CASE TITLE:

FOGG: Riding On The Wave Of

Differentiation
INTRODUCTION

Naranbhai Patel
(Father)

Girish Patel Darshan Patel Devendra Patel

 1985: All 3 brothers joined their father’s family business

 1985-2006: created stellar products
 2000: Girish Patel started a company Sterling Addlife Ltd.
 2006: Darshan Patel sold his stake started his own
company Adjavis Venture Limited(AVL)
 2008: Devendra parted ways
 2010: Girish Patel sold his stake to Reckitt Benckiser for
$726 million & focussed on his company
PHOTO: DARSHAN PATEL  2010: Darshan Patel along with cousin Dipam Patel
started Vini Group
 2013: Devendra started his own company Adjavis Venture
Limited(AVL)
 VINI AT GLANCE IN 2019

PIC: % Stake in Vini Cosmetics in 2019

 Made Growth of 20% in financial year 2018-2019

 Made a revenue US$ 123.6 million in FY 2018-2019
 Did business extremely well in South Asia & Gulf
countries
 Spanned business over 50 countries with a portfolio of 65
different products
 Darshan Patel had also invested in Soothe
 In 2016, Darshan joined Pure Wellness as a mentor
THE DEODRANT MARKET IN INDIA

 Deodorant key component in the FMCG segment

 Deodorants are available in forms of pumps, spray, waxy push
up sticks & liquid roll-on
 2020: Deodorant segment amounted US$ 409.1 million & was
expected to grow by 9.1% annually within a span of 2020-2023
 Indian deodorant industry was set grow due to the changing
lifestyle & adoption of different fragrances by consumers

Lockdown period March 2020 - June 2020

rough coincided with the summer season
which was the peak season for the sale of
deodorant
 Launched Wild Stone in 2007
 Product portfolio: deodorants, fragrances, premium fragrances, talc ,
deodorizing talc, shaving range, deodorizing soap & compact body
perfume
 Sale of Wild Stone Legend (individually) crossed 1 million cans in
India in 2017-2018
 Commercials often used sexual overtones, suggestive advertisements
& sexist stereotypes globally
 Launched Axe first in France in 1993
 Spread its footprints in 90 countries from America to Asia
 HUL launched in India in 1999
 Product portfolio: Male grooming products such as Axe deodorants, aftershave lotion,
shaving cream , Cologne talc & body perfume
FAILURE OF VINI’S FIRST
DEODRANT 18+
 “18+” first Deodorant launched by the Vini
Feb.2011

 Now well received by the consumers

 Consumer Research was conducted across 8

cities
 Consumer Insights was

1. Consumer did not experience any

dissatisfaction with any brand of
deodorant
2. Prime concern was good fragrance, but
the repeated concern was the
deodorant got over very quickly
2015: Patel hired Womb, an advertising agency help build the brand & grab more
customers

“Kya chal raha hai, FOGG chal raha hai” campaign was the brainchild that
effortlessly seeked into everyday conversation

FOGG had beaten veteran players like HUL’s Axe, in terms of value share
thereby proving to the market landscape that sex appeal advertisement doesn't
always sell – or at least utility sells more 9
FOGG, A CHALLENGER BRAND THAT LEFT CATEGORY LEADERS
WITH NO GAS OR STEAM
 2016: Gained the leadership position in the most trusted brand by
Indian consumers in the deodorant category
 72% brand recall in cricket World Cup 2019, as per the study by
Indian Institute of Human Brands
 Deodorant market penetration will increase to 30 to 40% in a span of
7-10 years.
 June 2021: Reported that KKR will invest $620, in Vini Cosmetics, wit
the aim to ride the bandwagon of opportunities arising out of India’s
young & growing middle class while offering its global expertise to
take Vini to the next level growth

THE CHALLENGE:
What darshan Patel should do to keep FOGG abreast
of the competition & retain loyal customers ??
THANK YOU

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