CASE 13
Fevicol – The Iconic Bond*
OBJECTIVES
- To identify factors that lead to the development of a strong brand equity
- To identify steps taken to build a strong customer relationship.
- To understand the role of brand extensions in the company’s growth strategy
- To elucidate Integrated Marketing Communication components for brand building
QUESTIONS
- How has the brand developed resonance with its customers?
- What steps did Fevicol take to build their brand equity?
- Analyze the customer relationship management strategy adopted by the organization.
- What market strategies can Fevicol adopt against competition?
- Analyze the marketing communication mix adopted by Fevicol, and was it successful?
This case was prepared for inclusion in Business Cases ...
Get Marketing Management: Indian Cases by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
