1986 - Darshan Patel without any formal education in marketing started running his family business, Paras Pharmaceuticals.
He created some great consumer brands like Moov, Ring Guard, Set Wet, Dermi Cool and Dcold all of which became household names in India
He created some great consumer brands like Moov, Ring Guard, Set Wet, Dermi Cool and Dcold all of which became household names in India
2010 - Reckitt Benkiser Group bought over Paras Pharma for $850 million from Mr. Patel. Armed with this new capital, Mr Patel setup Vini Cosmetics and started searching for the next big idea
Around that time, deodrants were fairly popular among teenagers & young men.
Around that time, deodrants were fairly popular among teenagers & young men.
Most areas in India are hot & humid, making deodrants an almost essential item used by men. HUL's AXE had the highest market share followed by Park Avenue & 7-8 other sizable players
2010 - Mr Patel himself got involved in direct user research.
2010 - Mr Patel himself got involved in direct user research.
One thing that stood out in the research was that a lot of people complained that their deos got over very fast
2011 - This particular complaint helped Mr Patel create the biggest USP for his product: a deodrant without gas.
2011 - This particular complaint helped Mr Patel create the biggest USP for his product: a deodrant without gas.
Mr Patel created a pump for the deodrant which didn't need aerosol & pumps out only liquid. This was very unique & helped them live upto their USP
The product was launched in a smaller bottle than competitors signalling that it didn't contain any gas and had only deodrant spray.
The product was launched in a smaller bottle than competitors signalling that it didn't contain any gas and had only deodrant spray.
2011 - In ads, communication repositioned the competition brands as having less liquid & more gas because of which they didn't last long
Whereas Fogg promised 800 sprays per bottle. Tagline was “bina gas wala deodorant”. Ads communicated the USP very well
Whereas Fogg promised 800 sprays per bottle. Tagline was “bina gas wala deodorant”. Ads communicated the USP very well
2011 - The concept was well received by consumers who viewed it as a value for money product. In its first year itself, it clocked sales of more than 100 crores capturing close to 10% of the market.
2013 - It dethroned AXE in just two years and became the market leader
2013 - It dethroned AXE in just two years and became the market leader
2015-One of the most memorable ads was launched symbolising the domination of Fogg in Indian deo market,which went viral-“Fogg chal raha hai"
2019 -Fogg grew at 20% hitting revenues of 1000 cr.Axe fell further 3rd /4th spot.
Do you know FOGG stands for-‘Friend of Good Guys/Girls’
2019 -Fogg grew at 20% hitting revenues of 1000 cr.Axe fell further 3rd /4th spot.
Do you know FOGG stands for-‘Friend of Good Guys/Girls’
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