Aur kya chal raha hai”?
.
.
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“ 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.
