ZeroFog: Reusable Anti-Fog Cloth for Glasses, Marketing Analysis and Details by Conor Kelly, Scientific Research Journal (Scirj), Volume XI, Issue XII, December 2023 Edition

Scirj Volume XI, Issue XII, December 2023 Edition
ISSN: 2201-2796

ZeroFog: Reusable Anti-Fog Cloth for Glasses, Marketing Analysis and Details

Conor Kelly

Abstract: ZeroFog is a reusable anti-fog cloth for glasses which launched during the Covid-19 pandemic as a solution to foggy glasses caused by wearing a face mask. During one-year period, Zero Fog Ltd sold 45,000 units to 12,000 customers. In this study we analysed the key drivers of ZeroFog business model and identified that it uses a value chain model – buying low-cost cost manufactured products from Asia, adding marketing & branding value and selling them for a markup in the European market. The effectiveness of the model added marketing value has led us to conclude that this business should be viewed as a marketing engine rather than a single anti-fog product business. Looking at ZeroFog marketing data, a regression analysis confirmed that social media campaigns through Instagram influencers are a perfect tool to penetrate a large audience quickly. Once a core customer base is established more cost-effective strategies like email marketing, TV appearances and radio drive up margins and create customer retention. The Irish targeting strategy led to a high proportion of sales made in Ireland and to our surprise the majority of customers were women. Survey insights highlighted that customers strongly prefer fast delivery times and have a preference towards Irish products. This report assesses how the success of ZeroFog can be used to build a framework which can be applied by marketers of other consumer packaged goods to rapidly penetrate the Irish market and grow as effectively as ZeroFog under a new strategic model.

Reference this Paper: ZeroFog: Reusable Anti-Fog Cloth for Glasses, Marketing Analysis and Details by Conor Kelly published at: "Scientific Research Journal (Scirj), Volume XI, Issue XII, December 2023 Edition, Page 16-31 ".

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