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Research Paper | Advertising and Mass Media | India | Volume 12 Issue 10, October 2023 | Rating: 4.7 / 10
IMC of Fevicol
Subiksha .K
Abstract: Fevicol a renowned glue brand owned by pidilite industries has long held a monopoly on the Indian market. This study demonstrates how Fevicol?s brand positioning strategy was implemented through the use of Integrated Marketing Communications (IMC) with a particular emphasis on its advertising public relations internet marketing and promotional activities. The research begins with a history of Fevicol highlighting its Unique Selling Proposition (USP) of strong bonding. The report goes on to discuss Fevicol?s marketing strategies including the memorable and entertaining advertisements. The effectiveness of these advertisements is assessed based on how well they communicate build brand recognition and are culturally appropriate. Additionally the public relations approach of Fevicol is critiqued in particular its interactions with carpenters and the carpentry community. Investigated is how this involvement in the community affects consumer advocacy and brand?s foray into digital marketing and social media emphasizing its efforts to appeal to younger demographic. The marketing strategy used by Fevicol such as its association with Bollywood movies and product variety are also thoroughly examined in the research. It assesses if these programmes appeal to their target demographic and are consistent with the brand?s core values. By critically analyzing Fevicol?s brand positioning and IMC initiatives this critique aims to provide light on the brand?s successes and potential growth areas. It highlights how important it is to maintain and strengthen a brand?s position in the market through a coordinated and integrated plan for marketing and communication in the final paragraph.
Keywords: Fevicol, Glue, Pidilite, market monopoly
Edition: Volume 12 Issue 10, October 2023,
Pages: 1138 - 1143