Fogg (body perfuam brand )
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Group 16 is presenting on Fogg deodorant by Vini Cosmetics. Fogg was launched in 2010 in Ahmedabad, Gujarat by Darshan Patel and has become the market leader in India with a 13% market share by December 2013. It differentiated itself from other gas-based deodorants by being liquid-based and using the tagline "No Gas, Only Deo".
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The document discusses Fogg's marketing strategy for expanding in the deodorant market in India. It provides an overview of the growing deodorant market in India and Fogg's strengths in having a differentiated product that is liquid-based rather than gas-based. The marketing strategy discusses market segmentation targeting young urban consumers, and expanding product offerings while continuing innovative advertising campaigns. Future plans include increasing market share through new product lines and research/development.
Fogg ppt
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Navratna Oil is the largest brand of Emami Ltd. It saw 25% volume growth and 30% revenue growth in 2010, and can sustain 15-20% growth on new variants in North India. Boroplus is the market leader in antiseptic creams with 74% share. It grew by 15% in FY2010. Himani Fast Relief increased its market share from 11% to 13% and grew by 6% in FY2010, though it has potential for higher growth across more product categories and forms.
Branding of Ghari Brand
Ghari detergent is a successful brand from Kanpur that has grown without large advertising budgets. It targets value-conscious consumers in small towns and villages. The brand focused on building an extensive dealer network in Uttar Pradesh. Ghari also kept profit margins lower than competitors to offer the best value. A rebranding initiative tweaked the logo design and packaging to give Ghari a modern look while retaining familiar elements. The owner of Ghari detergent plans to expand production capacity and list the company in an initial public offering valued at around $7 billion.
Brand equity of parent brand helps new product within the same umbrella
The document discusses umbrella branding and brand extensions. It provides examples of companies that have successfully used umbrella branding strategies, such as Nivea and Nirma. The key factors for successful umbrella branding and brand extensions are:
1) Leveraging strong brand equity and positive associations with the parent brand.
2) Ensuring brand extensions are closely related to the core brand attributes and don't dilute or contradict the parent brand's positioning.
3) Developing extensions that maintain a clear link to the original brand essence or benefits.
However, umbrella branding can fail if the extensions are not seen as adding value by consumers or if the link between the parent brand and extensions is unclear
MBA IBM-Himalaya-soap
The document discusses repositioning the Himalaya Soap brand. It begins by evaluating the launch of Himalaya Soap, analyzing whether innovation was the best growth strategy and the efficiency of marketing actions. It finds the innovation strategy was necessary but marketing could be improved. It then recommends repositioning Himalaya Soap to focus on its natural ingredients and highlight this through more effective advertising that also showcases Indian culture. A positioning statement and perceptual map are provided to describe targeting customers interested in health and belonging while expanding into rural markets through improved distribution and brand promotion activities.
Imc sparsh integrated marketing communication
Prakriti Organics is an organic soap startup in India that aims to target the entire family market. It produces 4 varieties of soap for different skin types. While prices cannot be lower than competitors due to the oligopolistic soap market, prices are affordable. Prakriti Organics will use third party distributors and undertake large promotional activities. It aims to gain market share through its herbal products, distribution, promotions, and loyalty. However, it faces threats from major producers like Hindustan Unilever and needs to penetrate the rural market where other producers have moved.
brand extension
This document discusses brand extension, which is using an established brand name to launch a new product in a different category. It provides examples of successful and unsuccessful brand extensions. Specifically:
- Brand extensions can be line extensions that target new market segments within a category, or category extensions that enter a new product category.
- Successful brand extensions like Fabindia were able to leverage trust in the parent brand while expanding product lines.
- Unsuccessful extensions like Pond's oral care failed because consumers did not associate attributes of the parent brand like fragrance with the new category of toothpaste. Extending too far can damage a brand if the new product is not a good fit.
36983795 14073309-l-oreal-ppt-new
L'Oreal is the world's largest cosmetics company founded in 1909. It has a global market share of 17% and owns brands like Garnier, Maybelline, Lancome, and The Body Shop. The document analyzes L'Oreal's market presence in India through its 4Ps - extensive product lines, viral marketing promotions, competitive pricing, and wide distribution channels. It finds that L'Oreal has approximately 20-22% market share in the Indian lip color market and is in the growth stage of its product lifecycle with 40% sales increases and heavy advertising investments.
Presentation On The Survey Of Washing Powder
The survey analyzed consumer preferences for washing powder brands in India. It found that Surf Excel has the strongest market share, with 96% of respondents preferring it for washing machines. Most consumers purchase washing powder monthly and in 1 kg packs from retail stores. While 60% of consumers were satisfied overall with their brand, recommendations to weaker brands like Henko included increasing advertising, improving distribution channels, lowering costs, observing competitors, and offering online or delivery options.
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Fogg (body perfuam brand )
- 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.
- 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%