Branding of Fogg

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

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Branding of Fogg

  1. 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. 2. BRAND ARCHITECTURE PERSONAL CARE PRODUCTS DEODRANT TALCUM CREAMS FOGG WHITE TONE GLAM-UP 18+ JINJOLA SEVEN X
  3. 3. BRAND EXTENSION • They can Branch out to: – Fogg Hair Gel
  4. 4. 4P’S  Fogg Hair Gel • Price – Rs.60(50ml) • Place – Urban market • Promotion – Advertising through Television, Print ads.
  5. 5. STP  Segmenting Geographic:-  Urban Market Demographic:-  Age – 16 – 35  Gender – Male  Socio-Economic Class – Upper and Middle Income people
  6. 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. 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. 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. 9. COMPETITORS • Brylcreem (HUL) • Set Wet (Marico) • Park Avenue (J.K. Helene Curtis Ltd)
  10. 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. 11. BRAND IDENTITY PRISM • Physique – Unique attractive Sky blue color and Transparent pack • Personality – Youthful – Urban • Relationship – Personalization – Customer Feedback
  12. 12. • Culture – Commitment – Product Innovation – Modern • Reflection – Matches with self image – Happiness • Self Image – Trendy – Pleasure
  13. 13. Thank you..

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