ObjectivesQuestionsFevicol: An Iconic BondHistory of the Fevicol BrandFocus on Core BenefitOverview of Pidilite Industries LtdOverview of the Adhesive MarketExisting PlayersNew EntrantsUnderstanding the Pulse of the CustomerInroads into the Stationery and Craft SegmentStrengthening Customer RelationshipsRedesigning the PackagingMarket Challenges for Retaining CustomersPricing and DistributionSales Person Selection and TrainingInternational PresenceIntegrated Marketing CommunicationsSegmenting, Targeting, and PositioningNext Steps