Harsh Patil’s Post

Fogg made its no. 1 rival, Axe quit India, and I think I too have played a role in it…   During my college days, I used to purchase numerous refills of Black Fogg.   Indian deodorant industry -   🚀2019: Valued at $970 million 🚀2025: Expected to grow to $2 billion    Prior to the launch of FOGG, the market was heavily biased towards men. Ads projected deodorants as products for men to attract women, with controversial campaigns like Axe's "Chocolate Man" and Wild Stone's "Wild by Nature."   Here’s how Fogg changed the game -    2011: FOGG was launched by VINI COSMETICS PRIVATE LIMITED and took a completely different approach:   - Highlighting the functional benefit - "no gas, no wastage" with 800 sprays per 100 gm bottle - Attention-grabbing campaigns like "No Gas Perfume,"  "Kya chal rha hai?" and "Aur kya chahiye" - Connecting with the Indian youth through relatable lingo   With this, FOGG: - Tapped into the women's segment (20% market share)  - Initiated occasion-based, customised deodorants - Generated 80% of Vini's revenue   FOGG achieved success through its innovative marketing mix, the 4Ps:    1) Product: Non-aerosol pumps, unlike competitors 2) Pricing: Value for money 3) Promotion: Clutter-breaking, quirky campaigns  4) Place: Going where the youth resides   With this marketing approach, FOGG disrupted its No. 1 competitor, and this is what other brands can learn -   - Be honest and utilitarian  - Study consumer behaviour deeply  - Connect with the audience's lingo - Disrupt with innovative positioning   Have you also used FOGG, like me? If yes, which was your favourite?    P.S. I loved the black FOGG. #fogg #marketingstrategy #branding

A strong brand identity significantly impacts audience reach by establishing visibility, trust, and loyalty. It differentiates a brand from competitors, communicates values, and fosters emotional connections with the audience. Consistent branding reinforces credibility and uniqueness, making lasting impressions and attracting better partnerships. This enhances business value and drives sales. Consistent branding is crucial as it reinforces credibility and uniqueness, making lasting impressions and attracting better partnerships. It helps in building trust, recognition, and emotional connection with the audience, which enhances business value and drives sales. . . . Auto branding offers high visibility and mobility, making it cost-effective for reaching a wide audience. . . . Call 9999878786, 91-9811697870 or mail us at -yorkmediasolutions@outlook.com and get a customized promotion in your own location. * We Present PAN India Location for Providing our Outdoor Media Services! . . . #yorkmediasolutions #YMS #barter #bartermedia #bartermediapromotion #FMCG #biscuit #hairoil #oil #refinedoil #shampoo #soap #cloth #washingpowder #powder #facewash #pen #tea #coffee #electronicappliances #appliances #fashion #brandmanager #branding #india #advertising #media #trademarketing #Brandmanagers #ATL #BTL #designboard #trademanager #masala #spices #Androidandiosapp #marketing #online #FMCG #softdrink #perfume #bodyspray #cream #waterbottle #energydrink #ayurvedic #ayurvedicmedicine #otgpharma #otgpharmaceuticals #pharmaceuticals #otgproducts

How Fogg Became India's No. 1 Deodorant Brand Since its launch in 2011 by Darshan Patel, Fogg has transformed the deodorant market in India. Here's how this innovative brand carved its niche: Gas-Free Revolution: Fogg's game-changing "bina gas wala spray" campaign resonated with consumers seeking longer-lasting freshness without the drawbacks of gas-filled products. This unique selling proposition set Fogg apart in a crowded market. Family-Friendly Image: Fogg’s advertising strategies focused on inclusivity, appealing to families and ensuring that its products are suitable for all ages. This thoughtful approach fostered a strong emotional connection with consumers. Extensive Distribution Network: By making products available in diverse retail formats—from local kiranas to large malls—Fogg ensured that its offerings were accessible to everyone, anywhere. Competitive Pricing: Fogg’s pricing strategy made quality deodorants affordable for a broad customer base, reinforcing its commitment to accessibility without compromising on quality. Dermatologically Tested: All Fogg products undergo rigorous dermatological testing, reassuring customers of their safety and efficacy. With its tagline "Friend of Good Guys/Girls," Fogg has successfully positioned itself as a brand that truly understands and caters to its audience. Here’s to Fogg for redefining personal care in India! 🌟 #business #marketing #brand #company

FOGG Body Spray: A Case Study of Market Disruption Background Launched in 2011 by Vini Cosmetics, FOGG revolutionized the Indian deodorant market, challenging big brands like Axe and Nivea. It focused on solving key issues: consumers’ dissatisfaction with gas-based deodorants and providing value for money. Key Strategies 1. Product Innovation: Introduced gas-free body sprays, offering “only perfume,” ensuring up to 800 sprays per bottle. 2. Strong Value Proposition: Focused on affordability and longevity, ideal for price-conscious consumers. 3. Effective Marketing: The tagline “Bina Gas Wala Spray” directly addressed consumer concerns and became instantly memorable. 4. Mass Targeting: Positioned as practical and affordable, appealing to urban and rural markets. 5. Wide Distribution: Built an extensive network to ensure availability in tier-II and III cities. Results • Market Leader: Became India’s No. 1 deodorant brand in just 3 years. • Consumer Shift: Set a new standard for gas-free, value-driven products. • Brand Recall: The catchy message made FOGG a household name. • Revenue Growth: Drove exponential profits for Vini Cosmetics. Key Takeaway FOGG proved that understanding customer needs, focusing on value, and smart marketing can disrupt even the most competitive markets. 📌 A lesson in turning innovation into success! #BusinessCaseStudy #FOGG #MarketDisruption #InnovationStrategy #ConsumerInsights #ProductInnovation #MarketingSuccess #BrandLeadership #CustomerFocus #Entrepreneurship #ValueForMoney #BrandSuccess #IndianMarket #SmartMarketing #DeodorantRevolution #GasFreeSpray

The curious case of rise & rise of Brand Dettol 📈 🎆Dettol, a household name, continues to be the leader in FMCG hygiene sector. During pandemic Dettol became No.1 soap brand in 20,000 cr soap market 💫Even globally Dettol contributes to 42% of Reckitt's net revenue. 🧼 Their secret? A keen understanding of consumer insights and innovative advertising strategies like- 👇 🔍 Consumer Insights: Dettol's success lies in its ability to deeply understand Indian consumers' needs and preferences. Through extensive market research, such as 'VALS'- Value - What are consumer inherent beliefs? Attitude- What drives users to make conscious and/or unconscious decisions? LifeStyle- How do consumer prioritise to use their resources? 💮For example- Dettol found out people association Dettol liquid fragrance with "Brand Trust" so all the line extensions like soap, hand wash etc had same fragrance 📊 Advertising Strategy: Dettol has crafted targeted campaigns that resonate with these insights. Dettol campaigns effectively tap into both internal consumer pain points and external trends. 📺 Example: A standout example is their "Dettol Protects Your Family" ad campaign. This series of advertisements emphasizes Dettol’s role in safeguarding families from germs, striking a chord with parents concerned about their children’s health. By showcasing relatable everyday scenarios, Dettol builds a strong emotional connection with its audience. 🛠️ Innovative Approaches: Dettol has also embraced digital transformation. Leveraging social media and influencer partnerships, they've created engaging content that educates and informs, further solidifying their market presence. 👋Dettol India 'Hand-wash Challenge' received in excess of 120 billion views on social media. Dettol’s ability to blend deep consumer insights with compelling advertising not only strengthens their brand loyalty but also reinforces their leadership in the Indian market. 🌟 #Dettol #ConsumerInsights #AdvertisingStrategy #MarketLeadership #Hygiene #India #MarketingSuccess #linkedintopvoices #linkedinnews #Branding

𝐓𝐡𝐞 𝐅𝐫𝐚𝐠𝐫𝐚𝐧𝐜𝐞 𝐨𝐟 𝐒𝐮𝐜𝐜𝐞𝐬𝐬: 𝐇𝐨𝐰 𝐕𝐢𝐧𝐢 𝐂𝐨𝐬𝐦𝐞𝐭𝐢𝐜𝐬 𝐑𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐢𝐳𝐞𝐝 𝐭𝐡𝐞 𝐈𝐧𝐝𝐢𝐚𝐧 𝐃𝐞𝐨𝐝𝐨𝐫𝐚𝐧𝐭 𝐌𝐚𝐫𝐤𝐞𝐭 𝐰𝐢𝐭𝐡 𝐅𝐨𝐠𝐠 In the crowded landscape of personal care products, Vini Cosmetics' Fogg has emerged as a true game-changer. Founded by Darshan Patel in 2010, this homegrown Indian brand has not only disrupted the deodorant market but has also become a case study in innovative marketing. 𝐓𝐡𝐞 𝐅𝐨𝐠𝐠 𝐑𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧: Fogg's entry into the market was marked by a simple yet powerful proposition: "No gas, only perfume." This unique selling point addressed a common consumer complaint about aerosol deodorants running out quickly. By offering a product that promised more applications and better value for money, Fogg instantly caught the attention of cost-conscious Indian consumers. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐚𝐬𝐭𝐞𝐫𝐲: 𝐕𝐢𝐧𝐢 𝐂𝐨𝐬𝐦𝐞𝐭𝐢𝐜𝐬' 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐟𝐨𝐫 𝐅𝐨𝐠𝐠 𝐡𝐚𝐬 𝐛𝐞𝐞𝐧 𝐧𝐨𝐭𝐡𝐢𝐧𝐠 𝐬𝐡𝐨𝐫𝐭 𝐨𝐟 𝐛𝐫𝐢𝐥𝐥𝐢𝐚𝐧𝐭: 𝐖𝐡𝐚𝐭 𝐕𝐢𝐧𝐢 𝐠𝐨𝐭 𝐫𝐢𝐠𝐡𝐭? ·      Identified a latent need – Consumers wanted a long-lasting deodorant ·      Launched Fogg with a “No gas” proposition a first of its kind in the market ·      Spent a huge amount on advertising – at least 3x more than competition ·      Brought in new variants of Fogg to offer a greater choice to the consumer base ·      The brand name "Fogg" itself is a play on the word "fog," implying a mist-like application that envelops the user. ·      Catchy phrases like "Kya chal raha hai? Fogg chal raha hai!" (What's going on? Fogg is going on!) have become part of popular culture. 𝐓𝐡𝐞 𝐅𝐫𝐚𝐠𝐫𝐚𝐧𝐭 𝐅𝐮𝐭𝐮𝐫𝐞: Vini Cosmetics' success with Fogg demonstrates the power of understanding consumer pain points and addressing them with innovative solutions. From a newcomer to a market leader, Fogg's journey is a testament to the potential of Indian entrepreneurship and the effectiveness of smart, consumer-centric marketing. As Vini Cosmetics continues to expand its product line and global footprint, one thing is clear: the sweet smell of success is here to stay. #ViniCosmetics #Fogg #MarketingSuccess #IndianStartups #ConsumerGoods #imthobserves #IMTHOBSERVE

The #Patanjali case has indeed opened Pandora's box, signaling a crucial warning for the #FastMovingHealthGoods marketers. Here are my two bits captured in afaqs! Article. Link https://lnkd.in/gVsgze69 Health is a complex subject, and in my opinion, “questionable health claims” are worrisome. Mainly seen in the past few years fall under three categories: 1)Blatantly False - The Patanjali case is a prime example where claims were completely false. 2)Exaggerated Claims - Products like multigrain breads claim health benefits despite being predominantly made from refined flours. 3)Misleading Claims—While juice might seem healthier than soda, it lacks the nutrients that come from consuming the fruit itself. So, is the juice healthy or healthier? 4)Historically Conditioned Claims—Certain products, such as glucose biscuits, were deemed healthy in the past when malnourishment was an issue in India but may not be suitable anymore. #Trust is the cornerstone of consumer relationships. Marketers must navigate this landscape with transparency, showing clear #evidence and #data to back their claims. This commitment to truth not only protects consumers but also builds long-term brand loyalty. #HealthClaims #FMCG #ConsumerTrust #MarketingEthics #FMHG

Brand Positioning & Product Quality: Keys to Longevity and Capturing New Markets The importance of maintaining a strong brand identity and product quality cannot be overstated. Let's explore this through some real-world examples: 🚨 Johnson & Johnson's Talcum Powder Controversy - Revealed to contain cancer-causing elements, tarnishing their trusted brand - When big brands falter, it creates opportunities for innovative newcomers 🌱 The Rise of Mama Earth - Capitalized on the lack of affordable organic skincare brands in India - Gained a first-mover's advantage by addressing this unmet need 🍲 Maggi's Health Concerns - Nestle faced scrutiny over unhealthy chemicals in their popular Maggi noodles - Exposed the need for more hygienic and authentic food brands in India These cases highlight the importance of: ✅ Maintaining unwavering product quality and safety standards ✅ Building and protecting a trustworthy brand identity ✅ Staying agile to adapt to evolving consumer needs and concerns 🔍 Opportunities on the Horizon - Indian consumers are becoming more health-conscious and discerning - A potential gap in the market for authentic, hygienic food brands/supplies - The next million-dollar brand could emerge by addressing this need Stay tuned for more insights, and feel free to share your thoughts in the comments below! In the meantime, enjoy this! #BrandPositioning #ProductQuality #ConsumerTrends #Innovation #Entrepreneurship

HONASA CONSUMER Q1FY25: Quick Thoughts It's a good set reported by the company that prides itself on targeting at least 2X industry growth with improved operating performance. In that regard, a 19% revenue growth led by 25% volume growth that has resulted in 58% EBITDA growth is impressive. Key internals have panned out well too, with the mother brand (pun intended), Mamaearth gaining market share in key categories, Innovations accounting for 9% in overall Q1 sales and offline distribution having increased beyond 2 lakh outlets. Bblunt, too has reached an annual revenue run-rate of 100 Cr. However, what one needs to be mindful of in the near term, is the impact of competition (all traditional players have upped the game in premium, natural, masstige and beauty & wellness offerings), secondly at what level do Ad Spends as a % of sales start to normalize? and thirdly, what kind of near term impact will the distribution revamp project have on sales and margins due to a one-time inventory correction. On its part, the company is confident of 20% growth and 150 bps margin improvement over the medium term. I'll be particularly interested in the impact their newer premium launches in the Sunscreen and Facewash category do in the near future. Here's a quick summary of the results: HONASA Q1FY25 What’s Good: - Revenue +19.3%; led by 25.2% Volume Growth - EBITDA +58%, Margins improve 200 bps - PAT +63% at 40.2 Cr vs 24.7 Cr   What’s Not: - Ad Spends at 36% of sales vs 35% - Distribution revamp may lead to near term inventory correction   Key Internals: - Mamaearth Market Share Improved 115 bps in Facewash, 51 bps in Shampoos - New Products contribute ~9% to Q1FY25 Revenue - BBlunt Product Business reached an ARR of INR 100 Cr - Offline reach crossed 2 lk outlets, increased 30% YoY   Mgmnt Guidance: - 20% revenue growth & 150bps margin expansion in the medium-term   Trends to Track - Sunscreen category could be 5117 Cr by 2028, vs 1874 Cr in 2023 - Facewash category expected size at 9700 Cr by 2027, Co’s facewash ARR at 800 Cr - Discontinued brand Ayuga, due to non-performance of brand   #StockMarket #FMCGisLife #MamaEarth #CNBC #ResultsBreakdown #QuickThoughts Varun Alagh Ghazal Alagh #FMCG #Honasa #India

𝐈𝐧𝐝𝐢𝐚 𝐒𝐡𝐚𝐦𝐩𝐨𝐨 𝐌𝐚𝐫𝐤𝐞𝐭-𝐀 𝐌𝐚𝐫𝐤𝐞𝐭 𝐒𝐡𝐚𝐩𝐞𝐝 𝐛𝐲 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐏𝐫𝐞𝐟𝐞𝐫𝐞𝐧𝐜𝐞𝐬 𝐚𝐧𝐝 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧. The Indian shampoo market reflects the diverse preferences of the country’s consumers, with a balance of mass-market, premium, and herbal/organic offerings. Hindustan Unilever’s clear lead, driven by its wide product portfolio, is a testament to its strong brand equity and deep-rooted presence in Indian households. Meanwhile, P&G continues to challenge with its effective and popular anti-dandruff solutions, while L'Oréal appeals to the aspirational, premium-seeking consumer. With consumer preferences evolving toward more personalized, ingredient-conscious, and health-oriented products, it will be interesting to see how the market evolves in the coming years. Players who are agile in responding to these trends are likely to stay ahead in this highly competitive space.#India #Consumer #Beauty #Innovation