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Domex SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Domex analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Domex SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Domex to benchmark its business & performance as compared to the competitors and industry. As of 2020, Domex is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Domex competitors and includes Domex target market, segmentation, positioning & Unique Selling Proposition (USP).

Domex SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Domex Brand 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
Domex Segmentation

Toilet Cleaner – Liquid Cleaner

Domex Target Market

Liquid Cleaner for Toilets targeting all households

Domex 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
Domex Strengths

Below are the Strengths in the SWOT Analysis of Domex:

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

Domex Weaknesses

Here are the weaknesses in the Domex SWOT Analysis:

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

Domex Opportunities

Following are the Opportunities in Domex SWOT Analysis:

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

Domex Threats

The threats in the SWOT Analysis 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 top 3 Domex competitors:


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Domex. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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