Domex SWOT Analysis, Competitors & USP

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SWOT Analysis of Domex with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

HUL (Unilever)


Home Care – Toilet Cleaner



Tagline/ Slogan

Domex: 100% Germ Protection; Million more germs will die


Power is due to its high availability of chlorine for killing germs

Domex STP


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 communities around the world

Domex SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Domex. Strengths are:

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


Here are the weaknesses of Domex :

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


Following are the Opportunities of Domex :

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


The threats of Domex are as mentioned :

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

Domex Competition


Below are the 3 main Domex competitors :


The brandguide table above concludes the Domex SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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