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.
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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.
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
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2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
Fogg perfumes marketing strategy post covid-19RidhiKochar1
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.
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
Loreal Paris Presentation based on Designing and managing Integrated Marketing Communication
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2) History
3)Company’s target
4) Brand operation
5) Subsidiary brand
6) Brand ambassador
7) Partnerships
8) Competitors
9) IMC marketing strategy
10) Reason for success
11) Approach in the middle east countries
12) Challenge
13) Today’s position
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
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New product development report Marketing (perfume)Umair Ijaz
new product development in marketing
Perfume
Fragrance industry
promotion of product
launching of product
new product launching report
idea generation
idea screening
commercialization
advertisements
marketing mix
Loreal Paris Presentation based on Designing and managing Integrated Marketing Communication
1) About
2) History
3)Company’s target
4) Brand operation
5) Subsidiary brand
6) Brand ambassador
7) Partnerships
8) Competitors
9) IMC marketing strategy
10) Reason for success
11) Approach in the middle east countries
12) Challenge
13) Today’s position
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
New product development report Marketing (perfume)Umair Ijaz
new product development in marketing
Perfume
Fragrance industry
promotion of product
launching of product
new product launching report
idea generation
idea screening
commercialization
advertisements
marketing mix
DUREX in India: Sex - A Social Stigma & Taboo in IndiaHarsh Bohra
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Link to Youtube Videos used in this presentation:
Slide 13: https://www.youtube.com/watch?v=kNBNwvnYRwE
Slide 16: https://www.youtube.com/watch?v=tWAzt-eyiwc
Slide 24: https://www.youtube.com/watch?v=_MaO6yIIJVY
INDUSTRY- perfume and fragnance
PRODUCT NAME- Soliflore
Marketing management project(BBA)
Perfume is a mixture of fragrant essential oils or aroma compounds, fixatives and solvents, used to give the human body, animals, food, objects, and living-spaces an agreeable scent. It is usually in liquid form and used to give a pleasant scent to a person's body.
The word perfume derives from the Latin perfumare, meaning "to smoke through".
Many ancient perfumes were made by extracting natural oils from plants through pressing and steaming. The oil was then burned to scent the air. Today, most perfume is used to scent bar soaps. Some products are even perfumed with industrial odorants to mask unpleasant smells or to appear "unscented."
PositioningBlue is a detergent that contains Sodium percarbonate.docxharrisonhoward80223
Positioning
Blue is a detergent that contains Sodium percarbonate, natural ingredient unique on the market for the removal of up to tough stains. It has a fresh scent that takes us back to nature. It also prevents the colors are desmerezcan washed after washed, making the experience a unique and durable for your clothes. Its position is based on its slogan "The power of Blue", used in the media especially on digital, in its marketing campaign. " Their packaging as well as its ingredients are composed of eco-friendly materials that help to safeguard our environment. In addition to being lightweight, easy to carry and store packaging and above all economical, perfect for the market that is Blue.
KW made a "Canvas technique" of their model of business in order to add value to their ideas and present your product in an organized way, while promoting it develops:
Strategy and objectives
General strategy
Grow by 7% per year over a period of four (4) years through increase in the sale of the product and image change jobs. On the other hand, is their interest retain existing customers and attract new. After having evaluated the market analysis, SWOT analysis, w poses the following strategy:
· Add new places of sale of the product at strategic points reaching more customers.
· Add a new product design, renewing the image.
· Therefore, it will be distributing product samples at fairs, conventions, moles, festivities and activities nonprofit in newspapers, hotels and guest house, focused on social classes middle and low to maintain and enter new markets.
· Through advertising exchanges, will be the logo in different media, social networks and programs.
· There will be a call center for information in general and service to the client in order to keep customers informed and answer or channel any doubt or question
Specific objectives
After implementing different strategies, identified analyzed competitive intelligence systems, w formulated the following objectives:
1. to be the leading brand in the market of detergent for washing clothes. Create new navies with the community maintaining quality standards.
2. produce an annual yield of 7% on investment.
3 impact new customers with an intense promotion in low-income sectors.
4. create and promote ecological awareness and the proper use of natural resources in our customers.
5. implement new technological tools for the analysis of data-based decision making and improve the quality of the product.
6. increase the Blue detergent sales in different distribution channels.
Strategies of Marketing programs
Product
Blue in white container detergent, which highlights its logo blue, distinctive and refreshing, which lives up to its name. The company's goal is to cover and meet the different needs of people. This is why that Blue detergent has the following characteristics:
Diversity of odors as: Lavender, mountain, tropical fruits and fresh air breeze.
It keeps the colors vibrant and radiant whi.
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• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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Email has the best ROI of any digital tactic
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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Understand Why Personal Stories Connect Better
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Fogg Deodorant and Market Analysis
1. Going to the Market
Submitted to : Dr. KAVITA KULKARNI
By: KANIKA SHARMA
RAGHAV KHANNA
DIVYA SHARMA
ASHISH BEHL
2. OVERVIEW:
• 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 tagline of “without gas body
spray” and “again finished”. It came with a basic USP
of long lasting fragrance and guaranteeing 800 sprays
for a single Fogg bottle.
3. EXECUTIVE SUMMARY:
The deodorant market in India is around Rs 2300 Cr and is growing at
17-18% per annum for past three years The Indian deodorant market has
more than 500 deodorant brands.
Indian fragrance Market is growing with a CAGR of 32.71% from last five years and
is projected to get more than ten times by the year 2021 due to rising personal
care, brand awareness, increasing disposable income, growing demand in middle
class people and affordable price of fragrance in the form of mass perfumes and
deodorants.
MISSION STATEMENT: To exceed the customer satisfaction extending its new
product and category line by fulfilling the personal grooming and hygiene needs of
the consumers by providing innovative quality and value for money products. The
employees will be trained with exceptional customer service and will be
empowered to make decisions based on the business philosophies.
4. Overall
Strategy
Financials
1) Broaden revenue max.
2) Improve Operating Efficiency
3) Improve enterprise financial
Health
Customer
Satisfaction
1) Service
excellence
2) Customer
defection
Learning & Growth
1) Hire technical talent.
2) Implement Cross Training
3) Align Personal goals.
Business
Process:
1) Product
quality
2)
Operations
efficiency
5. FUTURE PLANS
•Planning:
The plans for the first financial year is to establish a consumer base in all
the categories of our products and to look into the main objective of
satisfying the existing users. Also we would develop this extensions as a
Brand by running advertising campaigns which would be conceived by Ad
Agency with reference to the Marketing team.
• Revenue maximization: Another 8 fold revenue.
• Market share – 25% in the next 12 quarters.
• Research & Development- Increasing budgets for the operational
efficiency.
6. MARKETING STRATEGY
MARKETING STRATEGY IS - CUSTOMER FOCUS WITH
OPERATIONAL EFFICIENCY AND CUSTOMER INTIMACY
STRENGHTS
1. Has a differentiated value proposition from all its
competitors
2. Effective advertising and branding targeting the youth
3. Good distribution, Promotions and campaigns for
luring customers
4. Unique selling proposition of having more spray liquid
5. Available in different variants
WEAKNESS
1. Only an urban market phenomenon
2. High pricing reduces the target market
3.Controversial advertising often leads to legal issues
4.Competition in market
OPPORTUNITY
1. Come up with Limited Edition fragrances
2. Tie up with hotel chains and large organizations like
gym chains etc.
3.Income level is at a constant increase
THREATS
1. Deodorants sales are seasonal. Maximum sales
happen in the summer months
2. Competition from Premium Segment Deodorants like
Burberry, Body Shop
3.Price changes,tax changes and increase in labor costs
7. STP
SEGMENTATION
• Segmented the people who are willing to
try new products.
• People with sensitive skin
• Demographic
Gender - Men(Hair gel and deodorant
cream)Women(Deodorant cream)
Income - Middle to upper middle class
Young audience, age 16-30
• Psychographic
Outdoor oriented
Fashion oriented and friendly
8. TARGETING
• A body spray without gas which hence lasts longer
• Skin sensitive products, ammonia free
• Focus on further uses of a deodorant
• Different packaging for the ease of usage
• Extension in personal hygienic products with more innovation
• Line extension after proper market surveys
9. • High on confidence brand, with a common notion of getting more
for less
• Innovative products
• Less for more products
• Non gaseous, but liquid products
• Approachability (made for the regular youngsters)
• Keeps customers engaged with new fragrances as it offers wide variety of
deodorants.
• Each fragrance has a unique character and is marketed uniquely
• Adventurous and catchy marketing
10. THE SMELL CUTURE IS EVOLVING
Deodorant Industry Overview
•Has come up very fast in the FMCG category
•Fastest growing product in the FMCG category
•FMCG growth rate: 9%
•Deodorant industry growth rate: 16%
•India is the fastest growing deodorant market in the world
11. • The maker of Fogg deodorants crossed Rs 500 crore in turnover in FY15.
• Fogg is leading in deodorant category(with 17.4% market share)
followed by Park Avenue(8%) and Wild Stone(6%).
12.
13. FOGG HAIR GEL
Price – Rs.60 (50ml)
Place – Urban market
Tag Line - Add Style to your hair
Packaging – The colour of gel inside
the pack will be of sky blue.
Transparent tube type and small
plastic containers.
USP – Moisture Free and Prevents
Hair fall.
FOGG DEODORANT CREAM
Price: Rs.240(50ml)
Place – Urban elite market
Tag Line – When only best will do
Packaging – Small, pot-like
container, which allows the user
to dip their fingers in and apply
the substance with hand.
USP –Ammonia Free and Lasts 3X
longer.
16. • Distribution network spanning 0.75mn points of sale
• 5,000 wholesalers with a 500 strong sales force.
• Margins provided to wholesalers would be between 18% and 25% and for
retailers it’ll be around 22%.
• MARKETING CHANNELS: A marketing channel is a set of practices or
activities necessary to transfer the ownership of goods, and to move
goods, from the point of production to the point of consumption and, as
such, which consists of all the institutions and all the marketing activities
in the marketing process.
DIRECT
SELLING
SELLING THROUGH
INTERMEDIARIES
DUAL
DISTRIBUTION
REVERSE
CHANNELS
17. CHANNEL OF DISTRIBUTION
Two level Channel -- (Producers Wholesalers Retailers Customer)
It is also known as traditional or normal channel of distribution. This channel is
useful for small producers for small means
ADVANTAGES OF THIS CHANNEL
•Cost Saving
•Time Saving
•Customer Convenience
•Customers can buy in small quantities
•Resellers help in boosting sales
Resellers provide valuable information
18. THINGS TO IMPROVE DISTRIBUTION
PROCESS
1. Make it a priority. Devote resources to channel management – preferably at least
one dedicated manager whose sole responsibility is to manage those relationships
and build the marketing programs to drive revenue through the channel.
2. Develop measurements and track performance. Know who your best sales
performers are at each point in the channel. By tracking orders, volume and total
revenue at each point, you can identify and improve underperforming partners
and keep your top performers happy.
3. Communicate! Build relationships at each step of your channel. If you’re not talking
with your partners, how can you identify problems and solve them? And how will
you know whether your programs are working and how to make them better?
4. Drive revenue through the channel. Take ownership of the marketing campaigns
that will drive revenue at all levels through the channel. Your partners have to
focus on building their own customer base, not marketing just your product
(remember that you’re not the only solution they offer).
5. Avoid pricing conflicts. Establish a pricing strategy and stick to it. If channel conflict
arises because of price, attempt to resolve it ASAP.
6. Address conflicts swiftly. Since distrust and channel conflict is common, it’s
important to address problems quickly to find a solution.
19. IMC
Objective: The major marketing objectives would be to successfully launch
itself from the deodorant market to further new markets, gaining market
share to establish itself as a major player in the market, and differentiating
itself to occupy a unique position.
20. Communication Channels
• Television and Print
• Social media
• Word-of-mouth
• Creativity in integrating message
across all media.
• Television commercials.
• Creative slogans and tag lines
• Out-of-home advertising can trigger a campaign through innovating
the way it reaches to the customer. One example could be. They
could use rubber deo bottles as handles in metros. They could put
creative posters on the mall walls so that it subconsciously
penetrates into the customers mind.
22. SECONDARY DATA
According to Euromonitor International data
• Deodorants current retail value sales rise by 27% to reach INR31 billion in 2015
• Deodorant pumps continues to drive sales within deodorants, registering current retail
value growth of 54% in 2015
• Average current unit prices within deodorant sprays increase by 6% in 2015
• Vini Cosmetics continues to lead deodorants in 2015, recording a value share of 17%
• Deodorants has a projected forecast period constant 2015 price value CAGR of 21%,
with sales set to reach INR78 billion by 2020
INR million 2012 2013 2014 2015
Deodorant Pumps 1,203.5 2,486.1 4,212.9 6,486.8
Deodorant Roll-Ons 157.1 177.8 198.1 219.8
Deodorant Sprays 13,840.4 16,806.3 19,612.4 23,781.5
Deodorant Wipes 4.1 5.0 6.1 7.4
Deodorants 15,205.1 19,475.3 24,029.5 30,495.4
Sales of Deodorants by Category: Value 2012-2015
23. According to the survey
INR million 2016 2017 2018 2019 2020
Deodorant Pumps 9,368.0 13,374.7 18,400.7 24,876.7 33,430.6
Deodorant Roll-Ons 238.5 258.8 281.8 307.1 335.2
Deodorant Sprays 27,027.5 30,834.4 34,838.0 39,448.3 44,548.6
Deodorant Wipes 8.4 9.4 10.5 11.6 12.8
Deodorants 36,642.5 44,477.4 53,531.0 64,643.7 78,327.2
Forecast Sales of Deodorants by Category: Value 2016-2020
25. NOVELTIES
• ALCOHOL FREE
• UNDERARM WHITENING
• DIFFERENT SKU’S (TO CARRY FOR WORK ETC.)
• ROLL ONS
• ANTI PERSPIRANTS
• TALCUM POWDERS
• MORE BTL ACTIVITES
• SERUM
27. • These brands should have the potential to lure more target
customers
• Need of strong market recognition which can be built only through
strong brand and product promotion.
• Preparation to fight against the competitors.
• They should enhance distribution channels
• Increase advertisements, and try to leverage their product’s
fragrance which is different from the earlier series of ‘Freshness
deodorant’.
• To maximize market share, we’ll have to maximize revenue by
acquiring either new customers or by hijacking your competitor’s
customers.
• Changing our target segment would not be feasible as we’ve
already created a deep brand image within the mind of the
customers.
• Rural FMCG market. (Growth)
• Smaller SKUs priced at around Rs. 99/-.
Editor's Notes
Cost Saving:.
Time Saving: Along with costs, time of delivery is also reduced due to efficiency and experience of the channel members. This wholesaler has a warehouse where he can store bulk shipments. In this way cost as well as time is saved.
Customer Convenience: Channel distribution provides accumulating and assorting services, which means they purchase from many suppliers the various goods that a customer may demand. Secondly, channel distribution is time saving as the customers can find all that they need in one retail store and the retailer
Customers can buy in small quantities: The customers have the benefit of buying in smaller quantities and they also get a share of the profit the retailer makes when he buys in bulk from the supplier.
Resellers help in boosting sales: Resellers often use persuasive techniques to persuade customers into buying a product thereby increasing sales for that product. They often make use of various promotional offers and special product displays to entice customers into buying certain products.
Resellers provide valuable information: Manufacturers who include resellers for selling their products rely on them to provide information which will help in improving the product or in increasing its sale. High-level channel members often provide sales data. On all other occasions the manufacturer can always rely on the reseller to provide him with customer feedback.