Brand Parent Company Sector Target Segment About FOGG

FOGG Vini Group of Companies FMCG Lower middle class; Youth

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, DCold, Set Wet, etc. Unique positioning is what he always focused 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 are offering a very unique product which contains only perfumed liquid and no gas in it. It also guarantees 800 sprays for a bottle containing 100 gm of container.

Core Values Foggs 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 the market. It doesnt get blown away like other deodorants and lasts longer is what uniquely identifies Fogg from other deodrants.

Packaging: unattractive, raw, blingy, Font: Grey color, thick white border, shine effect. Much attention has not been given to developing the look of the brand name. The font makes it look very unattractive and lacks the x-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 differentiate mens deo from womens. 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 not complementary 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 Men's Women's Royal Marco Napolean Majestic Classic Unisex Ultimate Status Forever Adventure

Paradise Essence Radiate Delicious Pleasure Joy Body

Fogg offers a wide range of products in each of the three categories i.e. men, women and Unisex. Though its 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 300,000 units a year. Consumers are purchasing the products based on its functional benefits. There hasnt been 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 will not stick to the product solely based on its functional benefits and it needs to start working on the brand image and develop its brand elements to build brand equity.

Winning Brand Strategy: Fogg has a differentiated brand strategy where it does not require using the stereotyped ads showcasing 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 more value for money as it guarantees 800 sprays. However, it has not been able to build a brand personality for itself and needs to work on offering 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 fragrance and is unable to build a purpose around it. Eg; Axe: Dark Temptation has chocolate fragrance and purpose is being irresistible as chocolate. The designing of the container is also not attractive. The color and background of the container does not match the fragrance or the name of the variant. Eg.: Axe: Dark Temptation has imagery of melting chocolate in the background of its container, whereas in case of Fogg containers 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 its functional benefits and has not used any brand associations to place it distinctly in the minds of customers. Brand Equity: Due to a lack in developing a branding strategy it has not been able to build strong 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