Indian deodorant market is expanding very fast in last few years. There are more than 500 deodorant brands in our country. To be a market leader in such a competitive market requires multiple qualities. The most important part is understanding consumer needs and making an appropriate product according to the need. Vini cosmetics has done this with Fogg. The company has achieved huge success and has beaten all other brands in the same category. Park Avenue and Axe are the strongest competitors for Fogg in India deodorant market.
When all other deodorants brands selling similar type of products, Vini cosmetics came up with an unique product, a liquid-based deodorant instead of gas. Indians have a mindset of buying things that provide more quantity for less price. Vini cosmetics focussed on this and introduced a product with only liquid and no gas.
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Fogg targeted fashion-oriented and trend-loving people. Along with targeting the young males of India, Fogg didn’t ignore women by launching many varieties of women deodorants. Another important factor for Fogg’s success was the advertising strategy which they used. Fogg came with a unique campaign and never showed things like foreign girls getting impressed with sprays of deodorant.
Almost every Indian has seen Fogg’s Kya Chal Raha hai campaign. Also, catchy taglines such as catchy punch lines such as “Bina gas wala body spray”, “Kitna body me lagaya, kitna gas me udaya”, and “800 sprays guaranteed” have attracted a large audience to use Fogg. The company projected Fogg as a deodorant which can be utilized more in a similar price.
Fogg’s success has led new competitors to come up with a similar marketing strategy, such as the Envy 1000 spray and many more. Still, Fogg has been able to differentiate itself from others with a quality product which is made for the ‘value-for-money’ consumers.
Fogg has also shifted the thinking of popular deodorants brands in India. Now, the company is trying to increase its presence by using interactive social media campaigns.
