jhhvjvjhbvkbkljb

7/27/2019 jhhvjvjhbvkbkljb

http://slidepdf.com/reader/full/jhhvjvjhbvkbkljb 1/3

Brand FOGGParent Company Vini Group of CompaniesSector FMCGTarget Segment Lower middle class; Youth

About FOGG

FOGG BodySpray was launched by Darshan Patel under his own company Vini Group.Earlier he was a co-promoter of Paras Group and contributed extensively in establishing great

brands like Moov, Dermi Cool, D’ Cold, Set Wet, etc. Unique positioning is what he alwaysfocused upon to get the brands to the minds of customers.

Value Proposition

The value proposition of Fogg is “ Bina gas wala Body- Spray” . Through this brand, they areoffering a very unique product which contains only perfumed liquid and no gas in it. It alsoguarantees 800 sprays for a bottle containing 100 gm of container.

Core Values

Fogg’s core offering is a body spray without any gas.

Unique Selling Proposition

The USP of Fogg deodrant is that it is the first ever liquefied body spray introduced in themarket. It “doesn’t get blown away like other deodorants and lasts longer ” is what uniquelyidentifies Fogg from other deodrants.

Packaging: unattractive, raw, blingy,

Font: Grey color, thick white border, shine effect. Much attention has not been given todeveloping the look of the brand name. The font makes it look very unattractive and lacks thex-factor to attract the targeted audience. From the look of it seems to have been positioned for the rural market.

Along with the word Fogg a male and female crown is also placed on top of it to differentiatemen’s deo from women’s. It is neither required nor is it adding any value to the brand image.

Packaging: Bottle is very simple, with plain blingy colors. Even the design of the cap is notcomplementary with the bottle design. It is elongated unnecessarily and stands out from the



bottle. It is plain white in color for all the variants and does not suit the overall design of the bottle. The whole package does not appeal to the eye.

Product Portfolio :

Fogg offers a wide range of products in each of the three categories i.e. men, women andUnisex. Though it’s only an year old brand, it has introduced around 15 variants. A better strategy could have been focusing on few variants and

Consumer Perception:

The product has started doing well in the market and is able to sell an average of 300,000units a year. Consumers are purchasing the products based on its functional benefits. Therehasn’t b een much change in core values or brand personality as it has been just a year the

product has been launched in the market. However, it should realise soon that consumers willnot stick to the product solely based on its functional benefits and it needs to start working onthe brand image and develop its brand elements to build brand equity.

Fogg

Men's

Royal

Marco

Napolean

Majestic

Classic

Women's

Paradise

Essence

Radiate

Delicious

Pleasure

Joy Body

Unisex

Ultimate

Status

Forever

Adventure



Winning Brand Strategy:

Fogg has a differentiated brand strategy where it does not require using the stereotyped adsshowcasing deo as a tool to attract women, and can play well on its functional benefits of

being the only liquid deo spray in the market along with long lasting fragrance and morevalue for money as it guarantees 800 sprays.

However, it has not been able to build a brand personality for itself and needs to work onoffering the consumers more than just the functional benefits.

Failure/Improper Brand Strategies:

Brand elements: If analysed carefully the name of the variants fails to describe the fragranceand is unable to build a purpose around it. Eg; Axe: Dark Temptation has chocolate fragranceand purpose is being irresistible as chocolate.

The designing of the container is also not attractive. The color and background of thecontainer does not match the fragrance or the name of the variant. Eg.: Axe: Dark Temptationhas imagery of melting chocolate in the background of its container, whereas in case of Foggcontainers are colored in one tone that too not complementing the fragrance and name.

Brand personality: There is no brand personality for Fogg. It has been playing on itsfunctional benefits and has not used any brand associations to place it distinctly in the mindsof customers.

Brand Equity: Due to a lack in developing a branding strategy it has not been able to buildstrong brand equity for itself, which will hurt it in the long run.

Product Visibility: It is hardly visible on shelves in major super markets and mega markets,which in turn is affecting its revenues as visibility plays a major factor in garnering sales.

Recommendations:

1. Brand elements me invest kro

2. Brand personality banao (brand association)

3. Availability:

4.Brand recall ko leverage kro

Documents

jhhvjvjhbvkbkljb