We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black Quantity - 120 ml) keeping in mind the post-Covid situation. We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.

1. Decoding
FOGG
spicyblack
PERFUMES ON THE GO

2. PARENT COMPANY VINI GROUPOF COMPANIES
• Liquid based product instead of gas.
• Punchlines- “No gas, only spray”
“again finished”
• Long lasting fragrance!
• 800 sprays from a single spray bottle.
SECTOR
‘FRIENDOF GOODGUYS’/ ‘FRIENDOF GOODGIRLS’

3. THE 4 P’s OF MARKETING

4. • Fogg fresh deodorant spicy black
• 120 ML
• Sleek metallic can black in color
• Fragrance that lasts longer
• No side effects
• “NO GAS ONLY SPRAY”
• Price for the 120 ml bottle- Rs. 230
• Adopted competitive pricing
• Price similar to that of competitor
• Wild stone code 120ml- Rs. 250
• Focus on middle and upper middle
class.

5. • Focussed on USP- “ NO GAS ONLY SPRAYS”
• Extensive television advertising.
• Highlighted rival brands’ deo as quite wasteful in
comparison to own product.
• Placed in urban markets primarily.
• FMCG, hence no requirement of exclusive stores.
• Distribution channel through wholesalers, C & F
agents, distributors, and retailers makes it easily
available at every store, malls and supermarkets.
• Online availability.

6. SEGMENTATION
•Keen on trying
new products.
•Outdoor-
oriented
•Fashion-savvy
•Trendy
TARGETING
•Youngsters
between the
age of 18-30
•Upper middle
and middle
class.
POSITIONING
•Spray without
gas
•Lasts longer
•Guaranteeing
800 sprays

7. Competitive Advantage
FOGG SPICY BLACK
120ml
PARK AVENUE VOYAGE
SIGNATURE 120ml
AXE SIGNATURE
122ml
WILD STONE CODE
TITANIUM 120ml
MRP(Rs) 230 275 250 250
Type No gas Gas No gas No gas
Ensured no of sprays 800 N/A N/A N/A
PARENT COMPANY Vinni Cosmetics
Private limited,
Ahmadabad India
PARK AVENUE, Mumbai
India
UNILEVER, London McNroe Consumer
Products KOLKATA INDIA
Logistics and
distribution
Strong Rural and
urban distribution
method.
Weak distribution
channel
Focuses on urban
areas
Focuses on urban areas
Average discounted
Price*(Rs.)
200-220 240-250 225-230 230-240
Ratings(on Amazon) 4.2 3.9 4.1 4.1

8. Marketing plan in today’s scenario
•We have undertaken the Holistic marketing approach while
presenting the marketing plan.
•EXECUTIVE SUMMARY- The goals we wish to
achieve-
oTo hit the untapped market of rural and semi-urban areas.
oTo build the online presence on a large scale.
oTo push fragrances as a gifting item and refute the social taboo of
not gifting perfumes/deos.
oTo help the COVID-19 affected persons on every successful sale.

9. MISSION STATEMENT-
TARGET MARKET- youth aged between (18-30). Creating
campaigns by involving youths as they understand the market
very well.

10. SWOT

11. PROMOTION AND DISTRIBUTION STRATEGIES
• Our marketing plan starts from the product itself, trying to
debunk the myth around gifting perfumes.
• As per the Chinese and Greek mythology, gifting perfumes brings
bad omen and leads to the departing of the loved ones. However,
these claims are baseless and have only created a psychological
perception.
• A report by Springer.com states that good odors are said to
influence mood, evoke powerful experiences of pleasure, produce
alertness or relaxation, and evoke long-forgotten emotional
memories. Hence, deos are a gift awaited!

12. • Also, India has approx. 39% of population
that falls in the middle-class category, hence,
given the price of the product, deos fall as the
right gifting option.
We will include
• short messages with the deo bottle
• based on different occasions (this can range
from general occasions like festivals to personal
occasions like birthdays and anniversaries).
• For example- (Wishing you bright sunshine on a
FOGGy day, All the happiness for you I pray.
Hey dear, wish you a very Happy Birthday!)

13. • We will use guerilla marketing here by
providing public booths(at major public
attractions of any city. For e.g. CP, New
Delhi; Sec-17 Chd) saying “lets spice things up”.
• Further, for positioning our product we’ll
provide trial booth of the fragrance at gyms,
departmental stores, and chemist stores.
As the product has very less online
presence(only 3500 followers on Instagram) and
very less audience engagement rate(40 likes on
posts); we will use multiple digital marketing
strategies which are-

14. • Mega Influencer & Nano Influencer/ blog marketing instead of
celebrity marketing
https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/

15. • Social media marketing
Aggressive social media
marketing and targeted ads
which will be redirected to
marketplace platforms for the
sale of the product, followed
by an email registration
which will give a discount of
5% at the time of online
purchase.
https://www.researchgate.net/figure/con
sidering-social-media-in-buying-
decision_fig4_281676030

16. • Introduction to marketplace platforms
oIn these times of physical
distancing, we want to take
the major business in online
mode so we will make tie ups
with major e-commerce giant
(amazon & flip kart) and
make exclusive brand store
on these platforms.
oWe will ensure a two-day
delivery at least in major
cities via Amazon prime and
Flipkart F-Assured.

17. oOnline selling of the product will
lower the cost of supply chain and storage which will give
us space to play with price and give lucrative discounts.
o For semi urban and rural areas where online delivery takes
time, promoters(dedicated trained employees) will be assigned
to target every general store and chemist for the storage and
sale of the product.

18. FOgg’s Good Goals
• We will also work on the social front by donating Re. 1 on
behalf of the buyer and Re. 1 on behalf of the company for
every successful purchase of the product towards
https://www.careindia.org/campaign-template/battling-covid-19/.
• CARE is a not-for-profit organisation working in India for 70
years, focusing on
alleviating poverty,
education and health,
empowering women and
currently is on its toes to help fight the Covid-19 pandemic.

19. Building the relationship with the customer
• After the successful sale of a product, we’ll ask every buyer to a story or a
post using #letsspicethingsup or #spicingupthissummer and the customer will get a
chance to win a lucky bumper gift.
• These hashtags which will be used by influencers/bloggers and customers
and will create a hype of the product online.
• The emails collected in the beginning will help us build a customer relation
by thanking them for the purchase and updating them with every new offer
associated with the product.
• For e.g. Assuring them by simply sending “ You invested in the right
product!”

20. Budget of the Marketing Plan (Estimated)
Cost of the personalized message tag Re 1
Cost of trial booth Rs 5,000 to 10,000
Cost of Per Promoter Rs 15,000
Cost of per trial product Rs 30-50
Average cost of 10 Mega & Nano Influencers Rs 40,000 to 50,000
Average CPC(Cost Per Click) on Facebook, Instagram and YouTube Rs 15-20
Average cost of sponsored AD and a PPC campaign on AMAZON
(Choosing efficient bid price
Rs 5 to 10/CPC
Cost of FLIPKART AD campaign Rs 1.5 to 6/CPC
Cost of Donation for company Re 1
Cost of Email Marketing 4 Paisa/Email (Yearly
Subscription)

21. •Thank you!
PRESENTED BY-
GAGAN PANWAR
DEVESH MEHRA
RIDHI KOCHAR