FEVICOL: JOURNEY OF A B2B BRAND BECOMING HOUSEHOLD NAME WITH ITS IMC CAMPAIGN
Keywords:
Fevicol, integrated marketing communication, advertising, brand management, TV commercials, social media, brand identityAbstract
This case study delves into the journey of Fevicol, highlighting the pivotal role of integrated marketing communication (IMC) in its remarkable growth. The narrative follows the entrepreneurial trajectory of Mr. Balvant Parekh, known as the Fevicol man of India. The study explores how Fevicol strategically employed various IMC tools to establish itself as a household name in India. It examines iconic Fevicol TV commercials and extracts valuable advertising insights from them. The case also encompasses Fevicol's utilization of diverse media channels like out-ofhome (OOH) advertising and print advertising.
Teaching Objectives: This case study aims to:
1. Illustrate the significance of IMC in building a strong brand presence.
2. Analyse the creative strategies employed in Fevicol's successful advertising campaigns.
3. Discuss the effective usage of different media channels for brand communication.
4. Highlight the challenges of maintaining brand appeal in the era of new media.
Research Limitations: The case study is confined to Fevicol's journey within the Indian market and doesn't encompass global perspectives. Moreover, the study might not fully capture recent developments in the brand's communication strategies.
Practical Implications: The case study underscores the importance of IMC in brand building and provides valuable insights into creating impactful advertisements. It highlights the enduring influence of Fevicol's humorous campaigns and offers lessons for maintaining brand identity in the age of social media.
Case Positioning and Setting: This case study is suitable for marketing and advertising courses at undergraduate and postgraduate levels. It specifically fits within the context of brand management, integrated marketing communication, and advertising strategy discussions.
Pedagogical Objectives: Upon analysing this case, students are expected to:
1. Understand the significance of consistent and creative IMC strategies in brand success.
2. Analyse Fevicol's TV commercials and extract advertising principles from them.
3. Explore the challenges of sustaining brand identity under evolving media landscapes.
4. Discuss strategies for adapting traditional brand communication to new media trends.
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