Vini Cosmetics: the blue ocean strategy to unlock new markets and boost profits

Establishing brands for a diverse consumer base in a country like India can be a headache for a lot of companies. But Vini Cosmetics has pioneered the art of building brands and has also created various category segments in the market, which were not existent till the time they identified them. To be precise, FOGG, the deodorant brand from Vini Cosmetics has forced global players like Unilever (owning the cult brand, Axe) to rethink about their product's value proposition and marketing strategies, as Fogg has been the leader in India's bestselling men's deodorant category for the last four quarters in a row. This case studies various marketing strategies that Vini Cosmetics incorporated while building the brands by creating new product categories, going off-track from existing ones, challenging the 'set' players in the market and how this company managed to strike the nerves of the Indian consumer by the branding and creation of niche markets. It is a teaching case.