TABLE OF CONTEN TS

Preface
Acknowledgement
Certificate
Declaration by the Candidate
TOPIC NAME

PAGE NO.

CHAPTER 1 INTRODUCTION
(A) COMPANY PROFILE
(B) HISTORY
(C) KEY PERONS
CHAPTER 2 OBJECTIVE
CHAPTER 3 RESEARCH METHODOLOGY
(A) TYPE OF RESEARCH
(B) SOURCE OF RESEARCH
CHAPTER 4 PRODUCT DETAILS
CHAPTER

5
INTERPRETATION

DATA

ANALYSIS

CHAPTER 6 SWOT ANALYSIS

CHAPTER 7 LIMITATION
CHAPTER 8 SUGGESTION AND CONCLUSION
CHAPTER 9 BIBLIOGRAPHY
CHAPTER 10 QUESTIONNAIRE

AND

INTRODUCTION
In 2005, the Rs 400 crore- Pidilite Industries, maker of Fevicol, recorded a 23
% growth. The companys other major brands included Fevikwik, Fevigum,
Fevistick, Fevicryl and Fevibond. Fevicol stood 24th among top 150 Indian
brands.BK Parekh, Chairman, Pidilite Industries explained, The driving force
behind our success is the consistent team work of our over 2900 employees.
Together with our shared value system of commitment to excellence, closeness
to customers and the spirit of innovation we have been able to build bonds with
our customers, dealers and stake holders.
Over the years, Fevicol had commanded a consistent market share of over 60%
in the white glue market in India. Together with its brand extensions, it
accounted for over 70% of the total market.
A popular product in the industrial segment, Pidilites innovative marketing
strategies had enabled Fevicol to carve out its niche as a consumer brand. The
company had also made significant inroads in segments such as adhesive and
sealants, art materials, construction and paint chemicals and industrial specialty
chemicals. Pidilite also exported its products to more than 50 countries.
Background note
Pidilite Industries was established by the Parekh group in 1959 to make
specialty chemicals. Recognizing a demand for white glue in the Indian market,
the company launched Fevicol, a white glue, used as furniture adhesive.
Madhukar Parekh, Managing Director, Pidilite Industries recalled, The idea
was to offer something distinctly better than what customers are getting.
In its early days, Fevicol faced competition from small industries as well as
German and UK multinationals. The multinationals promoted their products
through hardware stores and timber marts. Pidilite decided to directly approach
the carpenters. The efforts paid off and by 1965, Fevicol had become a big hit
with the carpenters.
Pidilite established its manufacturing units at Mahad, Panvel and Taloja in
Maharashtra and Vapi in Gujarat. The Vapi plant manufactured adhesives and
resins, the Mahad plant manufactured resins while construction chemicals were
manufactured at the Taloja plant. A total of 7 manufacturing units were set up
by Pidilite in Gujarat and Maharashtra.
Banking on the success of Fevicol, Pidilite introduced a number of sub-brands
such as Fevikwik, Fevigum, Fevistick, Fevicryl, Fevibond and Fevitite under

the Fevicol brand name. To sharpen its focus on promoting Fevicol and its
related products as consumer brands, Pidilite established a consumer products
division in 1984. The company divided its products into two main categories,
namely, consumer and bazaar (branded) products and industrial & specialty
products. By the 1990s, Fevicol had become the market leader. The other sub brands continued to leverage the success of Fevicol. In 1997, Fevicol was
amongst the top 15 Indian brands.
Pidilite implemented Total Quality Management programs at all its
manufacturing units. The company also developed an internal quality assurance
system at its plants called Pidilite Quality System. In 1995, Pidilite obtained
ISO 9001 certification for the Mumbai and Vapi plant and ISO 9002
certification for the Mahad plant. All these measures went a long way in
improving product quality.
Pidilites humour based advertisements during the 1990s and a number of brand
acquisitions in early 2000 helped to increase revenues rapidly. According to a
survey conducted by The Economic Times in 2002, Fevicol stood 25th in the
list of top Indian brands, leaving behind popular brands such as Amul, Bajaj,
Dabur, Godrej and Cadbury. In 2003, another survey by the Economic Times
ranked Pidilite Industries as 138th in the list of 200 most valuable companies of
India.
Pidilite also concentrated on exports. In 1999, the company was declared an
Export House by the Government of India. In 2005, Pidilite established a
wholly owned subsidiary in Singapore called Pidilite International Pte Ltd. The
main objective was to grow in international markets through acquisitions and
joint ventures.
Building bonds with customers
In 1959, when Fevicol entered the Indian market, the product faced stiff
competition from small
companies in the unorganized sector and multinationals. German-based MNC
Hoechst Dyes and
Chemicals had launched its white glue called Movicol in 1961 in collaboration
with the Mafatlal group. Another UK-based MNC, Calico Chemicals had also
launched its branded glue called Calibond.
Pidilite adopted a direct marketing approach to promote Fevicol. The company
sent its sales force to various parts of India to directly approach the carpenters.
The company also created a database of carpenters. In 1975, Pidilite launched a
magazine called Fevicraft. The magazine provided an insight to the carpenters
on furniture designs. By 1980, Fevicol had become the favourite adhesive of
carpenters.

In the mid-1980s, Pidilite decided to enter the art materials segment.

Leveraging the Fevicol brand, the company introduced fabric paints under the
brand name Fevicryl. Pidilites sales force directly approached schools, hobby
classes and individual teachers to promote the product. Housewives were
offered fabric painting courses using Fevicryl.
Fevicols presence in the market continued to grow in the 1990s. In 2001,
Pidilite established the Fevicol Champion Club. The association met thrice a
year and organized seminars, contests and awareness programmes for the
carpenters. To strength its presence in the art materials segment, Pidilite
sponsored contests for school children. The main objective of the whole
exercise was tocreate strong bonds with the customers.
Shifting focus to advertising
In the mid-1970s, furniture making shifted from carpenters premises to shops,
homes and offices. So, Pidilite decided to take the advertising route along with
direct marketing to promote Fevicol. In the mid-1980s, Pidilite increased its ad
spending. The company introduced the dum lagaake haisha commercial on
television depicting an elephant trying to break the Fevicol bond. The idea was
to drive home the message that Fevicol created bonds that never broke.
During the 1990s, Pidilite introduced a series of commercials to re-inforce the
message of bonding. The company also used print media and outdoor
advertising to support the television commercials. Pidilite had hired Ogilvy and
Mather (O&M) Advertising to handle its advertising campaign. Piyush Pandey,
National Creative Director, O&M mentioned, We have shown the bonding
power of the product in a non- literal way. The message is simple Fevicol is
the ultimate adhesive.
Pidilite often used comedy and humour in advertisements to create a high recall
value. Bharat Mehta, Senior Vice President, Marketing, Pidilite Industries
clarified, For a product like Fevicol, which is not a day-to-day product, the
advertising needed to have vibrancy and spark in it to make it memorable. We
have used subtle humour with the story which is easily understood by the target
group. It stimulates you and makes you remember the brand Fevicol when you
go out to buy an adhesive. Moreover, humour has no boundaries and has a
universal appeal.
In the late 1990s, Pidilites advertising campaign changed from bonding of
furniture to bonding
with the consumers. In 2000, O&M won a silver in the Campaign of the
Century category at the Abby Awards for Fevicol television commercials. The

Fevikwik commercial depicting a fisherman catching fish using Fevikwik won

a gold at the awards.
In 2002, O&M again won a silver at Cannes Awards for a Fevicol commercial.
The commercial depicted a bus travelling on a bumpy road. The bus was
overcrowded with passengers seated all over and an advertisement on its back
saying, Fevicol ka jodh hai, tutega , chootega nahi (meaning Fevicol created
bonds that neither broke nor separated).
Again in 2002, Pidilite and O&M jointly telecasted the Fevicol ad festival on
Zee TV. The festival was called Jashn Manao Haisha (meaning celebrate).
Fevicols award winning commercials were shown and viewers were asked to
take part in the Fevicol contest. The idea was to increase Fevicols brand recall.
In 2004, O&M again won the Abby Award for Fevicols best continuing ad
campaign on television.
Fighting competition
In the white glue market, Fevicol faced competition from both the unorganized
and the organized sector. In the un-organized sector there were regional brands
from local players. In the organized sector, major players were Vam Organicss
Vamicol, Kitplys Kitkol, Century Plywoods Centurycol and Ciba Specialitys
Araldite.
To fortify the Fevicol brand, Pidilite introduced two new white glue brands,
Parcol and Bulbond,priced attractively to fight competition. Pidilite also
realized that Fevicol had the limitation of being sold only through timber
merchants and hardware stores. So the company launched Fevicol in small
tubes in order to promote it in the household segment. By being available in
stationery stores, Fevicol entered households and increased its reach in the
market.
Pidilite also introduced extensions of the Fevicol tube as Fevicol MR and
Fevikwik to strengthen the mother brand. The distribution network was also
strengthened to reach small towns and rural areas. The acquisition of the
Ranipal brand in 1999 helped to increase the distribution network of Fevicol
by another 50,000 outlets.
By 2002, Pidilite had a strong distribution network of around 40,000 dealers
and 4 lakh retail outlets all over India. Madhukar Parekh explained, We have
30 years of established presence in the business. Over 60% of our sales come
from products and segments we have pioneered in India. We have built a strong
image of durability and quality for our products. A strong brand equity, ability
to meet consumers needs by a process of direct and close contact and
continuous

feedback from users and a wide distribution coverage are our key strengths.
Acquiring brands to drive growth
To facilitate further growth and avoid excessive reliance on Fevicol, Pidilite
planned to add more brands to the existing portfolio. In 2000, Pidilite acquired
the Ranipal brand from Indian Dyestuff Industries, a Mafatlal group company,
for Rs 4 crores. A well-known fabric whitener in the household market, Ranipal
accounted for only 1% of the fabric care market with an annual turnover of Rs
2.5 crores. But Pidilite felt that the brand had a huge potential for growth.
During the same year, Pidilite acquired popular brands M-Seal and Mr Fixit
and the entire adhesive and sealant business of Mahindra Engineering and
Chemical products for Rs 32 crores.
M-Seal was a sealant used to seal cracks and joints. Mr Fixit was a chemical
used in construction materials. M-seal was the market leader in sealants ahead
of Pidiltes Fevi-Seal. M-Seal commanded 56% of the market share and had an
annual turnover of around Rs 17 crore in the Rs 30 crore sealant market. With
the acquisition of M-Seal, Pidilite hoped to completely dominate the sealant
market.
In 2002, Pidilite acquired another brand called Steelgrip, an electrical
insulation tape from Bhor Industries for Rs 8.73 crores. The brand was a leader
in the insulation tape segment and had a 25% market share. Madhukar Parekh
explained, We intend beefing up the brand to have a 50% market share.
In 2004, Pidilite acquired Roff, a popular chemical brand of Roff
Construction Chemicals. Roff had a wide product range and a strong
distribution network. Pidilite felt that the acquisition of the brand would help its
specialty chemicals business grow significantly.
Other acquisitions by Pidilite included brands such as Bulbond and Vitapon in
the industrial resinsegment for Rs 7.2 crores from Parekh Marketing Ltd.
Industrial resins were organic materials made of plant or animal secretions used
for bonding. The company also acquired smaller brands in the same category
such as Kalvyl, Tracol and Parvyl for Rs 1.85 crores from Kalva Chemicals
Ltd. Madhukar Parekh asserted that Pidilite would acquire only those brands
that were already market leaders in their segment or had the potential to
become a leader.
Achieving growth in international markets
After strengthening its position in the Indian market, Pidilite planned to focus
on exports. Since international markets offered nearly the same margins when

compared with domestic markets, the company viewed exports as a major

opportunity for growth. Pidilite ventured into the markets of South Africa, Asia,
Europe, US, Sri Lanka and Middle East. Main product categories included
adhesives, art materials and industrial chemicals.
Pidilite achieved an export turnover of Rs 11.3 crore in 1994 -95, which
increased to Rs 30.82 crore in 1998-99. In 2002, the companys turnover
increased to Rs 35 crores. Apurva Parekh, Senior Vice President, Pidilite
Industries mentioned, We want to continuously grow and strengthen our
business in India as well as abroad. We want to grow internationally, we want
our new brands to create new markets and in the existing products where we
already have high market shares, the goal would be to maintain and grow
market share.
Pidilite had developed a strong in-house R&D base to cater to the requirements
of international customers. The company also met international quality norms
for its products and obtained necessary certifications from International Testing
Agencies. Pidilite hoped to become a major player in the international market
in future.
Future outlook
Market analysts pointed out that the main reasons for Pidilites success were its
ability to launch new brands supported by innovative marketing and a strong
distribution network. The success of Fevicol and its brand extensions prompted
Pidilite to introduce extensions of brands such as Ranipal, M-Seal, Steelgrip
and Mr Fixit (re-named to Dr Fixit). The company considered branding a major
driver for sales over the years.

Company Profile
8.1 Company Information
Board of Directors
B K Parekh Chairman
S K Parekh Vice Chairman
M B Parekh Managing Director
N K Parekh Joint Managing Director
R M Gandhi Director
N J Jhaveri Director
Bansi S Mehta Director
Ranjan Kapur Director
Yash Mahajan Director
Bharat Puri Director
D Bhattacharya Director
Sanjeev Aga Director (wef 29.07.2011)
A B Parekh Wholetime Director
A N Parekh Wholetime Director
J L Shah Director (upto 08.11.2011)
R Sreeram Wholetime Director (wef 08.11.2011)
Corporate Office
Ramkrishna Mandir Road
Off Mathuradas Vasanji Road
Andheri (E), Mumbai 400 059
Registered Office
Regent Chambers, 7th Floor
Jamnalal Bajaj Marg
208, Nariman Point
Mumbai 400 021
Registrar & Transfer Agent
TSR Darashaw Limited
6-10, Haji Moosa Patrawala Ind.
Estate
20, Dr. E Moses Road, Mahalaxmi
Mumbai 400 011

Company Secretary
Savithri Parekh
Solicitors & Advocates
Wadia Ghandy & Co
Auditors
Haribhakti & Co
Internal Auditors
Mahajan & Aibara
Bankers
Indian Overseas Bank
Corporation Bank
ICICI Bank
The Royal Bank of Scotland N.V.

`
8.2 Values & Vision
'Delight customers by offering quality products and services.'
'Be a business leader by promoting innovation and achieving global
standards.'
These are the values and vision of Shri M. B. Parekh Managing Director, on
which Pidilite Industries Ltd. performs and delivers quality products to its
millions of consumers.
8.3 Quality
The products that are designed to satisfy the needs and expectations of
customers are developed by dedicated Research & Development (R & D)
professionals and tested with end users before launching.
Pidilite spends fairly large resources on R & D of its products and processes.
Pidilites team of scientists at its six R & D laboratories has developed the
entire range of the Companys products.
The quality of products is assured and supported by well-defined, structured
and focused quality assurance system that is continuously audited and upgraded
in line with in-house Quality Policy.
The state-of-the-art manufacturing facilities are located at Mahad, Panvel and
Taloja in Maharashtra and Vapi in Gujarat. The manufacturing processes are
precisely controlled and monitored. Its Industrial products segment and four
manufacturing units at Mahad A/22, Vapi 78, Vapi 23 and Andheri are ISO9001 certified by RWTUV.
Even branded products in the consumer and bazaar products category strictly
follow quality parameters defined under the Companys internally designed
Pidilite Quality System (PQS).

Pidilite has implemented `Small Group Activities (Quality Circles), Pragati

(Kaizan) and `Sadachar under its Total Quality Management (TQM)
programme.
Divisional Functional Committee (DFC) and Profit Improvement Plan
meetings (PIP) at senior management level review the performance of various
core activities at Pidilite to further upgrade quality of its products.
Our dedication towards quality in all our products has made Fevicol a
household name and a fact well acknowledged. The Economic Times (Brand
Equity) ranked our brand `Fevicol at 25th among the top brands in India.

KEY PERSONS

B. K. Parekh,Chairman.

OBJECTIVE OF THE STUDY

(1)

To know market position of Favicol in the market.

(2)

To know consumer behavior for purchase of Favicol Products.

RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the
methods and procedures for acquiring the information needed. It is the overall

operational pattern or framework of the project that stipulates which

information is to be collected, from where it is to be collected and by what
procedures
This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was designed
in accordance with our mentor in Tata Motors. I chose a sample of about
45 corporate customers around the Sagar City from which I can get the
instant information of whose analysis will give me the desired outcome
of my research project.
I collected some data from the secondary sources like published
Company documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedures. It is a descriptive cross sectional design .It is the
conceptual structure with in which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.
It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study
by which it is clear that the existence of the problem is obvious .So, I can
directly head for the conclusive research.
Sampling Plan

Sampling plan is a distinct phase of research process. In this stage I have to

determine who is to be sampled, how large should be the needed sample and
how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers of
Sagar City
Sample Survey
As compared to census study, a sample study has been conducted by us because
of:
Wide range of population, it was impossible to cover the whole
population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Tata Motors in
Sagar City.
Sampling Technique
Sampling technique implies the method of choosing the sample items, the two
methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an equal
chance of the inclusion in the sample. Non-probability methods are those that
do not provide every item in the universe with known cause of being included
in the sample. The selection process is partially subjective.

For my study, I employed the Non-probability sampling technique, in which I

got the data of the customers from the dealer of Tata Motors in Sagar City
Instrument of collection of data
I have used one set of questionnaire to collect data from the customers. This
questionnaire is structured and highly ordered. This includes both close ended
and open ended questions. The close ended questions included both
dichotomous and multiple choice questions.
Data analysis and interpretations
Large volumes of raw data were collected through questionnaires in my
research study. This raw data has been further converted into significant
statistical information before further interpretation so that I can answer my
research objective well.
The collected raw data was then edited and coded by the researchers to
eliminate errors and to assign data to pertinent categories. The data was then
tabulated and presented with the help of bar diagrams and pie charts.

FEVICOL PRODUCTS
FEVICOL MR
Used for Art & Craft activities.
Used in activities like collage making, bread crafting, papier-mch & other
craft techniques.
Bonding/sticking paper, cardboard, thermocole, fabrics, wood, plywood, etc.
Features & Benefits

Synthetic white adhesive.

Ready to use.

Strong bonding.

Simple and convenient to use.

Convenient pack sizes to meet different quantity requirements.

Packing
10g Cone Pack.
10g Aangular Tip.
100g Squezee Bottle.
500g Flip Top.
1Kg Flip Top.
15g Tub Pack.
25g Tub Pack.
10g Angular Tip Tube.
30g Angular Tip Tube.
30g glue Pen.
25g Tub Pack.
50g Plastic Container.

 100g Plastic Container.

200g Plastic Container.
500g Plastic Container.
1 Kg Plastic Container.

FEVI STIK

Used for bonding most plastics, rubber, ceramic, metal and porous materials
like wood, leather.
Used for repairing broken plastic parts, joining footwear, leather articles,
making O` rings.
Bonding/sticking paper, cardboard, thermocole, fabrics, wood, plywood, etc.
Features & Benefits

Bonds in an instant.
Withstands temperature from -40c to 90c.

Clog resistant nozzle, preventing wastage.

Packing
500mg, 1g, 2g, 3g, 5g, 20g.

Dr. Fixit Silicone Sealant

Multi Purpose Silicone Sealant.

Dr. Fixit Silicon Sealant comes in 2 variants:
1. General Purpose - Acetic Cure Silicon Sealant for windows.
2. Metal and Glazing purpose - Neutral Cure Silicon Sealant.
Applications:

Glass and Ceramics.

Metal and painted surfaces.

Non oil wood.

Sealing aluminum/ glass window frame joints, fixing glass into

aluminum frames.

Bathroom fittings, Plastic and Tiles.

Features & Benefits

Fast curing silicone sealant.
very strong adhesion.
High elasticity.

Fevicol SH

Synthetic Resin Adhesive used for bonding wood, plywood, laminates, veneers,
particle boards, block board/hard board & MDF to each other. Ideal for
woodworking.
Features & Benefits

Synonymous with strong bond in wood and furniture industry.

Unsurpassed bonding strength.

Resistant to water and heat.

Gives high coverage.

Packing

50 gm, 125 gm, 250 gm, 500 gm.

1 Kg, 2 Kg, 5 Kg,10 Kg,15 Kg, 20 Kg, 30 Kg, 50 Kg.

Fevicol Marine

Synthetic Resin Adhesive with a superior resistance to water, Fevicol Marine

could be used for bonding wood, plywood, laminates, veneers, particle boards,
block board/hard board & MDF to each other.
Features & Benefits

Fevicol Marine is a specialised water resistant adhesive that protects

furniture from water.
Its special chemical properties give superior bonding with marine (BWP)
ply to laminate.

48-hour continuous cold water resistance.

1-hour boiling water resistance.

Packing

1 kg, 2 kg, 5 kg, 10 kg, 20 kg, 50 kg.

Fevicol Speedx

Synthetic Resin Adhesive with faster drying time, Fevicol Speedx could be
used for bonding wood, plywood, laminates, veneers, particle boards, block
board/hard board & MDF to each other.
Features & Benefits

Fast setting adhesive.

Ideal for time bound projects.

Saves time, saves money.

Packing

1 kg, 2 kg, 5 kg, 10 kg, 20 kg, 50 kg.

Fevicol WRA

Fevicol WRA is India`s 1st Wood Reiforced adhesive. It could be used for
bonding wood, plywood, laminates, veneers, particle boards, block board/hard
board & MDF to each other.
Features & Benefits

Contain wooden particles for extra strengths.

Higher coverage

Wood coloured for better finish

Packing
1 kg, 2 kg, 5 kg, 10 kg, 20 kg, 50 kg.

DATA ANALYSIS AND INTERPETATION

Rating of Script of Ad:

Inference:

The concept of Ad rated to be Excellent by 56% of respondents.

30% of respondents are agreeing that the Ad is Good.
10% of respondents remain indecisive.
Amazingly, not even a single respondent says that it doesnt have any effect.

Advertising Promotes:

Product
Knowledge
Quality
Knowled
ge

18%

12%

38%

10%
2%

20%

Knowledge
of use or
Extended
use

Inference:
18% of the people reply that by seeing commercial they get Quality
knowledge.
38% states that they get awareness about the product through ad.
20% says that they get to know about the Extended use of the product.
12% of the respondents say that through the ad they get the knowledge of
about both Product and Quality.
Only 2% of the respondents are agreeing that the commercial provide them
knowledge of both Product and Extended use of product.
There are 10% such respondents who reply that they get all of the above
factors while viewing ad.

Advertisement effect over purchase decision:

Inference:
54% of respondents admitted that their purchase decision got effected
through advertisement.
While 24% feels that their decision is not derived through ad exposure.
22% of respondents are indecisive in this concern.

Product Purchase Factor:

Inference:
Quality polls out to be the most affluent factor that drives prospects to
purchase.
Price and Band Name both are ranked as second most influential factor that
people generally considered while purchasing a product
Availability of the brand also plays a crucial role as it has 10% respondents
in its favor.

Cue for first purchase of Fevicol:

Inference:
The very first purchase factor is due to Ad seen over TV, 64% of
respondents are agreeing on this statement.
20% of respondents made first purchase due to effectiveness of Mouth
publicity, i.e. they have heard from others.
Brand promotional measures also play role in first purchase as 10% of the
respondents made first purchase by the influence of shopkeeper.
6% of the respondents have different opinions that make them to purchase it
for the first time.

Loyalty Graph for Fevicol:

Inference:
52% of the respondents are regular purchaser of Fevicol, i.e., the market
share of Fevicol is nearly half of the total market.
Around 6% are the people who are at primary stage as they are either using
it for the first time or as second purchase.
The market consists of nearly 42% of such respondents who like to switch
on different brands they are not brand loyal.

Effect of Advertisement on Repurchase Decision:

Inference:
56% of respondents feel that Ad helps them to conform their decision and
also promote to repurchase the same brand.
While 16% of the respondents didnt see any effect of Ad over their
repurchase decision of brand, they say its purely their own intuition to rebuy a product.
Rests of the respondents are unable to analyze the cue that held responsible
for repurchase.

Factors Preferred during Fevicol purchase:

Inference:
Respondents like to purchase Fevicol due to:
56% of the respondents prefer to purchase due to its quality offering.
While 32% of the respondents looks it as a brand name purchase.
And the rest 12% looks for it only if other product cheaper than it is not
available.

1. SWOT ANALYSIS
Strengths:
Wide range of products.
Brand recognition.
Brand Standardized products.
Capable of surviving in Long run.
Products are familiar to consumer.
Good efforts for Research & Development facilities.
Employees beneficiary plans that attract potential employees.
Result oriented products.
Financially sound.
Good Diversified Management.
Background of successful mergers and acquisitions.
Goodwill of last 45+ years.
Nation-wide presence.
Good advertising and promotional strategies.
Weakness:
Presence of lower priced products makes market weaker in some areas.
Nationwide same strategy.
No endorser of brand.
Pidilite as a whole depended a lot over Fevicol, while in all it has 40
brands.
Advertisements are now in remembering phase, which means it has to be
now emphasized over new product developments.

Opportunities:

 The markets of rural areas are somewhat remains potentially untouched.

Now the diversified strategies should be adopted, as it has been long in
adhesives.
No established competitor is the potential advantage.
The niche of the market is the rural area and the plenty of opportunities
are lying there.
Forming of Free-Trade Area with China can led to Export opportunities
and thus the market diversification could be adopted. This will also help
as the product now is in maturity stage.
Threats:
Due to Industrial policies and easy avail of finance the competition can
become tougher in coming years.
Due to the presence of the low priced firms the competition is proving to
be tougher.
Aggressive advertising and promotional efforts of competitors are
making a shift in the market share of the company.
Being the economy opened by govt. of India their lies the continuous
threat from the foreign players.
Free Trade Area with China, could open up the fight with a major
technology intensive country and hence to compete with that more
efforts to be make over R & D.

LIMITATIONS OF STUDY:
1. The scope of the study is limited only towards the Sagar city from where
the data is collected.
2. It was very time consuming.
3. Responses of the respondents may be biased and not reliable.
4. The findings are based on survey conducted in the month December2011 to February 2012 the result may vary in other month.
5. The study covers the effectiveness of promotion mix of Fevicol and
cannot be applied to other products.

CONCLUSION
While doing the market survey and meeting the people, the general opinion
found was that some of the Respondents were unfriendly and some of them
appreciated our work and the questionnaire prepared by us because it was also
useful for them to know the various offers provided by Fevicol

which

indirectly helped them in their buying decision. More preference was given to
Quality of Fevicol .
After meeting so many respondents/sample units and talking to them about
their suggestions for Fevicol

we draw recommendations that the Fevicol

company should provide more attractive offers as many people are influence by
offers provided by Fevicol .
While some respondents recommended that Fevicol should be deliver at door
step. Some other recommendations that Fevicol

Company should design

attractive hoarding. Many people recommended that free dental checkup

conducted by Fevicol was good promotional activity used by Fevicol so
company should focus more on this type of strategy.

2. Questionnaire
Q. Could you complete this brand name: _ _ _ _ COL
Q. Have you ever seen the above band name in advertisement?
Yes( )

No( )

Q. What plot do you remember associated with this brand name?

_________________________________________________________
_________________________________________________________
Q. How would you rate the commercial on the factor of Script of Ad?
Excellent.
Good.
Cant say.
Not good.
Not have any effect.
Q. While seeing the commercial you get
Product Knowledge.
Quality Knowledge.
Knowledge of use or extended use.
Q. Have you ever tested or tried this product?
Yes( )

No( )

Q. Does Advertisement made any effect on your purchasing decision of brand?

Yes( )

No( )

Cant say( )

Q. Your preference for product purchase is usually at

Price of the product
Quality of the product
Brand name of the product
Availability of any brand / any product
Other reason ____________________.
Q. You have made first bought of brand due to

Its Ad shown over TV

Heard from others
Recommended by shopkeeper
Other factor ______________.

Q. For how long time you are using this brand?

First Purchase.
Second Purchase.
Regular Purchaser.
Not Fix.
Q. Does Advertisement promote your repurchase decision of brand?
o Positively
o Cant say
o No Effect
Q. You prefer to go with this brand due to
Quality Offering
Brand Name
Non Availability of other brand
Other reason ________________.
Q. Could you name any competitive brand, whose commercial you have seen
or purchased product from?
________________________________________________.

Thank you for your cooperation and providing useful information to us.
Name: ___________________________________.
Age: ____________________________________.
Occupation: ______________________________.
Address: _________________________________
Contact No.: ______________________________.