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

Authors: Poonam Sharma

Addresses: Jaipuria Institute of Management, Noida, India

Abstract: 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.

Keywords: marketing strategies; positioning; branding; blue ocean strategy; value proposition; India; Vini Cosmetics; brand building; deodorants; case study; niche markets; teaching cases.

DOI: 10.1504/IJEIM.2016.080002

International Journal of Entrepreneurship and Innovation Management, 2016 Vol.20 No.5/6, pp.360 - 368

Received: 16 Mar 2016
Accepted: 27 Mar 2016

Published online: 27 Oct 2016 *

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