In Deodorant industry, brand Fogg from Vini Cosmetic has been
over take of Axe from HUL which was pioneered brand in India since launched in 1999.
In December 2013, Fogg has become new market leader with 13% market share in
India. Fogg brand has been introduced in 2011 with clutter breaking concept "No Gas, only perfume” and bran
has taken position in the consumer mind.
The study and research behind the concept is “to identify
market gap and understand consumer psyche”, and Fogg has done the same which is
being offered to consumers “Value for money”. Fogg has become leader merely in
2 years without any celebrity endorsement.
Originally, Deo is
functioning to keep body refresh & gives long-lasting effect but in India major
brands are being delivered message more on ‘Sex appeal & attraction’ than
deo by showing vary television commercial campaign. However, consumers are deliberating
well that why they are buying deo. If brands like Fogg are emphasizing more on
deo & its unique features, then it may get own brand identity & brand
equity. Fogg has found this market gap and forayed strategically, that’s why
become market leader in 2 years with unique brand position & identity in
consumers mind.
Total Deo market in
India: - INR 1500 Crore + and according to market estimate that it will be
reaching almost double i.e. INR 3000 Crore by 2017.
Deo Major Market
Players in India (For Men & Women):- Fogg, Axe, Dove, Rexona, Wild
Stone, Set wet, Nivea, Spinz, Eva, Fa, Park Avenue, Yardly, Engage, Layers, Envy
1000 and many others local brand too.
Brand Envy 1000 from Vanesa care which has been introduced with
same concept like Fogg “No Gas, only Deo” and it’s been introduced with movie ‘Fukre’
in June ’13, though brand has not been abundant highlighted in the market. But,
now again brand Envy1000 rolled out with new TVC campaign “No Hawabazi, Sirf
Deo i.e. No Gas, only Deo” which is being endorsing Bollywood actor Mr. Irfan
Khan.
Television Commercial
Envy1000:- http://www.youtube.com/watch?v=KYeLMcWftUw
Poor campaign that brand is highlighting ‘sex appeal,
attraction along with message ‘No Gas, only Deo’ ...Confused!!! TV commercial concept has been
taken similar to Axe brand where Angel (Girl) falling down from the sky through
deo fragrance (Attraction), the same concept has been implied by Envy1000 that
suddenly girl falling down when brand endorser Mr. Irfan spraying deo.
Television Commercial
of Axe (Same concept taken by Envy1000):- http://www.youtube.com/watch?v=WRnBHHcdHJQ
Why is it become an essential to take concept similar from
the competitive brand? It can never build brand image in market by implying
similar features & concept. The result goes to brand dilution instead of
brand building.
To sustain in the market
or to launch new brand in any market, it must an essential study & research
of to identify market gap, understand consumer psyche, perception and behavior.
Otherwise, rivals will lead your brand like Fogg is leading over to Axe.
