MARKETING PLANNING

PRESENTED TO PROF. AMIT BHADRA

MANAN DHAWAN B014 | ROHAN DUBAL B016

RONAK BAPNA B009 | NIHARIKA KHURANA B031
YASH KOTHARI B033 | M S SANDEEP B050
 Tagline : No Gas, only Deo
Differentiated product. 800-1000 sprays per bottle

Fogg was launched in Genesis Competitors

Major Competitors:
December, 2011 by
Axe,
Vini Cosmetics. 01 02
Park Avenue,
04 03
Engage
Pricing Strategy Market Leader

Priced competitively against its In 2013,

competitor with Rs. 199 for 150 ml
bottle
Fogg became the leading
brand, beating HULs Axe.
3

Axe Signature Collection Deo: Rs.

220 for 120 ml bottle
Axe Deo: Rs 180 for 150 ml bottle
 Reason To Buy
Differentiate/Position
Price
Channel Member interest

PERCIEVED
QUALITY
Help process /Retrieve Reduced Marketing Costs
Information Trade Leverage
Reason to buy BRAND BRAND Attracting New Customers
Create Positive feelings ASSOCIATIONS LOYALTY Time to respond to
Extensions BRAND competitive Threats
EQUITY

BRAND OTHER
Anchor to which other PROPERITORY
associations can be attached AWARENESS
ASSETS Competitive Advantage
Familiarity- Liking Diverse Products
Signal of Substance-
Commitment
Brand to be considered
 Perception: No wastage, Value for money, Lasts longer, Human psyche thinks that it will retain more
fragrance
Attitude: Innovative and disruptive product.
Delivers much more than conventional deodorants.

Fogg is associated with a PERCIEVED Low loyalty in FMCG products

product which is available at a QUALITY Price, Product Quality &
small premium but delivers Availability
much more than conventional Retailers loyalty due to
products. BRAND BRAND consumer preference
Created its identity as the first ASSOCIATIONS LOYALTY Market Leader in 2 years
BRAND
and only(not anymore)
EQUITY

Excellent advertisement. OTHER

No celebrities used, since confident on BRAND
PROPERITORY
innovativeness of product. Awareness ASSETS
Captures attention, since it is a one- Differentiated product. 800-1000
of-a-kind product in the market. sprays per bottle
SOLE product in its gas-less segment.
Positioned as NO GAS only Only DEO.
Established in 1978. Market Share of 36% in India

Headed by UB groups.
Available across 8 variants.
1. Premium
Competitors:
2. Strong
SAB Miller
3. Strong Fresh
4. Draught
5. Ultra
Carslberg
6. Blue
7. Red
8. Lager
 High resonance Positive feelings, good performance.
Building relationships through events. RESONANCE Sponsorship's : IPL. Young at heart. King of good times.

High quality beer. Consistent quality , trust worthy, popular beer

Perceived as a recreational drink after hard day FEELINGS Emotional connect as an Indian brand.
work. JUDGEMENTS
The name, Kingfisher is synonymous with beer.
Pleasure, fun, flamboyant brand.

Strong taste, clean, fresh scent. Promoted as a premium brand at affordable

PERFORMANCE IMAGERY prices. Appealing to the aspirations of the
Availability and distribution.
middle class to have premium quality of beer

Branding: Eye catchy logo &

SALIENCE Catalyst for social bonding.
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