Branding of Fogg

SWOT analysis, Brand Architecture, Brand Extension, 4P's of Fogg, STP, Brand elements, Competitors, Brand Identity and Brand Identity Prism

1. FOGG HISTORY Fogg product of Vini Cosmetics Founded by Darshan Patel in 2010 Vini Cosmetics is Located in Ahmedabad, Gujarat Tagline “A Body Spray Without Gas” Market Share Fogg Men’s – 12.6% Women’s – 10.2%

2. BRAND ARCHITECTURE PERSONAL CARE PRODUCTS DEODRANT TALCUM CREAMS FOGG WHITE TONE GLAM-UP 18+ JINJOLA SEVEN X

3. BRAND EXTENSION They can Branch out to: Fogg Hair Gel

4. 4P’S Fogg Hair Gel Price – Rs.60(50ml) Place – Urban market Promotion – Advertising through Television, Print ads.

5. STP Segmenting Geographic:- Urban Market Demographic:- Age – 16 – 35 Gender – Male Socio-Economic Class – Upper and Middle Income people

6. Targeting Target Audience – Male youth of Urban Cities who belongs to Upper and Middle Income people and who enjoys parties and Other such Lifestyle Activities. Positioning A Stylish gel which holds your hair as you Want.

7. NAMING OF PRODUCTS Blanket Family Name and Combo Names Fogg Hair Gel Fogg has the Good Brand name and Fogg has sold in 500,000 stores and they are planning to touch another 500,000 stores within two years. So with the help of brand Fogg they can easily attract Market and easily reach the customers.

8. BRAND ELEMENTS Brand Name – Fogg Hair Gel Tag Line - Add Style to your hair Packaging – The color of gel inside the pack will be of sky blue. Transparent Tube type and Small Plastic Containers. USP – Moisture Free and Prevent Hair fall

9. COMPETITORS Brylcreem (HUL) Set Wet (Marico) Park Avenue (J.K. Helene Curtis Ltd)

10. BRAND IDENTITY Brand Essence Feeling Cool and Stylish Core Identity Product thrust – Stylish Look User Profile – Urban Youth Extended Identity Exciting, Trendy Different Colors

11. BRAND IDENTITY PRISM Physique Unique attractive Sky blue color and Transparent pack Personality Youthful Urban Relationship Personalization Customer Feedback

12. Culture Commitment Product Innovation Modern Reflection Matches with self image Happiness Self Image Trendy Pleasure

13. Thank you..