Pidilite Industries Ltd. has implemented an aggressive on-ground activation programme for Fevikwik, one of the leading adhesive brands in India, across six key states in line with its aim to promote the brand as a multi-usage product.
Based on the successful implementation of its pilot saturation plan in Vellore and Durgapur, Fevikwik has enhanced its activity in 78 towns across Maharashtra, Gujarat, West Bengal, Andhra Pradesh, Karnataka and Tamil Nadu. The on-ground activities are being supported by a TV campaign (TVC).
Pidilite Industries has built on the position of Fevikwik being an instant adhesive which is a multi-utility, cost effective product. It has therefore adopted the on-ground route to reach out to its consumers and establish it as a solution to common repair problems which is both affordable and multi-purpose.
Nilesh Mazumdar, President, Sales and Marketing, CP- Maintenance Division, Pidilite Industries Ltd, said: “We consider these markets as key to reaching out to our target consumers. We are confident that these activities will help us in meeting our objective of establishing Fevikwik as an easy solution to common household problems. We aim to drive home the message that its multi-purpose property is of immense use for various household repair applications.”
The on-ground activities include In-shop Visibility, Outdoor Visibility, Distribution Expansion and Van Activation. The objective through its distribution activities is to establish Fevikwik’s presence in every FMCG outlet. Through its Van Activation, Fevikwik is looking to create intrigue about the product among non-users while enhancing the usage among existing users.
Some of the key towns include Mysore, Mangalore, Belgaum, Kharagpur, Asansol, Visakhapatnam, Hyderabad, Aurangabad, Satara, Kolhapur, Solapur and Pondicherry.