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

2.  GROUP NO. 16
ROLL NO NAME
53 RAKSHA SUTARIYA
59 JAY VACHHANI
60 KEYUR VAGHASIYA

3.  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”

4.  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.

11.  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.

12.  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.

14. 4p of fogg
deodorant

15.  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.

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

17. 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%