Vini Cosmetics produces Fogg body spray, targeting middle-class youth aged 16-30. Fogg is positioned as a long-lasting deodorant spray without the strong gas of other brands, appealing to outdoor and fashion-conscious consumers. The document discusses Fogg's segmentation, targeting, strengths like effective advertising and variants, and weaknesses like limited markets and competition from major brands.

1. FOGG
Abhishek dewangan

2. Introduction
2
Company
• Vini Cosmetics
• Sector-FMCG
Tagline
• “Bina Gas Wala”
Body spray
• Punch Line-Phir
Khattam
USP
• Doesn’t get
blown away like
other deo
• Lasts Longer

3. Segmentation
3
Demographic
Psychographic
GENDER
INCOME
Men (Hair gel and
deodorant cream) Women
– (Deodorant cream)
INCOME – Middle to upper
middle class
Outdoor oriented.
Fashion oriented and
friendly.

4. Segmentation
Segmentedthepeoplewhoare
willingtotrynewproducts.
People who are willing to try
new products
People with sensitive skin

5. Targeting
5
Middle Class Youth(GenZ) Men 16 - 30
Middle Class Youth(GenZ) Women 18 - 30
INCOME GENERATION GENDER AGE

6. SWOT - Analysis
6
STRENGTHS:
• Differentiated value proposition
from all its competitors
• Effective advertising and branding,
targeting
• Different Variants
WEAKNESS:
• Targets only Urban Markets
• Controversial advertising often
leads to legal issues
• Huge Competition
OPPORTUNITY:
• Strong presence in the market
• Positive customer response
• Huge future potential
THREATS:
• Developing perfume brands
• Competition from market leaders
like Axe, Nivea, Dove etc.

7. Long lasting Without GasFoggFragrant body spray
Positioning Statement
7
To (Target Segment and Need) Our (Brand) That (Point of difference)Is (Concept)
Young Men and Women
who want refreshing
body odour

8. Brand Positioning
8
Body Spray
without Gas
Perfume and
Power Lasts
Longer
Guaranteed
800 sprays
per bottle
Wide Variety
of
Deodorants
Fashion
Conscious
people
Outdoor
Oriented and
Trendy