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Marketing Control
In-class exercise
Pidilite Industries Limited is an Rs. 5400cr. Indian-based adhesives manufacturing
company. It also sells art materials, construction chemicals, and other industrial
chemicals. Pidilite markets the Fevicol range of adhesives. It produces and markets
brands like feviquick, Fevicryl, M-seal, Dr. Fixit, Roff, Cyclo, Ranipal, Hobby
Ideas, and Acron. It operates through 23 plants and 24 ancillary units. Pidilite has about
7000 distributors, 30 warehouses, and eight regional offices. Below are some data
regarding the company’s performance in the year 2016-17.
Particulars
Income from Operations
Net sales from Operations
Table-1: Brief financial statement (in Crores)
2015-16
2016-2017
5095.00
5298.00
Other Operating Income
Total Income
Expenses
Cost of Material
Employee expenses
Marketing expenses
(including distribution and promotion)
Other expenses
86.00
5181.00
110.00
5408.00
1985.00
680.00
520.00
2025.00
707.00
579.00
810.00
858.00
Total expenses
Gross Profit
Net Profit (less taxes etc.)
3995.00
1186.00
697.00
4169.00
1239.00
773.00
Table-2: Statement of Assets and Liabilities (in Crores)
Particulars
EQUITY, RESERVES AND LIABILITIES
Shareholder’s Funds
Noncurrent liabilities
Current liabilities
ASSETS
Non-current assets
Current assets
2016-2017
857.61
238.24
221.38
327.00
989.00
Table-3: Product-wise gross sales (in crores) in 2016-17
Sales
Forecasted sales
Total market
Adhesives& Sealants
2913.00
3130.00
3900.00
Paint chemicals
1006.00
1740.00
2650.00
Art & Craft material
529.00
656.00
980.00
Pigments and
preparations
317.00
390.00
654.00
Industrial adhesives
264.00
310.00
550.00
Industrial resins
269.00
325.00
650.00
Products of Pidilite
Table-4: Performances of some major brands (in Crores) of Pidilite in 2016-17
Nearest competitor
Brands
Sales
Total market
sales
Fevicol
1550.00
450.00
2820.00
M- Seal
640.00
120.00
980.00
Fevicryl
145.00
120.00
360.00
Dr. Fixit
520.00
310.00
1365.00
Regions
Region-1
Region-2
Region-3
Region-4
Region-5
Region-6
Region-7
Region-8
Table- 5: Region-wise data and performance
No. of
No. of
No. of
Sales in 2016wholesalers Retailers
Pidilite sales 2017 (in
Executives
Crores)
87
1200
60
892.00
55
1050
53
678.00
40
950
56
723.00
35
750
40
469.00
40
880
47
590.00
90
1100
58
831.00
32
580
26
765.00
27
490
24
350.00
Gross Profit
in 2016-2017
(in Crores)
185.00
205.0
162.00
106.00
165.00
180.00
138.00
98.00
How will you assess the performance of Pidilite in terms of (a) Sales Analysis, (b) Market
share analysis, (c) Marketing expense to Sales Analysis, and (d) Marketing profitability
analysis, (e) Efficiency analysis, and any other metrics possible, using appropriate methods.
What are your conclusions based on the metrics calculated?
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