Fevicol

FEVICOL

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BRAND QUALITY

The brand’s reputation for its consistent focus on quality was propagated through word of mouth publicity, and has led to the brand enjoying a high level of trust among its target audience.

Few brands enjoy the status of being synonymous with the category of product they represent. Fevicol is one such brand. Sold in its signature blue and white packaging, this legacy brand is a generic name in the adhesive category in India, and is a familiar sight in most households. the product’s ease of application worked as a unique selling proposition for the brand; this was at a time when unwieldy natural adhesives (which needed to be melted before use) were the norm in the wood furniture making industry. The brand’s reputation for its consistent focus on quality was propagated through word of mouth publicity, and has led to the brand enjoying a high level of trust among its target audience.

In its early years most competitors small-scale local manufacturers of white glue and multinational brands like Movicol (currently discontinued) marketed their products through hardware stores and timber marts. Fevicol, on the other hand, approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market. Introduction of Fevicol Furniture Books which showcased furniture designs with illustrations and measurements enlightened the carpenters on new styles and trends in the furniture market, apart from building awareness for the brand.

|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. |

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