FEVICOL EZEESPRAY

B​ACKGROUND

Fevicol Ezeespray is a sprayable adhesive that can paste laminates, veneers and charcoal sheets to Plywood or
MDF boards. It comes in an aerosol spray packaging and is easy to apply. It is fast setting and eliminates use of
masking tape to hold the 2 pieces together. Each can is of 500ml and is priced at Rs 650 per piece.

3M is the other player in this category. On account of being the first mover, 3M has a significant presence in
key markets like Pune, Hubli, Gujarat, South Maharashtra.

Features and Benefits of Ezeespray are –

● Can be applied easily in any direction and thus easy to apply and does not need additional training to be
imparted to carpenters
● Nozzle comes with High, Medium, Low setting and thus has a varied spray pattern according to the surface
of application. This ensures minimum wastage while applying
▪ Does not drip, unlike regular Fevicol, therefore it is not messy in terms of drip marks and stains
▪ Sets quickly in 5 minutes
▪ Does not need masking tape
▪ Excellent bonding strength
▪ Water resistant and Heat resistant and thus can be used in Bathrooms and Kitchens

There are two types of markets for Ezeespray -

● High Penetration – Good category presence; high competition – Gujarat, MP, Karnataka, Maharashtra
● Low penetration – Low category presence; awareness & trial generation required – Rest of India

Description (all sales in bottles) FY 17-18 FY 18-19 FY 19-20

Sales per month in high pen mkts 30,000 56,000 62,000

Sales potential high pen mkts 200,000

Sales per month in low pen mkts 20,000

Sales potential low pen mkts 250,000

No. of Users (Penetration) 8,000 (4%) 28,000 (9%) 44,000 (12%)

Outlets billed 23,000 (12%) 30,000 (13%)

In FY 19-20, out of our total user base, only 12% users used Ezeespray (measured through our loyalty
program). Penetration in markets with high category presence is 25% while in Rest of India penetration is at
10%. We billed around 13% our active outlet universe in FY 19-20.

According to internal surveys conducted, awareness is high at 78% and one time usage is at 58%. But repeat
usage drops off all across. Top usage of Ezeespray has been found to be in pasting laminate on edges of
plywood, ceiling work and vertical lamination.
As the price of Ezeespray is high, we have seen a high acceptance of the product in markets where contractors
take contracts on a percentage basis (their fees are a percentage of total cost of products used).

In Maharashtra, we have been able to gain good market share by operating effective trade inputs and user
schemes.

In markets with the task of category creation, Ezeespray was promoted as a useful tool to paste laminate in
difficult to reach places. We have now further refined the proposition to ‘Use Ezeespray for Ceiling and Vertical
Lamination’. Ezeespray is also being also used for pasting small pieces of veneer without nails. However, the
adoption rate is still very low due to the below reasons -

o Resistance to adopt dues to costs - per sft cost is almost 4 times as of regular adhesives
o Initial grab is very high and thus repositioning of laminate is not possible once it is pasted with
Ezeespray. This leads to wastage and losses for the contractor
o As it is still a small value brand, there is less focus from the team in developing Ezeespray

A​SK​ ​FOR​ ​THE​ C​ASE

Develop a package to ensure that Ezeespray grows at 100% per annum for the next 3 years. The package must
address the following:

a) How do we drive distribution for Ezeespray, especially in low penetration markets?

b) How do we ensure that the high awareness converts to regular usage in low penetration markets?

c) How do we ensure that the high awareness converts to heavy usage in high penetration markets?

d) How do we consolidate our position in high penetration markets by further gaining share?