• Latika Gauba

The brand “Fevicol” enjoys the status of being synonymous with the category of product it represents. It is a generic name in the adhesive category. You speak of having gluestick or having a Fevicol , its used in the same sense. Fevicol enjoys such status which is enjoyed very rarely by the brands. The journey of Fevicol started way back in 1959, when the Parekh Group started Pidilite Industries Pidilite Industries entered into adhesive which was then primarily used for the woodworks. This white material began to be used in other areas like upholstery, flooring, footwear and now is a household name. The major reason for the success of the product is not just the quality product that is being offered but also the advertising and promotional strategies used by the firm which resulted in making it the only best in the market. The paper analyses the product positioning and promotional strategy of Fevicol which is indeed one of the largest selling adhesives in Asia.

Adhesives, Promotional strategy, advertisement, creativity

"FEVICOL- THE MARKET MAKER ( PROMOTOINAL STRATEGY )", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.375-378, June-2019, Available :http://www.jetir.org/papers/JETIR1907K57.pdf

"FEVICOL- THE MARKET MAKER ( PROMOTOINAL STRATEGY )", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp375-378, June-2019, Available at : http://www.jetir.org/papers/JETIR1907K57.pdf