What was the challenge?
Despite being the market leader, Fevicol was facing a threat in few key markets. In certain areas, namely Mumbai, Ambala and Patiala, local players had entered with sub-optimal adhesive, but they were able to attract contractors and dealers on the basis of huge incentives they offered.
Fevicol had two problems to overcome. While it had built a brand on back of consumer likeability, most homeowners were unaware of what adhesive was actually being used. This homeowner apathy, combined with reward behaviour from the contractors was slowly eating away at Fevicol share.
The Sideways Approach
Getting together with the people who matter
To understand how things are, we undertook an in-depth study of stakeholders across the three relevant problem-areas. We met with homeowners who were in the middle of getting furniture made, we met contractors at their sites, and we spent time at laminate retailers and hardware stores. We found that problems for Fevicol were very different across different stakeholders.
Understood how families view Fevicol
Homeowners were only interested in the aesthetics or the budgetary aspects of the project. Adhesive doesn’t make into the list of concerns as it is seen as a blind essential and is only a sliver of the cost in the furniture making process. Once they find a contractor, they offload all non-important decisions to him. In doing so, they also offload the decision of which adhesive to use since the decision of which glue to use was coming in very late into the process.
When it comes to adhesives, we found that homeowners assume that Fevicol is being used and therefore don’t inquire about whether that is actually the case. In order to make homeowners more emotionally invested in the adhesive used to build their furniture, we decided to associate Fevicol with important moments in their lives.
Shift the focus to family and furniture
Our goal was to showcase situations where homeowners would either need new furniture, or create settings that highlight the pitfalls of using sub-standard adhesive. Through a series of films that were shared through various mediums, we made homeowners aware of the importance of using the right adhesive in their furniture and made them an active and involved participant in the decision-making process.