FOGG BRAND HISTORY AND MARKETINK STRATEGIES

 

Fogg’s journey began with its founder, Darshan Patel, who also heads Vini Cosmetics. While in his Ahmadabad office, dressed in his distinctive white shirt and trousers,

Darshan Patel hatched the concept that would lead to Fogg’s remarkable success in India.

His idea came from recognizing a common issue faced by consumers – the short duration of their deodorants’ effectiveness. To tackle this problem, he introduced Fogg. This innovative product, free from gas, was designed to prevent the quick vaporization of the liquid, reducing wastage and extending the lifespan of the deodorant bottle. This ingenious approach has been a major factor in Fogg’s popularity and triumph in the Indian market.

 

 

Launching

Fogg made its official debut towards the end of 2011, accompanied by the catchy tagline “Bina gas wala spray” (spray without gas).

The response from the market was truly remarkable. According to reports from Nielsen, Fogg has risen to the top position in the deodorant market,

commanding a significant 12 percent share.

Within just six years of Fogg’s introduction, the deodorant market in India expanded significantly. The market size grew fourfold,

increasing from Rs 900 crore to an impressive Rs 3,600 crore. This showcases the immense impact Fogg had on the industry, making it

a prominent player in a relatively short span.

 

• Marketing Strategy And Its Successes

When Fogg entered the Indian market, it caused quite a stir and brought along a host of commitments.

The standout feature of Fogg Deodorant is its extended duration of effectiveness, setting it apart from other deodorants available to consumers
Fogg promised a minimum of eight hundred sprays from just one bottle, creating quite a buzz in the market and motivating customers to make their purchases.

At the time of Fogg’s emergence, the deodorant market was filled with products that were quite alike.

Fogg brought a groundbreaking change as a liquid-based alternative to the conventional gas-based deodorants commonly found in the market.
Fogg assures customers of the highest quality by subjecting their products to dermatological testing, ensuring no side effects for consumers.

Fogg’s range of deodorants isn’t limited to just products for men; they offer various options for both men and women.

 

• Variety Of The Product-

Fogg offers a diverse selection of deodorant options, including Fogg Black Collection Fresh, Fogg Fantastic Four Extreme (No Gas), Fogg Majesty,

Fogg Marco, Imperial Pack of 2, Fogg Marco Deodorant, Fogg 1000 Forever Deodorant, Fogg Royal Imperial Pack of 2, Fogg Napoleon Spray,

Fogg Blue Series Forest Deodorant, Ocean Body, Island Body Spray, Fogg Victor Deodorant, Monarch Marco, Fogg Black Collection Aqua,

Fogg Scent: The Commander, Punches Deodorant Spray, Fogg Fresh Fougere Deodorant Spray, and Fogg Rush Deodorant Spray – all tailored for men.

For women, Fogg offers a wide array of choices, including Fogg Delicious, Paradise, Radiate, Fogg Black Collection Blossom,

Fogg Paradise and Essence Radiate Pack of 2, Fogg Delicious Deodorant Spray, and Fogg I Am Queen Eau de Parfum, among others

. These options have gained significant popularity in the market.

 

• Distribution Of Fogg In The Market–

Fogg, an Indian brand, is readily accessible in and around India, offering easy availability to its customers.

Although Fogg doesn’t operate standalone stores across the country, it boasts a robust and extensive distribution network that ensures its

products are widely accessible in the Indian market.

Leveraging the support of its parent company, Vinni Group, which has a well-established distribution system, Fogg doesn’t require dedicated

outlets for sales. Their distribution network encompasses manufacturers, C and F agents, distributors, and retailers.

Fogg’s products can be conveniently found at various shops, grocery stores, malls, and supermarkets. Additionally, they tap into online sales

through various e-commerce platforms, further expanding their accessibility.

 

 

• Campaigning

 

One key strategy for Fogg’s success is promoting and introducing its products to customers.

Fogg utilized various types of media like newspapers, magazines, billboards, TV channels, radio, and even promotions on vehicles to familiarize

its products with the public.Fogg also took to different social media platforms for promotion. Their products are showcased on their website,

Twitter, YouTube, and Facebook.

The taglines “Kya Chal Raha Hai, Fogg Chal Raha Hai” and “No Gas, Only Perfume” became incredibly popular among customers.
Fogg took a great move from not conventionally promoting their products. The ads on the television for perfumes were mainly sexist.

Fogg’s new ad like giving Fogg perfumes as gifts in marriages and anniversary parties showed how the advertisements for perfumes can be done

without being sexist.

 

• Conclusion

gy for Fogg’s success is promoting and introducing its products to customers.

Fogg utilized various types of media like newspapers, magazines, billboards, TV channels, radio, and even promotions on vehicles to familiarize its products with the public.

Fogg also took to different social media platforms for promotion. Their products are showcased on their website, Twitter, YouTube, and Facebook.

The taglines “Kya Chal Raha Hai, Fogg Chal Raha Hai” and “No Gas, Only Perfume” became incredibly popular among customers.
Fogg took a great move from not conventionally promoting their products. The ads on the television for perfumes were mainly sexist.

Fogg’s new ad like giving Fogg perfumes as gifts in marriages and anniversary parties showed how the advertisements for perfumes can be done without being sexist.