Fogg (body perfuam brand )

about fogg company SWOT and branding .... what is fogg in market....

1. Brand presentation on fogg deodorant GROUP NO. 16 ROLL NO NAME 53 RAKSHA SUTARIYA 59 JAY VACHHANI 60 KEYUR VAGHASIYA

2. introduction OF BRAND FOGG PRODUCT OF VINI COSMETICS. FOUNDED BY DARSHAN PATEL IN 2010. VINI COSMETICS IS LOCATED IN AHMEDABAD,GUJARAT. PRICE : 180 RS.FOR 120 ML SECTOR :- FMCG TAGLINE: “NO GAS , ONLY DEO”

3. OVERVIEW When all the deodorants brands were coming with the same type of product, vini cosmetics came up with a different type of product , a liquid based product instead of gas. FOGG came with a punch taglines of “without gas body spray "and “again finished” . It came with a basic USP of long lasting fragrance. In deodorant industry, brand fogg from vini cosmetics has been over take of AXE from HUL.In December 2013,fogg has become new market leader with 13% market share in India. Fogg brand has been introduced in 2012 with clutter breaking concept “No gas ,only perfume” and brand has taken position in the consumer mind.

4. FOGG ORIGINAL FOR MEN

5. FOGG ORIGINAL FOR WOMEN

6. BLACK COLLECTION FOR MAN

7. BLACK COLLECTION FOR WOMAN

8. BLACK BLUE SERIES

9. MARKET STRATEGY VINI cosmetics a Indian based firm strategized fogg with an image which could directly strike the Indian psyche. They understood the market and come with a product which could set their image as a product with utilitarian use. Instead of having a same strategy of gas based product they tapped the Indian market with a deodorant full of liquid. One more important was advertising the product with a different angle. The theme of 85% of the deodorant advertisements could be summed to hulk, foreign girls and the girls attraction. It projected itself with a product who values Indians by giving them product which can be utilized more in a similar price. The other aspect which fogg concentrated was showing other deodorant as wasteful and with long lasting aroma.

10. VINI cosmetics has triggered a television led advertising campaign aiming to bring a behavioural change in people’s gifting patterns. they are urging people to shift from gifting usual items such as shirts, ties,wallets,watches,cakes, bouquets and start gifting perfumes.

11. COMPETITORS OF FOGG DEO

12. 4p of fogg deodorant

13. product Variety wide range of fragrance Quality : dermatological testing, no side effect Price Substitute for expensive perfume Price around 180-275 Pricing done considering “upper middle man” income helps in gaining market penetration.

14. place Reliable urban market Online availability Promotion Focused about its only extra features “no gas only spray” Extensive television advertising

15. Leading players -2016-men in India BRAND 2013 2016 FOGG 13.0% 17.0% AXE+AXE SIGNATURE 12.0% 8.0% PARK AVENUE 8.0% 7.0% WILD STONE 6.0% 6.0% ENGAGE 0.0% 5.0% NIVEA 3.0% 4.0% LAYER 0.0% 3.0%

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