Fevicol Relam - Pidilite

Scale up Strategy for new Fevicol Relam
Fevicol has become a household name that is synonymous with adhesives in India. With its innovative
products, it has transformed the way carpentry trade operates in India. Some of its key sub brands being
Fevicol SH, Fevicol Marine, Fevicol Hi-per and Fevicol HeatX. All these products are used for pasting
laminates on plywood, while making furniture.
Fevicol has been a market leader for all these years and has always been ahead of the times. It has
continuously been innovating for newer substrates and trends of tomorrow and has come up with new
products over the years.
One such innovative sub brand, within the umbrella brand Fevicol, is the product Fevicol Relam.
Background
Home owners typically re-paint their house every 3 to 4 years. They may also change the upholstery along
with painting. But they do not touch the furniture. Do you remember the last time you re-did the kitchen
cabinets or the bedroom wardrobe in your house? Why is that so?
Currently, there is no product that can be used to directly paste new laminate over old laminate. Hence, if one
wants to renovate the furniture, the only option is to first remove the old laminate, then clean the surface and
only then paste a new laminate on the old plywood or the other option is to get a new furniture made.
This ‘Tod-Phod’ way of doing furniture renovation is:
1. Cumbersome
2. Messy
3. Noisy
4. Expensive
Hence furniture renovation is mostly avoided. The only time one would look at the furniture is when it is
broken, termite infested etc and hence there is an urgent need to change the furniture.
Being the market leaders, we took up this challenge to cater to this need gap and come up with an innovative
and appropriate solution to paste laminate on laminate and thus simplify the renovation process. This is how,
new and innovative product called FEVICOL RELAM was born and it made renovation of furniture really quick
and easy. Using Fevicol Relam, one can directly paste a new laminate over the old laminate and change the
look of the old furniture over-night.
This product also has the potential to unlock a new category of renovation of furniture and thus bring
additional volume growth for Fevicol, without cannibalizing the existing portfolio.
Stakeholders
For being able to scale up and unlock the untapped need, there is a need to ensure that the different
stake holders are educated about this new product that can paste laminate on laminate without any
hassles. Thus, allowing one to do easy furniture renovation.
Wood Working Contractor
Who is a wood working contractor?
A wood working contractor is a person with a team of carpenters under him. He takes contracts for
getting furniture made at the site (e.g. inside the home). He typically has multiple sites going on at
the same time.
Why will he use Fevicol Relam- what’s in it for him?
Today furniture renovation is a very cumbersome job and takes up a lot of time but the earnings are low
and hence he is not very keen on getting into it. Fevicol Relam has made irennovation of laminated
furniture quick and easy. This can help unlock a large opportunity and give him additional business.
Challenge for Fevicol Relam
Even if we educate the contractor, he/ she gets to know about a renovation site only when the home-
owner contacts him. For that to happen, the home-owner has to be aware that now renovation of
furniture (laminated furniture) can happen quickly, without any “Tod Phod”, mess and noise. He/She
has to initiate the need with the wood working contractor.
Home Owner
Homeowners find renovation of laminated furniture, a physically and economically draining job because,
it takes time, it is dusty with saw dust everywhere and it is noisy too. Imagine one staying in the house
while the renovation is going on. This is because changing laminate today means, removing the existing
laminate and then cleaning it and then pasting new laminate, which takes up a lot of time and is a messy
work. It is a painful task if they are living in that house while the renovation is on. Imagine cooking in the
kitchen when the house is all dusty with saw-dust due to the old ways of doing the furniture!
This is the reason, while a home-owner may re-paint the house once in every 3 to 4 years, they will
This is the reason, while a home-owner may re-paint the house once in every 3 to 4 years, they will
consider touching the furniture very selectively and only if it is broken, termite infested or has some issue
that needs urgent attention. Else, in most cases, does not touch the furniture in the re-painting cycle. One
assumes that the life of a furniture is much longer.
Why will he buy Fevicol Relam- what’s in it for him?
If the home owner is aware that a furniture can be renovated with minimal cost and without any messy
and noisy “Tod Phod” and they can get a fresh new look of the furniture quickly and with minimal costs, he
would be keen on changing the entire look of the house rather than just limit to re painting and upholstery
changes.
Awareness creation about this product so that the home-owner does not limit the house renovation to just re
painting and redoing the upholstery
Dealer
Why will he sell Fevicol Relam- what’s in it for him?
The dealer of plywood and laminate, which is the primary channel for Fevicol sales, gains if he sells Relam.
That is because this product will increase the consumption of laminates from his store as well. The home-
owner who otherwise was only going to re-paint will now be buying additional laminates along with Relam
which will add to the dealers sales.
A home-owner will not go to the plywood laminate dealer when he is only considering re-painting his house.
Product Information
Product AV - https://youtu.be/gxEy8RX8Clo
SKU Size – 450g cartridge
Coverage – 1.75 sheets in 2 cartridge or 28 sq ft in 1 cartridge
Price point- 380 INR (each cartridge)
Consumption at a 2BHK apartment site –
a. Kitchen cabinets– min 3 sheets for external lamination = 4 cartridge

b. Bedroom Cupboard – min 4 sheet for external lamination = 5 cartridge per room X2 Total = 14
cartridge
What do you need to do:

1. Size the Market Opportunity
2. Make a Marketing plan including :
a. Proposition for each of the 3 stake holders
b. Medium of communication
c. Communication strategy and approach.
3. Any other opportunities / ideas

Fevicol Relam - Pidilite

Uploaded by

Copyright:

Available Formats

Fevicol Relam - Pidilite

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Fevicol Relam - Pidilite

Uploaded by

Copyright:

Available Formats

Scale up Strategy for new Fevicol Relam

Why will he buy Fevicol Relam- what’s in it for him?

Challenge for Fevicol Relam

Why will he sell Fevicol Relam- what’s in it for him?

Challenge for Fevicol Relam

Consumption at a 2BHK apartment site –

a. Kitchen cabinets– min 3 sheets for external lamination = 4 cartridge

What do you need to do:

You might also like