Open AccessThe Ultimate Bond
Author(s) -
Isha Jain,
Abhay Apte,
Ms. Shaan Malhotra,
Manisha Singhai
Publication year - 2022
Publication title -
international journal of advanced research in science, communication and technology
Language(s) - English
Resource type - Journals
ISSN - 2581-9429
DOI - 10.48175/ijarsct-2246
Subject(s) - glue , marketing , business , product (mathematics) , order (exchange) , marketing plan , plan (archaeology) , advertising , management , engineering , mathematics , economics , mechanical engineering , geometry , archaeology , finance , history
Being introduced in India in 1956 as an easy –to-use white glue for carpenters in replacement of Saresh (fat-based adhesives), the ULTIBOND company started its journey and never looked back. As The ULTIBOND Company was well known to recognize the need of their product and convert it into a marvelous opportunity, the company started manufacturing AI glue products for students as well as for professional and educational institutes. In order to shift end-users from natural glues and other synthetic adhesives available at the time, AI glue embarked on a bold marketing game plan. Instead of selling through stores, AI glue approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market. By 1965, the brand was big enough to develop its own manufacturing plant in Maharashtra. Primarily the company decided to enter into the retail market with a packaging of 33 grams collapsible tube in early 1970’s, later came up with many other unique packaging styles to cater the need and requirements of different segments of its customer base.