FOGG HISTORY

• Fogg product of Vini Cosmetics

• Founded by Darshan Patel in 2010

• Vini Cosmetics is Located in Ahmedabad, Gujarat

• Tagline “A Body Spray Without Gas”

• Market Share Fogg

Men’s – 12.6%

Women’s – 10.2%

BRAND ARCHITECTURE

PERSONAL CARE

PRODUCTS

DEODRANT TALCUM CREAMS

FOGG WHITE TONE GLAM-UP

18+ JINJOLA SEVEN X

BRAND EXTENSION

• They can Branch out to:

– Fogg Hair Gel

4P’S

Fogg Hair Gel

• Price – Rs.60(50ml)

• Place – Urban market

• Promotion – Advertising through Television, Print ads.

STP Segmenting

Geographic:-

Urban Market

Demographic:-

Age – 16 – 35

Gender – Male

Socio-Economic Class – Upper and Middle Income people

Targeting

Target Audience – Male youth of Urban Cities who belongs

to Upper and Middle Income people and who enjoys

parties and Other such Lifestyle Activities.

Positioning

A Stylish gel which holds your hair as you Want.

NAMING OF PRODUCTS

• Blanket Family Name and Combo Names

– Fogg Hair Gel

Fogg has the Good Brand name and Fogg has sold in

500,000 stores and they are planning to touch another

500,000 stores within two years. So with the help of brand

Fogg they can easily attract Market and easily reach the

customers.

BRAND ELEMENTS

• Brand Name – Fogg Hair Gel

• Tag Line - Add Style to your hair

• Packaging – The color of gel inside the pack will be of sky

blue. Transparent Tube type and Small Plastic Containers.

• USP – Moisture Free and Prevent Hair fall

COMPETITORS

• Brylcreem (HUL)

• Set Wet (Marico)

• Park Avenue (J.K. Helene Curtis Ltd)

BRAND IDENTITY

• Brand Essence

Feeling Cool and Stylish

• Core Identity

Product thrust – Stylish Look

User Profile – Urban Youth

• Extended Identity

Exciting, Trendy

Different Colors

BRAND IDENTITY PRISM

• Physique

– Unique attractive Sky blue color and Transparent pack• Personality

– Youthful

– Urban • Relationship

– Personalization

– Customer Feedback

• Culture

– Commitment

– Product Innovation

– Modern• Reflection

– Matches with self image

– Happiness• Self Image

– Trendy

– Pleasure

Thank you..