It is raining deodorants in the Indian market.

The new player in the Rs 1000 crore cluttered market is

the brand Fogg from Vini Cosmetics Ltd. The brand is running its launch campaign in various media.
The highly cluttered Deo market is full of brands which promotes themselves as a tool to attract girls.
The quality of the ads has become so pathetic and stereotyped that many brands project themselves
as aphrodisiacs. A hunk, swimming pool, foreign girls in minimal clothes, the guy sprays the deo and
all girls ran towards him. This is the theme of almost 85 % of the ad.
It is in this scenario that the launch of Fogg becomes relevant. The refreshing fact is that unlike the
other deos, the brand chose not to focus on girls. Thank god for that.
So instead of focusing on attraction, the brand focused on something very interesting - quantity of deo
or in broader terms Value.
Watch the ad here : Fogg
The brand is trying to change the category play by breaking the sterotype built around deos. The
brand rightly identified that the so called functional benefit of the deos has been commoditized
and trivialized by other brands that no one believes any of the claims. Hence the brand wants to
differentiate by focusing on the value part of the product. The brand claims that it has more deos
hence more value for money. The brand tries to convey this value proposition by (a) suggesting that
other deo brands has more gas than actual deo by demonstration (b) by guaranteeing 800 sprays for
a bottle. It has to be noted that the brand is priced at the premium end of the market.
The question is whether the differentiation is sustainable and relevant. As a consumer, I feel that 800
spray guarantee is interesting but that may not be the reason for me to purchase this brand. Secondly
the
other
brands
can
easily
catch
up
with
the
proposition.
To be fair to the brand, Fogg needs to be appreciated for thinking beyond the usual crap. The pitch on
the value part will shakeup the market since the brand is putting a blame on the rest of the players.
Now the competing brands will be watching the consumer reaction to this move by Fogg. The only
issue is the price of the brand. At Rs 170, Fogg is pricey and it may need much more compelling
reason for the consumers to bite the bait.

FOGG DEODORANT
< Finish..

Four Square.. >

Fogg Deodrant

Parent Company

Vini group of companies

Category

Deodorant

Sector

FMCG

Tagline/ Slogan

Bina gas wala body-spray

USP

Doesnt get blown away like other deodorants, lasts longer

STP

Segment

Outdoor-oriented, Fashion oriented, Trendy

Target Group

Young urban upper middle class

Positioning

A body spray without gas which hence lasts longer

SWOT Analysis
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

Strength

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

Opportunity

1. Coming up with Limited Edition fragrances

2. Tie up with hotel chains and large organizations like gym chains etc.

Threats

1. Deodorants sales are seasonal. Maximum sales happen in the

summer months
2. Competition from Premium Segment Deodorants like Burberry,
Body Shop
Competition
1. Axe
2. Zatak
3. Fuel
4. Manhunt
5. Set Wet

Competitors

6. 18+ deodrant

India has witnessed exponential growth in the last two decades post liberalization, which in turn
led to a sharp increase in the income of the middle class & lower middle class segment, which
ultimately lead to the increase in discretionary spending. Indian deodorant market has
witnessed a CAGR of about 18 % last year, and over 20 % since the last 5 years.
There has been an upsurge in demand from small cities owning to change in lifestyle &
aspiration of middle class; Deodorant companies are now shifting their focus from large metro
cities and exploring other markets and gearing up to launch a range of affordable deodorants,
perfumes and colognes during summers. Deodorant industry is highly fragmented & there is no
brand loyalty. More than 500 type of deodorant are available of more than 300 brands.

Deodorant comes under personal care category, but unlike the norm in personal care which is
generally dominated by women; deodorant market is dominated by Men. Men generally work
outdoors for long hours in hot & humid conditions. Hence, Men require deodorant to keep them
fresh throughout the day. Deodorants are of two types Perfume passed deodorants &
Antiperspirant. Around 69 % of the market is controlled by Mens deodorant products, and this
category is evolving along with change is consumer attitude & lifestyle. Besides deodorant, highend perfumes in the men category are also doing considerably well due to the growing urge
among urbane Indian males to stay well-groomed.
There are limited options for women but the segment is growing rapidly, as women have started
switching to deodorants from Talcum Powder as well as perfumes. Women segment is still an
untapped category with enormous growth potential. Indian women have traditionally preferred

perfumes to deodorants, but this is changing slowly. Hindustan Unilever is one of the largest
players in deodorant market & has products like Axe, Rexona and Dove.

The number Uno position of HUL has been challenged by Vini cosmetics which is promoted by
Darshan Patel. FOGG has a unique positioning, as it is high on fragrance & it uses a non-aerosol
pump which does not require gas. Hence FOGG does not vaporize easily and linger when
sprayed on - overall a value for money proposition. FOGG has turned this factor into a marketing
pitch. FOGG has more number of sprays per bottle as compared to any of its competitor, which
has been communicated effectively to the consumer through the Brand communication efforts.
During the initial launch, FOGG was more than 15 % expensive than its competitors. This gap
between FOGG & its competitors has reduced to 7-8 %, as most of the competitors have
increased prices.
FOGG with its unique selling proposition and has cleverly managed to tap into the needs &
aspirations of youth. It seems to be delivering on the value quotient and it liked by the
customers. FOGG has also diversified in the womens category by launching FOGG delicious for
women. This functionality of FOGG , more number of sprays in a bottle struck a chord with the
consumer in an inflationary environment. FOGG has a differentiated value proposition from all
its competitors. It has a effective advertising strategy and branding targeting the youth .
VINI outsources manufacturing for all its products, including its most popular band FOGG. This
allows the company to focus on its core competency, marketing the product. VINI has been able
to create & maintain a sustainable competitive advantage. Vini Cosmetics through its unique
positioning and value proposition has been able to attract consumers and fulfill their aspirations.

The fall of Axe from the number Uno position has been due to many factors, the positioning of
Axe as a chick magnet & helping men be attractive to women, has been copied by many Me too
brands like wild stone . AXE generally had saucy ads showing barely clothed women throwing
themselves at men. Axe advertisement which showed angels dropping from the skies when a
man uses AXE, was not considered appealing by the Indian consumers.
Axe has now launched a new advertisement of Boat party, The AXE Boat Party is all set to make
its India debut in Goa, and it has stuck a chord with customers. More than 2.5 million customers
have tried to register for the boat party. It remains to be seen whether the consumer interest will
translate into the actual product sale.
The deodorant market is largely youth centered, who constitute the bulk of India's population.
Deodorants are taking the place of talcum powder just the way tooth paste displaced tooth
powder a long time ago. There are many little known companies that are churning out smellgood sprays for customers in smaller towns and rural areas, people from middle income & low
income group also taking up deodorants. Given the penetration of deodorant is still moderate
and the consumption low ,as compared to the other developed countries, We can say that the
deodorant market is still in a phase of growth. Deodorant industry has low entry barriers and

good margins, which makes it one of the most sought after industry by Indian Personal care &
Pharmacy companies.
Since there is very little brand loyalty, even new players can gain market share. Going forward,
the brands that are able to drive penetration as well as usage would emerge as winners.

http://image.slidesharecdn.com/foggdeodorantanalysis-131221022710phpapp02/95/fogg-deodorant-analysis-6-638.jpg?cb=1387615776

Company Brief:Vini group of company has established in March 2010, a founder of company Mr. Patel
had been working with Paras pharmaceutical as well as handle many brands of Paras
pharmaceutical. Vini group of company is offering various cosmetic as well as healthcare
products. As well, it has been released only cosmetic, skin care and hair care brands.
There are few brands available in market like White Tone Face Powder, Quco Hair
perfume, 18 + Deodorant. All brands are taking position in market as respectively
segment and trying to cover up market share.
Overall, brands are targeting on premium segment and more targeting to youth class
categories.
Recently, Vini group has released new body spray brand Fogg for men and television
commercial has already been released with good concept where no any other body
spray brands have not been released advertisement yet. So, it can say that it will be
U.S.P of Fogg.
Brand: - Fogg (Body Spray)
Punch line: - Phir Khattam (Again Finished)
Advertisement Link: - http://www.youtube.com/watch?v=NP3H1z8bxY4

Campaigning Brief & Strategy:- The television commercial is focusing on unique

feature where a young person is spray on his body but, he just feel as bottle has emptied
soon and again then quickly his mood off and thrown that empty bottle. The reason is
shown that more gas in bottle than spray and spray is empty very soon.
At that time, a voice over is introducing new Fogg brand body spray which gives pure
perfume with full of bottle. As well, it is also showing difference between Fogg brand &
normal other body spray brand.
Normally, whenever we spray on body, many times it feels that less spray & more gas
where bottle is finishing soon. So, the main strategy is focusing on Packing
point of view where Fogg brand is taking an opportunity to establish in market by
conceptually.
It can also say that this concept may be impact on other rival brands either directly or
indirectly. And, this packing concept will be core competency and U.S.P for Fogg
brand.