A PROJECT REPORT

ON
FOGG DEODORANT

SUBMITTED TO:-
DEBANUJ KHOUND
KAZIRANGA UNIVERSITY
SCHOOL OF BUSINESS

SUBMITTED BY:-
ANUJA NATH
NIHARIKA SAIKIA
RAHUL BARUAH
PARASHMONI SAHARIA
DEVOJIT BORA
MBA 1st SEMESTER(2019)
CONTENT:-
 INTRODUCTION OF THE BRAND
 ABOUT THE COMPANY
 SWOT ANALYSIS
 KEYVALUE
 MAJOR COMPETITORS
 ANALYSIS OF 4P’s
 CURRENT SCENERIO
 FUTURE SCENERIO
 QUESTIONNIRE
 CONSUMER
 RETAILER
INTRODUCTION:
Fogg deodorant is a subsidiary product of its parent company VINI
GROUP of COMPANIES. It is associated with FMGC Industry as it deals in
deodorants. Fogg deodorant is an Indian origin product and presently
occupies the top position in the deodorant market. It was launched in
the year in the year 2011 in India with a totally new concept of “no
gas”.

BRAND TAGLINE AND USP:

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.

MARKET SHARE OF BRAND

1. The market of Fogg deodorants crossed ₹ 500 crore in turnover in
FY15
2. Fogg is leading in deodorant category (with 17.4% market share)
followed by Park Avenue (8%) and Wild stone (6%).

deodorant market size (INR mn)

25000
20000
15000
10000
5000
0
2007 2008 2009 2010 2011 2012 2014 2015

deodorant market size (INR mn)

 MALE BODY SPRAY FEMALE BODY SPRAY

69% 31%

1760 crore 790 crore

$ 271 million $ 122 million

DIFFERENT COLLECTION OF FOGG:

MEN WOMEN

Fogg Black collection fresh Fogg delicious deodorant

Fogg Majestic deodorants spray Fogg black collection blossom

Fogg Marco deodorant Fogg Paradise deodorant

Fogg Bleu Ocean body Spray Fogg Radiate deodorant

Fogg Victor deodorant Fogg Royal deodorant

Fogg Imperial pack Fogg Make My Day Perfume

Fogg 1000 forever deodorant Fogg Essence Radiate

Fogg Punch deodorant spray Fogg I Am queen perfume

Fogg Marco, Imperial pack Fogg Essence Paradise

Fogg Napoleon deodorant spray Fogg Delicious Radiate

ADVERTISEMENT
One more important was advertising the product with a different angle.
The theme of 85% of the deodorant advertisements could be summed
to hulk, foreign girls and girl’s attraction after he sprays deodorant on
his body. Fogg never advertised in this way. It projected itself with a
product who values Indians by giving them product which can be
utilized more in a similar price. The other aspect which Fogg
concentrated was showing other deodorants as wasteful and with long
lasting aroma.
ABOUT THE COMPANY:
VINI COSMATICS (VINI), unlisted company operating in the personal
care space, it is the market leader in the deodorant market riding
Fogg’s successful “no gas, no wastage” proposition. VINI sales grew 10x
to INR5bn over FY12-15 and is targeting to double to it INR10bn by
FY18. The company’s strategy is to identify need gaps and over a value
proposition further bolstered by differentiated marketing. Fogg, within
a year of launch, captured a high share of the deodorant market which
was earlier ruled by HUL’s Axe. Facial powder White Tone, prickly heat
talc Jinjola and fairness cream Glam up are a few other products in the
company’s basket.

THE MAN BEHIND IT:

Vini cosmetics was launched by DARSHAN Patel after he sold his one –
third stake in Paras Pharma to private equity (PE) Company Actis for
$43 million in 2006. Patel spent four years in product development and
building a network of distributors for his new company. Vini was
formally launched in 2010 and soon unveiled 18+ and Jinjola (cooling
talcum powder). But it is Fogg, its second deodorant, that has been its
most successful product. The same brand building approached and
creating unique differentiated products has allowed VINI COSMETICS to
compete with the multinationals like HUL (Hindustan Unilever limited),
P&G (Procter & Gamble Company)
VINI PARTICULARS Qty MRP Price
PRODUCTS per
(in 100ml
ml)
Men deo Fogg black collection deo – 120 250 208
Oriental and woody

Fogg Men Napoleaon Body

Spray 150 195 130
Women deo Fogg black Women collection – 120 250 208
Elegance
150 195 130
Fogg Fragrant Body Spray for
Women
Nufeel Facial Both for Men and Women 60 140 233
Spray categories
White Tone Face Powder 70 95 136
Glam Up Powder Cream 25 150 600
Jinjola Cooling Talc 100 55 55
PRODUCTS OF VINI COSMATICS
SWOT ANALYSIS OF THE BRAND:-

The following are the STRENGTHs of Fogg:-

 Marketing Strategy: Quite unlike other competing brands
like Axe which indicated appealing to the opposite gender as their
unique selling proposition. However contrary to those Fogg has
been using functional positioning like lower cost, better value and
more quantity.
 Value for money brand: Fogg was priced higher than the nearest
rival brand Axe but customers still purchased it.The reason for this
was their launch advertisement which was the direct comparison
with competing brands and how they were wasting a lot of content
because of the presence of gas in them.
 The backing of good research: Fogg has been backed by a strong
team of research professionals who have designed the core
product as well as its variants with the customer feedback about
the issues they face with competing for deodorant brands.
 Gap filling: Before the product launch, Fogg had undertaken
detailed studies on the market and identified various gaps in the
deodorant market and created products that filled each of these
gaps.
 Powerful launch advertisement: The launch advertisement of
Fogg had something interesting to say and clearly differentiated
the product as a non-aerosol spray in comparison to the other
aerosol sprays that had taken over the Indian market.
Weaknesses in the SWOT analysis of Fogg :-
 Poor distribution channel: In comparison to nearest rival HUL
which sells the Axe spray, Fogg does not have a very wide
distribution network. Moreover, they are unable to garner the
retail space that multinational brands like Axe command.
 Sustainability: It is questionable whether a brand like Fogg will be
able to sustain its overwhelming success. Though it is a rage at this
point in time it is doubtful on whether the brand can sustain with
the same positioning for a long time.
 Negative publicity against chemicals: Online sources have
created a huge movement against the dangers of chemicals in
cosmetics and skin care products. This has shifted the balance in
favor of Ayurvedic or organic shampoos which have hit the sales of
the brand drastically.

Opportunities in the SWOT analysis of Fogg:-

 Huge market Potential: The deodorant market has huge market
potential in India. Currently, it stands at an estimated value of
3000 crores INR with a growth rate of 15 to 18 percent annually
which means there is a huge unexploited market target.
 Positive customer trends: Customers in India a are increasingly
conscious about their looks and the market for cosmetics product
is huge and this includes perfumes as well. With an increased
propensity to send people who would once think
of purchasing deodorants as a waste of money has made it a part
of their daily ritual.
Threats in the SWOT analysis of Fogg:-
 Competition: There are many entry level as well as mid level
competitors for Fogg. The main competitors of Fogg is Axe, Set
Wet, Zatak, Nivea, and Dove.
 Axe: Axe is one of the brands which is the biggest threat to Fogg.
Axe has a fantastic distribution and is currently the market leader.

KEY VALUE:
The brand is trying to change the category play by breaking the
sterotype built around deos. The brand rightly identified that the so
called functional benefit of the deos has been commoditized and
trivialized by other brands that no one believes any of the claims.
Hence the brand wants to differentiate by focusing on the value part of
the product. The brand claims that it has more deo’s hence more value
for money. The brand tries to convey this value proposition by (a)
suggesting that other deo brands has more gas than actual deo by
demonstration (b) by guaranteeing 800 sprays for a bottle. It has to be
noted that the brand is priced at the premium end of the market the
question is whether the differentiation is sustainable and relevant. As a
consumer, I feel that 800 spray guarantee is interesting but that may
not be the reason for me to purchase this brand. Secondly catch
proposition. With easily other brands up the can to be fair to the brand,
Fogg needs to be appreciated for thinking beyond the usual crap. The
pitch on the value part will shake up the market since the brand is
putting a blame on the rest of the players. Now the competing brands
will be watching the consumer reaction to this move by Fogg. The only
issue is the price of the brand. At Rs. 170, Fogg is pricey and it may
need much more compelling reason for the consumers to bite the bait.

Identify two major competitors and Brief about them

 Axe:
Axe is a brand of male grooming products, owned by Uniliver. It was
launched in 1983 in France. Axe is used by men in more than 90
countries. In India, Axe was launched in 1999 with Axe deodorants.
Although Axe’s lead product is deodorant body spray, the brand also
has varieties like shower gel, roll on, shaving cream etc that
marketed towards young male demographic. In 2018, Axe launched
a revolutionary pocket size perfume called “Axe Ticket”. Axe’s value
market share slipped to 8% in 2018 from 8.9% in 2016, according to
Nielsen data.
Tagline:‘Find your magic’
‘Don’t fade away’

 Engage:
In May 2013, ITC’s personal care products launched engage, one of
India’s first range of ‘couple deodorant ’.Engage consists of a range of
16 deodorants with 8 fragrance each for men & women. Engage holds
nearly 11% of India’s deodorant market which is currently at Rs 3047
crores
Tagline: ‘Love has an all new language’
BRAND PREFERENCE
WILD STONE 52

PARK AVENUE 33

FOGG 21

ENGAGE 5

AXE 34

Wild stone Park avenue fogg LAYER 13

engage axe layer

Key finding: even though Fogg is the

market leader, Wild Stone has a really good presence.

How the brand is different from its competitors:

 Unlike, the competing brand like axe and engage which are
indicated appealing to the opposite gender as their unique selling
propositions, Fogg has been using functional positioning like
better value and more quantity.
 Fogg does not get blown away unlike other competing brands, it
does not have any gas in it.It has only the perfume liquid that
contain last longer
 It is customary for deodorant to target either male or females,
same goes to AXE and ENGAGE .There are few brands which
target both the gender and one amongst that is Fogg. Fogg has
separate variants for both men and women.
 Fogg was priced higher than both axe and engage but customers
still purchased it. The reason for this was their launch
advertisement.

Analysis of 4 P’s :
4P’S of the brand :

Product:
 The product strategy and mix in Fogg marketing strategy can be
explained as follows:
 Fogg is one of the most popular deodorant brands. Fogg has a
very vast variety of deodorants for both men and women. Few of
its most popular products for men are Fogg Black Collection Fresh
Oriental Deodorant, Fogg 1000 Status Deodorant, Fogg Marco
Deodorant, Fogg Napoleon Deodorant, Fogg Royal Deodorant and
top products for women are Fogg Black Collection Bold
Deodorant, Fogg Delicious Deodorant, Fogg Black Collection
Splendid Deodorant, Fogg Paradise Deodorant, Fogg Radiate
Deodorant. Fogg has also recently launched perfumes along with
Deodorants in order to expand its product portfolio in its
marketing mix. Fogg products are also deliver quality assurance
with the dermatological testing done which shows no side effects,
also with consumer feedbacks Fogg products have stood up to the
mark. One of the key component which outstand Fogg is quantity
as they claim to be only having spray or Deo no gas so quantity
claimed also satisfy the customer and finally the services of their
product of having a good fragrance which lasts longer no doubt
turned out to stand at its claim. Fogg got its success behaving as a
product oriented company.Price:
 Below is the pricing strategy in Fogg marketing strategy:
 One more key factor which made Fogg as a market leader and
keep retaining its position is pricing. Fogg followed the
competitive pricing under its marketing mix where it kept the
price almost same with its competitors but projected the more
service with better output with their deodorants at the same
price. This strategy not only helped Fogg attract new customers
but also overcome the barrier of entering into market when there
were already established brands from well-established company
like HUL and Marico. Further Fogg focused more on the upper
middle man in deciding the cost of their product. This helps them
in further expanding in the market. Fogg represented themselves
as a replacement for the expensive cologne and deodorants with
a better service at low price which helped them in pitching to a
larger audience.

Place:
 Following is the distribution strategy of Fogg:
 Fogg approached with a very simple distribution channel i.e. way
through distributors to retailers. As their product was a FMCG
product so they didn’t needed an exclusive store to sell or
showcase their product. With their promotions of Fogg it was
enough to catch eyes of their consumers. And also being a FMCG
product going through retailer channel it was made available at
each and every small retail shops both in urban and rural area.
This also helped them in pitching in rural areas and increasing
their market share. However Fogg rely more on urban areas. And
as it was launched in the digital era where the no. of e-commerce
users were increasing rapidly, no of grocery apps were launched
so Fogg also launched its products on online stores right from the
starting which was easy to access and gained more customers
from the urban areas.
Promotion:
 The promotional and advertising strategy in the Fogg marketing
strategy is as follows:
 This is one of the most important feature which made the Fogg
become the market leader. Fogg’s competitors like Axe were
using marketing promotion mainly focused for men. Whereas
Fogg launches its product showing that its functional value is
better than its competitor’s value. They come up with a
sensational campaign of “No gas, only Spray” which changed the
stereotypical belief of the consumers for the deodorants. Fogg did
an extensive TV advertisement, magazines, hoardings,
newspapers, online campaigns on different social media sites and
built up their own brand image by using a new chemical structure
and degraded the image of their competitors. Hence, this gives an
overview on Fogg marketing mix.

CURRENT AND FUTURE SCENERIO OF DEODORANT INDUSTRY

Current scenario:

India perfumes and deodorants market stood at $790 million in 2017

and is projected to grow at a CAGR of over 17%, to reach $2.4 billion by
2024 on the back of rising urban population and emergence of online
retail.

Moreover, perfume and deodorant manufactures are offering wide

variety of innovative products such as pocket perfumes, herbal
perfumes, roll-on etc. which is further stimulating market demand
across India.
Additionally, manufactures are focusing on innovative branding and
marketing products, which is further anticipated to aid the growth of
India perfumes and deodorant market in the coming years.

Deodorant industry in India:

in (%)
25

20

15

10

0
fogg wild stone park avenue nivea engage axe

Future scenario:

According to TechSci Research report, “India Perfumes & Deodorant

Market by type, by price segment, by sales channel, competition,
forecast & opportunities, 2013-2024”,

India perfumes and deodorant market is anticipated to register a CAGR

of 17% during 2018-2024.

Experts predicts that the deodorant industry will grow in the next few
years. In fact, the deodorant market is projected to grow at 25% CAGR
(compound annual growth rate) over the next five years. As net
household income increases and with disposable income, there is
ample scope for the growth of the deodorant market in India

ALL INDIA URBAN MARKET SHARE (%)

2016 2017 2016 MAT’18 MAT’17

Fogg 14.6 16.5 17.5 15.7 16.8
Nivea 11.5 10.2 9.2 10.5 9.9
Engage total 10.3 9.9 9 10.7 9.3
Park avenue 9.7 7.4 7.5 8.2 7.2
Axe total 7 7.5 8.1 7.1 7.7
Wild stone 6.6 6.5 5.9 6.8 6.3
Denver 4.3 3.4 3.2 3.9 3.3
Till august MAT moving annual total for the last 12 months

Source: Industry officials Quoting Nielsen

QUESTIONNAIRE FOR THE CONSUMER:-

NAME:

1. Have you ever used Fogg?

a) Yes b) No

2. Age:

a) 18 – 24 year b) 25 – 32 years

c) 32 – 40 years d) 40 and above

3. Gender?

a) Male b) Female

4. How long you have been using this product?

a) Less than 1 year b) more than 1 year

5. Do you prefer Unisex or gender specific deodorant?

a) Unisex b) Gender specific

6. How much would you like to rate Fogg?

a) Excellent b) Good

c) Moderate d) Poor

7. How did you came to know about the product?

a) Advertisement b) internet

c) Friend d) Others

8. Where do you actually purchase this product from?

 a) General store b) Departmental store

c) Online d) Other

9. If not Fogg, then what would you choose?

a) Axe b) Engage

c) Nivea d) Other

10. Any suggestions

---------------------------------------------------------------------------------------------------
QUESTIONIRE (consumer):
1. Have you ever used Fogg?

yes no

2. Age:
 18-24 years 25-32 years 32-40 years 40 and above

3. Gender?

male female

4. How long you have been using this product?

 less then 1 yr more then 1yr

5. Do you prefer Unisex or gender specific deodorant?

unisex gender specific

6. How much would you like to rate Fogg?

 excellent good moderate poor

7. How did you came to know about the product?

advertisement internet friend other

8. Where do you actually purchase this product from?

 general store departmental store online other

9. If not Fogg, then what would you choose?

axe engage nevia other

10. Any suggestion?

a) The longevity of the perfume should last more.

b) Should come up with different size according to price groups.

Retailers:

1. Which of these deodorant is most preferred by consumers?

a) Fogg b) Axe
b) Engage d) Other

2. Does the consumers ask for the particular product or they prefer any
other?
a) Yes, they do ask but if not available they go with the available
product
b) Yes, they do and if not available they do not buy
c) No, they accept whichever is available
d) They prefer the fragrance

3. Which are the other brand that you store?

-----------------------------------------------------

4. They go for the brand or the fragrance?

a) Brand b) Fragrance

5. Do you think the margin given by Fogg is competitive to others?

a) Yes b) No

6. Any suggestions :

------------------------------------------------------
QUESTIONIRE (retailer):
1. Which of these deodorant is most offered by consumers?

fogg wild stone axe other

2. Does the consumers ask for the particular product or they

prefer any other?

Yes, they do ask but if not available they go with

the available product
Yes, they do and if not available they do not buy
No, they accept whichever is available
They prefer the fragrance

3. What are the brand that you store?

 axe nivea engage other

4. They go for the brand or the fragrance?

Brand Fragrance
5. Do you think the margin given by Fogg is competitive to
others?

yes no