How these brands own their own categories
You can't simply find a strong competitor for them
Fogg: They came into a very crowded market of deodorants/perfumes in India. They just communicated one point: “No gas“. It struck - now you will see every common man in India use a “bodyspray“ instead of perfumes.
Moov: It’s a pain relief spray most Indians are very familiar with. Their campaign “Aah see Aaha tak“ repositioned them from a pain standpoint to a relief-providing spray.
Sensodyne: You already by now know why this brand is here. In an industry where everyone thought that there would be no room for a new player, Sensodyne took up the challenge and completely owned their market when it comes to “Sensitivity“
Decathlon: There is no competition for them. They have their own space. You won’t compare an Adidas or a Nike with them. They have super differentiated stores, price points, and customer experience.
The list can go on and on. These are all in the blue ocean strategy where there are no other sharks to bite them while many of the other brands are in a red ocean where they are biting each other and blood is shed.
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