FASHION MARKETINGFaculty- Gulnaz bano

Made by-

Anuradha and PrashantAD-V

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

04/07/2023 1 - 2

What is Marketing?

• Marketing Defined: “Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating and exchanging value with others”

• Marketing is about managing profitable customer relationships• Attracting new customers• Retaining and growing current customers

Marketing research

• Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services.

• The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.

• Market research deals specifically with the gathering of information about a market’s size and trends . Marketing research covers a wider range of activities while it may involve market search, marketing research is a more general systematic process that can be applied to a variety of marketing problems.

RESEARCH PROPOSAL

TITLE- To study the study the evolution of television promotional advertisements of Fevicol.

OBJECTIVE- To understand its promotional approach and to realize the impact on viewers mind with the changes its feature from time to time.

SECONDARY RESEARCH- Data which is readily available free of cost. For Example- seniors projects in library, company records, unpublished records.

PRIMARY RESEARCH- In primary research, one collects data for the first time.It is very much considered accurate and appropriate.DIIFERENT METHODS OF PRIMARY DATA COLLECTION-Interviews, surveys, questionnaire, observation, focus group,,etc.

INTRODUCTIONBrand

Fevicol is one rare brand that has evolved over the years to a stage where voiceovers or pack shots are not necessary any more. Its ads are usually clever and humorous, always managing to astonish its viewers – and to grab a few Cannes Lions along the way.

The Brand Fevicol

• This legacy brand is a generic name in the adhesive category in India

• Sold in its signature blue and white packaging

• The Fevicol story began in 1959, when the Parekh Group floated Pidilite Industries to capitalize on the potential market for synthetic resin adhesives, or “white glue” in India.

• Applications of white glue

Wood-working, upholstery, flooring, and footwear

• Before Fevicol came to the production line, adhesives were usually made from animal fat, colloquially known as Saresh.

Brand Elements

• Brand name: Fevicol.

• Logo :

• Character /Mascot: Two elephants tugging at a piece of wood stuck with Fevicol, and still struggling.

• Target Group: Besides the carpenters and architects, it is essential to talk to the household owners who influence the decision on purchase of adhesives

• USP: The ease of applying it.

Carpenter

Fevicol Products

 

 

Existing Product – Synthetic Resin Adhesive

New Product

Line Extension –

Fevicol SpeedexFevicol MarineFevicol VC 31

Brand Extension –  Fevicol WRAFevicol SR X-PresFevicol Marble GlueFevicol FoamfixFevicol DDLFevikwikFevigumFevistikFevibond

One of the main reasons for Fevicol's popularity is the creative marketing strategy, including successful advertising campaigns created by Ogilvy & Mather.

Marketing strategies -

Connecting with the Carpenters• Direct Approach• Justification of the product’s higher price• Initiatives for building strong Consumer Relationships Publishing magazines Furniture book Fevicol champions club Fevicol science project challenge Pidilite knowledge series(PKS) Pidilite award for excellence(PAFE) Pidilite information series

ADVERTISEMENT ANALYSIS

Success Factors

Advertising Strategy

Connecting with Humour Driving force : Ogilvy and Mather Make bonding a Fevicol Attribute Two key drivers have made Fevicol a power

brand:• A continuously innovative approach to own

'bonding‘• Retaining the Indian flavour in the

communication with a touch of humour.

Hence , Fevicol advertisements over the years have created the unique brand image of ‘ultimate bonding’

Bonding –An Attribute

TELEVISION COMERCIALS

“YE FEVICOL KA MAZBOOT JOD HAI, TOOTEGA NAHI”

Print and Outdoor Ads

Print and Outdoor Ads

Bollywood Movies

• Masti (2004)

Vivek oberoi says, – "Itni badi chipku hai ki Fevicol wale ise sponsor kar denge.“

• Awara Pagal Deewana (2002)• Golmaal Returns (2008)• Joru Ka Gulam (2000)• Coolie No.1 (1995)

In India, "Fevicol" is commonly used as a metaphor for strong bonding or stubborn stickiness. There are references galore in Bollywood movies, topical jokes and even everyday conversations. For instance, in the movie Masti (2004) the character played by actor Vivek Oberoi remarks about a female character as – "Itni badi chipku hai ki Fevicol wale ise sponsor kar denge." Coolie No.1 (1995), Awara Pagal Deewana (2002), Tarzaan the Wonder Car (2004), Golmaal Returns (2008), Joru Ka Gulam (2000) and Lajja (2001) are just some of the others that have references to Fevicol.

Catch phrases from popular Fevicol TV ads like "Dum laga kar haisya, zor laga kar haisya"; "Fevicol ka majboot jodh hai, tootega nahi"[2] and "Pakade rehna, chhodana nahi" are also used in day-to-day conversation. Fevicol and the other brands from Pidilite have received more than their share of space in the media as well.

AWARDS Laurels won by O&M for their witty

Ads• Campaign of the Century Silver at

the 2000 Abby Awards for their Fevicol adverts

• A Lion at the Cannes• The one which includes eggs (1998)• The one which includes the

bus(2001)• Has penetrated the brand deep into

the minds of the customers themselves

Brand Auditing

• Advertising remained impervious.• Most of the ads have have a rural setting/backdrop

and involves its target consumers i.e. The carpenters

• Consistency in Message- “Building Bonds”.• Ads has evolved over a period of time.• Fevicol’s life comes full circle with its new

technologically superior variants Marine (water proof adhesive) and Speedx(a quick drying adhesive).

Key Success factors for the

Fevicol Brand• Consistent quality• Widespread distribution networks • Excellent customer relationships • Excellent advertisement tactics

TODAY WE DON’T ASK FOR AN ADHESIVE

BUT “BHAIYA EK FEVICOL DENA”

CONCLUSION

THE END