FOGG marketing strategy analysis
1
1
FOGG: MARKETING PROJECT
Marketing Strategy
Analysis
&
Suggestions
GROUP - 1
ASHWINI P (1411216)
GAURAV CHAUHAN (1411226)
MANEESHA A (1411243)
AMBARISH K SHARMA (1411213)
MAYURESH PHEGADE (1411254)
SAKSHI (1411261)
1
FOGG: Marketing Management - I
ACKNOWLEDGEMENTS
We take this opportunity to thank Prof. Avinash Mulky for giving us this opportunity to study a brand like FOGG which has been successful in creating a unique place for itself in this highly fragmented market segment of deodorants. The concepts taught as part of the coursework were instrumental in understanding, analyzing and suggesting marketing strategies for the brand. This project provided us an opportunity to apply our learnings to the real world and get a working understanding of the various frameworks. His teaching and interactive pedagogy has helped instill an interest in Marketing in each one of us.
The report represents the original work of Group1 and does not contain any material that has been taken from any source, except as acknowledged.
Group 1, Section ‘D’, PGP 2014-16
IIM Bangalore | PGP 2014-16 | Section – ‘D’ | Group 1
1
FOGG: Marketing Management - I
TABLE OF CONTENTS
1
Overview ............................................................................................................................................... 3
2
Segmentation ........................................................................................................................................ 3
3
Targeting ............................................................................................................................................... 5
4
Differentiation....................................................................................................................................... 8
5
1
FOGG: MARKETING PROJECT
Marketing Strategy
Analysis
&
Suggestions
GROUP - 1
ASHWINI P (1411216)
GAURAV CHAUHAN (1411226)
MANEESHA A (1411243)
AMBARISH K SHARMA (1411213)
MAYURESH PHEGADE (1411254)
SAKSHI (1411261)
1
FOGG: Marketing Management - I
ACKNOWLEDGEMENTS
We take this opportunity to thank Prof. Avinash Mulky for giving us this opportunity to study a brand like FOGG which has been successful in creating a unique place for itself in this highly fragmented market segment of deodorants. The concepts taught as part of the coursework were instrumental in understanding, analyzing and suggesting marketing strategies for the brand. This project provided us an opportunity to apply our learnings to the real world and get a working understanding of the various frameworks. His teaching and interactive pedagogy has helped instill an interest in Marketing in each one of us.
The report represents the original work of Group1 and does not contain any material that has been taken from any source, except as acknowledged.
Group 1, Section ‘D’, PGP 2014-16
IIM Bangalore | PGP 2014-16 | Section – ‘D’ | Group 1
1
FOGG: Marketing Management - I
TABLE OF CONTENTS
1
Overview ............................................................................................................................................... 3
2
Segmentation ........................................................................................................................................ 3
3
Targeting ............................................................................................................................................... 5
4
Differentiation....................................................................................................................................... 8
5