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

HUL (Unilever)

Home Care – Toilet Cleaner

FMCG

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

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

Toilet Cleaner – Liquid Cleaner

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

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

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

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

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

Below are the top 3 Domex competitors:

1.Harpic
2.Kiwi
3.Sanifresh