FEVICOL

EZEESPRAY:
GROWTH PLAN
 FEVICOL EZEESPRAY: Plan of Expansion

FY19-20 FY20-21 FY21-22 FY22-23

User Penetration 25% 37% 49% 61%
User Base 12222 18000 24000 30000
High Sales per user (Bottles) 61 74 95 121
Penetration Total Sales (Bottles)* 0.7M 1.3M 2.3M 3.6M
Markets Sales Growth (%) - 80% 70% 60%
Market Size (Bottles) 2.4M 3.4M 4.7M 6.6M
Market Share 31% 40% 48% 55%

FY19-20 FY20-21 FY21-22 FY22-23

User Penetration 10% 13% 19% 25%
User Base 31778 40000 60000 80000
Low Sales per user (Bottles) 8 24 40 66
Penetration Total Sales (Bottles)* 0.2M 1.0M 2.4M 5.3M
Markets Sales Growth (%) -  300% 150% 120%
Market Size (Bottles) 3.0M 4.8M 7.7M 12.3M
Market Share 8% 20% 31% 43%
*Assumed 40% growth for market potential in high penetration markets and 60% in low penetration markets
FEVICOL EZEESPRAY: Recommendations

Drive Distribution Drive Usage in Low Pen. Markets


Retail and distribution promotions 
Introduce smaller entry packs

Proper pricing 
Loyalty discounts / bonuses

Advertising 
Create a feedback loop

Geography Expansion 
Lower Prices / Customer Promotions

Drive Repurchase in High Pen. Markets Gain Market Share


Introduce Multipacks/Upsizing 
Strengthen customer relations

Decrease Price 
B2C via Online sales

Customer Promotions 
Acquire competitors

Create a feedback loop 
Increase outlet reach