Communication Campaign on Fevicol Essay Example

than just their professional or household roles, leading to effective communication.

Fevicol advertising has evolved over time, with each communication building on the previous one. Initially, the focus was on showcasing physical bonding. Over time, the messaging shifted to establishing Fevicol as a simile for strong bonding, known as "Fevicol Jaise chipak Gaya". Presently, the advertising continues to reinforce the message of bonding from a lateral perspective. This transformation did not occur instantaneously. An example of Fevicol's association with bonding is exemplified in a radio spot that aired simultaneously with the television commercial.

In a typical radio announcer's voice, the spot cleverly communicates about the brand without mentioning it. Therefore, we can say that the advertisement has successfully made the communication iconic. Fevicol targets consumers who are carpenters with basic education and who only speak their mother tongue. However, the spokesperson highlights that Fevicol's communication has a broader appeal, which has contributed to increased attention in a category with low involvement.

Customer feedbacks suggest that Fevicol advertising has a positive impact on individuals, regardless of whether they are carpenters or end-users. Even people who are not the intended audience have started to associate Fevicol with bonding. What is commendable is that O&M has intentionally avoided addressing carpenters in a formal manner, as this may have alienated non-target viewers and limited long-term potential.

Key Strategies

• Focus on the product characteristics.
• Focus on creating brand equity.
• No segmentation of consumer market.
• Top of mind approach.
• Focus on consumer Insights.
• No Lazy Marketing.
• Innovative & Comical Ads.

The Initial Phase of an Advertising Campaign consists of various stages.

• Product is at Launching Stage
• Send researchers to villages to get the real situation
• Tries to convey its use and effectiveness
• Brand Awareness

The product is associated with power and strength in the second phase.

• Humor Element.
• Incredible Strength

During the third phase, multiple applications are being considered.

• Sustaining market share Expand market share.
• Increasing product usage.

Competitors: The primary competitors of 'Fevicol' are local markets that are unorganized. Despite being a leader in the market, Fevicol has set high standards in the Adhesive Industry that its competitors have been unable to reach. While it occasionally faces competition from companies like Vamicol and Araldite, Fevicol has maintained its firm hold on the market and continues to stay ahead of its rivals.

Fevicol has established itself as a strong player in the generic products in its segment. Despite this, becoming the market leader in the branded synthetic adhesives market has been a slow process for the Rs 192-crore brand (figures for 1998-99). Even with the best efforts, Fevicol still has a ways to go before it can dominate the market. This is due to Naresh, a traditional unbranded adhesive made from animal fat, which still holds the title for the most widely used adhesive in India, making up a significant 70 percent of the market.