• Innovative Advertisement Campaigns: Whether it is its ‘Dum Laga Ke’ advertisement or quirky ads involving Bollywood celebrities, the marketing strategy of Pidilite Industries have been successful in connecting with the local consumer’s mindset resulting in high brand recall.

Pidilite has done substantial research about its target audience and aims to continue its brand image by providing a variety of products. They understand the message they need to put across through their advertisements to reach out to their customers.

Let us look at some of the most popular and memorable advertising campaigns of Pidilite.

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Digital Marketing Strategy of Pidilite Industries

Below is a list of important components that are employed in the marketing strategy of Pidilite Industries:

SEO Strategy: Pidilite optimises its website with relevant keywords, ensuring high visibility for searches like ‘pidilite products list’ and ‘marketing strategy of fevicol.’

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SMM Strategy: Social media is one crucial component of the marketing strategy of Pidilite Industries. Here, the company has to maintain an active presence on social media platforms with regular posts, DIY tutorials, and interactive content.

E-commerce Strategy: Enhancing online sales through partnerships with e-commerce giants and a user-friendly online store.

Mobile App: The Fevicol app offers DIY tips, product guides, and project inspirations, increasing customer engagement.

Influence Marketing Strategy: Pidilite’s marketing strategy also involves collaborations with influencers in the DIY and construction niches to showcase product applications and benefits.

Marketing & Advertising Campaigns Designed by Pidilites’s Marketing Strategy

Pidilite marketing strategy employs a different approach to creating its advertisements. Its adverts have long revolved around being sarcastic, funny, and tongue-in-cheek. The advertisements are unique in the sense that each one of them revolves around satire and sarcasm. These adverts make people laugh while being informative at the same time.

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While there are several advertisements that Pidilite has come out with, some of them have made a lasting impact on consumers. Let’s look at some of the popular campaigns of Pidilite.

Chehrey Par Mask Aur Do Gaz Ki Doori, Abhi Bhi Hai Bohot Zaroori – A Fevicol Marketing Campaign

Pidilite’s most famous brand Fevicol recently came up with a ‘social experiment’ to portray the importance of social distancing norms when people went out during the pandemic. This campaign of Fevicol was time-sensitive and completely on point for the situation.

The experiment was conducted in one of the food courts of a Mumbai mall. It centres around the chairs and tables that are intentionally left vacant for people to encourage social distancing.

Through this attempt, the brand looked to convey an important message on the importance of social distancing to all the people going out. In the end, it aimed at imparting the message ‘Chehrey Par Mask Aur Do Gaz Ki Doori, Abhi Bhi Hai Bahot Zaroori’.

Todo Nahi Jodo – A Marketing Campaign of Fewikwik

Fevikwik rolled out a television commercial titled ‘Todo Nahin Jodo’ in February 2015. The advertisement portrays two soldiers, one Indian and one Pakistani at the famous location, Wagah border. The crowd on both sides cheered for their respective countries during the flag ceremony.

The two soldiers are seen in a pose where one of their legs is stretched out in the air, the Indian soldier notices that his Pakistani counterpart’s shoe sole has come off and informs him about the same which leaves the

Pakistani soldier embarrassed. Taking matters into his own hands, the Indian soldier uses Fevikwik played in slow motion to fix the counterpart’s shoe sole.

The advertisement ends with both showing respect to each other and the Pidilite tagline of, ‘Todo Nahi Jodo’.

The Leakage Man – A Dr. Fixit Marketing Campaign

Dr Fixit came up with a television advertisement featuring Bollywood film star Amitabh Bachchan. The advertisement aims at creating awareness among homeowners about the need for ‘five-point waterproofing’.

The ad starts with a man flaunting his under-construction house to Amitabh Bachchan with great pride. Just as he is about to show the bedroom, a man appears spouting water everywhere from his body.

Mr Bachchan introduces the character as ‘Leakage Bhaisaab’. The owner complains to Mr Bachchan that he is getting waterproofing done on the roof for the house but is still getting issues.

The film star explains to him how water can seep through not just the roof but also the bathroom, water tank, foundation, and even the outer walls. In the end, he urges viewers to use Dr. Fixit to get a five-point waterproof solution.

The offerings of the company are widely used and the majority share in the market in the art & craft and constructions & paint chemicals business segment, all thanks to its quality products which have made them the market leader in their industry.

Failed Campaigns That Influence the Marketing Strategy of Pidilite Industries

The marketing strategy of Pidilite Industries for ‘Fevicol Marine’ aimed to promote its adhesive properties in marine environments, ensuring durability and strength.

Issue: One part of Pidilite’s marketing strategy, the ‘Fevicol Marine’ campaign faced criticism for not adequately demonstrating the product’s unique selling points.

Backlash: Consumers felt the campaign was misleading, resulting in negative feedback on social media.

Response: Pidilite pulled the campaign, reworking it to better highlight the waterproof properties of Fevicol Marine, and launched a revised version with clearer messaging.

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Top Competitors That Influence Pidilite’s Marketing Strategy

Apart from Pidilite, many other players can have an impact on Pidilite’s marketing strategy. Some of these are:

• Henkel: Known for its Loctite brand, a major player in adhesives globally.
• Asian Paints: Competes in the areas of construction chemicals and waterproofing.
• 3M: Offers a diverse range of adhesives and tapes.
• Bostik: A leading global adhesive specialist in industrial manufacturing and construction.
• Araldite: Known for its strong adhesive products in the Indian market.