Team Name: Excelsior | National Semi-Finals

Campus: IIM Shillong

Names of Team Members:
1. Priya Jain
2. Ojasvi Agrawal
3. Shrey Chheda
 EXECUTIVE SUMMARY
Problem Statement & Objectives

The problem statement is to understand the product and portfolio, understand the customer and their insights, and identify the need gaps. It is about getting more
users to the brand, to get users to use more, to get users to use often. To address these, the focus is on shifting the communication of the brand, identify the
untapped market to add more consumers, and address the unfulfilled need of the consumer.

Approach
Communicating the
Overview Market Research Key Insights Market Campaign Business Proposal
Idea

Recommendation & Conclusion

Target Customer Communicating the Idea Market Campaign Brand Penetration

Cobblers – Daily quantity Cobblers – Better value for Driving the Behaviour Change to ü Aggravating the on-ground
required is more; alternatives money as one drop of Fevikwik Creation along with repair– executives
used do not meet the quality does a better job than 5-8 drops “AAO EK NAYA JOD ü Radio, TV as a means of
Handicraft Artisans – Work- of other adhesive. BANAYE” communication to capture
item has intricate detailing; Handicraft Artisans – Reduce their attention
options to carry out neat-work their adhesive usage and time ü Use of Outbound Marketing ü Incentivize the distributors
DIY Artisans – Carry out taken while also making the and Broadcasting; Social of the alternative products
sustainable work but the use craft more aesthetic and media marketing to penetrate ü Espouse the handicraft
of plastic glue sticks beats the appealing. into the untapped market artisans with the benefits
purpose; alternatives are less DIY Artisans – High social segment and explore the ü Target social media /
cohesive and requires media engagement; will use a opportunities Instagram influencers
considerable time to stick product if it has a mass appeal involved extensively in DIY
for paid promotions

Executive Summary Business Model Canvas

 THE BUSINESS MODEL CANVAS
Key Partners Key Resources Value Proposition Customer Relationships Customer Segment

ü Aggravating on-ground ü Expansion via partnerships ü Driving the consumers’ ü Offer literacy of the use ü Cobblers – Daily quantity
sales executive for ü Introduction of new thought behavior towards creation Fevikwik to segment needed required is more; alternatives
targeted marketing along with the existing one which has otherwise been used do not meet the quality
about fixation for a diverse ü Portray consumers as cool
ü Incentivize the ü Broadcasting via traditional portfolio and artistic people ü Handicraft Artisans – Work-
distributors who are modes of communication item has intricate detailing;
currently selling alternative ü Better value for money as options to carry out neat-work
adhesives for pitching their Key Activities one drop of Fevikwik does a Channels
customers of Fevikwik better job than 5-8 drops of ü DIY Artisans – Carry out
ü Expansion – Diversifying the other adhesive. ü Broadcasting sustainable work but the use
ü Instagram influencers portfolio of consumers of the ü Outbound Marketing of plastic glue sticks beats the
and handicraft artisans product ü Reduce their adhesive usage ü Social-Media / Instagram purpose; alternatives are less
to use Fevikwik in their and time taken while also Marketing cohesive and requires
creations to portray itself ü Behavioural Change – making the craft more considerable time to stick
as cool and artistic Incorporating a different aesthetic and appealing.
perspective of the product

Cost Structure Revenue Streams

ü Partnership Costs
ü Marketing and Customer Services Costs ü Market share increments
ü On-field drives ü Existing usage increment of sales
ü Incentives to Distributors

Executive Summary Business Model Canvas

 OVERVIEW
Pidilite Industries Limited Journey of Fevikwik

ü Inception in 1959 ü More than three decades of existence

ü Pioneer in consumer and specialties chemicals in India ü Pioneer of instant adhesives in India and the undisputed category
ü Market leader in adhesives leader
ü Diverse product portfolio from adhesives, sealants, waterproofing ü More than 70% market share
solutions and construction chemicals to arts & crafts, and it is ever- ü Legendary iconic campaigns, solid distribution strength and efficacy of
evolving product, it has become a household name
ü Robust and growing network, products are accessible across ü Inexorable leadership stance despite the challenges by duplicate
demographics and geographies brands, me-too players and aggressive Chinese imports
ü Brands in the portfolio have become trusted household and industrial ü Available in a variety of pack sizes including a handy Rs. 5 SKUs, and
names across the country and beyond can be bought at hardware stores, kirana's, stationery outlets, etc.

Fevikwik – What Next? Fevikwik – Until Now!

ü Broke the tradition to create a shift in its communications and target

audience, and at the same time expand the category
ü Despite being the pioneer of instant adhesives, growth slow down
ü Realized it had to chart a fresh course
ü Increase the brand scores on salience, likeability, and brand appeal
ü Switched its focus to the ‘Woman of the House’, to widen usage and
ü Change the target audience's perception from repair
aid growth, using a TV based campaign to highlight its ease of use and
ü Taking Fevikwik towards a new horizon by adding a new perspective of
help women become more confident repairers. The campaign
MAKING THINGS, not just fixing things
succeeded with results exceeding all expectations, helping revive
growth
ü Backing such growth, the task now is to chart the next strategic course
and aiding brand growth

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 MARKET RESEARCH
The Invisible Man On the Streets Babulal, Outside “On a Good day Nandu, In a “I get around Hari, At the Bus “On an average
the Railway by God’s Grace crowded market 50-60 Stop in Biaora, I get 20-25
Station, Guwahati I get around 50 customers in a customers per
The Cobbler area in Mumbai Madhya Pradesh
day”
customers” day”
Current Adhesive Current Adhesive Current Adhesive
Local flowy Glue Dendrite Sakti bond

Purchased from Purchased from Purchased from

Local retailers Wholesale market Distributor

How much How much How much

adhesive used adhesive used adhesive used
per customer per customer per customer
12 : Urban Why do you use the
Why do you use the Why do you use the 5-6 drops 8-10 drops
6 : Rural 8-10 drops
current adhesive? current adhesive? current adhesive?
22 4 : Semi-Urban Cheapest adhesive, Easily Available Strong adhesive, Sticks well Affordable and the only one available

Shortcomings Shortcomings Shortcomings Customer complain

20 : Know about Takes time to stick. Supply is less in that the glue fades
of the current of the current of the current
Fevikwik Less cohesive the market
alternative? alternative? alternative? away very easily
12 : Used Fevikwik
before Heard about Ever used Heard about Ever used Heard about Ever used
Fevikwik? Fevikwik? Fevikwik? Fevikwik? Fevikwik? Fevikwik?

Willingness to Yes Yes Yes No No No

Shift Any issues faced with Fevikwik? Any issues faced with Fevikwik? Any
Any issues
issues faced
faced with
with Fevikwik?
Fevikwik?
14 : YES
22 3 : NO Not cost effective
5 Rs pack Dries up easily and Not Applicable
5 : MAYBE cannot be reused after opened

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 MARKET RESEARCH
The Creators of the Sonu, Makes “On an average, How much Shortcomings Heard about
we sell 30-40 adhesive used Fevikwik? Any issues
real essence of India handicraft items of the current
items in a week” per item faced with
in Guwahati alternative? Yes Fevikwik?
The Handicraft Artisan 1 tube
Requires a large Ever used
amount for a Fevikwik? Unaware about
Why do you use
Current Adhesive single item the applications
the current No
Chinese Adhesive adhesive?
Takes time to
Purchased From Traditional stick
Local practice of the
Distributors family Less Cohesive

5 : Urban
2 : Rural
10 3 : Semi-Urban Sakshi, Makes “We sell nearly How much Shortcomings Heard about
Any issues
handicraft items 80 items in a adhesive used of the current Fevikwik?
in Udaipur week to tourists” per item alternative? faced with
Yes
10 : Know about Fevikwik?
1/4th of a tube
Fevikwik Ever used
8 : Used Fevikwik Current Adhesive Final outcome is Fevikwik?
Why do you use Not cost effective
before Bondtite the current not very smooth Yes
adhesive?
Willingness to Sometimes the
Cheapest
Shift Purchased From craft work looks
Available
Local messy
6 : YES Adhesive, Entire
10 1 : NO Retailers market uses it
3 : MAYBE

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 MARKET RESEARCH
The Creators on Social Media “I get 2-3 clients Why do you use the Ever used
Medha, Business
in a week who current adhesive? Fevikwik?
for personalized
ask for creating
The DIY Artists DIY items Yes
gift items” Easily available

Current Adhesive Shortcomings of the

Any issues
Glue gun, Sticks current adhesive?
faced with
It is made of plastic
Purchased from? Fevikwik?
so, unsustainable
Local retailers A little Messy
Dries up after
How much Heard about the cap of the 5rs
adhesive used/item? Fevikwik? pack is opened
8 : Urban 2-3 sticks per item Yes
3 : Rural
15 4 : Semi-Urban
Neha, Business
“I get 1-2 clients Why do you use the Ever used
per month with Fevikwik?
for event based current adhesive?
multiple gift
15 : Know about gift packaging Yes
packaging order” Cost effective
Fevikwik
14 : Have used Current Adhesive Any issues
Shortcomings of the
faced with
Fevikwik before Glue Gun, Dendrite current adhesive?
Fevikwik?
Purchased from? Less Cohesive
Willingness to Shift Time consuming 5 Rs pack which
Wholesale shop
13 : YES is available
0 : NO How much Heard about doesn’t seem
15 2 : MAYBE adhesive used/item? Fevikwik? very cost
30-40 sticks/event Yes effective

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 OBSERVATIONS

Adhesive Used Market Requirement Cobblers DIY Artists

Environmental friendly items
ü Adhesive Requirement in Customers (Reuse & Recycle). Glue Gun stick,
High Quantity Existing Cobblers
come in a made of plastic is unsustainable
Adhesive end up
Chinese hurry to and defeats their purpose
takes time losing 4/10
Bondtite ü Recurrent Adhesive get their
Adhesive to stick customers
Consumption shoes fixed

Glue Local The glue material of glue sticks

Joker ü Faster Sticking Adhesive
Gun Flowy are not very strong adhesive
Glue preferred
Sticks Glue High Current Volume of
quantity of Adhesive adhesive
ü Quantity of Adhesive
adhesive perceived used
Dendrite Sakti applied should be minimal required on to be the negates DIY Artists use the glue guns as
Bond as the surface area of the day to day cheaper the Cost- it looks aesthetically pleasing
item is small basis option Benefit and lends a touch of superiority
to their social media videos

Handicraft Artisans The glue from the glue gun takes

a lot of space in their craft
material, leaving less space for
Intricate detailing in decoration
Current Adhesive being Artisans end up using handicrafts need to be Current adhesives
unable to hold more adhesive, which spotless and aesthetically requires time to stick,
decorative materials restricts the space for pleasing; hence, lesser the which make the artisans The plastic threads from the
properly decorations usage of adhesive, better the frustrated glue stick makes their craft look
end-product messy and unclean

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 COMMUNICATING THE IDEA
Building a Majboot Jod with Cobblers

Approximately 266,000 cobblers in the country,

sitting at the Nukkads and Corners of the streets
of India Spread awareness about the instant stick
characteristic and the consequent uptick in
revenues for the cobblers owing to less time
required
The Cobbler Community is a very tightly
knit community living together in harmony

Solutions
Premise

They are seen to follow community trends and Savings arising from cheaper alternatives is
have the power to influence each other’s negated by the extra volume of those
decisions adhesives used to stick the shoe soles and bags

If targeted campaigns are run to attract

influential members, other will soon follow
‘Aao Ek Naya Jod Banaye’ campaign should be
expanded to include the shoes manufactured
by the cobblers at their shop. Good quality
products will ensure future sales as well
High volume and regular consumption merits
special focus

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 COMMUNICATING THE IDEA
Building a Majboot Jod with Handicraft Artists

Majority of the market is in semi-urban and rural

areas Efforts to be made to reach out to Artisans who
are in clusters. The sale executives can ensure
maximum conversion by resolving most of the
pain points of the segment that are effectively
addressed by Fevikwik
Majority are found in clusters

Solutions
Premise

The raw material suppliers are generally the

High Growth, High Margin market which use ones who also fulfil the adhesive requirements
large quantities of adhesives of the artisans

Artisans consider adhesives to be add-ons

Naya Jod must be made with the raw materials
suppliers of these artisans. They should be
offered special sales-based incentives. Sales
figures will see a marked upward push
With proper strategy this market can be easily
tapped

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 COMMUNICATING THE IDEA
Building a Majboot Jod with DIY Artists

One of the bright side of pandemic is that people

have found time to pursue their passion
User perception needs to be changed viz.
Fevikwik should be made to look more
desirable as compared to the glue gun which
are in use currently
DIY arts is one such area which has seen a
major affinity among patrons

Solutions
Premise

Glue Guns use plastic pellets which is in stark

There is an opportunity for Pidilite to capture opposition to the most central idea of DIY, i.e.
this segment sustainability. This fact to be fully leveraged to
position Fevikwik as the best alternative available

The volume consumed and the frequency of

consumption is quite lucrative to be missed
Also, Fevikwik solves a fundamental pain point of
maintaining aesthetics of the DIY art as lower
quantities are needed to provide a better,
stronger and a cleaner “Jod”
Artists are already aware about the benefits of
the product but use Glue Guns as it is in vogue

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 MARKETING CAMPAIGN
Chalo Milkar Khushiyaan Failayein with Cobblers and Handicraft Artisans
Taking Fevikwik towards a new horizon by adding a new perspective of MAKING THINGS, not just fixing things
Broadcasting and Outbound Marketing
Educate and Spread Awareness Aggravate the On-Ground Sales Executives Promotional Channel

ü Fevikwik gives a better value for money as one ü As the Cobblers and Artisans are a tightly knit ü Quite busy managing their own shops ,
drop of Fevikwik does a better job than 5-8 drops community with an ability to influence each they are connected via Radios and TVs
of other adhesive other’s decisions mostly, owing to their small shop sizes
ü As the cheapest product always takes ü The On-Ground Executives need to reach out to ü They are also not very active on digital
precedence for them. They need to be these specific members of the community to platforms to know about any kind of
communicated about the difference between successfully tap the entire cobbler and handicraft promotional activities
cost cutting and cost optimization artisans community ü Catchy Advertisements should be
ü Create advertisements depicting how these ü Demonstrate about the benefits of Fevikwik to broadcasted on Radio, TV and should be
people are the real essence of India and at the these specific people as this increases the chance used as a means of communication to
same time convey the message about the of them getting influenced to use Fevikwik capture their attention
benefits of Fevikwik ü The retailers and wholesalers of the alternative ü Extensive promotion through billboards
adhesive need to be incentivized based on at Chouraha and Nukkad showcasing
“Increased Sales = Increased Discounts & how Fevikwik is a perfect match for their
Less Needs Long Benefits” work
Sticks Clean Less lasting ü Train the Retailers and Wholesalers to pitch ü Putting up convincing Posters and
Quantity
Faster Work Surface quality Banners around the shops where the
Required Fevikwik to the customers
Area work cobblers and artisans usually go to
purchase their adhesives

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 MARKET CAMPAIGN
Chalo Milkar Khushiyaan Failayein with DIY Artists
Taking Fevikwik towards a new horizon by adding a new perspective of MAKING THINGS, not just fixing things
Social Media Marketing
Create The Trend Promotional Channel

ü Launch a Social Media Arm for the campaign “Aao

Ek Naya Jod Banaye” to strike an emotional
ü DIY Artists use Social Media as the primary
chord with the masses by creating relevant
medium to get customers and increase their
hashtags, Instagram Reel, YouTube Shorts trends
reach
etc.
ü Their main purpose is to create artistic crafts
ü Target famous DIY influencers with a reach of
which are environment friendly by reusing and
more than 100K followers or subscribers, and tie up
recycling waste or discarded items
with them by providing them sponsorships and
ü The essence of Aesthetics and Coolness in
making them use Fevikwik extensively in their
their social media posts is one of the biggest
Social Media posts
influencing factors for them
ü Showcase Fevikwik as a quintessential product in
ü This community preach and follow trends by
the videos and how it can be used to create
famous social media influencers
quality craft items
ü Launch advertisements on social media targeted
at the DIY Artists and tell about how Fevikwik is a
sustainable product

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 BUSINESS PROPOSAL

Synthesis

ü By spending an additional Rs. 31.25 Crores, there is

an opportunity to earn an additional revenue of Rs.
996.75 Crores

ü The revenues from various segments are for a period

of 1 year

Assumptions
ü Assumption taken that costs and revenue shall be
incurred and earned for a foreseeable future, i.e.,
one year

ü Calculations for points (1) to (7) are shown in the

appendix

ü For the sake of brevity, assumed that the revenues

and costs shall be earned and incurred evenly

ü Total targetable market and target market arrived at

by using guesstimates and workings in appendix

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
 BUSINESS PROPOSAL
Controlled Pilot Launch Pilot Phase 2
• Instagram Campaign for DIY Artisans • Target PAN India on the likes
• For Handicrafts: Udaipur (Rajasthan) of the controlled launch
• For Cobblers: Mumbai (Maharashtra) • Track of the revenue numbers
• Usage Literacy Drive

Jan April July Oct

2022 2022 2022 2022
Background Study Pilot Phase 1 Pilot Phase 3
Identification of the Pilot • Activated DIY Artisans; more • Push the on-ground executives
Segments and Cities where influencers onboarding to increase sales
the campaign is going to be • Tapping distributors of the • Focus on profits from PAN India
launched product and incentivize them

State Target Population State Target Population

Criteria to choose Criteria to choose
(Rajasthan) (Handicraft Artisans) (Maharashtra) (Cobblers)
Handicraft work is very More number of cobblers because
Udaipur 2000 Mumbai 2500
prevalent in the city of the high population density

Cities Geo Targeting SEO Optimization Usage Literacy Drive Social Media Campaigns Billboards

Udaipur for Handicrafts YES NO YES NO YES

Mumbai for Cobblers YES NO YES NO YES

To demonstrate them how Activate the DIY Artisans

Category Penetration Visual Touch Points for
using the product can PAN India and an easy way
Brand Awareness Category Penetration each segment and help
Expected Outcome make their life easier and out as they are highly
On-ground Executive conduct Brand Awareness them remind about the
produce higher quality active on social media
targeted marketing product
and save time and money platforms

Overview Market Research Observations Communicating the Idea Market Campaign Business Proposal
APPENDIX
APPENDIX

Assumptions

1. Cobblers Guesstimate

ü Population of India estimated to be 140 crores

ü Urban-Rural Divide : 30-70
ü Population density in Urban areas is higher hence,
estimated greater number of families served per
cobbler as compared to rural India

2. Handicraft Guesstimate

ü Population of India estimated to be 140 crores

ü Generally, each district has its own unique art and
handicraft. However, ~200 districts excluded to
include urban districts and districts where
handicraft doesn’t use adhesives.
ü Population bifurcated into districts assuming 700
districts for the sake of calculation brevity.
ü A very conservation estimate taken to arrive at the
percent of Artisans – 0.1%
ü Estimated artisans found in cluster taken to be 70%
with the remaining 30% kept aside to accommodate
artisans spread across the entire district.
Thank You