Fogg

Presented by Group 4
Fogg –Risk Assessment
Risk Type Score Reason
/Assessment

Functional Risk Low Since all deodorants have same utility

Social Risk Low Social risk is low since it is low

involvement product
Financial Risk Low Low priced product

Physical Risk Low No risk involved.

Hedonic Low Since customer have options to choose

from various health category

Differentiation Moderate Since deo can be differentiated based

on fragrence

Low involvement product (LPS), Decision making is

nominal
 Decision Making Process

Information Search Evaluation

Post Purchase
Evaluation

Need Recognition Intensity to purchase Decision

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 Cont..

01 Need Recognition
Customer need recognition
difficult .
Deodorants are low involvement
product
Create opportunity for impulsive
purchase desired state not equal
02Information Search
Consumer: Passive towards
product.
Marketer: Requires building
brands recall
Approach: Catchy and attention
03 Evaluation
Criteria: based on few dimension:
Similarity in the brands
Capture mind of consumer habit.
No gas perfume not tapped by
other brands.
seeking ads and media targeting
to existing state. youth and young generation.
I

04
Intensity to Purchase
To keep freshen up throughout
the day and to avoid sweat odors
Human Needs wants and
desire creation..
05 Decision
Availability: Multiple variant and
fragrances, no gas perfume
Promotion: Involved ads
targeting youth and young
generation.
06
Post Purchase Evaluation
Customer retention based on its
choice and selection
Desire and confidence build up.
High Brand Loyalty
 Fogg Consumer Usage
Consumer Consumer Consumer
Consumption perception
Buying Lifestyle
pattern about Fogg
Behavior

Age group 18-35 Person has more No gas perfume. Consumption depend
years collection based on and vary based on the
the use. Strong fragrance. income group.
Youth believe that
choice of deo affects Consumes 2 deos Broader choice Age and occupation
personality approx. in a month. available for different matters in brand
occasions and selection.
No gas perfume deo. requirements.
Executive/
Professional are more
preferred choices
 Hermes
Presented by Group 4
Hermes –Risk Assessment
Risk Type Score /Assessment Reason

Functional Risk Low Can be substituted with

any luxury or other brand.
Social Risk High Social risk is high as it’s a
high involvement product
Financial Risk High Luxury bags too costly

Physical Risk Low No physical risk

Hedonic Low Since customer have

options to choose from
various brands and choices.
Differentiation High Being luxury and precious
which stand out from other
brands
High involvement product (LPS), Decision making is High: pricing
strategy creates an aura of luxury, exclusivity or higher quality by
artificially inflating the price.
 Decision Making Process

Information Search Evaluation

Post Purchase
Evaluation

Need Recognition Intensity to purchase Decision

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 Cont..

01 Need Recognition
Customer need recognition
moderate.
Jewelry, Bags and accessories
are low involvement product
Create opportunity for premium
leather bags
02
Information Search
Consumer: Passive towards
product.
Marketer: focus on marketing
price strategy.
Approach: Catchy and attention
03 Evaluation
Criteria Hermes' pricing has
chosen its audience for it.
Capture mind on quality and
luxury.
Higher prices mean higher
in premium Ness.
quality
I
Enhancing rarity

04
Intensity to Purchase
Style statement
Rarity in the choice
Customer curiosity.
Higher prices higher quality
Exclusivity psychology of
consumers.
05 Decision
Exclusivity in the brand

Rarity in the brand.

06
Post Purchase Evaluation
Exclusivity
Premium Ness
Luxury feel

.
 Fogg Consumer Usage
Consumer Consumer Consumer
Consumption perception
Buying Lifestyle
pattern about Fogg
Behavior

Majorly Age group Durable and Luxury brand High end People
above 30 years exclusivity and looking for exclusivity.
Products are rareness in the brand. Enhancing rarity
followed by high-end No discounts Age and style
status by the statements
workmanship of its Exclusivity differentiate itself
product psychology of luxury with the other brands.
Focused on upper goods
class society. buyers Top of the society
preference.
Thank you.