Product Branding of Fevistick And Komfo by- Amit Singh

PRESENTED BY:ANOOP MAMMEN(07)

MANUSHI SHARMA(21)

INDEXPRODUCT I:Case study related to an existing product from the market-

FEVISTIKProduct DescriptionCompany informationBranding and Marketing Strategy IPRConclusion

PRODUCT IICase study relate to the introduction of a new brand in the

market KOMPFO PREMIEREProduct DescriptionBranding, Promotion and Marketing IPRConclusion

PRODUCT - IFEVISTIK

Product Description

Fevistik is a brand extension of Fevicol. The brand was the first one to introduce the glue stick product form in the country. The innovation has changed the entire segment. Fevistik is the market leader with over 90 %

market share in the Rs 35 crore Glue stick market in India.

THE COMPANY

Pidilite Industries is the market leader in adhesives and sealants, construction chemicals, hobby colours and polymer emulsions in India.

Major brand name Fevicol has become synonymous with adhesives to millions in India and is ranked amongst the most trusted brands in India.

The product range includes Adhesives and Sealants, Construction and Paint Chemicals, Automotive Chemicals, Art Materials, Industrial Adhesives, Industrial and Textile Resins and Organic Pigments and Preparations.

Pidilite Industries Limited, known for its ‘Fevicol’ brand, is a market leader in the adhesive & sealant segments it enjoys 85 per cent market share in the premium adhesive segment.

The brand was the first one to introduce the glue stick product form in the country.

Besides Fevicol and fevistik other popular brands of PIL are: Fevikwik, Fevibond, Feviseal, Fevicryl, M-Seal, Acron, Dr.Fixit etc.

THE COMPANY

BRANDING & MARKETING

BRAND DEVELOPMENT

BRAND POSITIONING, TARGETING & SEGMENTING.

MARKETING & ADVERTISING

COMPETITORS

BRAND DEVELOPMENTBefore the introduction of Fevistik, the glue

was in the liquid form. It was messy and non user friendly. Customers used to find their hands getting

dirty and most often the applicator fixed on the cap of the glue bottle used to fall inside the bottle .

Fevistik has removed many issues that customers faced when using glue.

The storage of this product also became easier.

BRAND POSTIONING,TARGETING &

SEGMENTINGFevistik is an example of customer centric

innovation. The brand has the following features:

Easy to useNon Messy or Clean Excellent quality. Safe for Kids. Good brand image and secondary association with Fevicol

CONT…..

Fevistik is targeting both the students as well as the office segment.

The brand has been promoting through separate campaigns aimed at both segment.

CONT…

Another innovation from Fevistik is the small pack named Fevistik Pocket priced at Rs 10.

Fevistik is available at many SKU's of 8 gm, 15 gm and 22gm tapping the various user segments.

The storage of this product also became easier. One innovation which is noticeable in Fevistik

is Scented Stick.

MARKETING & ADVERTISINGMarketing practice tends to be seen as a

creative industry, which includes advertising, distribution and selling.

It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.

Fevistik cater to all segments, mostly available in all the stationary stores across the country.

CONT….Fevistik is targeting both the students as well as the office segment.

The brand has been promoting through separate campaigns aimed at both segment.

CONT…Advertisements are designed to generate

increased consumption of those products and services through the creation and reinvention of the "brand image".

Major medium used includes television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards.

Heavy advertising campaigns have been done during the introduction of the product in the market. Advertisements focussed on children’s, students and office segments.

COMPETITORS

IPR PATENT Patent has been given for the design of the glue stick container. Patent protection means that the invention cannot be commercially made, used, distributed or sold without the patent owner's consent. The patent owner may give permission to, or license, other parties to use the invention on mutually

agreed terms.

IPRTRADEMARK Fevistik and Fevistik glue stick are the trademark owned by Pidilite Industries Limited.

IPRCOPYRIGHTS For the marketing purposes fevistik has

created advertisements to be displayed on media’s, which are copyrighted to Pidilite Industries Limited.

CONCLUSION

Fevistik established a strong brand name over its competitors in the market. Even though it came under the brand image of Fevicol, in course of time with the strategic sales plans and the promotions helped the product to establish its own brand image.

Fevistik, the trademark is the leader in the market in this segment and the IP rights helps in reducing the infringement of counterfeit products in the market.

Fun filled… …bean-fragrant slippers

When one thinks of comfort and

relaxation the flip-flops are the foot wears that comes

to our mind. It gives us the feeling

of a vacation on the beach and

eternity.

INTRODUCTION

Orange essential oil Lemon OilEnglish Lavender Oil Rose oilSandal wood oil

Keeping this in mind we have come out with the idea of comfort footwear with fragrance and virgin jelly-bean base.

The product shall be available in five fragrances at the beginning and further expansion in the product line will be made once the product takes off.

TARGETingUrban middle classWorking Females(corporate as well as

household)Between the age group(15-64)

PositioningMeditativeRelaxantApproachably premium pricedSelf PamperingRejuvenator

RAW MATERIAL USEDReadymade leather, foam,

rubber soled foam slippersLycra /Spandura ClothVirgin Jelly BeadsAroma Essential oils

Laces, Beads (Decorative

Purposes)

Self pampering products Relaxation while workingFASHION with COMFORTTherapeutic due to the essential oils

aromaSoothingly AffordableNeed of the hour

UniqueSellingProposition

SpasForest essentials, The Body Shop Body care, VLCC gymHotelsBoutiquesAirport markets

MARETING PLACES

HOTELS

GYMNASIUMS

SPASAIRPORT WAITING LOUNGE

AIRPORT SHOPPING AREA

ADVERTISING

Advertise through city magazines and fashion magazines

Distribution of pamphlets Weekend supplementsDisplay screens at all the places

where the product shall be available

Demo stalls at malls, salons, spas, gyms.

Demo stalls at corporate office areas.

COMPETETORS???STYLE-YES

COMFORT-NO!!

Dr. SCHOLL’S??

NO STYLE

PAMPERING!! TOOO

EXPENSIVE!!

BATHROOM SLIPPERS!!

IPRPATENT Kompfo Premiere is unique combination

which can be patented so as to avoid infringement of the composition and help to prevent from counterfeit products.

IPRINDUSTRIAL DESIGN Our product aesthetically unique in design

thus can protect the unauthorized copying of the aesthetics using the IPR industrial design.

TRADE SECRET The marketing and advertising strategy is

protected under the IPR Trade Secret.

IPRTRADEMARK “KOMPFO-PREMIERE”

COPYRIGHT “KOMPFO-PREMIERE” has been

introduced to the market with heavy advertisement campaigns which are the copyright of the owners. The official website is also copyrighted.

CONCLUSIONThe human need for comfort is endless and any

product that caters to this, surely creates a place for itself in the consumer’s hearts.

We firmly believe that our new product KOMPFO-PREMIERE will provide the customers with all the benefits they are looking forward to.

The product will gradually become a necessity once people start using it and reap its benefits. IP rights help to promote the brand without any infringement regarding the trademark, composition of the product etc.