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Today FOGG GCC is trending, sir!
Have you heard the name Winnie Cosmetics? You may not have heard of it, but its marketing strategy is spread all over the world. Can't you believe it? Read the following tagline:
What's trending?
FOGG is trending.
This tagline belongs to Fogg body spray of Winnie Cosmetics. Fogg body spray has created a distinct impression of India and of the company around the world. The personality behind this unique marketing strategy is Darshan Patel.
Darshan was born in 1962 in Ahmedabad. His Father was a pharmacist. He moved to Sambalpur, Orissa with his family after his father started a pharma company in Sambalpur, Orissa. So, Darshan got his primary and secondary education from Sambalpur and in 1985, he passed B.Sc. Chemistry. His dad gave him two options - to join his father's pharma company or to start his own business.
He chose the first option and decided to join his father's Paras Pharma company. As soon as he entered his father's company, he was given the responsibility of spreading the MOOV of Paras Pharma Company all over India and from there his journey as a businessman began. It took Darshan about 7 years to understand the ABCD of marketing. By the year 1993, he had become proficient and started making marketing decisions on his own. During this time, he launched 25-30 products out of which he also failed in seven or eight. Paras Pharma was a Rs 50 lakh company in 1985, which became a Rs 100 crore company in 1999 through Darshan's hard work.
After leaving the family in 2006, Darshan left Paras Pharma and sold 23% of his stake. His condition deteriorated after he left Paras Pharma and the Patel family sold the company to a foreign investor in 2010. At this point, Darshan was doing market research to do something himself and finally, he decided to venture into the cosmetic industry. He first laid the foundation and started Winnie Cosmetics in 2009 with a capital investment of Rs 70 crore, but Darshan was not an immediately successful person as there were big brands already available in the market. To find out about the failure, he did market research and found out that there was nothing special about his product.
Darshan met small shopkeepers as well as people at pan and tea shops and tried to find out their problems related to body spray. They then did research in their company's research lab and tried to give the customer something different. During this time, they learned about sprays made in liquid form instead of gas. He seized the opportunity and built a prototype of the new body spray within a month. Darshan started body spray again from the Fogg brand in late 2011, but this time his idea worked. Fogg's success was due to Darshan's aggressive marketing strategy and brand-building experience. In the market, he created a separate segment in which body sprays were found in liquid form instead of gas.
Darshan cleverly decided to put his ads on TV and these ads were seen highlighting the shortcomings of the body spray available in the market. Darshan created all these ads himself, and he also focused on making his product famous in print media.
Today Fog has become a big brand in India. Darshan has also launched many other products under the banner of Vinnie Cosmetics. Today, Fogg is exporting its products not only to India but also to Arab countries.
Darshan's Marketing Funda
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