Friday, January 27, 2012

Fogg Deo : No Gas , Only Deo

Brand : Fogg Deo
Company : Vini Cosmetics

Brand Analysis Count : # 507

It is raining deodorants in the Indian market. The new player in the Rs 1000 crore cluttered market is the brand Fogg from Vini Cosmetics Ltd. The brand is running its launch campaign in various media. The highly cluttered Deo market is full of brands which promotes themselves as a tool to attract girls. The quality of the ads has become so pathetic and stereotyped that many brands project themselves as aphrodisiacs. A hunk, swimming pool, foreign girls in minimal clothes, the guy sprays the deo and all girls ran towards him. This is the theme of almost 85 % of the ad. 

It is in this scenario that the launch of Fogg becomes relevant. The refreshing fact is that unlike the other deos, the brand chose not to focus on girls. Thank god for that. 
So instead of focusing on attraction, the brand focused on something very interesting - quantity of deo or in broader terms Value. 

Watch the ad here : Fogg

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 deos 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 the other brands can easily catch up with the proposition.
To be fair to the brand, Fogg needs to be appreciated for thinking beyond the usual crap. The pitch on the value part will shakeup 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.

15 comments:

  1. Sir Your Views are just amazing..!! Keep Enrinching us..

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  2. Anonymous12:57 PM

    pricey ? are you kidding.

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  3. rishabh jain4:48 PM

    guys i bought this deo .frankly i love buying products which appeals really worth trying.but surprise this deo is worst than any available deo in terms of its fragrance .all it contains is dirty smelling water.

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    Replies
    1. Ameen7:35 AM

      I strongly second that. To keep the overheads low they have chosen the cheapest of fragrances available. Typical case of packing and marketing the trash as treasure.

      Delete
  4. At First, the deo smells really strong and long lasting but gradually, it becomes shabby..!!

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  5. Guys I bought the Deo, I think it is really cool and smells fantastic...and it is not sticky too.Guys go for it, you will not regret it.

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  6. Anonymous5:26 PM

    Which fragrance is good ?

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  7. Anonymous2:48 PM

    Fogg ROYAL is d best fragrance

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  8. Anonymous12:11 AM

    Well gud product and a value for money in comparison with costly perfumes.....

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  9. Anonymous10:57 PM

    Today when I did shopping I could not even find it in hyper city in Hyderabad.. You just do advertising or do some real business.. ?

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  10. Anonymous9:01 PM

    This ad should be brought to the notice for ASCI for misrepresentation of facts.

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  11. Hey everyone ..lets await..as the 50 year perfume house is soon coming up with a new brand of perfumes..folks this will be a pocket perfume..with just pure perfume.secondly its handy..easily can be carried in pocket and more than 320 sprays gauranteed with a price tag of just 65 now hows that ???

    Post your comments ..

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  12. All dirty products

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  13. Last year i used fogg marco. i was awesome n am bored by that fragrance , please suggest me some good different flavour in fogg

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