REPURPOSED PRODUCT MARKETING

Creating a product and then finding that consumers are able to find new uses for the product should and has been inspiring the business owners to repurpose them to fit the new use better.

Well lets us see how many products have been successfully repurposed, repositioned and marketed successfully.

 Fevicol- an synthetic resin based adhesive, was created by Pidlite in 1959,for Industrial and Carpentry usage to give a cleaner, cheaper and more durable solution. However, having noticed that it was being used as the colloquial ”jugad” or “make do” DIY, Pidilite went ahead to repurpose Fevicol to Fevicol MR which was a safer variant by 1990. By 2000 the burgeoning middle class needed a adhesive for children’s project, papercraft, creative work all booming with the globalization. Fevicyrl and Fevistik was Pidilite answer to the new need. They captured the market easily with a trusted brand of industrial adhesive being repurposed for domestic use. Business Owners need to learn first hand, who or how their products are being utilized. Once we see or find any new innovative usage, commercialization of the same has to be explored very quickly.

 Fevicol’s evolution from a specialized adhesive to an everyday essential  has been consumer’s jugaad or innovation but mined very effectively by the company     

  ROYAL ENFIELD was originally an answer to the Indian government’s Police and Military usage. 1955 saw the Eicher Motor being awarded an order of 800 Royal Enfield bullet mainly for its rugged ability to handle the Indian Terrain. However by 1990 Royal Enfield was recognized as the most durable motorcycle not only by the government officials but also amongst farmers and other tier 2 and tier 3 population. The year 2000 however witnessed Royal Enfield being rebranded as an aspirational Classic 350 portrayed. IT appealed to the youth as an adventure seeking luxurious brand with models like Himalayan, Interceptor 650 etc.  

As MSME, we need to focus on target market but also develop NEW target market through constant repurposing and innovation. Another key lesson is that repurposing is stronger if based on a already existing authenticity. Fevicol was a leading and dependable adhesive and so repurposing it for domestic usage was easier just as Enfield is basically a sturdy vehicle, most suitable for the Indian Terrain and so building other images over it was possible.

 The underlying value and image however in both cases is the excellent proficiency and trust that was gained over time.

Picture Curtsey

https://www.slideshare.net/slideshow/evolution-of-advertisement-78957837/78957837

https://www.wxgsales.site/?ggcid=849919

https://www.marketing360.in/market-segmentation-targeting-differentiation-and-positioning/