Fogg is a body spray brand owned by Vini Cosmetics located in Ahmedabad, Gujarat, India. Fogg currently holds a 12.6% market share for men's deodorants and 10.2% for women's. The document discusses a potential new product extension for Fogg - a hair gel called Fogg Hair Gel. It outlines the product details, target market segmentation as urban male youth ages 16-35 from upper and middle income families, key competitors, and brand identity and positioning for the new Fogg Hair Gel.

1. FOGG HISTORY
• Fogg product of Vini Cosmetics
• Founded by Darshan Patel in 2010
• Vini Cosmetics is Located in Ahmedabad, Gujarat
• Tagline “A Body Spray Without Gas”
• Market Share Fogg
Men’s – 12.6%
Women’s – 10.2%

4. BRAND ARCHITECTURE
PERSONAL CARE
PRODUCTS
DEODRANT TALCUM CREAMS
FOGG WHITE TONE GLAM-UP
18+ JINJOLA SEVEN X

5. BRAND EXTENSION
• They can Branch out to:
– Fogg Hair Gel

6. 4P’S
 Fogg Hair Gel
• Price – Rs.60(50ml)
• Place – Urban market
• Promotion – Advertising through Television, Print ads.

7. STP
 Segmenting
Geographic:-
 Urban Market
Demographic:-
 Age – 16 – 35
 Gender – Male
 Socio-Economic Class – Upper and Middle Income people

8.  Targeting
Target Audience – Male youth of Urban Cities who belongs
to Upper and Middle Income people and who enjoys parties
and Other such Lifestyle Activities.
Positioning
A Stylish gel which holds your hair as you Want.

9. NAMING OF PRODUCTS
• Blanket Family Name and Combo Names
– Fogg Hair Gel
Fogg has the Good Brand name and Fogg has sold in
500,000 stores and they are planning to touch another
500,000 stores within two years. So with the help of brand
Fogg they can easily attract Market and easily reach the
customers.

10. BRAND ELEMENTS
• Brand Name – Fogg Hair Gel
• Tag Line - Add Style to your hair
• Packaging – The color of gel inside the pack will be of sky
blue. Transparent Tube type and Small Plastic Containers.
• USP – Moisture Free and Prevent Hair fall

11. COMPETITORS
• Brylcreem (HUL)
• Set Wet (Marico)
• Park Avenue (J.K. Helene Curtis Ltd)

12. BRAND IDENTITY
• Brand Essence
Feeling Cool and Stylish
• Core Identity
Product thrust – Stylish Look
User Profile – Urban Youth
• Extended Identity
Exciting, Trendy
Different Colors

13. BRAND IDENTITY PRISM
• Physique
– Unique attractive Sky blue color and Transparent pack
• Personality
– Youthful
– Urban
• Relationship
– Personalization
– Customer Feedback

14. • Culture
– Commitment
– Product Innovation
– Modern
• Reflection
– Matches with self image
– Happiness
• Self Image
– Trendy
– Pleasure

15. Thank you..