#conversationswithpriya #corporality #priyamishra #aminutewithpriya 

https://www.priya.sydney/ 

Lessons from Fogg Hi Guys! Welcome to another episode of A Minute With Priya. I am Priya Mishra, your very own marketing evangelist. Fogg was launched sometime in 2010-11 and today commands approximately 16% share of the Rs. 3500 Cr. Industry. It managed to overtake several big brands in the perfume and deo industry in India and displaced an iconic market leader. 

There are several factors that drove Fogg to where it is today, and we marketers can learn a thing or two from them. Let’s recall the elements that lead Fogg to the top. First, Brand confidence. Fogg displayed tremendous confidence to displace a long-time market leader, which is also known for its branding capabilities. Second. Strategy. Pioneering deo brands in India that propagated exaggerated attraction were simply defeated by Fogg due to the strategy is applied. Fogg could have easily adopted the same marketing strategy to attract consumers. But it chose to go beyond the ordinary and changed the narrative altogether. Instead of talking about attraction, it adopted functionality and changed the consumers’ viewpoint about deodorants in general. It portrayed that other market leaders actually had more gas in their product than fragrance. Finally came promotion. 

They promoted their brand vigorously to even surpass the market leader’s claims. Although the market leader was frequent in its advertising, it was not vigorous because the company assumed that people already preferred it. Fogg took this opportunity to build their brand in the meantime with high decibel advertising across all media. Their ads were extremely creative, to the point, and the company also established a strong distribution network.  

Sheer ambition at work - don't you think?  With more to come, this is Priya Signing off! Bye!