One of the most iconic advertisements on the Indian television that clearly signifies the new marketing era and the re-born of very famous Vini Cosmetics. Everyone has used the Fogg deodorant at some point of time because it was marketed for its lesser usage every day and longitivity of smell and not on the cliché styling of fragrance and attracting the opposite gender.
Fogg is a product of Vini Cosmetics with a punch tagline of “without gas body spray” and “again finished”. It came with a basic USP of long lasting fragrance and guaranteeing 800 sprays for a single Fogg bottle. It was launched in December 2011 by Vini Cosmetics.
Fogg was an acronym for Friends of Good Guys/ Good Girls. The success story of Fogg depends on the branding and marketing strategies of Mr Darshan Patel, founder of Vini Cosmetics.
In its first month, Fogg sold 150,000 cans and 260,000 cans the following month. By the end of the fourth month, it was selling a million units.
The unique selling proposition that Fogg offered was that it did not contain any gas. But behind that proposition lay a whole lot of acquired wisdom, backed up by extensive market research.
Fogg was daringly priced about 15-20 per cent higher than others in its peer set, but what it offered in turn was a value-for-money proposition that consumers found appealing.
Other than the product innovation based on the absence of gas, Fogg also charted a different path with its brand communication. It steered clear of the storyline about deodorants serving as ‘babe magnets’ – in the way that Axe and other products in this category had positioned themselves.
Fogg, identified distinct group of buyers as fashion oriented and trendy. It segmented the people who are willing to try new products with a common notion of getting more for less.
Success of Fogg in such as short span of 2 years can be focused on two clusters, market performance and brand performance. The impact of the product can be realized by a simple fact that it surpassed the product which was launched more than a decade before Fogg came into the market.