MARKETING CONTROL
In class exercise
MARKETING MATRICES
Pidilite Industries Limited is a Rs. 5400cr. Indian-based adhesives manufacturing
company. It also sells art material, construction chemicals and other industrial
chemicals. Pidilite markets the Fevicol range of adhesives. It manufactures and
markets brands like feviKwick, 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 8 regional offices. Shown below, is some
data regarding the company’s performance in the year 2016-17.
Table-1 : Brief Financial statement
Particulars 2015-16 2016-2017
Income from Operations
Net sales from Operations 5095.00 5298.00
Other Income 86.00 110.00
Total Income 5181.00 5408.00
Expenses
Cost of Material 1985.00 2025.00
Employee expenses 680.00 707.00
Distribution expenses 310.00 334.00
Promotion expenses 210.00 245.00
Other expenses 810.00 858.00
Total expenses 3995.00 4169.00
Profit Before Tax 1186.00 1239.00
Net Profit (less taxes etc) 697.00 773.00
Table-2: Statement of Assets and Liabilities
Particulars 2016-2017
EQUITY, RESERVES AND LIABILITIES
Shareholder’s funds 857.61
Noncurrent liabilities 238.24
Current liabilities 221.38
ASSETS
Non-current assets 327.00
Current assets 989.00
Table-3: Product wise gross sales (in crores) in 2016-17
Sales Forecasted sales Total market
Products of Pidilite
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 317.00 390.00 654.00
preparations
Industrial adhesives 264.00 310.00 550.00
Industrial resins 269.00 325.00 650.00
Table-4: Performances of some major brands ( Rs. in cr) of Pidilite in 2016-17
Nearest competitor Total market
Brands Sales
sales (in Rs)
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
Table- 5: Region wise data and performance
Regions No. of No. of No. of Sales in 2016- Profit Before
wholesalers Retailers Pidilite sales 2017 ( in cr ) Tax in 2016-
Executives 2017 ( in cr )
Region-1 87 1200 60 892.00 185.00
Region-2 55 1050 53 678.00 205.0
Region-3 40 950 56 723.00 162.00
Region-4 35 750 40 469.00 106.00
Region-5 40 880 47 590.00 165.00
Region-6 90 1100 58 831.00 180.00
Region-7 32 580 26 765.00 138.00
Region-8 27 490 24 350.00 98.00
Table: 6 Marketing Score card ( customer nos. in %) in 2016-17 of Pidilite products.
PRODUCTS/ New Lost C.S between C.S between Brand
PARAMETERS customers customers scores 1-4 scores 4.5 -7.0 loyalty*
Adhesives& Sealants 22 14 62 38 45
Paint chemicals 18 23 55 45 39
Art & Craft material 30 16 68 32 30
Pigments and 15 21 73 27 25
preparations
Industrial adhesives 32 11 46 54 60
Industrial resins 24 15 40 60 55
Brand loyalty includes- high brand awareness, higher re-purchase rate, and higher recommendation
to others
Q: How will you asses the performance of Pidilite , using matrices under (a) Annual plan
control Analysis (d) Marketing profitability analysis and (e) Efficiency analysis . ( You can use
the maximum matrices based on time available). What are your conclusions, regarding the
performance of the company based on the matrices calculated?
**
