Fogg’s Out of the box advertising
Indian perfume market was completely flooded by brands like Axe,Yardley and others While ITC engage was making inroads into market .The option of perfume ,scents are huge in India consumers have lot of offerings and HUL being market leader.So entering into the perfume market required a outstanding product or clever marketing.That’s what Fogg did.Vini cosmetics understood that it is entering into difficult playground and required innovative strategy.To be frank enough Fogg just did that by advertising on “Gas or no gas”.Everyother company was focussing on ads with respect to different flavour ,fragrance etc but Fogg stuck to its basics by asking consumers whether they are buying Fragrance or gas.Fogg’s unique strategy actually was instant hit and many people moved to Fogg.It was able to gain the mind share among consumers and it gave HUL’s axe a good run for money.Axe which was pretty secure as a market leader was challenged fair and square by Fogg.Infact on similar lines many