top of page

Fogg's Journey


Market Share of Fogg
Market share of Fogg

Aur kya chal raha hai”?

.

.

.

“ Fogg Chal raha hai”.


Some of the famous catchy taglines of Fogg are “ Bina gas wala body spray”,

“ Kitna body me lagaya, kitna gas me udaya” & “800 sprays guaranteed”.




Need Identification:


➡️The deodorant segment was full of sexist "Metoo" brands.


➡️Nobody was talking about utility & quality.


Positioning:


➡️ Indians have a very common mindset of buying things that provide more quantity for less price.


➡️ Fogg understood the price-sensitive target audience & positioned the product with only liquid & no gas.



Market share capture:


➡️Fogg put their 800 sprays guaranteed instead of gas


➡️Fogg successfully communicated that other deodorants are gas cylinders & you should throw them while creating an image of leader product with "kya chal raha hai"


Fogg has a market share of 20% ahead of ITC Limited's Engage & Hindustan Unilever Limited. (Hul)'s Axe,


It was the most recalled brand among all 373 respondents during the India-West Indies cricket world cup 2019.


Vini Cosmetics a wholly-owned subsidiary of Paras Pharmaceuticals later bought by Reckitt Benckiser (RB)


Vini's revenues were Rs 930 Cr in FY19 and an estimated Rs 1100 Cr by FY20.




228 views0 comments

Comments


bottom of page