Bond with Pidilite: Fevicol Relam Case Study

Market Size
Industry-wise Split of Adhesives Usage Prognosis of Growing Market 26.85
24.6
Electricals 21.91
11% 19.59

(All Figures in US$)

17.57
Matresses
15.79
Furnitures 12%
33%

Constructions
Others 18%
26%

2023 2024 2025 2026 2027 2028

• Furniture Renovation Market in India: Estimated at USD 15.79 billion in 2023

• Revenue is expected to show growth rate (CAGR 2023-2028) of 11.2%,
• Projected market volume by 2028 is US$ 26.85 Billion
• India decorative laminates market size reached US$ 5.21 Billion in 2023 i.e. 33%
• Cost of adhesive required to paste laminate is in 1:3.5 indicating market size of US$ 1.48 Billion

Major Players Product Life Cycle

FEVICOL
RELAM

Introduction Growth Maturity Decline

Target Audience • Market is still in the introductory phase hence

target segment would be Home Owners,
Dealers Contractors Homeowners Contractors and early adopters
• This stage also is crucial in terms of brand
6 Lakhs 11 Lakhs 150 Lakhs positioning and effective market entry

Initial Acceptance Rate

% of Responses of Unlikely 15 Definitely 40

Sample Set from
Target Audience Never 10 Probably 35
• Primary research is conducted based on 124 responses from either of targeted audience categories
 Bond with Pidilite: Fevicol Relam Case Study
Marketing Strategies
For Home Owners
RELAM INTRODUCTION ENDORSED MARKETING Aided Methods
Drafting Content that shows the Endorsement through high Combination of Limited time
pain points of traditional focus area of audience offers and customer
renovation method and ease through ads and blogs by testimonials to create trust
The BIG Idea provided by RELAM influencers and impulse in market

1 Introduction Through Collaboration

Features & Content on Partner’s Website
• Strategic Partnership: Collaborate
with leading paint brands to promote
Fevicol Relam, combining paint and Engaging Video about customer pain points
furniture renovation solutions on the & solution & ease provided by RELAM
official website with significant footfall
• Engaging Video Content: Create
endorsement videos showcasing AI BASED FURNITURE RENOVATION TOOL(AILAM)
seamless integration of paint and Option A Option B
Fevicol Relam for a complete home
transformation.
• AI Image Scanning: Offer AI-based
tool on partners' websites for uploading
furniture images, suggesting laminate
options based on paint choices.
• Personalized Experience: Highlight
convenience of visualizing paint-
laminate combinations, 2.1 MillionCustomer Cost
enabling Personalization 57.12% 4X 41% User
Better Engagement
homeowners to personalize their home 45% users Visits Less byBounce
30% Rate Engagement 3x LikelyAdaptability
makeovers effortlessly.

2 Endorsed Marketing 3 Aided Methods

• Featuring the product USP’s in leading
magazines like Business World & Forbes
• Fevicol Relam's laminate prowess shines twice
a week on Facebook, capturing the attention of
the sophisticated 30+ demographic with videos
and posts. Free Home Consulting Loyalty Programs Tie Up With Paint
• Fevicol Relam's radio broadcasts resonate Giant
with audiences of all ages, airing thrice a week
to captivate the curious and transform
laminates
• Fevicol Relam's YouTube shorts, where
captivating laminate transformations unfold,
Referral Programs Combo Offers
appealing to a diverse audience spanning
various age groups.
 Bond with Pidilite: Fevicol Relam Case Study
Marketing Strategies
For Woodworking Contractor
• Host workshops to demonstrate advanced
applications and techniques using Fevicol
Relam, showcasing its versatility and providing
hands-on experience.
• Provide exclusive pricing incentives for
contractors purchasing Fevicol Relam in large
quantities, encouraging higher-volume orders.
• Participate in trade shows to exhibit the
capabilities of the adhesive and establish
connections with potential contractor clients.
For Dealers
• Conduct training programs to educate dealers
about the comprehensive product range and its
versatile applications.
• Offer point-of-sale materials like banners,
posters, and display stands that effectively
showcase the features and advantages of
Fevicol Relam.
• Establish a performance-based rewards
system, providing bonuses to dealers based
on the volume of Fevicol Relam they sell.

Implementation Roadmap
2023 2024 2025
Q3 Q4 Q1 Q2 Q3 Q4 Q1
Increasing Dealer Training Program Integration of AILAM Revenue Generation after Substantial Marketing
Awareness Training Workshops for Wood Workers Promoting AILAM
Marketing Campaign to Increase Awareness

Wide Media Reach

A thoroughly comprehensive nationwide advertising and publicity campaign for the product has to be
executed, encompassing both traditional and innovative mediums.
Impact of Social Media

Traditional Advertising Digital Marketing 35%

40% 44%
61% 67% 63%
• Television Commercials • Digital Campaigns
• Print Advertisements • Influencer Collaborations 49% 22%
49%
• Radio Spots • Content Marketing
• Outdoor Billboards • Mobile App Advertising 33%
33% 29% 34% 34%
• Webinars and Workshops 11% 16%
4% 4%
6%
Customer-Centric
Engagement and Interaction 16-25 26-35 36-45 46-55 56-65 Above 65
Approaches
Yes, I frequently base my
• Video Testimonials • Television Commercials
decision upon what's happening
• Direct Mail • Print Advertisements in my social network
• Public Relations • Radio Spots
• Outdoor Billboards Yes, I occasionally base my
decision upon what's happening
Personalized in my social media
Events and Experiences
Communication
No, I rarely or never base my
• Email Marketing • Trade Shows & Exhibitions decision upon what's happening
• SMS Marketing • Podcast Advertising in my Social Media