Marketing Management: Indian Cases, 2nd Edition by Pearson

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

1. 1. How has the brand developed resonance with its customers?
2. 2. What steps did Fevicol take to build their brand equity?
3. 3. Analyze the customer relationship management strategy adopted by the organization.
4. 4. What market strategies can Fevicol adopt against competition?
5. 5. Analyze the marketing communication mix adopted by Fevicol, and was it successful?

This case was prepared for inclusion in Business ...