Pidilite Industries Ltd.

Done by,
Praveen Choudhary
Company History - Pidilite Industries Ltd.
1969
 The Company was incorporated as a private limited company on
28th July under the name of Parekh Dychem Industries Pvt. Ltd., to
acquire and take over on a going concern the business carried on
by a partnership firm M/s. Parekh Dychem Industries established
in 1961.
 The Company was promoted by Balvantray Kalyanji Parekh along
with his brothers.
 The brand names, are being Fevicol, Fevibond, Fevigum, Pidifix,
Pidivyl, Pidicryl, Acrolise, etc.
http://economictimes.indiatimes.com/pidilite-industries-ltd/infocompanyhistory/companyid-10460.cms
 In 1984, the company's consumer product division was born and
on 1989 entered into fevicryl acrylic colours transform fabric and
multi-surface painting market.
 Pidilite is the market leader in adhesives and sealants,
construction chemicals, hobby colours and polymer emulsions in
India.
 Its brand name Fevicol has become synonymous with adhesives
to millions in India and is ranked amongst the most trusted
brands in India.

Source: http://www.indiainfoline.com/markets/company/background/company-profile/pidilite-industries-ltd/3219
Pidilite Products

Source: http://www.pidilite.com/
Adhesive and Sealants
Wood finishes and paints

PVC white glue for wood to wood/laminate bonding

Contact Adhesive for laminate and veener pasting
Hotmelt and PU based adhesives
Foam and Flooring
Wood finishes and Paints
Preservatives
Art material and stationary
Automotive

Engine Oils
Construction Chemicals
Fabric Care Products
Publications
1. Art & Craft Magazine (Fevi Art)
2. Dr. Fixit
3. Fevicol Books
4. Fevicraft
5. Hobby Idea
6. Creative Craft School Art
 Industrial Speciality
Textile Chemicals
Dispersions
Printing & Special Auxiliaries
Leather Chemicals
Beam House, Wet End, Finishing
Industrial Resins
Nonwoven and Flocking
Decorative and Industrial Paint
Chemicals
Construction Chemicals
Industrial Adhesive
Packaging & Converting
Footwear
Cigarette
Stock labels, Stickers
Online labelling
Speciality Adhesives
Pigment Powders
Azo, Bisazo, Carbazole,
Quinacridone, Benzimida
Zolinone Source: http://www.pidilite.com/
VALS FRAMEWORK

VALS™ is a marketing and consulting tool that helps businesses

worldwide develop and execute more effective strategies.
The system identifies current and future opportunities by segmenting
the consumer marketplace on the basis of the personality traits that
drive consumer behaviour.
VALS applies in all phases of the marketing process, from new-product
development and entry-stage targeting to communications strategy and
advertising.
Why VALS is needed ?
VALS reflects a real-world pattern that explains the relationship
between personality traits and consumer behavior. VALS uses
psychology to analyze the dynamics underlying consumer preferences
and choices. VALS not only distinguishes differences in motivation, it
also captures the psychological and material constraints on consumer
behavior.

VALS is based on current personality research into specific components

of social behavior. VALS asserts that people express their personalities
through their behaviors. People with different personalities engage in
different behaviors or exhibit similar behaviors for different reasons.
VALS Framework
Innovators
 Innovators are successful, sophisticated, take-charge people
with high self-esteem.
 Their purchases reflect cultivated tastes for upscale, niche
products and services.
 Every time coming up with the new innovation builds the strong
network between the company and the consumers. Pidilite has
been innovating and brings new products which satisfies the
end user.
Thinkers
 Thinkers are mature, satisfied, comfortable and reflective.
 They tend to be well educated and actively seek out information
in the decision making process.
 They favor durability, functionality and value in products.

 Dr. Fixit comes with new products which can be used in the
ready constructed houses and bring solution to the problems
and also for upcoming construction buildings and houses.
Believers
 Believers are strong traditional and respect rules and authority.
 They choose familiar products and established brands.
 The satisfied consumers believe in the brand and hence they
continue to use Pidilite products.
Achievers
 Achievers have goal-oriented lifestyles that center on family and
career.
 They avoid situations that encourage a high degree of
stimulation or change.
 They prefer premium products that demonstrate success to
their peers.

 Fevicol has been achieving good respond from the consumers in

terms of using the products.
Strivers
 Strivers are trendy and fun loving.
 They have little discretionary income and tend to have narrow
interests.
 They favor stylist products that emulate the purchases of
people with greater material wealth.
Experiencers
 Experiencers appreciate the unconventional.
 They are active and impulsive, seeking stimulations from the
new, offbeat and risky.
 They spend a comparatively high proportion of their income on
fashion. Socializing and entertainment.

 The consumers of Pidilite, who believe in the quality continue

to use their Products. They have been using since long and they
are experiencers consumers/users.
Makers
 Makers value practically and self-sufficiency.
 They chose hands on constructive activities and spend leisure
time with family and close friends.
Survivors
 Survivors lead narrowly focused lives because they have less
resources.
 They are primarily concerned about safety and security, so
they tend to be brand loyal and buy discounted merchandise.
Thank You