FOGG INDIA

Fogg, a relatively new brand in the body spray space from Indiabased Vini Cosmetics’ stable, has created a place for itself despite tough competition from some international brands. The brand is owned and marketed by Darshan Patel, the man behind successful brand launches like Krack cream, Itchguard, Moov, Livon, Dermicool and deo brand Zatak under Paras Pharma, which was one of the fastest-growing brands. He seems to be writing the same success script with Vini Cosmetics as well.

BLAZE TO BRILLIANCE
Fogg has emerged as a strong contender in the nearly Rs 20 billion deodorant market in just two years of its launch. Industry estimates put Fogg’s all-India value share at around 11.9 per cent (range for men and women). While it is the runner-up in men’s body spray, it is placed third in women’s deos, having beaten CavinKare’s Spinz. In October 2013, according to market estimates, Fogg Women accounted for 10.2 per cent of the Rs 5.2 billion women’s deo market, while Fogg Men accounted for 12.6 per cent of the Rs 12.63 billion men’s body spray market.
FAITH FACTOR
Market experts say that consumers, especially in modern times, have been reaching out for the newcomer over its more established rivals. Fogg is marketed as a product that is high on fragrance and little gas (used in deodorant spray bottles). It meant that the product would not vaporise easily and linger when sprayed on the body – overall a value-for-money proposition.
ENGAGEMENT THAT ENTHRALS
Fogg is promoted as a body spray without gas, delivering more sprays per can. Fogg ads claim that it can deliver 800 sprays for an average 100-gm bottle. Although rival deodorants are priced slightly lower (around 5-10 per cent lower) than Fogg, but they deliver far less number of sprays. That is the catch. That’s part of a well thought-out strategy as market study prior to the launch by Vini and found that there was space for a product such as Fogg since people were actually looking for a product which had no waste when applied.
INNOVEDGE
The company uses non-aerosol pumps, so they don’t require gas. A bottle lasts about 40 days for an average user, as against 15-20 days in the case of a normal deodorant. This made the product a value-for-money proposition. Fogg has scored with a new value proposition — the increased number of sprays per pack. Also that while spray pump was not new, the sprays-per-bottle pitch was an interesting first from Fogg.
BRAND PROMISE
Riding on the success of Fogg, Vini Cosmetics is eyeing to achieve a turnover of INR 12 billion in five years time, up four times from the current revenues of INR 3 billion. Two new product launches by March as well as plans of inorganic growth are likely to fuel the growth ahead. According to media reports, the company is looking at 25-30 per cent growth in the financial year 2014-15, which translates to a turnover of around INR 4 billion. Private Equity investor Sequoia Capital has picked up a 9 per cent stake in Vini recently for INR 1.10 billion.