Domex & Fogg

1. FOGG
PERFUME BODY SPRAY
Risk Type Score /Assessment Reason
Functional Risk LOW
No scarcity of options
Social Risk MODERATE Social acceptance due to Body Odor
Financial Risk Low Price is economical for targeted audience
Physical Risk HIGH Allergies to some body types
Hedonic HIGH Feel good factor
Differentiation HIGH
More volume than Competition at same
price
Consumer Risk Assessment
Assumptions:-
1. Perception created by giving more volume of product- ‘no Gas, only Deo’
2. Assumes that customers will go for this differentiation.

2. NPS (No Problem
Solving):
Many similar products
are available
Need Recognition :
Daily use product- create
a disequilibrium by
uplifting existing state
that consumer is getting
more in same price
Information Search:
Created central route to
persuasion by giving
them knowledge about
differentiation
Evaluation : Long lasting
fragrance & similar pricing
ITP (Intension to
purchase) : compensatory
approach
Decision : Trial Packs,
product is pushed over
brand
FOGG PERFUME BODY SPRAY

3. DOMEX
DISINFECTANT SPRAY
Risk Type Score /Assessment Reason
Functional Risk HIGH
Safety of surroundings- Test report
from Labs
Social Risk MODERATE People will buy as per need
Financial Risk LOW Affordable to all targeted segments
Physical Risk LOW Not impacting directly
Hedonic LOW Smell which isn’t impacting directly.
Differentiation MODERATE
Live trials at targeted consumers home
/ offices with proofs.
Consumer Risk Assessment

4. NPS (No Problem
Solving)
Need Recognition :
Hygiene product- create a
disequilibrium by
uplifting desired stage by
doing door to door trials
Information Search:
Repetitive
advertisements and trials
in media
Evaluation : Create
preference by creating a high
risk. Report from accredited
lab showing proofs of trials
conducted
ITP (Intension to
purchase):
When risk is created,
consumers will intent to
buy the same
Decision : Easy
availability in the market
and in small shops,
visibility on shelves.
DOMEX DISINFECTANT SPRAY