Description
SWOT ANALYSIS OF DOMEX
Domex
Parent Company
HUL (Unilever)
Category
Home Care – Toilet Cleaner
Sector
FMCG
Tagline/ Slogan
Domex: 100% Germ Protection; Million more germs will die
USP
Power is due to its high availability of chlorine for killing germs
STP
Segment
Toilet Cleaner – Liquid Cleaner
Target Group
Liquid Cleaner for Toilets targeting all households
Domex bleach gives the confidence of eradicating all known germs and help improve general hygiene and health standards in Positioning communities around the world
SWOT Analysis
1. Only brand which has sodium hypochlorite an ingredient which has the properties to kill germs (WHO certified) 2. Sold in over 35 countries with popular name as Domestos, Glorix, Klinex Strength 3. Has wide product variety range like wipes, sprays, liquid etc
1. Segment presence mainly in Urban Areas 2. Highly competitive market and slightly higher priced even for all Weakness urban families
1. ‘Domes Germ Kill Challenge’ – Raising awareness among Opportunity households about use of Domex instead of local Phenyl 2. ‘Domex-Squad’ –An initiative taken to clean household toilets
3. Tie-up with hotel chains, restaurants etc
1.Toilet cleaning market is traditionally dominated by the unbranded Phenols Threats 2.Strong established competitor like Harpic
Competition
1.Harpic 2.Kiwi Competitors 3.Sanifresh
doc_926392440.docx
SWOT ANALYSIS OF DOMEX
Domex
Parent Company
HUL (Unilever)
Category
Home Care – Toilet Cleaner
Sector
FMCG
Tagline/ Slogan
Domex: 100% Germ Protection; Million more germs will die
USP
Power is due to its high availability of chlorine for killing germs
STP
Segment
Toilet Cleaner – Liquid Cleaner
Target Group
Liquid Cleaner for Toilets targeting all households
Domex bleach gives the confidence of eradicating all known germs and help improve general hygiene and health standards in Positioning communities around the world
SWOT Analysis
1. Only brand which has sodium hypochlorite an ingredient which has the properties to kill germs (WHO certified) 2. Sold in over 35 countries with popular name as Domestos, Glorix, Klinex Strength 3. Has wide product variety range like wipes, sprays, liquid etc
1. Segment presence mainly in Urban Areas 2. Highly competitive market and slightly higher priced even for all Weakness urban families
1. ‘Domes Germ Kill Challenge’ – Raising awareness among Opportunity households about use of Domex instead of local Phenyl 2. ‘Domex-Squad’ –An initiative taken to clean household toilets
3. Tie-up with hotel chains, restaurants etc
1.Toilet cleaning market is traditionally dominated by the unbranded Phenols Threats 2.Strong established competitor like Harpic
Competition
1.Harpic 2.Kiwi Competitors 3.Sanifresh
doc_926392440.docx