MARKETING MIX OF FEVICOL COMPANY

Description
MARKETING MIX OF FEVICOL COMPANY

MARKETING MIX OF PEDILITE &FEVICOL.CO
A PROJECT REPORT ON MARKETING MIX OF PEDILITE & FEVICOL COMPANY

SUBMITTED BY AFTAB SYED.Q.SYED T.Y.B.M.S SEMISTER V ACADEMIC YEAR 20010 -11

PROJECT GUIDE PROF.MAZHAR THAKUR SUBMITTED TO UNIVERSITY OF MUMBAI AKBAR PEERBHOY COLLEGE OF COMMERCE AND ECONOMICS MUMBAI – 400008

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MARKETING MIX OF PEDILITE &FEVICOL.CO DECLARATION

I AFTAB SYED.Q.SYED student of AKBAR PEERBHOY COLLEGE OF COMMERCE AND ECONOMICS MUMBAI ! "0000# T.Y.B.M.S SEM V, here by declared that I have completed Project ON MARKETING MIX OF PEDILITE & FEVICOL COMPANY in the academic year 20010-11 .The information submitted is true and original to the best of my no!ledge.

P$%&'( M)*+%,. D%-'(

S,./%-)0' 12 -3' 4-)5'/-4

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MARKETING MIX OF PEDILITE &FEVICOL.CO

CERTIFICATE

This is to certify that the project entitled A PROJECT ON MARKETING MIX OF PEDILITE & FEVICOL COMPANY is the bonafide research work carried out by AFTAB SYED student of AKBAR PEERBHOY COLLEGE OF COMMERCE AND ECONOMICS MUMBAI – 400008, T.Y.B.M.S SEM V, during the year 2010-11, in partial fulfillment of degree of bachelor of management studies (B ! " # and that the dissertation has not formed on the basis for pre$ious degree, diploma or any other similar title

Pl !"#

D $"% S%&' $()" *+ $," G(%-"
122

MARKETING MIX OF PEDILITE &FEVICOL.CO

ACKNO.LEDGMENT

& would like to thank P012 M%63%0 T3%7)0, 'he uni$ersity of !umbai and Akbar (eerbhoy )ollege of commerce and economics and the project guide and my big brother who cooperate me to make this project without their cooperation & could not make the project

(roject )o-ordinator

AFTAB SYED TYBMS ROLL NO "8 SEM V

122

MARKETING MIX OF PEDILITE &FEVICOL.CO INDE/

S).N* 0.

P )$%!(l ) I'$)*-(!$%*' • P%-%l%$" ? F"1%!*l

2.

4 P34 *+ M )5"$%'& ? P)*-(!$ ? P)%!" ? Pl !" ? 6D%4$)%7($%*'8 ? P)*9*$%*'

:. 4. ;. <. >. 8.

M )5"$ S"&9"'$ $%*' P*4%$%*'%'& C*'!l(4%*' A''"=()" ?("4$%*'' %)" @"7l%*&) A,B
122

MARKETING MIX OF PEDILITE &FEVICOL.CO
INTRODUCTION

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MARKETING MIX OF PEDILITE &FEVICOL.CO

History Of Company

1969 - The Company wa !n"o#po#a$e% a a p#!&a$e '!m!$e% "ompany on ()$h *+'y +n%e# $he name o, Pa#e-h Dy"hem In%+ $#!e P&$. L$%.. $o a"/+!#e an% $a-e o&e# on a 0o!n0 "on"e#n $he 1+ !ne Pa#e-h Dy"hem In%+ $#!e M+m1a!. The Company wa "a##!e% on 1y a pa#$ne# h!p ,!#m M2 .

e $a1'! he% !n 3453 an% ha&!n0 a ,a"$o#y !n p#omo$e% 1y 6a'&an$#ay Ka'yan7! Pa#e-h a'on0

w!$h h! 1#o$he# . The 1#an% name . a#e 1e!n0 Fe&!"o'. Fe&!1on%. Fe&!0+m. P!%!,!8. P!%!&y'. P!%!"#y'. A"#o'! e. e$". - The Company +n%e#$oo- $o e$ +p yn$he$!" #e !n p#o7e"$ w!$h a "apa"!$y #e !n p#o7e"$ w!$h a "apa"!$y o, 9::: TPA a$ Maha% In%+ $#!a' a#ea !n Ra!0a% %! $#!"$. Maha#a h$#a. A' o +n%e#$oo- $o e$ +p a "on $#+"$!on "hem!"a'

p#o7e"$ a$ Ta'o7a !n%+ $#!a' a#ea. Ta'o7a. Maha#a h$#a.

1984 - Th#ee o$he# "ompan!e !n $he ame 0#o+p &!;.. Ko%!&!$a P&$. L$%.. e# $wh!'e P!%!'!$e In%+ $#!e L$%.. an% T#!&en! Chem!"a' L$%. we#e ama'0ama$e% w!$h

$he Company e,,e"$!&e 3 $ *+'y. 3 $ Ap#!' 34)4 an% 3 $ Ap#!' 344( #e pe"$!&e'y.

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MARKETING MIX OF PEDILITE &FEVICOL.CO
- E,,e"$!&e 3 $ *+'y. Kon%!&!$a P&$. L$%. ama'0ama$e% w!$h $he Company a,$e# ne"e a#y app#o&a' . The ha#eho'%e# o, e# $wh!'e Kon%!&!$a P&$. L$%.. we#e

a''o$$e% <3.:::-3=> p#e,e#en"e ha#e o, R 3: ea"h an% 34.=:: ha#e o, R 3: ea"h. - =<.::: I an% II P#e,. - <> ha#e a''o$$e% $o p#omo$e# . (5.::: No. o, e/+!$y ha#e a''o$$e% $o p#omo$e# o#!0!na''y?

(5.::: R!0h$

ha#e !

+e% !n p#op. 3?3 !n 34):. =(.::: 1on+

ha#e !

+e%

!n p#op. 3?3 !n 34)3.

1985 - I & II P#e,. <> ha#e #e%eeme%. 3(> #e%eema1'e ha#e +p0#a%e% $o 3=>. 34.=:: No. o, e/+!$y ha#e an% <3.:::-3=> P#e,. ha#e ha#e a''o$$e% $o a''o$$e% $o

Kon%!&!$a P&$. L$%. on ama'0ama$!on. =<.:::-3=> P#e,. p#omo$e# & !n '!e+ o, 3 $ an% (n% <> P#e,. ha#e .

1986 - The Name o, $he Company wa "han0e% $o PDI "hem!"a' p#!&a$e '!m!$e% on 3 $ *+'y. an% $hen $o PDI "hem!"a' '!m!$e%. on ()$h O"$o1e#. 34)). Name

wa on"e a0a!n "han0e% $o P!%!'!$e In%+ $#!e L$%.. on (3 $ Fe1#+a#y. 344:.

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MARKETING MIX OF PEDILITE &FEVICOL.CO

1989 - E,,e"$!&e 3 $ Ap#!'. P!%!'!$e In%+ $#!e L$%. wa ama'0ama$e% w!$h $he

Company. A pe# $he "heme o, ama'0ama$!on 3.49.=:: No. o, e/+!$y ha#e o, R 3: ea"h an% @(.:::-3=> p#e,e#en"e ha#e o, R 3: ea"h we#e a''o$$e% $o $he ha#eho'%e# o, e# $wh!'e P!%!'!$e In%+ $#!a' L$%.

1992 - A pe# $he A"heme o, Ama'0ama$!on app#o&e% 1y B!0h Co+#$ o, M+m1a!. T#!&en! Chem!"a' L$%.. CTCLD wa me#0e% w!$h $he Company a,,e"$e% 3 $

Ap#!'. A""o#%!n0'y 4:=)) No. o, e/+!$y ha#e o, R 3: ea"h an% <:.:::-3=> p#e,e#en"e ha#e o, R 3: ea"h we#e a''o$$e% $o $he e# $wh!'e ha#eho'%e# o, TCL 9).<4.:9< ha#e a''o$$e% !n p#op. @(?3: $o p#omo$e# on (4.3.49

1993 - 3=.95.9@) ha#e ! wh!"h 3.=:.::: Chem!"a' +e% a$ a p#em!+m o, R 3:: pe# ha#e !n O"$o1e#. O, ! +e% on p#e,e#en$!a' a''o$men$ 1a ! ha#e $o V!ny

ha#e

In%!a L$%. Con'y 3.9=.:::

$a-en +pD. 6a'an"e 39.)5.9@) +e% $o $he p+1'!" Ca''

ha#e a'on0 w!$h 3.=:.::: ha#e no$ $a-en +p we#e ! we#e $a-en +pD.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
1994 - The p#o7e"$ ,o# A6R La$!"e . AEO P!0men$ an% Ca#1a;o'e D!o8!ene V!o'e$ P!0men$ we#e "omm! - Ap+#a7 Chem!"a' !one%. ama'0ama$e% w!$h $he Company. A pe# $he

L$%.. wa

"heme o, ama'0ama$!on. 55.::: No. o, e/+!$y ha#e o, R 3: ea"h we#e a''o$$e% $o $he ha#eho'%e# o, e# $wh!'e Ap+#a7 Chem!"a' L$%. - Vap-on F!nan"e & In%+ $#!e L$%.. Fe&!"!' A%he !&e & Chem!"a' L$%. an% P!%!,!n F!nan"e an% In&e $men$ L$%.. a#e +1 !%!a#!e o, $he Company. - 5:.::: No. o, E/+!$y ha#e o, R . 3: ea"h $o 1e ! +e% an% a''o$$e% $o

e/+!$y ha#eho'%e# o, $he e# $wh!'e Ap+#a7 Chem!"a' L$%. p+# +an$ $o $he "heme o, ama0a'am$!on.

1995 - E8pan !on p#o7e"$ a$ Ta'o7a wa "omm! !one% w!$h an o&e#a'' p'an$

"apa"!$y o, (<:: TPA o, "on $#+"$!on "hem!"a'. - The CompanyF $e"hn!"a' "o''a1o#a$!on a0#eemen$ w!$h A"hom1+#0 & Co.. KG. Ge#many ,o# $#an ,e# o, $e"hn!"a' p#o"e -now-how an% pe"!,!"a$!on o,

$he p'an$ e$".. wa e8$en%e% $!'' )$h Aep$em1e#.

1996

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MARKETING MIX OF PEDILITE &FEVICOL.CO
- The ,!# $ pha e o, 0#a &a#!o+ $ype wa "omm! TPA. In $he e"on% pha e. a #oo$ p'an$ ,o# man+,a"$+#e o, yn$he$!" #e !n o,

!one% !n Ma#"h a$ Maha% w!$h a "apa"!$y o, @)::

'oop p#o"e "omm! !one%.

p'an$ ,o# "on$!n+o+

em+' !on po'yme#! a$!on wa

$o 1e

- In$#o%+"$!on o,

e&e#a' new p#o%+"$

!n $e"hn!"a' "o''a1o#a$!on w!$h M2 .

C#own 6e#0e# L$%.. U.K.

- The Company a''o$$e% 53.3@.: No. o, e/+!$y 1on+

ha#e

o, R

3: ea"h a

ha#e !n $he #a$!o o, 3?3. 9.):: ha#e we#e -ep$ !n a1yean"e %+e $o

%! p+$e #e'a$!n0 $o $he $!$'e o, $he ame.

1997 - 5:: 1on+ ha#e a''o$$e% ,#om 6on+ Aha#e I +e A+ pen"e A""o+n$.

- The "ompany ha

e$ +p $h#ee w!n%m!'' o, (9: -& ea"h a$ V!''a0e P#an 'a

nea# Dhan- In G+7a#a$.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
- The Pe%!'!$e In%+ $#!e L!m!$e%. man+,a"$+#e# o, $he pop+'a# Fe&!"o' 1#an% o, a%he !&e . ! pe"!a''y #e !n a"$!&e'y 1+ !ne "o+$!n0 a#o+n% ,o# 1+ye# . The "ompany ha ,o# !$ "hem!"a' an% w!$h e&e#a'

1een !n $a'-

!n$e#na$!ona' p'aye# !n a 1!% $o e!$he# e'' o,, $he 1+ !ne 7o!n$ &en$+#e.

o# en$e# !n$o a

1998 - T#!&en! Chem!"a' . ano$he# 0#o+p "ompany wa 344(. PILF "on +me# p#o%+"$ %!&! !on wa a' o me#0e% w!$h PIL !n

e$ +p !n 34)<.

- The 6oa#% o, D!#e"$o# 0a&e $he!# app#o&a' ,o# $he ama'0ama$!on o, PGP En0!nee#!n0 wo#L$% an% P!%!'!$e F!nan"e L$%. w!$h $he "ompany !$ e', L$%. man+,a"$+#e# o, "e#$a!n

e,,e"$!&e 3-<-44. A' o. Ne1+'a Chem!"a' 0#a%e o,

a%he !&e . wa $o 1e ama'0ama$e% w!$h $he "ompany +17e"$ $o ne"e app#o&a' .

a#y

- (.):: 1on+

ha#e -ep$ !n a1eyan"e a''o$$e%.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
1999 - P!%!'!$e In%+ $#!e ! #e-en0!nee#!n0 !$ e', !n$o a p+#e 1#an%-o#!en$e%

ma#-e$!n0 "ompany an% ! h!&!n0 o, !$

man+,a"$+#!n0 ,a"!'!$!e !n$o a 7o!n$ &en$+#e w!$h a $#a$e0!" pa#$ne#.

2000 - The Company ha a"/+!#e% ,#om Mah!n%#a En0!nee#!n0 & Chem!"a'

P#o%+"$ L$% CMECPD. +1 !%!a#y o, Mah!n%#a & Mah!n%#a L$%. $he!# a%he !&e an% ea'an$ 1+ !ne "on ! $!n0 o, $he 1#an% M-Aea' an% M#. F!8!$ a'on0 w!$h .

0oo%w!'' o, MECPF a%he !&e an% ea'an$ 1+ !ne

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MARKETING MIX OF PEDILITE &FEVICOL.CO

P%-%l%$" I'-(4$)%"4

Logo And Its Significance

P!%!'!$e In%+ $#!e L$%.. ha 1een a

o"!a$e% w!$h yo+ $h#o+0h %!,,e#en$

p#o%+"$ . Fe&!"o' F+#n!$+#e 6oo- . Upho' $e#y 6oo- . e$". !n"e 'on0. G6ONDH I ha 1e"ome ynonymo+ w!$h P!%!'!$e In%+ $#!e L!m!$e% I Ma-e# o, Fe&!"o' 1#an% o, A%he !&e . Th! ph!'o ophy ! now 1ea+$!,+''y e8p#e e% w!$h o+#

!mp'e ye$ %ynam!" new "o#po#a$e 'o0o. The 0o'%en "!#"'e #ep#e en$ $he A+n an% $he 1'+e $#o-e +00e $ $he +#,a"e o, $he Ea#$h.

*+ $ '!-e $he +n ma!n$a!n an e$e#na' 1on% 1e$ween $he p'an$ w!$h !$ 0#a&!$a$!ona' ,o#"e. we ee- $o 1+!'% $#on0 1on% $#a$e0!e w!$h a'' $a-eho'%e#

$h#o+0h %e%!"a$e% $eamwo#-. !nno&a$!&e e8"e''en"e.

an% "omm!$men$ $o

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MARKETING MIX OF PEDILITE &FEVICOL.CO

Th! ph!'o ophy ! e8p#e

e% 1ea+$!,+''y w!$h $h!

!mp'e ye$ %ynam!"

%e !0n ,o# o+# new "o#po#a$e 'o0o. The 0o'%en "!#"'e #ep#e en$ $he +n. an% $he 1'+e 1#+ h $#o-e +00e $ $he +#,a"e o, $he ea#$h.

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MARKETING MIX OF PEDILITE &FEVICOL.CO

F"1%!*l

Fevicol And Its Logo

The GFe&!"o'H 'o0o w!$h e'ephan$

ym1o' ha 1een &e#y pop+'a# ,o# %e"a%e .

The Fe&!"o' 'o0o ha now 1een #e%e !0ne% $o 0!&e a ,#e h an% "on$empo#a#y 'oo-. The 1#an% 0#aph!" ha&e 1een #e%e !0ne% an% #! !n0 +n ! a%%e%

1eh!n% $he e'ephan$ . #e,'e"$!n0 $he ,#e hne

an% &!$a'!$y o, $he 1#an%.

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MARKETING MIX OF PEDILITE &FEVICOL.CO
*+ $ a $he mo#n!n0 +n 1#!n0 new ene#0y. we "on $an$'y $h!n- o,

,#e h !%ea an% %e&e'op new p#o%+"$ o, 0'o1a' $an%a#% +n%e# $h! $#+ $e% 1#an% name.

Fe&!"o' I A A$#on0 6#an%

I, yo+ #ea''y 'oo- a$ $he way !n wh!"h 1+ !ne

! 1e!n0 "on%+"$e% !n In%!a. we a#e $ha$

%o no$ ha&e a 'a#0e ma#-e$ ,o# #ea%y-ma%e ,+#n!$+#e an% "a#pen$e# 1+ye# o, $h! p#o%+"$. Compa#e% $o woo% an% o$he# ma$e#!a'

"a#pen$e# + e !n ma-!n0 ,+#n!$+#e. $he a%he !&e "o $ ! &e#y m!n!ma'. An% Fe&!"o' ! o ynonymo+ w!$h $he

/+a'!$y an% $he p#o%+"$ $ha$ mo $ o, $he %!#e"$ "on +me# "anno$ $a-e #! - w!$h $h! De p!$e ,a''!n0 #aw ma$e#!a' -!n% o, p#o%+"$. Th! 0!&e

o# "a#pen$e#

$hem p#!"!n0 powe#.

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MARKETING MIX OF PEDILITE &FEVICOL.CO
p#!"e ma#-e$ !n #e"en$ pa $ $h! "ompany ha 1een a1'e $o no$ on'y -eep $he an%

$ea%y. 1+$ a' o !n"#ea e $he ma#-e$ p#!"e o, $he!# p#o%+"$

e8pan% $he!# ma#0!n .

Pidilite - a pioneer and market leader in its line of business, the company boasts of a battery of strong brands like Fevicol. Fevicol brand ranks

among the ! most popular Indian brands. "hus, Fevicol is a cash co# for the company and is #orking #onders for it.

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MARKETING MIX OF PEDILITE &FEVICOL.CO

< PJA OF MARKETING

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MARKETING MIX OF PEDILITE &FEVICOL.CO

PRODUCT

"$% P&'()*" L%+%LS

In p'ann!n0 !$ ma#-e$ o,,e#!n0. Fe&!"o' nee% $o $h!n- $h#o+0h $h#ee 'e&e' o, $he p#o%+"$. Ea"h 'e&e' a%% mo#e "+ $ome# &a'+e an% !$ ,o#m a pa#$ o, $he "+ $ome# &a'+e h!e#a#"hy.

Core product The#e ! no !%en$!,!"a$!on a +"h whe#e $he "o#e nee% ! "on"e#ne%.

P#e&!o+ 'y. peop'e + e% an!ma' ,a$ a 0'+e ,o# 1on%!n0. 6+$ 0e$$!n0 0'+e ,#om $he an!ma' ,a$ wa #ea''y %!,,!"+'$. Kha$ $he "+ $ome# a"$+a''y wan$e% wa

$he 1e$$e# p#o%+"$. wh!"h "o+'% 1e ma%e a&a!'a1'e ea !'y. A"$+a''y. Fe&!"o' ! $he "on"ep$ ha no$ $he a"$+a' p!onee# !n %e&e'op!n0 $he wh!$e 0'+e. a #ep'!"a$e% $he ma-!n0 o,

"ome ,#om a1#oa%. Fe&!"o' ha

wh!$e 0'+e !n In%!a ,#om a1#oa%. A""o#%!n0 $o Fe&!"o'. $he "o#e p#o%+"$ ! $ha$ !$ ho+'% 0!&e a 1on%!n0 !.e.. !$ ho+'% 1e p#o&!%e% w!$h a 0oo% 1on%!n0.

Actual

roduct

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MARKETING MIX OF PEDILITE &FEVICOL.CO
The a"$+a' p#o%+"$ ! %e !0ne% a $he 1on%!n0 %!,,e#en$ an% 1e$$e# $han any o$he# p#o%+"$ a&a!'a1'e !n $he ma#-e$. 6a !"a''y. $he "o#e p#o%+"$ ! $+#ne% !n$o a 1a !" p#o%+"$L a"$+a' wha$ $he Fe&!"o' ! %e'!&e#!n0.

Au!mented

roduct $he "+ $ome# e8pe"$a$!on 1y 0!&!n0 an a+0men$e%

Be#e. Fe&!"o' e8"ee%

p#o%+"$ whe#e e&e#y1o%y + !n0 $he

p#o%+"$ "an + e !$ w!$ho+$ any ha

'e . an% no m! $a-e a$ a''. E&en a no&!"e 'e a +"h.

"an + e !$ p#ope#'y an% e&en e8pe#$ "an + e !$ w!$ho+$ any ha Mo#eo&e#. a $o%ayJ "ompe$!$!on $a-e h!,$e% !$

p'a"e a$ $he p#o%+"$-a+0men$e%

'e&e'. $he "ompe$!$!on ha

p#e,e#en"e ,#om wha$ $he "ompan!e

p#o%+"e !n $he!# ,a"$o#!e $o wha$ $hey a%% $o $he!# ,a"$o#y o+$p+$ !n $he ,o#m o, pa"-a0!n0. e#&!"e . a%&e#$! !n0. an% o$he# $h!n0 $ha$ peop'e &a'+e. The 'a$$e# pa#$ ! mo#e o, a &a'+e $o $he "ompany. Now e&en w!$h $he + e o, a%&e#$! !n0. Fe&!"o' ha ma%e !$ e', !n$o a +pe# 1#an%. E&en !, $omo##ow omeone $#!e $o en$e# $h! ma#-e$ !$ ! no$ po !1'e

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
$o "ompe$e w!$h Fe&!"o'. no$ e&en $h#o+0h e,,e"$!&e a%&e#$! !n0. Tha$ ! $he po !$!on!n0 $hey ha&e a"h!e&e% #!0h$ now.

roduct Au!mentation "trate!y

F!# $'y. ea"h a+0men$a$!on a%%

"o $. Ae"on%'y. a+0men$e% 1ene,!$

oon 1e"ome e8pe"$e% 1ene,!$ . Th! mean "ompe$!$o# w!'' ha&e $o ea#"h ,o# $!'' o$he# ,ea$+#e an% 1ene,!$ . Bowe&e#. Fe&!"o' ! no$ a,,e"$e% 1y $he "ompe$!$!on a !$ ha %#awn $he '!ne &e#y "a+$!o+ 'y +"h $ha$ !$ ha ma%e $he "ompe$!$o# %!,,!"+'$ $o en$e# $h! ma#-e$ an% en%an0e# !$ po !$!on. Ao $he /+e $!on o, "+$$!n0 p#!"e %oe no$ o""+# m+"h. Mo#eo&e#. Fe&!"o' wan$ $o ma!n$a!n !$ po !$!on a a 1#an% !n $he p#em!+m

e0men$. Bowe&e#. $he#e a#e many

ma''- "a'e "ompe$!$o# . No$ $o

$a-e a "han"e. !$ ha% !n$#o%+"e% $he p#o%+"$ !n $he e"onomy e0men$. a' o. !no#%e# $o %ea' w!$h "ompe$!$o# !n $he 'owe# e0men$ ma#-e$.

P#o%+"$ B!e#a#"hy

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Ea"h p#o%+"$ ! #e'a$e% $o "e#$a!n o$he# p#o%+"$ . The p#o%+"$ h!e#a#"hy

$#e$"he ,#om 1a !" nee% $o pa#$!"+'a# !$em $ha$ a$! ,y $ho e nee% . Ke "an !%en$!,y Fe&!"o' a $he ,o''ow!n0 'e&e' o, $he p#o%+"$ h!e#a#"hy? 3. Product Line, Fe&!"o' ha a 0#o+p o, p#o%+"$ w!$h!n a p#o%+"$ "'a .

ay. "on +me#-1a e% p#o%+"$

an% !n%+ $#!a' p#o%+"$ . They a#e

"'o e'y #e'a$e% 1e"a+ e $hey pe#,o#m a !m!'a# ,+n"$!on !.e.. 1on%!n0. a#e o'% $o $he ame "+ $ome# 0#o+p . !.e.. "on +me#-1a e% an% $o $he "ommon "+ $ome# an% $he !n%+ $#!e

!n%+ $#!a' p#o%+"$

#e pe"$!&e'y. a#e ma#-e$e% $h#o+0h $he 0!&en p#!"e #an0e .

ame "hanne' . o# ,a'' w!$h!n

(. Product "ype, A 0#o+p o, !$em . =:=. e$". w!$h!n a p#o%+"$ '!ne. e&e#a' po

ay. Fe&!"o' AB. Fe&!"o' MR. Fe&!"o' ay. wh!$e 0'+e. ha#e one o, $he

!1'e ,o#m . o, $he p#o%+"$.

9. Item, A %! $!n"$ +n!$ w!$h!n a 1#an% o# p#o%+"$ '!ne %! $!n0+! ha1'e 1y. ay. p#!"e. wo+'% 1e Pa#"o' $o Fe&!"o'.

P#o%+"$ C'a

!,!"a$!on 1een "'a !,!e% a Con +me# an% 6a;aa# P#o%+"$ an%

Fe&!"o' ha

Ape"!a'!$y In%+ $#!a' P#o%+"$ .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
The#e a#e a1o+$ =:: !n%+ $#!a' p#o%+"$ "a$e#!n0 $o %!,,e#en$ nee% +n%e# $he 1#an% name Fe&!"o' a#e +"h

o, $he !n%+ $#y. The !n%+ $#!a' p#o%+"$

%!,,e#en$ ,#om $he "on +me#-1a e% p#o%+"$ $o$a''y. The#e ! no '!n- a o$he# $han $ha$ $hey a'' ,a'' +n%e# $he +m1#e''a 1#an% I Fe&!"o'.

Product Line analysis

"ales And

rofits

The a'e an% p#o,!$ o, ea"h !$em !n $he p#o%+"$ '!ne ! !mpo#$an$ a !$ he'p $o %e$e#m!ne wh!"h !$em $o 1+!'%. ma!n$a!n o# %!&e $. They a' o he'p !n ma#-e$ p#o,!'e. Fe&!"o' ha %!,,e#en$

+n%e# $an%!n0 ea"h p#o%+"$ '!neJ

ma#0!n ,o# %!,,e#en$ p#o%+"$ !n $he p#o%+"$ po#$,o'!o. Fo# ea"h p#o%+"$. Fe&!"o' +n%e#$a-e a p#o,!$a1!'!$y-ana'y ! o# a /+a#$e#'y

ana'y ! . On a mon$h-$o-mon$h 1a ! . $hey -eep #e&!ew!n0 $he p#o,!$a1!'!$y o, a pa#$!"+'a# 1#an%. In $e#m o, a'e . $hey ha&e a $a#0e$e% yea# -!n% o, a'e p'an. 6a e% on $h! a'e p'an. $hey ha&e $he p#o,!$a1!'!$y p'an. Now !, $he#e ! a "han0e !n

$he p#o,!$a1!'!$y p'an o$he# $han wha$ $hey pe#"e!&e. $hey $a-e $he "a'' e&e#y mon$h o# e&e#y $h#ee-mon$h whe$he# $o "han0e $he p#!"!n0. o# $o "+$ $he p#!"!n0 !n o#%e# $o

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

In"#ea e $he '!ne.

a'e . I$ !

$he ame "a e !n $he 1o$$om '!ne o# $he $op

Product-Line length

The p#o%+"$ '!ne o, Fe&!"o' ! ne!$he# ho#$ no# 'on0. The p#o%+"$ '!ne ! no$ ho#$ a !, Fe&!"o' ,!n% $he "o#e nee% $o !n$#o%+"e a p#o%+"$ $o a%% $o !$ p#o%+"$ '!ne. !$ %oe o. A!m!'a#'y. !, !$ ,ee' $ha$ $he p#o%+"$ ! "ann!1a'!;!n0

$he o$he# p#o%+"$ . !$ %oe no$ he !$a$e $o %#op !$em . Bowe&e#. $h! ! a #a#e $h!n0 $o o""+# a ma#-e$ an% a#ea . Ano$he# $h!n0 Fe&!"o' 1e'!e&e !n ! $o "#ea$e a p#o%+"$ '!ne $ha$ a'' $he 1#an% +n%e# Fe&!"o' a#e "a$e#e% $o %!,,e#en$

p#o$e"$ a0a!n $ e"onom!" +p an% %own . Th+ . $hey ha&e !n$#o%+"e% Pa#"o' an% 6+'1on% $o "o&e# %!,,e#en$

P#!"e po!n$

e&en he#e. !, Pa#"o' an% 6+'1on% $#y "ann!1a'!;!n0 any

1#an% o, Fe&!"o'. #e $#!"$!on ! p+$ on $he %! $#!1+$!on ne$wo#- o, Pa#"o' an%

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
6+'1on%. Fe&!"o' ,o''ow ma#-e$ . $he pe#"ep$!on $ha$ !, Compan!e ee-!n0 h!0h

Ho# $e%icol came into &ein!' A'"oho' Po'y-&!ny' a'"oho' ! who'e p#o"e one o, $he "omponen$ o, $he a%he !&e . The ha "ome ,#om o+$ !%e In%!a.

o, man+,a"$+#!n0 a%he !&e

E&e#y1o%y o+$ !%e In%!a + e% $o "a'' ,#om $he name Go'H 1e"a+ e o, Po'y&!ny' A'"oho'. Ao $he G"o'H ha "ome ,#om $he#e. Ea#'!e# $he#e we#e no

a%he !&e !n In%!a. La$e# $hen. $he#e wa a 1#an% "a''e% MOVICOL !n In%!a. who ha e$ $he $#en% o, "a''!n0 a%he !&e ,#om $he wo#% G"o'H. The a%he !&e !n an +no#0an!;e% e"$o#. The Pa#e-h ,am!'y o, $he P!%!'!$e

!n%+ $#y wa

In%+ $#!e ha% a 1a"-0#o+n% o, "hem!"a' en0!nee#!n0. A $he +,,!8 G"o'H ha% 1e"ome a $#en% $hen. FEVICOL.

Khen. !$ wa "han0e% $o a 1#an%. ,o''owe% $he ame $#en% o, ha&!n0 a G"o'H !n $he name.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
(ine )*tensions

O&e# $he yea# . Fe&!"o' ha many p#o%+"$ +n%e# !$ 1#an%. Ea"h $ype o, p#o%+"$ "an 1e ,+#$he# %e&e'ope%. I$ ha ,e'$ $he nee% $o e8$en% !$ e8! $!n0 1#an% name $o new ,'a&o+# !n $he e8! $!n0 p#o%+"$ "a$e0o#y. L!ne e8$en !on "on ! $ o, !n$#o%+"!n0 a%%!$!ona'

!$em !n $he ame p#o%+"$ "a$e0o#y. Fo# e8amp'e. Pa#"o' an% 6+'1on%.

Bowe&e#. '!ne e8$en !on !n&o'&e #! - . Fo# e8amp'e. 6+'1on% "an ea$ $he a'e o, Fe&!"o' #e +'$!n0 !n "ann!1a'!;!n0 o, Fe&!"o'. On $he %own !%e. may 'ea% $o $he 1#an% name 'o !n0 !$ pe"!,!" mean!n0. I$

'!ne e8$en !on may 1e po

!1'e $ha$ 1y !n$#o%+"!n0 6+'1on% I a "heape# &e# !on o, Fe&!"o'. name !n p#o&!%!n0 p#o%+"$ !n $he p#em!+m e0men$.

Fe&!"o' may 'o e !$

Bowe&e#. '!ne e8$en !on a' o ha&e a po !$!&e !%e. They ha&e a m+"h h!0he# "han"e o, +#&!&a' $han 1#an%-new p#o%+"$ . I, 6+'1on% ! o, Fe&!"o'. $hen $he#e ! p#omo$e% + !n0 a po !1!'!$y o, !$

$he $a0'!ne ,#om $he p#omo$e# #eap!n0 mo#e p#o,!$ .

6#an% E8$en !on

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
P!%!'!$e ha + e% !$ e8! $!n0 1#an% GFe&!"o' G $o 'a+n"h o$he# p#o%+"$ !n

o$he# "a$e0o#!e . Fo# e8amp'e. Fe&!"o' AB. Fe&!"o' AR-44). Fe&!"o' Foam,!8. Fe&!"o' Na!',#ee. e$"

ac+in! In P'a $!" Con$a!ne# 3:-0. In Ca#1oy 9:-0. =:-0 *+,&)-. "(++/0 FAAT AETTING AMNTBETIC ADBEAIVE KITB ALIPBATIC REAIN 3(=0m . (=:0m . =::0m . 3-0. (-0. =-0 an%

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
"A,) -./)0 1)- /O2) 34".5)""6

Fo# $he ,!# $ $!me !n In%!a. a #e&o'+$!ona#y a%he !&e $ha$ "an

a&e $!me.

!n"#ea e p#o%+"$!&!$y w!$h +pe#!o# wa$e# #e ! $an"e. I$ ! a ,a $ e$$!n0 wa$e# 1a e% yn$he$!" #e !n a%he !&e ,o# F+#n!$+#e In%+ $#y.

Fe&!"o' Apee%X ! m!'-y wh!$e !n "o'o+#.

Cate!ory7 C#a,$ men P#o%+"$

$eatures7 • • Aa&e $!me I mo#e p#o%+"$!&!$y an% ,a $e# "omp'e$!on o, p#o7e"$. Aa&e La1o+# I "o $ e,,e"$!&e.

•

A+pe#!o# wa$e# #e ! $an"e I ma-e ,+#n!$+#e mo#e %+#a1'e.

4ses7 • • In $!me 1o+n% p#o7e"$ . K!$"hen +n!$ . wa'' +n!$ . 1a$h#oom whe#e e8po +#e $o wa$e# ! h!0h.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
• Fo# 1on%!n0 woo%. p'ywoo%. 'am!na$e . &enee# . pa#$!"'e 1oa#%. 1'o"1oa#%2ha#% 1oa#%. MDF $o ea"h o$he#.

ac+in!7 • • In P'a $!" Con$a!ne# =-0 an% 3:-0. In Ca#1oy -0 an% =:-0.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

S-."$%"I* &)//%& /AS%( A($%SI+%

84.C9 3O5:.51 A:H)".,)

Fe&!"o' AR 44) ! w!%e'y a""ep$e% ,o# pee% !n ,+#n!$+#e ma-!n0 an% ,o# $he +#,a"e whe#e !$ ! %!,,!"+'$ $o app'y p#e +#e. U e% pe"!a''y ,o# 1on%!n0

&e#$!"a' 'am!na$e .

Fe&!"o' AR 44) ! %a#- 1#own! h !n appea#an"e.

Cate!ory7 C#a,$ men P#o%+"$

$eatures7 • • • I$ ! 1en;ene ,#ee an% $h+ . ! non-ha;a#%o+ $o hea'$h. To 1on% $he +#,a"e whe#e !$ ! %!,,!"+'$ $o app'y p#e Ve#$!"a' 'am!na$!on. +#e.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
• • Apee% !n ,+#n!$+#e ma-!n0. E8"e''en$ p#ea% a1!'!$y an% 1on% $#en0$h.

4ses7 • • Fo# 1on%!n0 %e"o#a$!&e 'am!na$e $o woo% an% p'ywoo%. R+11e#. #e8!ne. 'ea$he#. ,oam. ,!1#e. me$a'. 0'a e$". • D+"$ !n +'a$!on Cn!$#y' #+11e# $o me$a'D. . "e#am!". "an&a .

•

Un%e# %e"- !n +'a$!on.

• •

Tea- woo% I mo a!"2"emen$ ,'oo#!n0. 6on%!n0 !n !%e #oo,!n0 o, "a# an% 1+ e .

ac+in!7 In "ins 011ml, 11ml, !11ml, 0 litre, In (rum ! litre litre and ! litre

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

FEVICOL AR X-PREA S-."$%"I* &)//%& A($%SI+%

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
-H) -;O /.54-) 3O5:< -HA- (A"-" (O51=

A P#em!+m /+a'!$y a%he !&e pe"!a''y ,o#m+'a$e% $o $o+0h "on$a!ne# . I$ ! a o'&en$ 1o#ne yn$he$!" #+11e# 1a e% a%he !&e

C6en;ene ,#eeD.

Fe&!"o' AR X-P#e ! a '!0h$ 'emon ye''ow '!/+!% an% !$ ! h!0h'y !n,'amma1'e ma$e#!a'. $o 1e $o#e% away ,#om %!#e"$. hea$. +n'!0h$ an% ,'ame !n ea'e% "on%!$!on.

Cate!ory7 C#a,$ men P#o%+"$

$eatures7 • • • • Mo#e #e ! $an$ $o hea$ an% +n'!0h$. Fa $e# D#y!n0 C9-= m!n+$e D. Aa&e $!me an% 'a1o+#. U e% ,o# $he +#,a"e whe#e !$ ! %!,,!"+'$ an% app'y p#e +#e.

4ses7

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
• • • A+$omo1!'e #oo,!n0 app'!"a$!on . Fo# 1on%!n0 %e"o#a$!&e 'am!na$e $o woo% an% p'ywoo%. In &e#$!"a' 'am!na$!on.

•

R+11e#. #e8!ne. 'ea$he#. ,oam. ,!1#e. me$a'. 0'a e$".

. "e#am!". "an&a .

• •

D+"$ !n +'a$!on Cn!$y#' #+11e# $o me$a'D Un%e# %e"- !n +'a$!on.

ac+in!7 In T!n :m'. =::m'. 3 '!$#e

'!$#e an% =

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

FEVICOL AR =:= S-."$%"I* &)//%& A($%SI+%

"-2O51 3O5:.510 (O51 (A"-.51

In$#o%+"!n0 Fe&!"o' AR =:=. pe"!a''y ,o# PVC ,'oo#!n0. ,oam2#e8!ne +pho' $e#y Fe&!"o' AR =:= ! a yn$he$!" #+11e# a%he !&e CAo'&en$ 1a e%D an% 1en;ene ,#ee. I$ ! 0#een! h ye''ow !n "o'o+#.

Cate!ory7 C#a,$ men P#o%+"$

$eatures7 • • E8"e''en$ p#ea%a1!'!$y. Compa#e% $o o$he# a%he !&e no #e !%+e 'e,$. Can 1e + e% $o $he 'a $ %#op. • E"onom!"a' !n $he 'on0 #+n.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
• F#ee ,#om 1en;ene I non ha;a#%o+ $o hea'$h.

4ses7 • • • • • • PVC F'oo#!n0. Foam2#+11e# ,oam $o me$a'2woo%. Upho' $e#y o# #e8!ne $o me$a'. A2" +n!$ !n +'a$!on. D+"$ !n +'a$!on. Un%e# %e"- !n +'a$!on.

In Glue Pen 30gm.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

PRICING

P#!"e ! $he amo+n$ o, money "ha#0e% ,o# a p#o%+"$ o# e#&!"e. Mo#e 1#oa%'y. p#!"e ! $he +m o, a'' $he &a'+e $ha$ "on +me# e8"han0e ,o# $he 1ene,!$ o, ha&!n0 o# + !n0 $he p#o%+"$ o# e#&!"e.

In "a e o, Fe&!"o' $he p#!"e a#e ,!8e% a""o#%!n0 $o $he 1ene,!$ $ha$ !$ o,,e# '!-e 0oo% /+a'!$y. 1#an%e% p#o%+"$. e$". I$ p#!"e ! $h+ a +mma$!on o, a'' $he &a'+e Fe&!"o'. $ha$ !$ "on +me# e8"han0e ,o# $he 1ene,!$ o, + !n0

.nternal $actors Affectin!

ricin! :ecision

In$e#na' ,a"$o# a,,e"$!n0 p#!"!n0 !n"'+%e Fe&!"o'F ma#-e$!n0 o17e"$!&e . m!8. an% o#0an!;a$!ona' "on !%e#a$!on .

2arketing 'b3ectives before setting price

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Fe&!"o' ha e'e"$e% !$ $a#0e$ ma#-e$ an% po !$!on!n0 "a#e,+''y. an%

hen"e !$ ma#-e$!n0 m!8 $#a$e0y. !n"'+%!n0 p#!"e. a#e ,a!#'y $#a!0h$,o#wa#%.

/ar+etin! /i* "trate!y of $e%icol

Fe&!"o' 1e'!e&e $ha$ NP#!"e ! on'y one o, $he ma#-e$!n0 m!8 $oo' $ha$ a "ompany + e $o a"h!e&e !$ ma#-e$!n0 o17e"$!&e . P#!"e %e"! !on m+ $ 1e "oo#%!na$e% w!$h

p#o%+"$ %e !0n. %! $#!1+$!on. an% p#omo$!on %e"! !on

$o ,o#m a

"on ! $en$ an% e,,e"$!&e ma#-e$!n0 p#o0#am ,o# o$he# ma#-e$!n0 m!8 &a#!a1'e may a,,e"$ p#!"!n0 %e"! !on .N

"arget costing

Ta#0e$ "o $!n0 #e&e# e p#o%+"$. %e$e#m!n!n0 !$

$he + +a' p#o"e

o, ,!# $ %e !0n!n0 a new e'' !$ ,o# $ha$OH

"o $. an% $hen a -!n0. Can we

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
In $ea%. !$ $a#$ w!$h an !%ea' e''!n0 p#!"e 1a e% on "+ $ome#

"on !%e#a$!on . $hen $a#0e$ "o $ $ha$ w!'' en +#e $ha$ $he p#!"e ! me$.

Fe&!"o' %oe e8a"$'y $h! !n "a e o, !$ '!ne e8$en !on . whe#e !$ "ome o+$ w!$h a p#o%+"$ ha&!n0 a "e#$a!n p#!"e !n m!n% an% $h+ 0oe !n a #e&e# e 1y ,!# $ e$$!n0 an !%ea' e''!n0 p#!"e 1a e% on "+ $ome# "on !%e#a$!on . $hen $a#0e$ "o $ $ha$ w!'' en +#e $ha$ $he p#!"e ! me$.

The 1e $ e8amp'e

o, $h!

Ta#0e$ "o $!n0 a#e $he 6#an%

Pa#"o' an%

6+''1on%. wh!"h a#e $he '!ne e8$en !on o, $he 1#an% Fe&!"o'.

)*ternal $actors Affectin!

ricin! :ecisions of $e%icol

E8$e#na' ,a"$o#

$ha$ a,,e"$ p#!"!n0 %e"! !on

o, Fe&!"o' !n"'+%e $he '!-e $he 0o&e#nmen$

na$+#e o, $he ma#-e$ an% en&!#onmen$a' e'emen$ po'!"!e . "ompe$!$!on. e$".

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

Consumer

erceptions of

rice and ,alue

Fe&!"o' -now

$ha$ !n $he en%. $he "on +me# w!'' %e"!%e whe$he#

p#o%+"$ F p#!"e ! #!0h$. P#!"!n0 %e"! !on . '!-e o$he# ma#-e$!n0 m!8 %e"! !on . m+ $ 1e 1+ye# o#!en$e%. Khen "on +me# ome$h!n0 o, &a'+e C$he p#!"eD $o 0e$ ha&!n0 o# p#o%+"$D. 1+y a p#o%+"$. $hey e8"han0e o,

ome$h!n0 o, &a'+e C$he 1ene,!$

Ben"e. Fe&!"o' ,o''ow &a'+e - 1a e% - p#!"!n0.

:emand cur%e

A "+#&e $ha$ how $he n+m1e# o, +n!$ $he ma#-e$ w!'' 1+y !n 0!&en $!me pe#!o% a$ %!,,e#en$ p#!"e $ha$ m!0h$ 1e "ha#0e%.

Fe&!"o' p#epa#e a %eman% "+#&e a an% when !$ ,ee' $ha$ $he#e ha 1een a "han0e !n $he e8$e#na' en&!#onmen$ o# !n !$ "on%+"$!n0 1+ !ne !n$e#na' way o,

. Th! he'p $hem $o %e$e#m!ne $he n+m1e# o, +n!$ $he

ma#-e$ w!'' 1+y !n a 0!&en $!me pe#!o% a$ %!,,e#en$ p#!"e .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

Price %lasticity of (emand

Ma#-e$e# a' o nee% $o -now p#!"e e'a $!"!$y. how #e pon !&e %eman% w!'' 1e $o a "han0e !n p#!"e.

Fe&!"o' ha

ne0a$!&e p#!"e e'a $!"!$y a !

w!$h $he !n"#ea !n0 p#!"e

!$

%eman% ,a'' . Th! +no#0an!;e% p'aye#

1e"a+ e o, $he hea&y "ompe$!$!on $o !$ ,#om $he o, $he ma#-e$ an% o$he# "ompe$!$o# who e p#o%+"$

a#e p#!"e% 1e'ow $he p#!"e o, Fe&!"o'. Ben"e. Fe&!"o' ! &e#y e'e"$!&e a $o when $o #! e $he p#!"e 1e"a+ e !$ %eman% !, $he#e ! a p#!"e #! e. p#!"e e'a $!"!$y w!'' +#e'y hampe# !$

C1*9'-,-104: C14-4 P0,&'4 %/5 O22'04

$e%icol

ta+es

into

consideration

t>e

e*ternal

factor

of

competitors? costs and prices= .t also ta+es into consideration t>e possi&le competitor reactions to its o#n pricin! mo%es affectin! its pricin! decisions=

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

Ot>er )*ternal $actors

Khen e$$!n0 p#!"e . Fe&!"o' a' o "on !%e# o$he# ,a"$o# !n !$ e8$e#na' en&!#onmen$. E"onom!" "on%!$!on "an ha&e a $#on0 !mpa"$ on $he p#!"!n0 $#a$e0!e . E"onom!" ,a"$o# +"h a 1oom o# #e"e !on. !n,'a$!on. an%

!n$e#e $ #a$e a,,e"$ p#!"!n0 %e"! !on 1e"a+ e $hey a,,e"$ 1o$h $he "o $ o, p#o%+"!n0 p#o%+"$ an% "on +me# pe#"ep$!on &a'+e. o, $he p#o%+"$J p#!"e an%

Fevicol follo s ! "#$lue!B$sed P%icing4

+alue pricing ! o,,e#!n0 7+ $ $he #!0h$ "om1!na$!on o, /+a'!$y an% 0oo% e#&!"e a$ a ,a!# p#!"e. An !n"#ea !n0 n+m1e# o, "ompan!e a#e 1a !n0 $he!# p#!"e on $he p#o%+"$ pe#"e!&e% &a'+e. Fe&!"o' ! no e8"ep$!on $o !$.

Va'+e-1a e% p#!"!n0 + e 1+ye# J pe#"ep$!on o, &a'+e. no$ $he e''e#J "o $. a $he -ey $o p#!"!n0. Va'+e-1a e%

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

p#!"!n0 mean

$ha$ $he ma#-e$e# "anno$ %e !0n a p#o%+"$ an%

ma#-e$!n0 p#o0#am an% $hen e$ $he p#!"e. P#!"e ! "on !%e#e% a'on0 w!$h $he o$he# ma#-e$!n0 m!8 &a#!a1'e 1e,o#e $he ma#-e$!n0 p#o0#am ! e$.

5);@ 2O:4C-

2.C.51 "-2A-)1.)"

P#!"!n0 $#a$e0!e + +a''y "han0e a $he p#o%+"$ pa

e $h#o+0h !$ '!,e

"y"'e. The !n$#o%+"$o#y $a0e ! e pe"!a''y "ha''en0!n0. Compan!e 1#!n0!n0 o+$ a new p#o%+"$ ,a"e $he "ha''en0e o,, e$$!n0 p#!"e ,o# $he ,!# $ $!me. They "an "hoo e 1e$ween $wo 1#oa% ma#-e$-pene$#a$!on p#!"!n0. $#a$e0!e ? ma#-e$- -!mm!n0 p#!"!n0 an%

Fe&!"o' + e $he e $#a$e0!e when !$ "ome o+$ w!$h a '!ne e8$en !on.

Ma#-e$-A-!mm!n0 P#!"!n0

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Ae$$!n0 a h!0h p#!"e ,o# a new p#o%+"$ $o -!m ma8!m+m #e&en+e

'aye# 1y 'aye# ,#om $he e0men$ w!''!n0 $o pay $he h!0h p#!"eL $he "ompany ma-e ,e&e# 1+$ mo#e p#o,!$a1'e a'e .

A Fe&!"o' ! p#!"e% a$ a h!0h p#!"e. a'' o, !$ '!ne e8$en !on a#e p#!"e% 'owe# $han $ha$ o, Fe&!"o' an% hen"e

Fe&!"o' #a#e'y + e ma#-e$ -!mm!n0 p#!"!n0 a !$ m!0h$ hampe# !$ own a'e .

/ar+et@ enetration

ricin!7

Ae$$!n0 a 'ow p#!"e ,o# a new p#o%+"$ !n o#%e# $o a$$#a"$ a 'a#0e n+m1e# o, 1+ye# an% a 'a#0e ma#-e$ ha#e

Fe&!"o' %oe $h! ,o# !$ 'ow p#!"e% p#o%+"$ '!-e Pa#"o' an% 6+''1on%.

2O:4C- /.A

2.C.51 "-2A-)1.)"

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
The $#a$e0y ,o# e$$!n0 a p#o%+"$J p#!"e o,$en ha $o 1e "han0e%

when $he p#o%+"$ ! pa#$ o, a p#o%+"$ m!8.

In $h! "a e. Fe&!"o' 'oo- ,o# a e$ o, p#!"e $ha$ ma8!m!;e $he p#o,!$ on $he $o$a' p#o%+"$ m!8. P#!"!n0 !

P&I'E!AD()ST*E+T ST&ATEGIES

Compan!e

+ +a''y a%7+ $ $he!# 1a !" p#!"e

$o a""o+n$ ,o# &a#!o+

"+ $ome# %!,,e#en"e an% "han0!n0 !$+a$!on . D! "o+n$ an% A''owan"e P#!"!n0

Mo $ "ompan!e

a%7+ $ $he!# 1a !" p#!"e $o #ewa#% "+ $ome#

,o#

"e#$a!n #e pon e . m+"h a ea#'y paymen$ o, 1!'' &o'+me p+#"ha e . an% o,,ea on 1+y!n0. The e p#!"e a%7+ $men$ a#e "a''e% %! "o+n$ an% a''owan"e - "an $a-e many ,o#m .

Fe&!"o' + e $he ,o''ow!n0 p#!"e a%7+ $men$ $#a$e0!e ?

Cash discount: A p#!"e #e%+"$!on $o 1+ye# who pay $he!# 1!'' p#omp$'y.

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MARKETING MIX OF PEDILITE &FEVICOL.CO

Quantity discount: A p#!"e #e%+"$!on $o 1+ye# who 1+y 'a#0e &o'+me .

A functional discount Ca' o "a''e% a $#a%e %! "o+n$D ! o,,e#e% 1y $he e''e# $o $#a%e "hanne' mem1e# $o#!n0. an% #e"o#% -eep!n0. who pe#,o#m "e#$a!n ,+n"$!on . +"h a e''!n0.

Allowances a#e ano$he# $ype o, #e%+"$!on ,#om $he '! $ p#!"e.

4niform@deli%ered pricin!

A 0eo0#aph!"a' p#!"!n0

$#a$e0y !n wh!"h $he "ompany "ha#0e o, $he!# 'o"a$!on

$he

ame

p#!"e p'+ ,#e!0h$ $o a'' "+ $ome# #e0a#%'e

Bone pricin! A 0eo0#aph!"a' p#!"!n0 $#a$e0y !n wh!"h $he "ompany e$ +p $wo o# mo#e ;one A'' "+ $ome# w!$h!n a ;one pay $he ame $o$a' p#!"eL $he mo#e %! $an$ $he ;one. $he h!0he# $he p#!"e.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
3asin!@point pricin! A 0eo0#aph!"a' p#!"!n0 $#a$e0y !n wh!"h $he e''e# %e !0na$e ome "!$y a a

1a !n0 po!n$ an% "ha#0e a'' "+ $ome# $he ,#e!0h$ "o $ ,#om $ha$ "!$y $o $he "+ $ome# 'o"a$!on. #e0a#%'e 'o"a$!on. #e0a#%'e o, $he "!$y ,#om $ha$ "!$y $o $he "+ $ome#

o, $he "!$y ,#om wh!"h $he 0oo% a#e a"$+a''y h!ppe%.

$rei!>t@a&sorption pricin! A 0eo0#aph!"a' p#!"!n0 $#a$e0y !n wh!"h $he e''e# a1 o#1 a'' o# pa#$ o, $he a"$+a' ,#e!0h$ "ha#0e !n o#%e# $o 0e$ $he %e !#e% 1+ !ne .

.nternational Compan!e p#!"e

ricin! !n$e#na$!ona''y m+ $ %e"!%e wha$ !n wh!"h $hey ope#a$e. In ome

$ha$ ma#-e$ $he!# p#o%+"$

$o "ha#0e !n $he %!,,e#en$ "o+n$#!e

"a e . a "ompany "an

e$ a +n!,o#m wo#'%w!%e p#!"e.

The p#!"e $ha$ a

"ompany ho+'% "ha#0e !n a pe"!,!" "o+n$#y %epen% on many ,a"$o# .

!n"'+%!n0 e"onom!" "on%!$!on . "ompe$!$!&e !$+a$!on . 'aw an% #e0+'a$!on . an% %e&e'opmen$ o, $he who'e a'!n0 an% #e$a!'!n0 y $em.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Th+ . Fe&!"o' + e %!,,e#en$ 0eo0#aph!"a' p#!"!n0 $#a$e0!e %epen%!n0 on $he "o+n$#y $o wh!"h !$ ! e8po#$!n0 !$ p#o%+"$ . a $he en&!#onmen$ !n ea"h "o+n$#y %!,,e# an% !$ ha $o a%7+ $ !$ p#!"!n0 $#a$e0y a""o#%!n0'y.

In!$!a$!n0 P#!"e Chan0e

In ome "a e . Fe&!"o' may ,!n% !$ %e !#a1'e $o !n!$!a$e e!$he# a p#!"e "+$ o# a p#!"e !n"#ea e. In 1o$h "a e . !$ an$!"!pa$e "ompe$!$o# #ea"$!on . po !1'e 1+ye# an%

3uyer 2eactions to

rice C>an!es

Khe$he# $he p#!"e !

#a! e% o# 'owe#e%. $he a"$!on w!'' a,,e"$ 1+ye# . +pp'!e# an% may !n$e#e $ 0o&e#nmen$ a !n a $#a!0h$,o#wa#% way.

"ompe$!$o# . %! $#!1+$o# . an% we''. C+ $ome# %o no$ a'way

!n$e#p#e$ p#!"e

Ben"e. whene&e# $he#e ! a p#!"e "han0e. Fe&!"o' $#y an% "omm+n!"a$e $o !$ 1+ye# . %! $#!1+$o# . "han0e. +pp'!e# e$". e8p'a!n!n0 $he #ea on 1eh!n% $he p#!"e

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
ricin! ;it>in C>annel (e%els

Fe%e#a' 'e0! 'a$!on on price@fi*in! $a$e $ha$ e''e# m+ $ e$ p#!"e w!$ho+$ $a'-!n0 $o "ompe$!$o# . O$he#w! e. p#!"e "o''+ !on ! + pe"$e%. P#!"e-

,!8!n0 ! !''e0a' pe# e- $ha$ ! L $he 0o&e#nmen$ %oe no$ a""ep$ any e8"+ e ,o# p#!"e-,!8!n0.

Ae''e# a#e a' o p#oh!1!$e% ,#om + !n0 predatory pricin! e''!n0 1e'ow "o $ w!$h $he !n$en$!on o, p+n! h!n0 a "ompe$!$o# o# 0a!n!n0 h!0he# 'on0-#+n p#o,!$ 1y p+$$!n0 "ompe$!$o# o+$ o, 1+ !ne .

Fe&!"o'. ome$!me + e predatory pricin! $o "+$ "ompe$!$!on.

ricin! Across C>annel (e%els

Fe&!"o' %oe no$ + e $h! a a $oo' ,o# p#!"!n0. a !$ %oe no$ 1e'!e&e !n p#!"!n0 a"#o $he "hanne' 'e&e' .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
The ,o''ow!n0 ! an !n$e#&!ew $a-en 1y M#. UTPAL ABETB an% M#. idilite .ndustries an% !$

CBETAN PARIKB o, /r= A".- 9O-.CHA of t>e

+n'ea he $he &a#!o+ ,a"$o# $ha$ 0o !n$o p#!"!n0 o, !$ 1#an% '!-e Fe&!"o'. I$ a' o !n"'+%e who'e. $he &a#!o+ !n&e $men$ I%ea o, $he P!%!'!$e In%+ $#!e a a

.n%estment .deas from .ndiaCs /oney /asters C5 *an :

idilite @ Already a multi@&a!!er and still a lot of steam left

/r= 4- A( "H)-H? A !$ 1ha!. ano$he# m+'$!-1a00e# p!"- o, yo+# #e"en$ pa $ ha 1een P!%!'!$e. Th! ! po !1'y $he on'y $o"- o, !$

!n $he -!n% !n

$e#m o, $he -!n% o, p#o%+"$ $ha$ !$ ha an% $he -!n% o, #e $#+"$+#!n0 $ha$ !$ ! %o!n0 $o +n'o"- ha#eho'%e# &a'+e. Amon0 $ $he many $ha$ a#e $#y!n0 $o a"h!e&e $he ame o17e"$!&e $h! "ompany ha +""ee%e% !n a &e#y ho#$ $!me $o"-O

!n a"h!e&!n0 $he o17e"$!&e. Co+'% yo+ p'ea e $h#ow ome '!0h$ on $h!

$ocus on increasin! &randed sales and s>are>older %alue creation

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
/r= A".- 9O-.CHA? A yo+ ha&e #!0h$'y men$!one% $he mana0emen$ ha I Fo"+ on 1#an%e% p#o%+"$ a we'' a

,o"+ e% on $wo ma7o# "han0e

ha#eho'%e# &a'+e "#ea$!on. One ! p#o%+"$ an% $hey a#e ,o"+ !n0 on

$hey a#e ,o"+ !n0 mo#e on 1#an%e% ha#eho'%e# &a'+e "#ea$!on. They ha&e

1e"ome $#an pa#en$ !n $e#m o, %! "'o +#e $o $he

!n&e $o# . $a'-!n0 $o $he !n&e $o# . ma-!n0 $hem e'&e app#oa"ha1'e. They a#e a' o $a-!n0 $ep $o ma-e $he 1+ !ne on 1#an%e% 1+ !ne

mo#e &! !1'e an%

mo#e a$$#a"$!&e !n $e#m o, ROI. %e1$ #e%+"$!on. ,o"+ !n0 1y %!&e $!n0 "ommo%!$y 1+ !ne e .

$e%icol is a stron! &rand #it> e*cellent pricin! po#er

I, yo+ #ea''y 'oo- a$ $he way !n wh!"h 1+ !ne

! 1e!n0 "on%+"$e% !n In%!a. we a#e $ha$

%o no$ ha&e a 'a#0e ma#-e$ ,o# #ea%y-ma%e ,+#n!$+#e an% "a#pen$e# 1+ye# o, $h! p#o%+"$. Compa#e% $o woo% an% o$he# ma$e#!a'

"a#pen$e# + e !n ma-!n0 ,+#n!$+#e. $he a%he !&e "o $ ! &e#y m!n!ma'. An% Fe&!"o' ! o ynonymo+ w!$h $he /+a'!$y an% $he p#o%+"$ $ha$ mo $ o, $he

%!#e"$ "on +me# o# "a#pen$e# "anno$ $a-e #! - w!$h $h! -!n% o, p#o%+"$.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Th! 0!&e $hem p#!"!n0 powe#. De p!$e ,a''!n0 #aw ma$e#!a' p#!"e !n #e"en$ pa $ $h! "ompany ha 1een a1'e $o no$ on'y -eep $he ma#-e$ p#!"e $ea%y. 1+$ !n"#ea e $he ma#-e$

p#!"e o, $he!# p#o%+"$ an% e8pan% $he!# ma#0!n . Tha$ ! one e8amp'e o, $he p#!"!n0 powe# $h! 1#an% ! en7oy!n0.

Outstandin! mar+etin! strate!y

The#e a#e many p'+ e !n $h! 1#an% ,o# wh!"h one nee% $o +n%e# $an% how $h! 1#an% ha 1een "#ea$e%. ma!n$a!ne% an% ha !n"#ea e% !n $he powe#.

F!# $ ! $he ma#-e$!n0 $#a$e0y o, $he "ompany an% $he p#o%+"$. They ha&e #e o#$e% $o %!#e"$ ma#-e$!n0 $o &a#!o+ "a#pen$e# . They p+1'! h ma0a;!ne an% en% !$ $o a'mo $ $h#ee 'a-h "a#pen$e# e&e#y /+a#$e#. Ao $hey ha&e em!na# an% p#o%+"$ #e0!on .

%!#e"$ %!a'o0+e awa#ene e

w!$h $he "a#pen$e# . They "on%+"$ !on w!$h "a#pen$e#

on a #e0+'a# 1a !

!n &a#!o+

An% !, yo+ 'oo- a$ $he!# a% "ampa!0n . $hey a#e o, e8"e''en$ /+a'!$y an% $he#e ! &e#y &e#y "o $ e,,e"$!&e'y p'a"emen$ o, $he!# a% . The e a#e $wo

o+$ $an%!n0 e'emen$ o, $he "ompanyF ma#-e$!n0 $#a$e0y. I, yo+ no$!"e%. !n $he #e"en$ "#!"-e$ ma$"he $hey ha&e e'e"$e% #ep'ay !n $ea% o, 0o!n0 !n ,o# any $!me 'o$ . An% !$ ha% 1e"ome a &e#y &e#y +""e ,+' an% e,,e"$!&e way

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
o, a%&e#$! !n0. A$ a &e#y 'ow "o $ $hey "o+'% 0e$ $he!# name #e0! $e#e% mo#e ,#e/+en$'y $han any o$he# a% a$ &e#y &e#y 'ow "o $.

Hi!>ly inno%ati%e product launc>es in a se!ments #>ere no or!anised player Th! "ompany ha "ome o+$ w!$h &a#!o+ o$he# p#o%+"$ The "ompany ha &e#y 0oo% p#o%+"$ !nno&a$!on p'an . I wo+'% no$ ay !$ ! "ompa#a1'e $o 9M 1+$ I $h!n- $hey ha&e a%op$e% a !m!'a# $#a$e0y !n $e#m o, !%en$!,y!n0

p#o%+"$ . 6a !"a''y $hey 1e'!e&e $ha$ $hey e#&!"e $he nee% o, a#$! an . The $#a$e0y ! $o "ome o+$ w!$h e!$he# new p#o%+"$ o# p#o%+"$ wh!"h a#e

a'#ea%y $he#e !n $he ma#-e$. w!$ho+$ any "#e%!1'e 1#an%. Fo# e8amp'e. Re"en$'y. P!%!'!$e "ame o+$ w!$h a Np+$$yN wh!"h ! + e% !n "a# Pa!n$!n0 The#e ! no "#e%!1'e 1#an% name a&a!'a1'e an% P!%!'!$e ha 7+ $ "ome o+$ w!$h a p#o%+"$. wh!"h ! a h+0e ma#-e$. 1+$ #!0h$ now $he#eF no

o#0an!;e% p'aye# !n $h! . They ha&e "ome o+$ w!$h p#o%+"$ an% &a#!o+ a#$ & $a$!ona#y p#o%+"$ a' o..

'!-e Fe&!/+!"-

"ummary of

ricin! as follo#ed &y $e%icol7

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

P!%!'!$e p'a"e 2po !$!on Fe&!"o' !n $he p#em!+m "a$e0o#y. Fe&!"o' $a-e P#em!+m P#!"!n0 po'!"y. I$ p#!"e Fe&!"o' 3:> $o 3=> h!0he# $han $he no#ma' p#!"e a $he /+a'!$y ! a' o h!0he#. Fo# e8amp'e.R . ):2-0.

On $he e"onomy 0#o+n%. P!%!'!$e ha a 1#an% - 6+'' 6on%. 6+'' 6on%. a '!ne e8$en !on o, Fe&!"o'. ha a%op$e% pene$#a$!n0 p#!"!n0.

P!%!'!$e a' o ha

Pa#"o'. ano$he# '!ne e8$en !on o, Fe&!"o'. a "heape#

&e# !on o, Fe&!"o'. wh!"h ! a ,'an0!n0 1#an%. I$ p#o$e"$ P!%!'!$e ,#om a'' !$ "ompe$!$o# . Pa#"o' ! a' o a pa#$ o, $he p#em!+m e0men$. Fe&!"o' ,o''ow &a'+e-1a e% p#!"!n0. No -!mm!n0. I$ 'oo- a$ $he a%&e#$! !n0 p#!"!n0 a' o. DISTRIBUTION

D! $#!1+$!on Channe' mean

$he "hanne' $h#o+0h wh!"h $he p#o%+"$ o#

e#&!"e ! 1e!n0 #ea"he% $o $he ,!na' "+ $ome# . D! $#!1+$!on "hanne' ! '!n-e% w!$h e&e#y o$he# ma#-e$!n0 %e"! !on. Ma!n'y $he "ompanyJ a'e %epen% on

how $#on0 $he %! $#!1+$!on "hanne' ! an% how we'' ! !$ o#0an!;e% ,#om $he #ea"h o, e&e#y "+ $ome# . A' o a %! $#!1+$!on "hanne' !n&o'&e 'on0 $e#m

"omm!$men$ $o o$he# "ompan!e !$ p#!"!n0. !$ p#o%+"$ "an ea !'y "han0e%

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
1+$ !$ #e$a!'e# "han0e . %! $#!1+$!on "hanne' o, ,#an"h! e . !n%epen%en$ %ea'e# . !$ $o#e 'a#0e

"anno$ 1e #ep'a"e% w!$h "ompany owne%

!, "on%!$!on

Fe&!"o' ha ,+$+#e a

%#awn !$ !$

%! $#!1+$!on "hanne' 1y $a-!n0 !n$o "on !%e#a$!on !$ p#e en$ !$+a$!on . Ke ha% een $ha$ Fe&!"o' ha $wo

we'' a

$ype o, p#o%+"$ !.e. Con +me# p#o%+"$ an% In%+ $#!a' p#o%+"$. P!%!'!$e ha a' o !n&e $e% a 'o$ $o 1+!'% a $#on0 %! $#!1+$!on ne$wo#-.

The N+m1e# O, D! $#!1+$!on Channe' Fe&!"o' ha a h+0e %! $#!1+$!on "hanne' "a##y!n0 $he ,o''ow!n0 o, $hem?
• • • • •

Re$a!'e# D! $#!1+$o# Kho'e a'e# F#an"h! e a#e a &e#y ma'' pa#$ o, !$ A' o p'ann!n0 $o $a#$ a'e $h#o+0h e-"omme#"e.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
The#e w!'' o1&!o+ 'y 1e a "'a h 1+$ $he Ne$ w!'' ,+n"$!on a "hanne' o, e''!n0. Po !1'y o+# #e$a!'e# an a'$e#na$e $o"-

w!'' en% +p ,+n"$!on!n0 a

po!n$ .FF I$ ,o#ay !n$o ne$ e''!n0 ! '!-e'y $o ,+n"$!on !n $he ne8$ 9-< mon$h .

Bow w!%e ! $he D! $#!1+$!on Ne$wo#-

To%ay. Fe&!"o' !

e $!ma$e% $o ha&e a #e$a!' #ea"h !n <.::: $own

$he

$#an 'a$!on o, Fe&!"o'J 1#an% e/+!$y !n$o a'e . They a#e ,o"+ !n0 on e8po#$ a' o. R!0h$ now $he!# e8po#$ ! 'e wh!"h ! $han R . 3: "#o#e !n 1#an%e% p#o%+"$ . !n ne8$ $o ,!&e yea# . They a#e

$a#0e$e% $o #ea"h R . 3:: "#o#e

e8po#$!n0 $o ne!0h1o#!n0 "o+n$#!e '!-e

6an0'a%e h. A#! Lan-a. an% M!%%'e Ea $. whe#e a'#ea%y $he e p#o%+"$ &e#y we'' -nown.

a#e

The %! $#!1+$!on "hanne' o, Fe&!"o' ! 1+!'$ !n a &e#y e,,e"$!&e way. Ke ee $ha$ Mo&!"o' o, Co'o+#Chem ! a'#ea%y $he#e !n $he ma#-e$ ,o# a$ 'ea $ mo#e $han a yea# now. I$ %oe nF$ e8pe"$ $hem $o 0!&e a &e#y $o+0h "ompe$!$!on $o Fe&!"o'. They %o no$ ee ma7o# $h#ea$ $o Fe&!"o' 1#an% !n ,o#e eea1'e ,+$+#e. a %! $#!1+$!on "hanne' ! /+!$e %!,,e#en$ ,#om $he "hanne' ,o# FMCG 0oo% . They may 1e a1'e $o 0e$ ome ma#-e$ ha#e !n !n%+ $#!a'

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
p#o%+"$ 1+$ !n "on +me# p#o%+"$ . $hey wonJ$ 1e a1'e $o ha&e any ma7o#

!mpa"$. I$ ha a +pe#1 %! $#!1+$!on ne$wo#- !n p'a"e an% 7+ $ nee% $o -eep !n"#ea !n0 $he $h#o+0hp+$. In%ee%. w!$h a #ea"h o, ,o+# 'a-h #e$a!' o+$'e$ an% ):: %! $#!1+$o# . $he "ompany "an "ompe$e w!$h $he 1e $ !n $he 1+ !ne De p!$e &e#y h!0h a% e8pen e !n $he ,!# $ ha', $he!# o&e#a'' %! $#!1+$!on e8pen e w!'' 1e 'e .

e''!n0 an%

$han 3: pe#"en$ o, a'e !n $he ,+'' yea#. a'' o&e# $he "o+n$#y. P!%!'!$e ha

Ne$wo#-!n0 ma!n'y $h#o+0h "a#pen$e#

a'mo $ 9:.::: %ea'e# . Fe&!"o' ha a %! $#!1+$!on "hanne' $ha$ "o&e# mo#e $han <::.::: a'e o+$'e$ . Th! ! "ompa#a1'e $o $he 'ea%!n0 FMCG

"ompan!e . an% +nma$"he% 1y $he!# $yp!"a' "ompe$!$o# . who $h!nG"ommo%!$yH.

->e 5ature Of :istri&ution C>annel

The %! $#!1+$!on "hanne' ,o''owe% 1y Fe&!"o' ! &e#y e,,e"$!&e !n $e#m o, !$ "on$#o' on $he %! $#!1+$!on "hanne' a we'' a !$ ! a' o &e#y "o $ e,,e"$!&e. A$ $he ame $!me !$ ! no$ &e#y

"omp'e8. A Fe&!"o' %ea' !n "on +me# p#o%+"$ an% !n%+ $#!a' p#o%+"$ 1o$h "a##!e $wo %!,,e#en$ %! $#!1+$!on "hanne' .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
The %! $#!1+$!on "hanne' ,o# "on +me# p#o%+"$ "a##!e !n%!#e"$ ma#-e$!n0

"hanne' ,o# !$ %! $#!1+$!on. In%!#e"$ ma#-e$!n0 "hanne' ! whe#e $he "ompany %ea' w!$h $he #e$a!'e#. Aome$!me ome ma'' #e$a!'e# $a-e $he p#o%+"$

,#om $he %! $#!1+$o# . I$ ! %+e $o 'a"- o, #ea"h %!#e"$'y $o $he #e$a!'e# $hey ha% $o $a-e ,#om %! $#!1+$o# .

6+$ $he %! $#!1+$o# Fe&!"o'.

an% $he #e$a!'e#

a#e

o'e'y +n%e# $he %!#e"$ "on$#o' o,

3D Man+,a"$+#e#

Re$a!'e#

Con +me#

(D Man+,a"$+#e#

D! $#!1+$o#

Re$a!'e#

Con +me#

The %! $#!1+$!on "hanne' ,o# !n%+ $#!a' p#o%+"$ "a##!e

%!#e"$ ma#-e$!n0

"hanne' ,o# !$ %! $#!1+$!on. D!#e"$ ma#-e$!n0 "hanne' ! whe#e $he p#o%+"!n0 "ompany %!#e"$'y %ea' 'e&e' p#e en$ !n $h! w!$h $he o$he# !n%+ $#y. The#e ! no !n$e#me%!a#y $o

ma#-e$!n0 "hanne'. The !n%+ $#y %!#e"$'y "on$a"$

Fe&!"o' ,o# o#%e#!n0 $he

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
p#o%+"$ #e/+!#e% 1y $hem a $hem a pe# $he!# #e/+!#emen$ . An% Fe&!"o' +pp'!e

pe# $he o#%e# p'a"e% "on !%e#!n0 $he + a0e an% #e/+!#emen$

w!$ho+$ an% !n$e#me%!a#y 1e$ween $hem.

3D

Man+,a"$+#e#

In%+ $#!a'

Con +me#

C>annel 3e>a%ior

The who'e %! $#!1+$!on "hanne' o, 1o$h Con +me# p#o%+"$ p#o%+"$ !

an% !n%+ $#!a'

$#on0'y +n%e# $he "on$#o' o, Fe&!"o'. A !$ ma7o# %! $#!1+$!on !

%!#e"$ %! $#!1+$!on !.e. $hey a#e !n %!#e"$ #e'a$!on $o $he #e$a!'e# an% $hen $o $he ,!na' "on +me# !n "a e o, "on +me#

p#o%+"$ whe#ea $hey a#e !n %!#e"$ #e'a$!on $o $he ,!na' "on +me# !n "a e o, !n%+ $#!a' p#o%+"$ . Be#e we ee $ha$ 1o$h Fe&!"o' an% #e$a!'e# a#e h!0h'y

%epen%en$ on ea"h o$he# ,o# -now!n0 $he "on +me# nee% a we'' a ,o# p#o&!%!n0 w!$h !nno&a$!&e p#o%+"$ 1#an%e% p#o%+"$ #e pe"$!&e'y. $o ,+',!'' $he "on +me# nee% w!$h

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Consumers "er%ice 5eeds

Fe&!"o' ha !$ %! $#!1+$!on "hanne' &e#y w!%e'y %! pe# e% a'' o&e# ,o# $he ea y #ea"h o, !$ "+ $ome#. A !$ ha ma!n'y FMCG p#o%+"$ $ha$ a#e 1e!n0

%eman%e% mo#e. Ao !$ ha $o +pp'y !$ p#o%+"$ $o $he nea#1y 'o"a$!on o, $he peop'e. whe#e $he "+ $ome# %oe nJ$ ha&e $o $#a&e' ,a# ,o# !$. Ke $ha$ Fe&!"o' ! $#y!n0 $o ,+',!'' a'' $he nee% o, !$ ee he#e

"+ $ome# 1y p#o&!%!n0 ea !'y a&a!'a1'e $o

,a $e $ %e'!&e#y. 0#ea$e $ a

o#$men$ an% mo $

e#&!"e

$he "+ $ome#. Khe#e !$ a' o $a-e !n$o "on !%e#a$!on $he p#!"e ,a"$o# $a1!'!$y an% ma-e p#o,!$ a$ ea y e#&!"e ,+',!''men$. I$ F+$+#e p'an ,o# e-"omme#"e ! a' o 1e!n0 %e&e'ope% $a-!n0 !n$o "on !%e#a$!on ea y "on +me# e#&!"e

nee% .

C>annel /em&ers

"electing )hannel !embers

The Channe' mem1e#

,o# Fe&!"o'

ho+'% 1e

omeone %ea'!n0 !n ,+#n!$+#e

app'!an"e . a !$ ma!n $a#0e$ "+ $ome# ! "a#pen$e# ,o# "on +me# 0oo% . Ao !$ ha $o -eep !$ p#o%+"$ !n

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
• • •

Ba#%wa#e $o#e Re$a!'e# o, yo+# "ompe$!$o# p#o%+"$ a we'' a o$he# #e$a!'e# Kho'e e''e# o# D! $#!1+$o# who "an ma-e yo+# p#o%+"$ #ea"h a$

,a#away p'a"e !n #+#a' a#ea a' o
•

A$a$!ona#y

hop

an% Gene#a'

$o#e

,o# ho+ eho'% p+#po e . e$".

"hoo'

0o!n0 "h!'%#enJ . ma'' "#a,$ men an% a#$! !an

A$ $he ame $!me $he mem1e# ho+'% ,o''ow $he ame p#!"!n0 po'!"y ,o''owe% 1y o$he# #e$a!'e# "oope#a$!&e. o# %! $#!1+$o# !n $he!# $e##!$o#y. An% $hey ho+'% 1e

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

:istri&ution C>annel of $e%icol in .ndia

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

The "!$y o, M+m1a!. wh!"h ! one o, $he ) me$#o a'one. ha 59 %ea'e# who a#e &! !$e% ( $!me a wee-.

:istri&ution of City /um&ai

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

PROMOTION romotion means t>e acti%ities t>at communicate t>e merits of t>e product and persuade tar!et consumers to &uy it=

$o# good is Pidilite in doing promotion5 $o# is Fevicol as a brand being promoted5

White Spots – Various Dealers of Fevicol located in and around Mumbai.
A'' $h! 1o!' %own $o $he &a#!o+ p#omo$!ona' $#a$e0!e + e% 1y P!%!'!$e ,o# !$ 1#an% FEVICOL.

->e mar+eters of $e%icol see t>emsel%es as sellin! a product0 #>ere customers see t>emsel%es as &uyin! %alue or a solution to t>eir pro&lem=

Fe&!"o' -now $ha$ !$ "+ $ome# a#e !n$e#e $e% !n mo#e $han $he p#!"eL $hey a#e !n$e#e $e% !n $he $o$a' "o $ o, o1$a!n!n0. + !n0 an% %! po !n0 o, a p#o%+"$. The /+a'!$y ma$$e# a 'o$ $o $hem. C+ $ome# wan$ $he p#o%+"$ an% e#&!"e $o 1e a "on&en!en$'y a&a!'a1'e a po !1'e. F!na''y. $hey wan$ $wo-

way "omm+n!"a$!on . 2arketers of Fevicol understand this and hence they first think of the four *4s and then build the four P4s on that platform.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

M#. Pa#e-h ay $ha$ $he "ompanyF po'!"y ! $o $#!-e yne#0!e w!$h -!''e% "#a,$ man. The "ompany a'#ea%y en7oy e8$en !&e 6#an% E/+!$y w!$h "a#pen$e# an% "o11'e# . In $he

):F . P!%!'!$e p#omo$e% $he P!%!'!$e 1#an% $h#o+0h D!#e"$ Ma#-e$!n0 w!$h "a#pen$e# 1oo-'e$ . In $he 'a $ yea# $he #e'a$!on h!p o, Fe&!"o' w!$h !$ + e# ha an% 1y p#o&!%!n0 ,+#n!$+#e

1e"ome &e#y $#on0. Fe&!"o' 1e'!e&e !n 1+!'%!n0 1on% w!$h $he "on +me# . Fe&!"o' he'% mee$ w!$h "a#pen$e# a'mo $ 9:: $!me a yea#. A"$+a''y. $he

e8pen e o, $he e mee$ ! h!0he# $han $ha$ o, $he a%&e#$! emen$.

In De"em1e# 3444. Fe&!"o' ha%

$a#$e% an a

o"!a$!on "a''e% Fe&!"o'

Champ!on C'+1 whe#e $he#e we#e a1o+$ <:: "a#pen$e# p#e en$. The#e wa m+ !" an% %!,,!"+'$!e o, $he e "a#pen$e# we#e o'&e%. New $e"hn!/+e we#e %emon $#a$e%. Fe&!"o' ,#ee1!e we#e 0!&en away wh!"h ma%e $he "a#pen$e# 0o home happ!'y. Now $h! a o"!a$!on ! $a#$e% !n a1o+$ 35 "!$!e w!$h

39.::: mem1e# . In $he e mee$ . &a'+e a%%!$!on o, $he "a#pen$e# ! %one. In $he e mee$ . !n$e#!o# %e"o#a$o# o# $oo' "ompanymen a#e "a''e% $o how how $o wo#- 1e$$e#.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
M#. Pa#e-h ha #ea'!;e% $ha$ N$o%ay $he 1#an%F me a0e ! 1!00e# $han $he a0e $ha$ ! mo#e

p#o%+"$. Be +n%e# $an% $ha$ $hey ha&e $o "on&ey a me e8"!$!n0 an% a$! ,y!n0 $o $he "on +me# .N

P!%!'!$e !

mo&!n0 away ,#om a "ommo%!$y-%#!&en ma#-e$ $o 1+!'% a

1#an%. They ha&e h!0h'!0h$e% $he #an0e

a 1e!n0 e&e#y #ea on ,o# e&e#y ea on !n o+# "omm+n!"a$!on $#a$e0y.

The "ompany ha 1een #e'y!n0 on h+mo#o+ a%&e#$! !n0 $o 0e$ 1#an% #e"a''. Ge$$!n0 mo#e ma#-e$- a&&y 1y "han0!n0 $he 'oo- an% ,ee' o, !$ 1#an% ha 1e"ome $he ma!n ,o"+ o, $he "ompany.

es

$e%icol

use

romotional

allo#ances

as

a

tool

in

t>eir

promotion +it'

P#omo$!ona' a''owan"e ! $he money pa!% 1y man+,a"$+#e# $o #e$a!'e# ,o# an a0#eemen$ $o ,ea$+#e $he man+,a"$+#e#F p#o%+"$ !n ome way.

Ma#-e$e# o, Fe&!"o' 1an- on $h! a 'o$. They ha&e a %! $#!1+$!on "hanne' $o

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
o1$a!n $h! o17e"$!&e o, 1+!'%!n0 #e'a$!on h!p + !n0 P#omo$!ona' A''owan"e a a $oo'.

es $e%icol use

romotional

ricin!'

Tempo#a#!'y p#!"!n0 p#o%+"$ 1e'ow $he '! $ p#!"e. an% ome$!me 1e'ow "o $. $o !n"#ea e ho#$-#+n a'e ! wha$ P#omo$!ona' p#!"!n0 ! a'' a1o+$.

Fe&!"o' %oe + e $h! $oo' $o an e8$en$ a a mean o, p#omo$!on.

Fe&!"o' o,,e# %ea'e# w!$h!n a

"a h #e1a$e

$o "on +me# en%

who 1+y $he p#o%+"$ ,#om $he #e1a$e %!#e"$'y $o $he

pe"!,!e% $!me an% $hen

"+ $ome# . Aome$!me $hey !mp'y o,,e# %! "o+n$ ,#om no#ma' p#!"e $o !n"#ea e a'e an% #e%+"e !n&en$o#!e !, $he#e ! an o&e# $o"-.

Fe&!"o' -now

$ha$ p#omo$!ona' p#!"!n0 howe&e# "an ha&e a%&e# e

e,,e"$ . U e% $oo ,#e/+en$'y an% "op!e% 1y

"ompe$!$o# . p#!"e p#omo$!on "an "#ea$e N%ea'-p#oneN "+ $ome# who wa!$ +n$!' 1#an% 0o on a'e 1e,o#e 1+y!n0 $hem. O#. "on $an$'y #e%+"e%

p#!"e "an e#o%e a 1#an%F &a'+e !n $he eye o, "+ $ome# .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

The#e,o#e. Fe&!"o' ma#-e$e# /+!"- ,!8 !n $ea% o,

ome$!me

+ e p#!"e p#omo$!on

a

a

wea$!n0 $h#o+0h $he %!,,e#en$ p#o"e

o, %e&e'op!n0

e,,e"$!&e 'on0e#-$e#m $#a$e0!e ,o# 1+!'%!n0 $he!# 1#an% .

Fe&!"o' 1e'!e&e

$ha$ p#!"e p#omo$!on

"an 1e %own#!0h$ a%%!"$!n0 $o a#e $he 1#an%

1o$h $he "ompany an% $he "+ $ome#. P#!"e p#omo$!on

e/+!&a'en$ o, he#o!n? ea y $o 0e$ !n$o 1+$ ha#% $o 0e$ o+$ o,. On"e $he 1#an% an% !$ "+ $ome# a#e a%%!"$e% $o $he ho#$-$e#m h!0h o, a p#!"e-"+$ !$ ! ha#% $o wean $hem away $o #ea' 1#an% 1+!'%!n0. The po!n$ ! $ha$ p#omo$!ona'

p#!"!n0 "an 1e an e,,e"$!&e mean o, 0ene#a$!n0 a'e !n "e#$a!n

"!#"+m $an"e 1+$ "an 1e %ama0!n0 !, $a-en a a $ea%y %!e$.

T,e *$%-eting 'ommunic$tion *i. of Fevicol

Compan!e

nee% $o "omm+n!"a$e $o p#e en$ "+ $ome#

,o# 1#an%

'oya'$y an% po$en$!a' "+ $ome# ,o# 1#an% w!$"h.

Company ha $o "omm+n!"a$e $o?

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
? ? ? M!%%'emen Channe' mem1e# Con +me#

A CompanyF

$o$a' ma#-e$!n0 "omm+n!"a$!on m!8 - a' o "a''e% !$

p#omo$!on m!8- "on ! $ o, $he pe"!,!" 1'en% o,?

Advertising: Any pa!% ,o#m o, nonpe# ona' p#e en$a$!on an% p#omo$!on o, !%ea . 0oo% . an% !mpe# ona' "on$a"$. e#&!"e 1y an !%en$!,!e% pon o#. I$ ! a mo%e' o,

Personal Selling: Pe# ona' p#e en$a$!on 1y $he ,!#mF

a'e

,o#"e ,o# $he

p+#po e o, ma-!n0 a'e an% 1+!'%!n0 "+ $ome# #e'a$!on h!p.

Sales Promotion: Aho#$-$e#m !n"en$!&e $o en"o+#a0e $he p+#"ha e o# a'e o, a p#o%+"$ o# e#&!"e.

Public Relations: PR ! &e#y 1e'!e&a1'e - $he me Nnew N #a$he# $han a a'e - %!#e"$e%

a0e 0e$ $o $he 1+ye# a

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
"omm+n!"a$!on. The p#o0#am %e !0n !n"#ea e !ma0e. $he "ompanyF p#o%+"$

Direct marketing: D!#e"$ "onne"$!on w!$h "a#e,+''y $a#0e$e% !n%!&!%+a' "on +me# $o 1o$h o1$a!n an !mme%!a$e #e pon e an% "+'$!&a$e 'a $!n0 - $he + e o, $e'ephone. ma!'. ,a8. e - ma!'. $he $o "omm+n!"a$e %!#e"$'y w!$h pe"!,!"

"+ $ome# #e'a$!on h!p

In$e#ne$. an% $he o$he# $oo' "on +me# .

A'$ho+0h $he p#omo$!on m!8 ! $he "ompanyF p#!ma#y "omm+n!"a$!on a"$!&!$y. $he en$!#e ma#-e$!n0 m!8 I

p#omo$!on an% p#o%+"$. p#!"e. an% p'a"e - m+ $ 1e "oo#%!na$e% ,o# $he 0#ea$e $ "omm+n!"a$!on !mpa"$.

Fe&!"o' hen"e "oo#%!na$e a'' $he e a"$!&!$!e $o a"h!e&e $he 1e $ #e +'$ .

O+$ $an%!n0 ma#-e$!n0 $#a$e0y o, Fe&!"o'P

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
I, yo+ no$!"e%. !n $he #e"en$ "#!"-e$ ma$"he $hey ha&e e'e"$e%

#ep'ay !n $ea% o, 0o!n0 !n ,o# any $!me 'o$ . An% !$ ha% 1e"ome a &e#y &e#y +""e ,+' an% e,,e"$!&e way o, a%&e#$! !n0. A$ a &e#y 'ow "o $ $hey "o+'% 0e$

$he!# name

#e0! $e#e% mo#e ,#e/+en$'y $han any o$he# a% a$ &e#y &e#y 'ow "o $.

P#omo$!on De"! !on

Fe&!"o' + e $he no#ma' p#omo$!ona' $oo' - a%&e#$! !n0. pe# ona' e''!n0. a'e p#omo$!on. p+1'!" #e'a$!on . an% %!#e"$ ma#-e$!n0 - $o #ea"h "on +me# . They a%&e#$! e !n new pape# . ma0a;!ne . #a%!o an% $e'e&! !on. A%&e#$! !n0 ! +ppo#$e% 1y new pape# !n e#$ an% %!#e"$-ma!' p!e"e .

Fe&!"o' a' o + e e''!n0 #e/+!#e mee$ $he!# nee%.

pe# ona'

e''!n0 a

a $oo' !n $he!# p#omo$!on . Pe# ona'

"a#e,+' $#a!n!n0 o,

a'e pe# on !n how $o 0#ee$ "+ $ome# .

an% han%'e $he!# "omp'a!n$ . Fe&!"o' hen"e ma-e !n&o'&e% !n pe# ona' e''!n0 a#e we'' $#a!ne%.

+#e $ha$ $he peop'e

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

Aa'e

p#omo$!on o, Fe&!"o' !n"'+%e

%emon $#a$!on

$o !$

"on +me#

&!a "a#pen$e# mee$ e$".. %! p'ay . "on$e $ . an% &! !$!n0 "e'e1#!$!e .

PR a"$!&!$!e . +"h a p#e new 'e$$e# . ma0a;!ne . an%

"on,e#en"e an% pee"he . pe"!a' e&en$ . ome o#$ o, p+1'!" e#&!"e a"$!&!$!e . a#e

a'way on Fe&!"o'F a0en%a o, p#omo$!on .

They a' o ha&e $he!# we1 !n,o#ma$!on an% o$he# ,ea$+#e .

!$e Nwww.,e&!"o'."omN. o,,e#!n0 "+ $ome#

Ae$$!n0 $he To$a' p#omo$!on 6+%0e$ an% M!8

I$ !

a 1!0 /+e $!on a

$o how %oe

Fe&!"o' %e"!%e on $he $o$a' $o

p#omo$!on 1+%0e$ an% !$

%!&! !on amon0 $he ma7o# p#omo$!ona' $oo'

"#ea$e !n$e0#a$e% ma#-e$!n0 "omm+n!"a$!on O

$e%icol uses DO&Eecti%e @ and @ -as+ /et>odD to set its promotion &ud!et7

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
$e&!"o' e&e#y yea# e$ !$ p#omo$!ona' 1+%0e$ 1a e% on wha$ !$ wan$ $o a""omp'! h w!$h p#omo$!on. The!# 1+%0e$!n0 me$ho% en$a!' ? ? • ? De,!n!n0 pe"!,!" p#omo$!ona' o17e"$!&e De$e#m!n!n0 $he $a - nee%e% $o a"h!e&e $he e o17e"$!&e . an% E $!ma$!n0 $he "o $ o, pe#,o#m!n0 $he e $a - . The +m o, $he e "o $ ! $he p#opo e% p#omo$!on 1+%0e$ o, Fe&!"o'.

P!%!'!$e ha&e

pen$ e8$#ao#%!na#!'y h!0h amo+n$. "ompa#e% $o wha$ $hey whe#e $he ma7o# '!-e

ha&e 1een %o!n0 !n $he #e"en$ pa $. on "#!"-e$ ma$"he $h#+ $ wa

no$ on'y "#ea$!n0 o# #e-'a+n"h!n0 mo $ o, $he!# p#o%+"$

Fe&!"o'. 1+$ e8po#$ ma#-e$ '!-e 6an0'a%e h. A#! Lan-a. Kenya an% mo $ o, $he e ma$"he $#emen%o+ we#e p'aye% w!$h $he e "o+n$#!e . They ha&e "#ea$e% ,o# $he!# p#o%+"$ . wh!"h !n $he e"on% ha',. o,

awa#ene

"o+# e. $hey w!'' no$ 1e #epea$!n0. an% !$ !

no$ a no#ma' pa#$ o, $he!# a%

e8pen e. They %o $he!# a% "ampa!0n &e#y &e#y w! e'y !n a &e#y "o $-e,,e"$!&e way. One o, $he $h!n0 $ha$ wo#- !n $he!# ,a&o+# ! $ha$ $hey a#e no$ %o!n0 a% "ampa!0n ,o# + $a!n!n0 1+$ 0#ow!n0 $he ma#-e$.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

3uildin! &onds and &rands6 P!%!'!$e ! $epp!n0 +p !$ a'e p#omo$!on an% a%&e#$! !n0 1+%0e$ ,#om R . (@

- 9= "#o#e $h! yea#. NKe w!'' $!'' "on$!n+e $o a''o"a$e a. ma7o# po#$!on o, o+# pen% on 0#o+n% a"$!&!$!e +"h a %ea'e# mee$ an% $he #e $ ! ,o#

a%&e#$! !n0.N a%%e% M#. Pa#e-h.

B! $o#!"a''y $he a00#e0a$e e''!n0 an% %! $#!1+$!n0 e8pen e ha&e 1een !n $he &!"!n!$y o, ) pe#"en$ o, a'e . De p!$e &e#y h!0h a% e8pen e !n $he ,!# $ ha', $he!# o&e#a'' %! $#!1+$!on e8pen e w!'' 1e 'e e''!n0 an%

$han 3: pe#"en$ o, a'e !n $he ,+'' yea#.

P#omo$!ona' e8pen%!$+#e an% a% pen% ! e8pe"$e% $o !n"#ea e 1y o&e# 9:> "ompo+n%e% ann+a''y o&e# $he ne8$ ,!&e yea# . Co $ o, a% pen% an% %! $#!1+$!on "o $ D ! a'#ea%y "#eep!n0 +pwa#% . a'e C!n"'+%!n0

Ho# does $e%icol "et t>e O%erall

romotion /i*O

L!-e any o$he# "ompany. P!%!'!$e a' o ha $o %e"!%e how $o %!&!%e $he $o$a' p#omo$!on 1+%0e$ amon0 $he ma7o# p#omo$!on $oo' ?

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

? •

A%&e#$! !n0 Pe# ona' Ae''!n0

?

Aa'e P#omo$!on

?

P+1'!" Re'a$!on

?

:irect /ar+etin!

I$ + e $he "on"ep$ o, !n$e0#a$e% ma#-e$!n0 "omm+n!"a$!on whe#e !$ 1'en% $he p#omo$!on $oo' -eep "a#e,+''y !n$o a "oo#%!na$e% p#omo$!on m!8. 6+$ $h! e$ ,o# $ha$

on "han0!n0 e&e#y yea# %epen%!n0 on $he o17e"$!&e

pa#$!"+'a# yea#.

$e%icolCs

romotion /i* strate!ies7

Steps for Promotion ? ? •

i!:

I%en$!,y!n0 yo+# $a#0e$ a+%!en"e. In"#ea e $he 1+ye#F #ea%!ne De !0n!n0 me a0e. $o p+#"ha e.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

Fe&!"o' mo $'y + e $he Push strategy $ha$ "a'' ,o# + !n0 $he a'e ,o#"e an% $#a%e p#omo$!on $o p+ h $he p#o%+"$ h#o+0h "hanne' . They !n%+"e $hem $o "a##y $he p#o%+"$ an% $o p#omo$e !$ $o ,!na' "on +me# . 6e,o#e Fe&!"o' wa !n$#o%+"e%. "a#pen$e# wo#-e% w!$h an!ma' 0'+e an%

na$+#a' 0'+e. wh!"h we#e /+!$e !n"on&en!en$ $o + e. The "ha!#man an% ,o+n%e# 6a'wan$#ay Pa#e-h wo#-e% w!$h "a#pen$e# . +n%e# $oo% $he!# #e/+!#emen$ an% $#!e% $o "on&e#$ $he "a#pen$e# $o Fe&!"o'.

Inno&a$!&e a%&e#$! !n0 ha 1a"-e% PILF ma#-e$!n0 e,,o#$ ,o# !$ w!%e #an0e o, p#o%+"$ . C+'$!&a$!n0 +""e P

A""o#%!n0 $o Pa#e-h. m+"h o, $he "ompanyF ,a"$ $ha$ $hey ha&e wo#-e% "'o e'y w!$h $he

+""e

$em ,#om $he

ma#-e$ . $he#e1y "+'$!&a$!n0 $he!# "+ $ome# . NKe $#y $o 0!&e o+# "+ $ome# mo#e $han 7+ $ a p#o%+"$.N he ay . Fo# !n $an"e. "a#pen$e# - $he ma''-$!me "a#pen$e# who yo+ a#e mo $ '!-e'y $o "a'' home $o 0e$ ome wo#- %one - a#e P!%!'!$eF ma!n "+ $ome# . O&e# $he pa $ yea# . $he "ompany ha "omp'!e% a ma!'!n0 '! $ o, 3::.::: "a#pen$e#

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

na$!onw!%e. an% ma!'

$hem ,+#n!$+#e %e !0n . Ca#pen$e# mee$

a#e

"on%+"$e% 1y $he "ompany whe#e $hey a#e 0!&en new p#o%+"$ !n,o#ma$!on an% hown how $o + e $hem.

De p!$e $he %! $!n"$ +1-1#an%!n0. $he awa#ene Fe&!"o'. ! o h!0h $ha$ e&en wh!'e

o, $he mo$he# 1#an%.

pon o#!n0 p#o0#amme . QP!%!'!$e

In%+ $#!e F ha 1een #ep'a"e% w!$h $he '!ne QMa-e# o, Fe&!"o'F. Fe&!"o' !$ e',. ma#-e$e% ma!n'y $o "a#pen$e# 2 p'+m1e# who 1+y !n 1+'-. ! a&a!'a1'e !n a'' -!n% o, !;e #an0!n0 ,#om a 1+"-e$ $o a pen ,o#m ,o# $he en% + e "on +me#. Aay 6.O. Meh$a. V!"e P#e !%en$ - Ma#-e$!n0. P!%!'!$e

In%+ $#!e ? QQKe 1e'!e&e !n wo#-!n0 &e#y "'o e'y w!$h $he RR-a#!0a# . %!#e"$'y p#omo$!n0 o+# p#o%+"$ $h#o+0h %emon $#a$!on .FF Ne$wo#-!n0 ma!n'y $h#o+0h "a#pen$e# a'' o&e# $he "o+n$#y. P!%!'!$e ha a'mo $ 9:.::: %ea'e# .

Meh$a e8p'a!n

$ha$ $he "ompany a' o p+1'! he

a 7o+#na'. Fe&!"#a,$.

$ha$ h!0h'!0h$ no$ewo#$hy wo#- o, "a#pen$e# . The 1#an% ! a' o p#omo$e% !n "hoo' $h#o+0h "#a,$ "on$e $ . !n a 1!% $o 0e$ "'o e# $o "hoo'"h!'%#en. NI$ ! 1a !"a''y $he awa#ene an% emo$!ona' 1on% wh!"h ha he'pe% $he p#o%+"$.

mo#e $han a'e e "a'a$!n0 a a #e +'$ o, $he "omme#"!a' .FF ay Meh$a.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
An%. ay Pan%ey. N6#an% %e&e'op $he!# own pe# ona'!$!e an% !, yo+ ,!n% $ha$ yo+# 1#an% 1#!n0 a m!'e on omeoneF ,a"e. $hen +n'e &e#y 0oo% #ea on. $he#e ! a

we wo+'% '!-e $o "on$!n+e w!$h $he 1a !" "omm+n!"a$!on e''!n0 w!$h a m!'e.FF

$#a$e0y !n

In$e0#a$!n0 $he P#omo$!on M!8

Fe&!"o' $a-e moo$h'y !n$e0#a$e%.

$ep $o ee $ha$ a'' o, $he p#omo$!on m!8 e'emen$ a#e

A Fe&!"o'. now ! !n !$ Ma$+#!$y A$a0e + e $he "omm+n!"a$!on mo%e' o, a%&e#$! !n0 $o !n"#ea e a'e .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
->e essence of $e%icol?s ad%ertisin!6

P%edict$/l0

$c-0. $c-iness.

Yet so un1%edict$/le in its

T,$t2s t,e essence of Fevicol2s $dve%tising.

H4/O42. + e% we'' !n a%&e#$! !n0. "an ma-e e&en an !n$e#me%!a#y p#o%+"$ 'oo- a$$#a"$!&e. I$F mo$he# 1#an%. wh!"h "ome "e#$a!n'y wo#-!n0 won%e# ,#om a $yp!"a' ,o# Fe&!"o'. Th!

pe"!a'!$y "hem!"a' "ompany --

P!%!'!$e In%+ $#!e -- ha e8pan%e% +""e !n on $he $#on0 1#an% e/+!$y !$ ha

,+''y !n$o e&e#a' &a#!an$ . "a h!n0

1+!'$ o&e# $he yea# . an% $h#o+0h !$

"'e&e# a%&e#$! !n0. 6e !$ Fe&!-w!-. Fe&! ea'. Fe&! $!- o# Fe&!"#y'. $he#e ! a +1 1#an% ,o# $!"-!n0 7+ $ a1o+$ any$h!n0. Apa#$ ,#om Fe&!"o'. $he e a#e $he 1#an% $ha$ a#e

a%&e#$! e% e&en $ho+0h $hey ma-e +p on'y a ma'' pa#$ o, $he $+#no&e# an% %o no$ #ea''y ha&e 'a#0e ma#-e$!n0 1+%0e$ $o +ppo#$ $hem. Th+ "'e&e#.

nappy a%&e#$! !n0 ha he'pe% eno#mo+ 'y !n #e%+"!n0 $he!# ma#-e$!n0 "o $ %+#!n0 $he e ha#% $!me .

E8p'a!n

P!y+ h Pan%ey. E8e"+$!&e C#ea$!&e D!#e"$o#. O&M? QQA'' $he a#e %emon $#a$!on "omme#"!a' w!$ho+$ + !n0 $he

P!%!'!$e "omme#"!a'

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
$an%a#% $e"hn!/+e o, %emon $#a$!on.FF The &a#!o+ "ampa!0n ha&e

a"$+a''y 1een %e&e'ope% !n a""o#%an"e w!$h $he '!,e-"y"'e o, $he 1#an%. In!$!a''y. when Fe&!"o' wa 1e!n0 e $a1'! he%. $he ,+n"$!ona' a$$#!1+$e o, $he p#o%+"$ we#e h!0h'!0h$e% C$he Qha!ya hoF "omme#"!a'D. On"e $ha$ $a - wa a""omp'! he%. !$ wa $!me $o $a-e $he 1#an% $o a me$aphy !"a' 'e&e' Cw!$h $he Qne$a7!F "omme#"!a'D. w!$h a%e/+a$e h+mo+# $o 1#!n0 a m!'e $o oneF ,a"e.

Pi0us, P$nde0 - $he man 1eh!n% Fe&!"o'F A%&e#$! emen$ P

P!y+ h Pan%ey #a! e% $he In%!an ,'a0 h!0h a$ Canne . 1y 1a00!n0 a "'+$"h o, '!on . Be ha %a;;'e% an% p+$ a m!'e on $he &!ewe# o, TV an%

#ea%e# $h#o+0h p#!n$. 1y h! ,!ne'y "#a,$e% a% . A he wa $o 'a$e# $a$e !n $he !n$e#&!ew. Fpeop'e %onF$ '!-e $o ee a% . ,o# $hem !$F a n+! an"e. Ao. $he /+e $!on ! . how %o yo+ ma-e $h! n+! an"e en$e#$a!n!n0OF Th!

+n%e# $an%!n0 o, h! ha 'e% $o h! ma-!n0 memo#a1'e an% en0a0!n0 a% . wh!"h ha&e $+"- on $o $he

memo#y e&en yea#

a,$e# $hey ha&e 1een ma%e. FNo I%ea. No P#o%+"$F. !

wha$ he 1e'!e&e an%. $he $#en0$h o, h! !%ea a#e amp'y p#o&e% 1y $he wo#he ha %one ,o# $he 1#an% '!-e $e%icol. e$".

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Aome o, $he $+,, $ha$ P!y+ h Pan%ey $ho+0h$ ha% a &e#y 0oo% "han"e o, w!nn!n0 a$ Canne wa $he o'% Fe&!"o' a% w!$h $he e00. 6+$ $hey %!%nF$ w!n a$ Canne . Doe nF$ mean $hey %!%nF$ w!n anywhe#e e' e. $hey won a$ o$he# p'a"e . A P!y+ h Pan%ey ay . NThe#e ! no $an%a#% app#oa"h o# "#ea$!&e e8e#"! e . The#e a#e on'y $wo $h!n0 $ha$ I app#oa"h !$ ,#omL one. A% a#e no$ ma%e ,o# + $hey a#e ma%e ,o# $he peop'eL e"on%. peop'e a#e no$ 'oo-!n0 ,o# a% . we ha&e $o ma-e $hem 'oo- a$ $hem. No1o%y ! 'oo-!n0

,o# a% a'' $he $!meL no1o%y p+$ on $he TV. 1e"a+ e $he#e a#e a% a$ $h! $!me. In,a"$. a% a#e a n+! an"e. Ao. how $o ma-e $ha$ n+! an"e +e on my m!n% when I $a#$ w#!$!n0 "ome !n &e#y han%y. $ha$ yo+ ha&e

en%ea#!n0. memo#a1'e. $he e a#e $he ! an a%. Khen yo+ e8pe#!en"e

$a#$ wo#-!n0 on !$. o1 e#&a$!on

$ha$ yo+ ha&e ha%. o$he# peop'eF he#e. '!$$'e emo$!on

e8pe#!en"e

hea#% o,. L!$$'e 7o-e

omewhe#e e' e. '!$$'e "ha#m!n0

$h!n0 a1o+$ peop'e an% omewhe#e %own $he '!ne !$ ,a'' !n$o p'a"e.

The#e ! no $an%a#% pa$$e#n o, wo#-!n0 on a 1#!e,. yo+ a1 o#1 $he 1#!e, an% +n%e# $an% wha$ #o'e %oe $h!

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
p#o%+"$ p'ay !n $he '!,e o, $he pe# on yo+ wan$ $o e'' !$ $oo. Then yo+ 'e$ !$ #o'e !n $he m!n% an% omewhe#e %own $he '!ne ome$h!n0 pop +p. The#e ! no p#o"e%+#e. C#ea$e% 1y O0!'&y & Ma$he# A%&e#$! !n0. $he a%&e#$! !n0 "ampa!0n h!0h'!0h$ $he e,,!"a"y o, $he p#o%+"$ !n a h+mo#o+ way. Aay O&M na$!ona' "#ea$!&e %!#e"$o# P!y+ h Pan%ey? NO+# ma!n o17e"$!&e ! $o #e!n,o#"e Fe&!"o'F 'ea%e# h!p po !$!on a $he $#on0e $ 1#an% !n $h! "a$e0o#y.FF

The "omm+n!"a$!on 'oo- /+!$e o&e#-$he-$op. ye$ ma-e pe#,e"$ en e $o $he &!ewe#. GNone o, Fe&!"o'J 1!;a##e.H "'a#!,!e an O&M "omm+n!"a$!on ha 1een o&e#-$he-$op o# "omm+n!"a$!on

po-e pe# on. GIn ,a"$. Fe&!"o'J

p#o&e $ha$ !n&o'&!n0 "omm+n!"a$!on 1a e% on +n%e# $an%!n0 $he "on +me# a a pe# on I an% no$ 7+ $ a a p#o,e a "ho#%.H !ona'. a ho+ ew!,e e$" I a'way $#!-e

Be a' o /+!$e #!0h$'y po!n$ o+$ $ha$ Fe&!"o' a%&e#$! !n0 ha Ge&o'&e% o&e# a pe#!o% o, $!me. ea"h "omm+n!"a$!on 1+!'%!n0 on $he p#e"e%!n0 oneH. In $he ea#'y yea# o, Fe&!"o' a%&e#$! !n0. $he e,,o#$ wa $o %emon $#a$e

phy !"a' 1on%!n0. G#a%+a''y $he "omm+n!"a$!on mo&e% $o

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

e $a1'! h!n0 Fe&!"o' a

a 1on%!n0

!m!'e I GFe&!"o' 7a! e "h!pa- 0ayaH. An% a0e a$ a 'a$e#a'

wha$ we ee $o%ay ! a #e!n,o#"emen$ o, $he 1on%!n0 me p'ane.

A'' $h! "e#$a!n'y %!%nJ$ happen o&e#n!0h$. Fo# $he R 34(-"#o#e 1#an% C,!0+#e ,o# 344)-44D. 1e"om!n0 $he ma#-e$ 'ea%e# !n $he 1#an%e% a%he !&e yn$he$!"

ma#-e$ %!%nJ$ happen o&e#n!0h$ e!$he#. An% %e p!$e $he 1e $

e,,o#$ . Fe&!"o' $!'' ha a 'on0 way $o 0o 1e,o#e !$ "an "ome anywhe#e "'o e $o ma#-e$ %om!na$!on. On'y 1e"a+ e a%he !&e ma%e ,#om an!ma' ,a$ I ! $!'' $he mo $ w!%e'y + e% a%he !&e !n In%!a. "on $!$+$!n0 a whopp!n0 @: a#e h I a $#a%!$!ona'. +n1#an%e%

pe# "en$ o, $he ma#-e$P

The $a#0e$ "on +me# o, Fe&!"o' !

$he "a#pen$e# Gwho ha

1a !"

e%+"a$!on an% pea- on'y h! mo$he# $on0+eH. Bowe&e#. $he po-e pe# on ! /+!"- $o po!n$ o+$ $ha$ Fe&!"o'J

"omm+n!"a$!on ha a mo#e 1#oa%-1a e% appea'. wh!"h ha he'pe% !n"#ea e a'!en"e !n a 'ow-!n&o'&emen$ "a$e0o#y. GO+# 'ea#n!n0F !n%!"a$e $ha$ Fe&!"o' a%&e#$! !n0 1#!n0 a m!'e $o $he ,a"e o, $he !n%!&!%+a'L 1e $he !n%!&!%+a' a "a#pen$e#. o# $he en%-+ e# o, $he ,+#n!$+#e.H T#+e. E&en $he non-$a#0e$ &!ewe# ha "ome $o a o"!a$e Fe&!"o' w!$h 1on%!n0.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

The "#ea$!&e $#a$e0y $ha$ O&M ha 1een p+# +!n0 ! $o 1+!'% 1#an% a o"!a$!on w!$h 1on%!n0 I G$o ma-e 1on%!n0 a me$apho# an% !n&o-e o"!a$!on an%

%!&e# e a

mean!n0 !n $he "on +me#J m!n%.H The o17e"$!&e ! $o app#op#!a$e 1on%!n0 a a Fe&!"o' a$$#!1+$e.

Aay

P!%!'!$e In%+ $#!e

mana0!n0 %!#e"$o# Ma%h+-a# Pa#!-h? NO+#

ma#-e$ #e +'$

an% $he "#ea$!&!$y o, o+# a%&e#$! !n0 0o han% !n han%. an%

$hey w!'' "on$!n+e $o %o o.FF

To a00#e

+ppo#$ $he $e'e&! !on "ampa!0n. $he "ompany a' o 'a+n"he

!&e p#!n$ "ampa!0n. De&!a$!n0 ,#om

$#a%!$!ona' p#!n$ #o+$e. O&M ha $a-en an +n+ +a' #o+$e $o hamme# $he 1#an% me a0e - any$h!n0 $ha$ "ome !n "'o e p#o8!m!$y $o Fe&!"o' 0e$

$+"-. To !''+ $#a$e $he UAP o, Fe&!"o'. $he "ampa!0n o, Fe&!"o' how how a ma'' a% o, Fe&!"o' "an a$$#a"$ 0#ea$ a$$en$!on 1y !$ 1on%!n0 $#en0$h.

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MARKETING MIX OF PEDILITE &FEVICOL.CO

Le$ + now ha&e a 0! $ o, Fe&!"o'F TV a%&e#$! emen$ o&e# $he yea# ?

?

$e%icol FHaisa #it> elep>antG

Remem1e# $he Qha!ya hoF "omme#"!a' w!$h e'ephan$ $#y!n0 $o p+'' apa#$ a 1'o"- o, woo% $+"- w!$h Fe&!"o'O Tha$ mnemon!" ! . !n ,a"$. 1e!n0 + e% 1y $he 1#an% !n $he ,o#m o, a $#a%ema#- $o%ay.

?

$e%icol F5etaEiG

Then "ame $he QNe$a7!F "ampa!0n o, a po'!$!"!an $#y!n0 $o $ay $+"- $o h! ea$ wh!'e $he p+1'!" wan$ $o p+'' h!m %own.

?

$e%icol F ani>ariG $o "a##y a'' he#

Fo''owe% 1y $he &!''a0e 1e''e who mana0e ma$-a . $he &a#!o+ o1 $a"'e

$+"- one on $op o, $he o$he# w!$h Fe&!"o'. %e p!$e

he ! ma%e $o en"o+n$e#.

?

$e%icol F)!!G

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

I$ may 1e #e"a''e% $ha$ O&M F e00 "omme#"!a' ,o# Fe&!"o' wa'-e% away w!$h a ma8!m+m n+m1e# o, awa#% ,o# "#ea$!&e e8"e''en"e 'a $ yea#. The 'a$e $ TVC ,o# Fe&!"o' %ep!"$ 1on%!n0 !n a me$apho#!"a' ,o#m. An e00 a$ a #oa% !%e %ha1a "anno$ 1e 1#o-en 1e"a+ e $he henF ,ee% ! !n a Fe&!"o' 7a# w!$h

#emnan$ o, $he Qwh!$e 0'+eF. wh!"h !n $+#n ha ha#%ene% $he e00 .

?

$e%icol Fcliff>an!erG $o#y1oa#% o, $h! "omme#"!a' en$!#e'y p'a"e a$ a TV

Aho$ !n M+m1a!. $he #e'!e

on %#ama an% m+ !". The a"$!on $a-e

how#oom. whe#e "a#pen$e# a#e 1+ y wa$"h!n0 a "'!ma8 "ene ,#om a B!n%! po$1o!'e#. Chho#na nah!n. pa-#e #ehna. #epea$e%'y "#eam $he &!''a0e 1e''e ho'%!n0 on $o $he he#o. who ! "'!n0!n0 on $o %ea# '!,e ,#om a #ope. h!0h +p !n $he mo+n$a!n . !n $he mo&!e. *+ $ $hen a "a#pen$e# +n-now!n0'y p!"- +p a Fe&!"o' "an $ha$ ha 1een p'a"e% on $op o, a $e'e&! !on e$.

The #ea' %#ama +n,o'% . Fo# $he he#o!ne +%%en'y $op F "#eam!n0 a $he he#o ,a'' %own !n $an$'y-$h+

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

p#o&!n0 $ha$ !$ wa $he Fe&!"o' powe# $ha$ wa -eep!n0 $he he#o !n$a"$ w!$h $he #ope. Pan%ey e'a1o#a$e on $he a% $#a$e0y? QQKe ha&e hown $he 1on%!n0 powe# o, $he p#o%+"$ !n a non-'!$e#a' way. The me Fe&!"o' ! $he +'$!ma$e a%he !&e.FF a0e ! !mp'e -

I$ may 1e #e"a''e% $ha$ O&M F e00 "omme#"!a' ,o# Fe&!"o' wa'-e% away w!$h a ma8!m+m n+m1e# o, awa#% ,o# "#ea$!&e e8"e''en"e 'a $ yea#.

?

$e%icol F">ado#G7

Ta-e $he 'a$e $ "omme#"!a' ,o# $he 1#an%. The#eJ $h! man wa'-!n0 %own a %e e#$e% $#ee$. B! ea# ! p#e e% $o a $#an ! $o# #a%!o $ha$ ! $he man way 1e'$!n0 o+$

ome "#+mmy B!n%! S%an"e n+m1e#J. A wa'- . he no$!"e h! $#ee$. ha%ow 'an$!n0 a"#o

$o $he $+ne an%

$he hop h+$$e# $ha$ '!ne $he

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

The man m!'e $o h!m e',. $a#$ %an"!n0 $o $he $+ne an% p#o"ee% on h! way. a'' $he $!me a%m!#!n0 h! e&en$+a''y #ea"he ,#on$ o, $h! no$!"e a ha%ow. En7oy!n0 h!m e', $ho#o+0h'y. he $an% !n

h+$$e# w!$h a Fe&!"o' a% pa!n$e% on !$. Be

h+$$e#. %oe a 7!0. an% $a#$ wa'-!n0 a0a!n. Bowe&e#. he /+!"-'y . Be $+#n

ome$h!n0 ! am!

$o

,!n%

h!

ha%ow 'y.

$+"-

$o

$he

h+$$e#.

"on&+' !n0

0#o$e /+e'yT

Po!n$ $a-en. E,,o#$'e

?

$e%icol F3usG7

A$ $he Canne awa#% . "on !%e#e% $o 1e $he O "a# o, $he a%&e#$! !n0 wo#'%. $he Fe&!"o'F 6+ TV "omme#"!a' won a !'&e#. I$ a' o won a pe"!a' awa#% ,o# $he 6e $

Ao+n%$#a"- !n TV Comme#"!a' . I$ 1on%e% !n 'a#0e n+m1e# . $h+ a0en$.

how

how !n a 1+

a'' $he peop'e a#e $he 1e $ 1on%!n0

how!n0 $ha$ Fe&!"o' !

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

Fe&!"o'F

A%&e#$! emen$

"on$!n+e

$o w!n #e"o0n!$!on a$ 'o"a' a

we'' a

!n$e#na$!ona' ,o#+m

The "ompanyF

a%&e#$! !n0. "#ea$e% 1y !$

a0en"y O0!'&y & Ma$he#.

"on$!n+e% $o w!n #e"o0n!$!on a$ 'o"a' a we'' a !n$e#na$!ona' ,o#+m .

A$ $he Canne

Awa#% . "on !%e#e% $o 1e $he O "a#

o, $he

a%&e#$! !n0 wo#'%. $he Fe&!"o' F6+ F TV "omme#"!a' won a A!'&e# !n $he "a$e0o#y ,o# Bo+ eho'% Ma!n$enan"e P#o%+"$ .

A$ $he A !a Pa"!,!" A%&e#$! !n0 Fe $!&a'. $he Fe&!"o' F6+ F TV "omme#"!a' won a 6#on;e. Mo#eo&e#. a pe"!a'

awa#% ,o# $he 6e $ Ao+n%$#a"- !n TV Comme#"!a' wa a' o awa#%e% $o $he Fe&!"o' F6+ F TV "omme#"!a'.

A$ $he A66M Awa#% . Fe&!"o' a%&e#$! !n0 won a Go'% ,o# $he A%&e#$! !n0 Campa!0n o, $he Mea# an% a' o a A!'&e# ,o# $he 6e $ Con$!n+!n0 Campa!0n o&e# $he yea# .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

MARKET AEGMENTATION

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
M )5"$ S"&9"'$ $%*'

*$%-et Segment$tion is identif0ing m$%-et segments3 selecting one o% mo%e of t,em $nd develo1ing 1%oducts $nd m$%-eting 1%og%$ms $cco%ding to it.

Le&e' O, Ma#-e$ Ae0men$a$!on ,o''owe% 1y Fe&!"o' o&e# $he Mea# .

F!# $'y. Fe&!"o' when !$ "ame !n$o ma#-e$ $hey pe#,o#me% +ic,e *$%-eting whe#e $hey $a#0e$e% "a#pen$e# ,o# 1+y!n0 $he!# p#o%+"$. They ,o+n% mo $ o, !$ "on"en$#a$!on on $h! "a$e0o#y "+ $ome# a$ $ha$ $!me an% e&en $o%ay !$ ! 1e!n0 een $ha$ !$ ma7o# a'e ! $o $he "a#pen$e# on'y.

A,$e# ome yea# Fe&!"o' $a#$e% $o e#&e !$ "+ $ome# $h#o+0ho+$ $he ma#-e$ w!$h ame p#o%+"$ !.e. ! "a''e% a *$ss *$%-eting whe#e $hey + e% $o

e#&e on'y one p#o%+"$ $o $he who'e ma#-e$. Th! $oo- p'a"e ,o# a &e#y ho#$ pe#!o% o, $!me.

Then $hey $a#$e% $o +n%e# $an% "+ $ome# J wan$ an% 1eha&!o# a we'' a $hey $a#$e% ,ee'!n0 $h#ea$ ,#om o$he# "ompe$!$o# o,,e#!n0 $o $he ma#-e$. Ao

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Fe&!"o' "ame o+$ w!$h '!ne e8$en !on a we'' a w!$h 1#an% e8$en !on ,o# !$ 6#an% Fe&!"o'. Th! how $ha$ $hey $a#$e% $o ,o''ow

Segment *$%-eting whe#e $he "ompany $#!e $o ma$"he $he nee% o, $he ma#-e$ 1a !"a''y !$ ,o# ,+',!''!n0 $he nee% o, %!,,e#en$ "+ $ome# . Fo# e.0.

They "ame w!$h 6+'' 1on%.

Pa#"o' a e8$en !on.

'!ne e8$en !on an% Fe&!"o' DDL. Fe&!"o' Foam,#ee a

1#an%

B$sis fo% Segment$tion follo ed /0 Fevicol

Fe&!"o' $a#$e% e#&!n0 !$ "+ $ome# a""o#%!n0 $o $he + a0e. 6y pa"-a0!n0 !$ !n ma''e# a we'' a 1!00e# "on$a!ne# . Fo# e.0. Ama'' $+1e !;e% "on$a!ne# o, =:0m $o =::0m ,o# "hoo'

"h!'%#enJ . me%!+m

,o# ho+ eho'%

p+#po e. o,,!"e wo#- . ma'' a#$! !an . e$". Th!

how $ha$ $hey ha% a'#ea%y

"a##!e% o+$ Demog%$1,ic Segment$tion $o "o&e# a'' e0men$ ,#om ma'' a0e 0#o+p $o $he p#o,e !on o, peop'e.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

They a' o o"!a' "'a

e0men$e% $he!# p#o%+"$ !n Ps0c,og%$1,ics Segment$tion !n whe#e $hey "on !%e#e% $he 'owe# "'a "a#pen$e# . They "ame

w!$h "heape# &e# !on o, Fe&!"o' name% 6+'' 6on% an% Pa#"o' !n $he ma#-e$. wh!"h ! an e"onom!"a''y p#!"e% p#o%+"$. I$J ,o# $ho e "a#pen$e# who

"on !%e# p#!"e ,a"$o# $he mo $.

Be,$vio%$l Segment$tion ! "a##!e% o+$ on $he 1a ! o, + e an% 1ene,!$ . The#e a#e ome !n%+ $#!e . wh!"h nee% Fe&!"o' a a #aw ma$e#!a' !n $he!#

p#o%+"$. Ao $hey "ame w!$h $he !n%+ $#!a' p#o%+"$ . wh!"h a#e 1e!n0 p#o%+"e% a pe# $he + e an% nee% o, $he !n%+ $#y. They a#e a' o !n "on +me# p#o%+"$ new'y "om!n0 w!$h many n+m1e# o, !nno&a$!&e p#o%+"$ 1ene,!$ o, $he p#o%+"$. on $he 1a ! o, $he + e an%

Fo# e.0. In !n%+ $#!a' p#o%+"$ Fe&!"o' !

1e!n0 + e% 1y "!0a#e$$e

man+,a"$+#!n0 !n%+ $#y. Khe#ea !n "on +me# p#o%+"$ $he#e a#e &a#!e$!e o, p#o%+"$ '!-e Fe&!"o'

Foam,!8. Fe&!"o' Na!' F#ee. e$".. wh!"h ! 1e!n0 + e% ,o# %!,,e#en$. p+#po e !.e. !$ %epen% on $he + e an% 1ene,!$ we 0e$ ,#om $he p#o%+"$.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

/ar+et -ar!etin!

)%aluatin! /ar+et "e!ments

"#

Segments Si$e and %rowth

The a'e an% p#o,!$ o, ea"h !$em !n $he p#o%+"$ '!ne ! !mpo#$an$ a !$ he'p $o %e$e#m!ne wh!"h !$em $o 1+!'%. ma!n$a!n o# %!&e $. The a'e o, P!%!'!$e In%+ $#!e a'e o,

Fe&!"o' "on$#!1+$e 5:> o, $he $o$a' a"$+a'

L!m!$e%. The

a'e. wh!"h "on$#!1+$e . ! R . 93:.5) C#o#e . The 0#ow$h o, $he "ompany ! 4.9 pe# "en$. The e8pe"$e% p#o,!$ ,#om $he 1#an% Fe&!"o' ! R . <(.)= C#o#e .

&# Segment Structure Attractiveness

The "ompe$!$o# !n $he ma#-e$ e0men$ a#e ma'' !n !;e !.e. $hey a#e no$ &e#y $#on0 eno+0h a Fe&!"o' ! . Fe&!"o' ha 1+!'$ !$ !ma0e o&e# a 'on0 pe#!o% o, /+a'!$y p#o%+"$ an% a' o a $he p#em!+m p#!"e% p#o%+"$. Khe#ea $he "ompe$!$o# a#e a"/+!#!n0 ma'' pa#$ o, $he ma#-e$ ha#e. The#e ! a' o

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
"ompe$!$!on ,#om +n1#an%e% p#o%+"$ $o Fe&!"o'. 1+$ $!'' $hey %o no$ a,,e"$ m+"h $o Fe&!"o' a +"h. D+e $o 'o$ o, 1#an% po !$!on!n0 1e!n0 %one !n $he o, a'e . Fe&!"o' ha a"h!e&e% !$ po !$!on a a

ma#-e$ an% a"/+!#e% 'o$ ma#-e$ 'ea%e# !n $h!

e0men$. Th! w!'' ma-e $he e0men$ a$$#a"$!&e. a !$ !&e "ompe$!$o# . In $h! e0men$ $he#e

%oe nJ$ ha&e many $#on0 an% a00#e ! no$ #ea''y

any +1 $!$+$e ,o# $he p#o%+"$ !n $h!

e0men$ 1+$ a !$J a 1#an%e% ,o#m+'a

1a e% p#o%+"$. yo+ "an +1 $!$+$e !$ w!$h an!ma' 0'+e an% na$+#a' 0'+e wh!"h ! /+!e$ !n"on&en!en$ $o + e. Ao $he#e ! no '!m!$ $o p#!"e an% p#o,!$ $ha$ "an 1e ea#ne% !n $h! e0men$. F!na''y $he powe# o, $he 1+ye# o, Fe&!"o' !n $h!

e0men$ ! no$ p#e en$ !n"e !$J a /+a'!$y p#o%+"$ an% $!"- $o !$ /+a'!$y an% p#ope# p#!"!n0 $#a$e0y. Fo# e.0. I $h!n- #aw ma$e#!a' p#!"e a#e no$ &e#y #e'e&an$ 1e"a+ e Fe&!"o' o# any o$he# p#o%+"$ . wh!"h a#e 1#an%e% p#o%+"$ . "an pa on any "o $

!n"#ea e . In ,a"$. $hey a#e 1ene,!$e% 1e"a+ e $he "ompany ha 1een a1'e $o e8e#"! e $he!# p#!"!n0 powe# !n $he #e"en$ pa $. De p!$e $he #aw ma$e#!a' p#!"e 0o!n0 %own $hey ha&e #e$a!ne% o# !n"#ea e% $he!# en% p#o%+"$ p#!"e an% $hey ha&e 1een a1'e $o !n"#ea e $he!# ma#0!n .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Th! how $ha$ $he e0men$ ! 'e a$$#a"$!&e !n"e !$ ha m+"h powe#,+'

+pp'!e# $o "on$#o' $he p#!"e 0oo% .

o# #e%+"e $he /+a'!$y o# /+an$!$y o, o#%e#e%

'#

Company(s )b*ective and Resources

E&en !, $he e0men$ ! no$ a$$#a"$!&e %+e $o powe#,+' +pp'!e# an% $!'' $he e0men$ ,!$ $he "ompanyJ o17e"$!&e !n Fe&!"o'J J "a e. I$ ho+'% 'oo- a,$e# $he $#en0$h nee%e% $o "ompe$e +""e ,+''y !n $he e0men$. They a#e ho+'%

"on $an$ !nno&a$!&e p#o%+"$ . p#ope# p#!"!n0 a' o ha&e $o emp'oyee e0men$. -!'' an% #e o+#"e

$#a$e0!e . e$". An% !$

mo#e a&a!'a1'e $o a$$#a"$ $he

Fe&!"o'

ho+'% en$e# $he

e0men$ on'y w!$h

+pe#!o# &a'+e

an% 0a!n

a%&an$a0e o&e# "ompe$!$o# .

Fe&!"o' ha

$o empha !

mo#e on !$

"ompe$!$!&e a%&an$a0e $ha$ !

/+a'!$y

p#o%+"$. Ao $ha$ !$ "an ,!0h$ a0a!n $ $he "ompe$!$o# an% $e'' $he #ea on why

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
! Fe&!"o' 1e$$e# $han o$he# "ompe$!$o#J p#o%+"$ O !.e. why ho+'% peop'e

1+y !$ p#o%+"$ $han o$he# .

',oosing $ *$%-et 'ove%$ge St%$teg0

•

*ompany6s &esources, Fo# Fe&!"o' $he ,!#mJ #e o+#"e a#e a1+n%an$. A+"h a ,!nan"!a' #e o+#"e . own #e ea#"h an% %e&e'opmen$. !$ 1#an% !ma0e !n $he ma#-e$. 'oya'$y o, "+ $ome# $owa#% !$ p#o%+"$. e$".

•

Product +ariability, I$ ha !$ own #e ea#"h an% %e&e'opmen$ w!$h 'o$ o, money. wh!"h w!'' he'p $hem !n "on $an$ !nno&a$!on !n $he!# p#o%+"$ po#$,o'!o.

•

Products6 stage in the Product Life *ycle, The p#o%+"$ ! a$ $he ma$+#!$y $a0e !n $he p#o%+"$ '!,e "y"'e. Ao !$ #e/+!#e "a##y !$ "on $an$ !nno&a$!on $o

a'e . The#e,o#e %!,,e#en$!a$e% ma#-e$!n0 w!'' ma-e a mo#e

en e !n !$.
•

2arket +ariability, The #e/+!#emen$ ,o# %!,,e#en$ "+ $ome# ! %!,,e#en$. $he /+an$!$y #e/+!#e% ! %!,,e#en$. e$". o %!,,e#en$!a$e% $#a$e0y !

mo#e p#e,e#a1'e o&e# he#e.
•

*ompetitors 2arketing Strategy, The "ompe$!$o# ,o# Fe&!"o' a#e mo $ o, $hem a#e ,o''owe# #a$he# $han "ompe$!$o# who $#y $o a"/+!#e a

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
ma'' pa#$ o, ma#-e$ ha#e. Ao a""o#%!n0 $o $he a1o&e pa#ame$e#

%!,,e#en$!a$e% $#a$e0y ! mo#e p#e,e#a1'e $o Fe&!"o'.

Diffe%enti$ted 'ove%$ge St%$teg0

U !n0 %!,,e#en$!a$e% "o&e#a0e

$#a$e0y Fe&!"o' %e"!%e

$o $a#0e$

e&e#a'

ma#-e$ e0men$ o# n!"he an% epa#a$e o,,e# ,o# ea"h. Fe&!"o' ha "ome +p w!$h 'o$ o, p#o%+"$ !n !$ 1#an% e8$en !on an% '!ne e8$en !on. wh!"h a#e 1e!n0 $a#0e$e% $owa#% %!,,e#en$ $ype o, "+ $ome# an% a' o on $he %!,,e#en$ $ype o, + e . Fo# e.0. $e%icol A 3 I C!0a#e$$e

$e%icol "peedA I To $!"- ,a $. $e%icol 5ail $ree I I$ %oe nJ$ #e/+!#e $o app'y na!' !$ $#on0 1on%!n0. $e%icol : I I$ %! $empe# a%%e% !n "o'+#e $o pa!n$ $he 6+'' 6on% I I$ "heape# &e# !on o, Fe&!"o'. e$"T (roduct (rice (lace (romotion )arpenter )igarettes &nd 1ouseholds (aints, etc 122 wa'' Pa#"o' & $!"- &e#y ,a $ an%

MARKETING MIX OF PEDILITE &FEVICOL.CO

$e%icol

!arketing !i2 (&#

(roduct (rice (lace !arketing !i2 (&&# (romotion

POAITIONING

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

POSITIONING

Positioning me$ns 4t,e

$0 t,e com1$n0 designs its offe%ings

$nd im$ge in t,e mind of t,e 1eo1le $nd t,e distinct com1etenc0 ,0 1eo1le s,ould /u0 0ou% 1%oduct5.

E&e#y "ompany $#!e

$o po !$!on !$ e', !n $he ma#-e$ w!$h one o# $he o$he#

%! $!n"$ "ompe$en"y. I$ $#!e $o po !$!on !$ 1#an% $h#o+0h empha !;!n0 mo#e on $ha$ %! $!n"$ "ompe$en"y w!$h $he he'p o, %!,,e#en$ "omm+n!"a$!on "hanne' . 6a !"a''y. e'e"$!n0 $he $a#0e$ "+ $ome#J . !$ %e"!%e wha$ po !$!on !$ wan$ $o o""+py $o !n"#ea e o# "a##y $he a'e moo$h'y !n $ha$ ma#-e$

e0men$ . I$ $e'' $he "+ $ome# a1o+$ why ho+'% he 1+y yo+# p#o%+"$ an% !n wha$ manne# "an !$ 1ene,!$ h!m mo#e $han $he "ompe$!$o# p#o%+"$.

6o

Does Fevicol Position Itself7

Fe&!"o' en$e#e% $he ma#-e$ a "a#pen$e# . I$ wa

1#an%e% wh!$e 0'+e + e% ma7o#'y 1y $he

a &e#y n!"he ma#-e$. The!# ma!n $a#0e$ "+ $ome# wa

"a#pen$e# whom $hey wan$e% $o e'' $he!# p#o%+"$. Fe&!"o' po !$!on o&e# $he yea# $h#o+0h $he!# $e'e&! !on "ampa!0n . 1a e% on $he p#opo !$!on o,

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
1on%!n0 $h#o+0h &a#!o+ ana'o0!e . ha&e 0#a%+a$e% ,#om how!n0 $he

p#o%+"$ a a ym1o' o, p+#e'y phy !"a' 1on%!n0. $o a me$aphy !"a' an% now. a me$apho#!"a' ,o#m.

Its c$m1$igns

•

The Qha!ya hoF "omme#"!a' w!$h e'ephan$ $#y!n0 $o p+'' apa#$ a 1'o"o, woo% $+"- w!$h Fe&!"o'O Tha$ mnemon!" ! . !n ,a"$. 1e!n0 + e% 1y $he 1#an% !n $he ,o#m o, a $#a%ema#- $o%ay.

•

Then "ame $he QNe$a7!F "ampa!0n o, a po'!$!"!an $#y!n0 $o $ay $+"- $o h! ea$ wh!'e $he p+1'!" wan$ $o p+'' h!m %own. $o "a##y a'' he# ma$-a .

•

Fo''owe% 1y $he &!''a0e 1e''e who mana0e

$+"- one on $op o, $he o$he# w!$h Fe&!"o'. %e p!$e $he &a#!o+ o1 $a"'e
•

he ! ma%e $o en"o+n$e#.

The 'a$e $ TVC ,o# Fe&!"o' %ep!"$ 1on%!n0 !n a me$apho#!"a' ,o#m. An e00 a$ a #oa% !%e %ha1a "anno$ 1e 1#o-en 1e"a+ e $he henF ,ee% ! !n a Fe&!"o' 7a# w!$h #emnan$ ha#%ene% $he e00 . o, $he Qwh!$e 0'+eF. wh!"h !n $+#n ha

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
+he various campaigns have actually been developed in accordance with the life cycle of the brand#

In!$!a''y. when Fe&!"o' wa 1e!n0 e $a1'! he%. $he ,+n"$!ona' a$$#!1+$e o, $he p#o%+"$ we#e h!0h'!0h$e% C$he Sha!ya hoF "omme#"!a'D. On"e $ha$ $a wa a""omp'! he%. !$ wa $!me $o $a-e $he 1#an% $o a me$aphy !"a' 'e&e' m!'e $o

Cw!$h $he Qne$a7!F "omme#"!a'D. w!$h a%e/+a$e h+mo+# $o 1#!n0 a oneF ,a"e.

-ar!etin! .ts 5on@tar!eted Customers

The $a#0e$ "on +me# o, Fe&!"o' !

$he "a#pen$e# Gwho ha

1a !"

e%+"a$!on an% pea- on'y h! mo$he# $on0+eH. Bowe&e#. $he po-e pe# on ! /+!"- $o po!n$ o+$ $ha$ Fe&!"o'J "omm+n!"a$!on ha a mo#e 1#oa%-1a e% appea'. wh!"h ha he'pe% !n"#ea e a'!en"e !n a 'ow-!n&o'&emen$ "a$e0o#y. GThe 'ea#n!n0J !n%!"a$e $ha$ Fe&!"o' a%&e#$! !n0 1#!n0 a m!'e $o $he ,a"e o, $he !n%!&!%+a'L 1e $he !n%!&!%+a' a "a#pen$e#. o# $he en%-+ e# o, $he ,+#n!$+#eH. E&en $he non-$a#0e$ &!ewe# ha "ome $o a o"!a$e Fe&!"o' w!$h

1on%!n0. The 0oo% $h!n0 ! $ha$ !$ a%&e#$! !n0 "ampa!0n ha&e "on "!o+ 'y e "hewe% $a'-!n0 $o $he "a#pen$e# a a p#o,e !ona'. Th! wo+'% ha&e

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
a'!ena$e% $he non-$a#0e$e% "+ $ome# $he 'on0-$e#m. an% "o+'% ha&e p#o&e% #e $#!"$!n0 !n

+he main ob*ective is to reinforce the position of ,evicol-s leadership position as the strongest brand in this category through its television commercial .

The $o#y1oa#% o, $he new "omme#"!a' en$!#e'y #e'!e on %#ama an% m+ !". The a"$!on $a-e p'a"e a$ a TV how#oom. whe#e "a#pen$e# a#e 1+ y

wa$"h!n0 a "'!ma8 "ene ,#om a B!n%! po$1o!'e#. 4',,odn$ n$,in3 1$-de %e,n$5. #epea$e%'y "#eam $he &!''a0e 1e''e ho'%!n0 on $o $he he#o. who ! "'!n0!n0 on $o %ea# '!,e ,#om a #ope. h!0h +p !n $he mo+n$a!n . !n $he mo&!e. *+ $ $hen a "a#pen$e# +n-now!n0'y p!"p'a"e% on $op o, a $e'e&! !on +%%en'y $op !$ wa +p a Fe&!"o' "an $ha$ ha 1een

e$. The #ea' %#ama +n,o'% . Fo# $he he#o!ne

"#eam!n0 a $he he#o ,a'' %own !n $an$'y I $h+ p#o&!n0 $ha$ -eep!n0 $he he#o !n$a"$ w!$h $he #ope.

$he Fe&!"o' powe# $ha$ wa

GBe#e !$ ! ha The me #e +'$ a0e !

hown $he 1on%!n0 powe# o, $he p#o%+"$ !n a non-'!$e#a' way. !mp'e - Fevicol is t,e ultim$te $d,esiveJJ. GThe ma#-e$ han% !n han%. an% !$ w!''

an% $he "#ea$!&!$y o, $he a%&e#$! !n0 0oe

"on$!n+e $o %o o.H

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MARKETING MIX OF PEDILITE &FEVICOL.CO

->e O%erall /essa!e of $e%icol 3rand to all t>e Customers

De&!a$!n0 ,#om $#a%!$!ona' p#!n$ #o+$e. Fe&!"o' ha $a-en an +n+ +a' #o+$e $o hamme# $he 1#an% me Fe&!"o' 0e$ a0e - any$h!n0 $ha$ "ome !n "'o e p#o8!m!$y $o

$+"-. To !''+ $#a$e $he UAP o, Fe&!"o'. $he "ampa!0n how

how a

ma'' a%&e#$! emen$ o, Fe&!"o' "an a$$#a"$ 0#ea$ a$$en$!on 1y !$

1on%!n0 $#en0$h.

/ar+etin! "trate!ies $or Competiti%e Ad%anta!es

/ar+etin! "trate!y $or

ositionin! A!ainst Competitor

O&e# $he yea# a%he !&e. I$ !

Fe&!"o' ha

po !$!one% !$ e', a

$he +'$!ma$e 1on%!n0

a' o /+!$e #!0h$'y po!n$

o+$ $ha$ Fe&!"o' a%&e#$! !n0 ha

Ge&o'&e% o&e# a pe#!o% o, $!me. ea"h "omm+n!"a$!on 1+!'%!n0 on $he p#e"e%!n0 oneH. In $he ea#'y yea# o, Fe&!"o' a%&e#$! !n0. $he e,,o#$ wa $o

%emon $#a$e phy !"a' 1on%!n0. G#a%+a''y. $he "omm+n!"a$!on mo&e% $o e $a1'! h!n0 Fe&!"o' a a 1on%!n0 !m!'e I GFe&!"o' 7a! e "h!pa- 0ayaH. An%

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
wha$ we ee $o%ay ! a #e!n,o#"emen$ o, $he 1on%!n0 me p'ane. A'' $h! "e#$a!n'y %!%nJ$ happen o&e#n!0h$. a0e a$ a 'a$e#a'

Fo# $he R . 34(-"#o#e 1#an% C,!0+#e 'ea%e# !n $he 1#an%e%

,o# 344)-44D. 1e"om!n0 $he ma#-e$ ma#-e$ %!%nJ$ happen o&e#n!0h$

yn$he$!" a%he !&e

e!$he#. An% %e p!$e $he 1e $ e,,o#$ . Fe&!"o' $!'' ha a 'on0 way $o 0o 1e,o#e !$ "an "ome anywhe#e "'o e $o ma#-e$ %om!na$!on. On'y 1e"a+ e a#e h I a $#a%!$!ona'. +n1#an%e% a%he !&e ma%e ,#om an!ma' ,a$ I ! $!'' $he mo $

w!%e'y + e% a%he !&e !n In%!a. "on $!$+$!n0 a whopp!n0 @: pe# "en$ o, $he ma#-e$P

I$ $a#$e% mo&!n0 ,#om $a#0e$!n0 $he n!"he ma#-e$!n0 $o $he who'e ma#-e$. I$ ! een $ha$. $he 'ea#n!n0J !n%!"a$e

$ha$ Fe&!"o' a%&e#$! !n0 1#!n0 a m!'e $o $he ,a"e o, $he !n%!&!%+a'L 1e $he !n%!&!%+a' a "a#pen$e#. o# $he en%-+ e# o, $he ,+#n!$+#eH. E&en $he non-$a#0e$ &!ewe# ha "ome $o

a

o"!a$e Fe&!"o' w!$h 1on%!n0. The 0oo% $h!n0 ! $he!# a%&e#$! !n0 "ampa!0n !ona'. Fo# $ha$

ha "on "!o+ 'y e "hewe% $a'-!n0 $o $he "a#pen$e# a a p#o,e

wo+'% ha&e a'!ena$e% $he non-$a#0e$. An% "o+'% ha&e p#o&e% #e $#!"$!n0 !n $he 'on0-$e#m.

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MARKETING MIX OF PEDILITE &FEVICOL.CO

The "#ea$!&e a o"!a$!on

$#a$e0y $ha$ ha

1een p+# +!n0 !

$o 1+!'% 1#an%

w!$h 1on%!n0 I G$o ma-e 1on%!n0 a me$apho# an% !n&o-e o"!a$!on an% mean!n0 !n $he "on +me#J m!n%.H The o17e"$!&e ! a Fe&!"o' a$$#!1+$e. Ao $he e00 $ha$ 7+ $ wonJ$

%!&e# e a

$o app#op#!a$e 1on%!n0 a

"#a"- 1e"a+ e $he hen $ha$ 'a!% $he e00 ,e% ,#om a Fe&!"o' $+1. Ao $he ha%ow $ha$ $!"- $o a h+$$e#T

A'' $he a1o&e

how

how $he 1#an% ha

1een 1+!'% o&e# $he yea#

,o#

1e"om!n0 $he ma#-e$ 'ea%e#. Fe&!"o' 1e!n0 $he ma#-e$ 'ea%e# !n $he 1#an%e% yn$he$!" a%he !&e !$ ! ,a"!n0 "ompe$!$!on ,#om many ma'' p'aye#

a"/+!#!n0 a ma'' pa#$ o, $he ma#-e$ ha#e. I$ ha $o "a##y a ma#-e$ 'ea%e# $#a$e0y $o ,!0h$ a0a!n $ $he "on $an$ !n"#ea !n0 "ompe$!$!on ,#om $he "ompe$!$o# . Ao ,!# $ we w!'' ee wha$ a#e $he a%&an$a0e o, Fe&!"o'.

$e%icols?

Ad%anta!es

•

A p!onee# an% ma#-e$ 'ea%e# !n !$ %! $#!1+$!on ne$wo#-. I$ 1on% w!$h $he ma#-e$.

'!ne o, 1+ !ne

. Ke''-en$#en"he%

o+n% ,!nan"!a' an% 0#ow$h $#a$e0y he'p !$

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MARKETING MIX OF PEDILITE &FEVICOL.CO

•

Th! "ompany ha

+""e

,+''y %one !$ an% p#o&e% o&e# 'a $ (= - yea#

$he 1#an% powe# o, Fe&!"o'. Lo$ o, a%he !&e ha&e "ome an% 0one an% Fe&!"o' ha 1een a1'e $o + $a!n an% !n"#ea e !$ ma#-e$ ha#e.

•

A' o. $he ma#-e$ ha

$#on0 1#an% 'oya'$!e a a%he !&e a""o+n$ ,o# a

m!n+ "+'e p#opo#$!on o, $o$a' woo%wo#-!n0 "o $. Th+ . Fe&!"o' no$ on'y "omman% a p#em!+m !n $he ma#-e$. 1+$ a' o ! a' o 'a#0e'y !mm+ne $o p#!"!n0 wa# . I$ ! /+a'!$y p#o%+"$ . %+e $o !$ powe# !n 1#an%e% a%he !&e ,o# e#&!n0

•

Fo# one. 1#an%!n0 $en% p#o%+"$ a#e no$ &e#y

$o wo#- we'' !n $he e ma#-e$

1e"a+ e $he an%

en !$!&e $o p#!"e ,'+"$+a$!on . NA%he !&e

ea'an$ a""o+n$ ,o# a ma''e# po#$!on o, $he $o$a' "o $ o, $he en%-+ e p#o%+"$J . Ao mo $ o, $he en% + e# wo+'% p#e,e# 1#an%e% p#o%+"$ .H
•

A &e#y we'' -nown 1#an% ,o# $he peop'e. a a%he !&e yo+ w!'' o$he#. I$ ! e0men$.

!, any one wan$

an

ee $ha$ $hey wo+'% p#e,e# Fe&!"o' #a$he# $han any a /+a'!$y p#o%+"$ !n $h! ma#-e$

1e!n0 mo#e -nown a

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
/ar+et (eader "trate!y Of $e%icol

The ma#-e$ 'ea%e# ha $o 1e "on $an$'y a'e#$ $o ,a"e any !$+a$!on an% 0!&e $he #!0h$ #e pon e $o "ompe$!$o#J p#o%+"$ an% a' o ha ha#e. a"$!on. Be ha $o 1e !nno&a$!&e on !$

$he powe# $o e8pan% $he ma#-e$ o# ho'% $he ma#-e$

)*pandin! t>e -otal /ar+et=

Fe&!"o' $a#0e$ "+ $ome#

w!$h $he en$#y we#e "a#pen$e#

!n FMCG p#o%+"$.

Then $hey $a#0e$e% $he ,oo$wea# !n%+ $#y. "!0a#e$$e

!n%+ $#!e . e$". They

a' o "ame w!$h ma'' pa"-a0!n0 $a#0e$e% $owa#% $he "hoo' 0o!n0 "h!'%#en an% a' o ,o# ome ho+ eho'% p+#po e . Th! e8pan%e% $he!# $o$a' ma#-e$.

rotectin! /ar+et ">are

Fo# p#o$e"$!n0 $he ma#-e$

ha#e Fe&!"o' !

"om!n0 +p w!$h "on $an$

!nno&a$!on !n $he p#o%+"$ a '!ne e8$en !on a we'' a 1#an% e8$en !on. Th! ,+',!'' $he "+ $ome#J nee% an% ma-e $he "+ $ome# $!"- $o $he p#o%+"$. wh!"h !n $+#n p#o$e"$ $he ma#-e$ ha#e.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
Fo# e.0. mo $ o, !$ 1#an% a#e "on"en$#a$e% !n $he h!0h-p#!"e% e0men$ o, $he ma#-e$. Now $he "ompany ! $#y!n0 $o e8pan% !n$o n!"he an% 'owe#-en% ma#-e$ an% !n"#ea e !$F #+#a' an% ma''-$own pene$#a$!on. Fo# !n $an"e. !$ ha 'a+n"he% Pa#"o'. a

"heape# &e# !on o, Fe&!"o'.

:e%elopin! ->e /ar+etin! /i*

Ma#-e$!n0 m!8 a

$he

e$ o, Con$#o''a1'e. $a"$!"a' ma#-e$!n0 $oo'

$ha$ $he

,!#m 1'en% $o p#o%+"e $he #e pon e !$ wan$ !n $he $a#0e$ ma#-e$. I$ ! $he m!8 o, wha$ yo+ "an %o $o !n,'+en"e $he %eman% o, !$ p#o%+"$. An% $he ma!n po !1!'!$y ! "o''e"$e% !n$o ,o+# 0#o+p o, &a#!a1'e -nown a $he ,o+# PJ ?

P#o%+"$. P#!"e. P'a"e an% P#omo$!on.

122

MARKETING MIX OF PEDILITE &FEVICOL.CO

roduct

Fe&!"o' ! a yn$he$!" a%he !&e !n $he 1#an%e% p#o%+"$ . wh!"h ! a' o $he ma!n "on$#!1+$o#. ! no#ma''y pe#"e!&e% a a ma$+#e p#o%+"$. I$ ha

1e"ome a "a h "ow ,o# !$ "ompany. Fe&!"o' o,,e# $he "+ $ome# w!$h &a#!e$y o, p#o%+"$ . F#om p#em!+m e0men$ $o e"onom!"a' e0men$ an% w!$h p#ope# p#!"!n0 $#a$e0!e $he p#o%+"$ a#e 1e!n0 o,,e#e% $o $he ,!na' "+ $ome#. Fo# e.0.

•

Re"en$ one ! Fe&!"o' Apee%X. Th! ! $o +p0#a%e. The ma!n ,ea$+#e o, $h! p#o%+"$ ! $ha$ !$ $!"- ,a $e# !.e.. !n <-= h# .

•

La$e $ one ! Fe&!"o' Na!',#ee. wh!"h ! $he ,a $ e$$!n0 a%he !&eL e&en ,a $e# $han Fe&!"o' Apee%X. I$ ! a&a!'a1'e !n on'y (=:0m. 1o$$'e. I$ ! app'!"a1'e !n a ma''e# a#ea !.e.. ,o# &!nea# o# e%0e . e$".

•

Ao ,a#. mo $ o, !$ 1#an% a#e "on"en$#a$e% !n $he h!0h-p#!"e% e0men$ o, $he ma#-e$. Now $he "ompany ! $#y!n0 $o e8pan% !n$o n!"he an%

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
'owe#-en% ma#-e$ an% !n"#ea e !$F #+#a' an% ma''-$own pene$#a$!on. Fo# !n $an"e. !$ ha 'a+n"he% Pa#"o'. a "heape# &e# !on o, Fe&!"o'.

rice

P#!"!n0 ,o# Fe&!"o' !

who''y %epen%

on $he /+a'!$y o, $he p#o%+"$.

P!%!'!$e ha po !$!one% Fe&!"o' !n $he p#em!+m e0men$ "a$e0o#y. Ao !$ ha a 0oo% /+a'!$y an% a' o h!0he# p#!"e . I$ ha a' o "ame w!$h $he "heape#

&e# !on o, Fe&!"o' name% a 6+'' 6on% an% Pa#"o'.

Fe&!"o' $a-e P#em!+m P#!"!n0 po'!"y. I$ p#!"e Fe&!"o' 3:> $o 3=> h!0he# $han $he no#ma' p#!"e o, P!%!'!$e In%+ $#y a $he /+a'!$y ! a' o h!0he#. Fo# e8amp'e. R . ):2-0.

On $he e"onomy 0#o+n%. P!%!'!$e ha 6+'' 6on%. 6+'' 6on% ha a%op$e% pene$#a$e% p#!"!n0 whe#e $he pe#"e!&e%

&a'+e a%% $he a"$+a' &a'+e. Th! ! $a#0e$e% ma7o#'y $o $he #ea%yma%e ma-!n0 ,+#n!$+#eJ .

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MARKETING MIX OF PEDILITE &FEVICOL.CO
P!%!'!$e a' o ha Pa#"o'. a "heape# &e# !on o, Fe&!"o'. wh!"h ! a ,'an0!n0

1#an%. p#o$e"$!n0 P!%!'!$e ,#om a'' !$ "ompe$!$o# .

Fo# e.0. I $h!n- #aw ma$e#!a' p#!"e

a#e no$ &e#y #e'e&an$ 1e"a+ e on any 1een

Fe&!"o' o# any o$he# p#o%+"$ . wh!"h a#e 1#an%e% p#o%+"$ . "an pa "o $ !n"#ea e . In ,a"$. $hey a#e 1ene,!$e% 1e"a+ e $he "ompany ha

a1'e $o e8e#"! e $he!# p#!"!n0 powe# !n $he #e"en$ pa $. De p!$e $he #aw ma$e#!a' p#!"e 0o!n0 %own $hey ha&e #e$a!ne% o# !n"#ea e% $he!# en%

p#o%+"$ p#!"e an% $hey ha&e 1een a1'e $o !n"#ea e $he!# ma#0!n .

lace

Fe&!"o'J %! $#!1+$!on "hanne' ha 1een ma%e &e#y $#on0 1y !n&e $!n0 !n 'o$ o, money on %! $#!1+$!on. I$ %! $#!1+$!on "hanne' ! p#ea% a'' o&e# In%!a !n

e!0h$ $a$e . I$ %! $#!1+$!on "hanne' ! w!%e'y %! pe# e% $o ma-e !$ a&a!'a1'e a$ $he ea y #ea"h o, $he ,!na' "+ $ome#. I$ ! a' o 1e!n0 e8po#$e% $o ,ew o, $he ne!0h1o#!n0 "o+n$#!e '!-e 6an0'a%e h. A#! Lan-a an% M!%%'e Ea $ Co+n$#!e . Khe#ea $he "ompany ! p'ann!n0 $o e $a1'! h!n0 %! $#!1+$!on ne$wo#!n

e&e#a' "o+n$#!e

!n"'+%!n0 a

$#a$e0!" $!e-+p w!$h Aa%o'!n Pa!n$ . UAE. $o

ma#-e$ Fe&!"o' !n $he G+', "o+n$#!e .

122

MARKETING MIX OF PEDILITE &FEVICOL.CO
I$ ha a' o 0one !n$o ,#an"h! !n0 whe#e yo+ "an 0e$ a'' $he Fe&!"o' 1#an% . I$ ! a' o p'ann!n0 $o e'' !$ p#o%+"$

$h#o+0h we1 !$e . PIDILITE ha a'#ea%y ,'oa$e% !$ Ke1 !$e U p!%!'!$e."om U an% !n$en% + !n0 !$ ,o# e-"omme#"e !n ,+$+#e. Con !%e#!n0 !$ $a-e +""ee%. P!%!'!$e %oe a 'on0

$!me ,o# any mo%e' $o

no$ e8pe"$ $o a'!ena$e !$

e8! $!n0 #e$a!'e# . The#e w!'' o1&!o+ 'y 1e a "'a h 1+$ $he Ne$ w!'' ,+n"$!on a an a'$e#na$e "hanne' o, e''!n0. Po a !1'y o+# #e$a!'e# w!'' en% +p ,+n"$!on!n0

$o"- po!n$ .FF I$ ,o#ay !n$o Ne$ e''!n0 ! '!-e'y $o ,#+"$!,y !n $he ne8$ 9-<

mon$h . romotion

P#omo$!on a#e $he one. wh!"h ha 0o$ Fe&!"o' $o !$ ma#-e$ 'ea%e# po !$!on. P#omo$!on a#e 1e!n0 "a##!e% o+$ !n ea"h an% e&e#y $a#0e$ "+ $ome#

e0men$ $o -now $he 1ene,!$ o, $he p#o%+"$. Ke ha% een $ha$ $he#e a#e $wo $ype o, p#o%+"$ 1e!n0 o'% 1y Fe&!"o'L $hey a#e !n%+ $#!a' p#o%+"$ an%

"on +me# p#o%+"$ . P#omo$!on a#e 1e!n0 "a##!e% ,o# $he "on +me# p#o%+"$ $a#0e$!n0 $ha$ 0#o+p o, e0men$ .

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MARKETING MIX OF PEDILITE &FEVICOL.CO
P#omo$!on a#e 1e!n0 "a##!e% ma7o#'y $h#o+0h a% "ampa!0n on

$e'e&! !on. #a%!o a% . p#!n$e% a% e$".

I$4 ! 9A %&'4

The Qha!ya hoF "omme#"!a' w!$h e'ephan$ $#y!n0 $o p+'' apa#$ a 1'o"- o, woo% $+"- w!$h Fe&!"o'O Tha$ mnemon!" ! . !n ,a"$. 1e!n0 + e% 1y $he 1#an% !n $he ,o#m o, a $#a%ema#- $o%ay. Then "ame $he QNe$a7!F "ampa!0n o, a

po'!$!"!an $#y!n0 $o $ay $+"- $o h!

ea$ wh!'e $he p+1'!" wan$ $o p+'' h!m $o "a##y a'' he# ma$-a . he

%own. Fo''owe% 1y $he &!''a0e 1e''e who mana0e

$+"- one on $op o, $he o$he# w!$h Fe&!"o'. %e p!$e $he &a#!o+ o1 $a"'e ! ma%e $o en"o+n$e#. The 'a$e $ TVC ,o# Fe&!"o' %ep!"$

1on%!n0 !n a

me$apho#!"a' ,o#m. An e00 a$ a #oa% !%e %ha1a "anno$ 1e 1#o-en 1e"a+ e $he henF ,ee% ! !n a Fe&!"o' 7a# w!$h #emnan$ o, $he Qwh!$e 0'+eF. wh!"h !n $+#n ha ha#%ene% $he e00 .

In!$!a''y. when Fe&!"o' wa 1e!n0 e $a1'! he%. $he ,+n"$!ona' a$$#!1+$e o, $he p#o%+"$ we#e h!0h'!0h$e% C$he Qha!ya hoF "omme#"!a'D. On"e $ha$ $a - wa

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MARKETING MIX OF PEDILITE &FEVICOL.CO
a""omp'! he%. !$ wa $!me $o $a-e $he 1#an% $o a me$aphy !"a' 'e&e' Cw!$h $he Qne$a7!F "omme#"!a'D. w!$h a%e/+a$e h+mo+# $o 1#!n0 a m!'e $o oneF ,a"e. The e a% a#e 1e!n0 $a#0e$e% $o $he who'e ma#-e$ #emo&!n0 !$ 1a##!e# ,#om n!"he ma#-e$!n0. The ma#-e$ #e +'$ an% $he "#ea$!&!$y o, $he a%&e#$! !n0

0oe han% !n han%. an% !$ w!'' "on$!n+e $o %o o.FF

Ca#pen$e# a#e $he ma!n $a#0e$ e0men$ o, Fe&!"o'L $hey "a##y many %!,,e#en$ $ype o, p#omo$!on a"$!&!$!e ,o# $hem. I$ 1e'!e&e !n wo#-!n0 &e#y "'o e'y

w!$h $he GKa#! 0a# . %!#e"$'y p#omo$!n0 o+# p#o%+"$ $h#o+0h %emon $#a$!on .FF Ne$wo#-!n0 ma!n'y $h#o+0h "a#pen$e# a'' o&e# $he "o+n$#y. Fe&!"o' ha

a'mo $ 9:.::: %ea'e# . The "ompany a' o p+1'! he a 7o+#na'. Fe&!"#a,$ $ha$ h!0h'!0h$ no$ewo#$hy wo#- o, "a#pen$e# .

*or school going children3s the brand is also promoted in schools through craft contests, in a bid to get closer to school children

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CONCLUTION

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anne8$+#e

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?UESTIONNAIRE

0C

HO. .OULD YOU DEFINE THE CONCEPT OF

MARKETING MI/ OF PEDILITE & FEVICOL COMPANY D

2C .HAT ARE THE CRITERIA ADOPTED FOR SELECTING AN AGENCY TO HANDLE THE BRAND D

:C .HO ARE THE TARGET AUDIENCES FOR THE VARIOUS CONSUMERS D

4C EFFECTS OF 4PS ON THE CONSUMER PSYCHE, IF ANYD

;C .HAT ARE THE PROMOTION STRETEGY OF PEDILITE & FEVICOL .CO D

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<C

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"#$%I&'()P*+

"ebsites

www pidilite com

www fe$icol com

•

www google com

•

http%44about com

-5! Agency3s 6ebsite

-ther search engines

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