Domex SWOT Analysis, USP & Competitors

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

Domex STP

Segment

Toilet Cleaner – Liquid Cleaner

Target Group

Liquid Cleaner for Toilets targeting all households

Positioning

Domex bleach gives the confidence of eradicating all known germs and help improve general hygiene and health standards in communities around the world

Domex SWOT Analysis

Strengths

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
3. Has wide product variety range like wipes, sprays, liquid etc

Weaknesses

1. Segment presence mainly in Urban Areas
2. Highly competitive market and slightly higher priced even for all urban families

Opportunities

1.  ‘Domes Germ Kill Challenge’ – Raising awareness among 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

Threats

1.Toilet cleaning market is traditionally dominated by the unbranded Phenols
2.Strong established competitor like Harpic

Domex Competition

Competitors

1.Harpic
2.Kiwi
3.Sanifresh