Bond with Pidilite: Round 1 Submission

Chosen Case Study (1 or 1

2) :
1. Who are your audience and what are their problems (words)

The target audience for LW+ are the potential and existing homeowners, customers/ users such as construction worker/
builder companies, plumbers, whitewashing agents, and cement industries.
The requirement for a customer is to find a product that is easy to use, efficient and long-lasting. Currently with the
dynamic industry development in a variety of products from different brands makes it confusing for them to figure out the
best choice for their needs. Lack of awareness and knowledge of the right product quality and quantity can bring long-term
concerns in various aspects of business and life.

2. Digging deep into the problem – How big and how important is it ? (Words)

The presence of natural underground water table, tank leakage, rainwater, and plumbing construction issues cause seepage
and water leakage problems for the users. The problem with Pidiproof LW+ is that brand awareness is less, focus has always
been on one of the four ACES i.e. waterproofing, and the other 3 ACES (no rusting of steel bars, no cracks, and no dampness
have been neglected, competitors have increased over time, usage is mostly limited to roof slabs and less in plastering and in
concrete for columns and beams. Consumers have reported the ineffectiveness of the product, though it, maybe questionable
to say the brand is at fault. There are chances that the builder may not be using the right quantity of the product or the
product (LW+) itself. These complications are having an impact on the brand’s reputation in the market. Even with Dr. fixit
being at top of its game in construction product chemical sector is losing its market share due to the competitiveness of the
market with new brands bringing in similar products and alternative segment solutions such as the cement industry’s addition
of an integral waterproofing compound leading to the reduction in the penetration of the cash cow product (Pidiroof LW+) of
Dr. Fixit.

3. Consumer Insights
(Words)
Consumers feel that the product is not meeting their expectations or resolving their issues of seepage and leakage. Also they
would not like to mix 2-3 products if they are getting an all-in-one solution product like that of cement discussed earlier, they
feel that the additional investment can be saved. There is generally apathy and laziness on the part of consumers with regard
to purchasing such products. The question of ‘how much’ and ‘where’ to use also plays a part in the decision-making process
of selecting Pidiproof LW+.

4. What is the Communication Challenge ?

(Words)
The requirement for waterproofing is a crucial topic for people to understand, which is evident in the previous
advertisements of Dr. Fixit. However, the key message for preserving the four ACES of Pidiproof LW+ has limited
explanation to it, which impacts the idea of sustaining the link between the product and its envisioned benefits.
 Bond with Pidilite: Round 1 Submission

Chosen Case Study (1 or 1

2) :
5. Problem Solution/Proposition (Words/Graphs/Images)
Solutions can be:

1. Creating more awareness, through social media advertisement and contests, relating to the uses and benefits of Pidiproof
LW+ so that people know how much and where to use the product and also that it is not just for waterproofing but also
solves other problems like dampness, cracks, and rusting of steel bars as well (4 ACES).
2. Avoiding selective training: This product works best on external applications rather than internal applications and gives
the best results with an additional product. But users might not have an in-depth understanding of these elements.
Furthermore, there will be a gap in grasping the measurements for utilization of the product due to selective training
provided to fewer individuals.
3. Proper grievance redressal: Action should be taken on any issue raised by consumers both online and offline and an
acknowledgment slip must be given within 48 hours. The company should redress grievances within a month or so, so
that the consumers do not feel cheated in any way and stay loyal to the brand.
4. Precaution against builders/broker complaints: consumer complaints with regards to the seepage and wall soiling goes
beyond the surface level sometimes. Scenario: I as a homeowner am facing the issue of water seepage for which I
contact the broker or the builder’s customer service. When they provide me with the information about the usage of Dr.
fixit LW+ and communicate with me to talk it through for faster redressal from them. In such cases, Dr. fixit’s redressal
forum should ask me or the builder to provide the purchase details, a list of components used in the building process.
Furthermore, Dr. Fixit should provide certification or bill of purchase to the homeowners.

6. Campaign Idea! (Words/Graphs/Images)

CUSTOMER SATISFACTION CAMPAIGN

When it comes to campaigns, we should not underestimate the importance of happy customers. Customer satisfaction
initiatives push us to reach out to buyers and use our ties to produce future marketing products. A successful campaign
requires the following tasks:
Requesting and curating customer feedback, positive client feedback should be promoted via social media or email.
Obtaining case studies and testimonials from current clients in order to win over new ones.
We can show the significance of 4 ACES to out target audience.