Tuesday, February 14, 2006

Domex : 100% germ killer

Brand : Domex
Company : HLL
Agency : Lowe

This is a brand that is trying to challenge the unorganised sector. The household cleaner market is estimated to be around 400 crore and the phenyl market is around 200 crore. Domex is a major brand in the floor cleaning and disinfectant market in India.

Domex was launched in 1997 targeting the premium end of the market . Initially the brand was marketed as a premium specialist floor cleaner. Floor cleaners are less popular in the Indian households. Only 3% of the households use floor cleaners. 97 % use proxy products which are the combination of phenyl, detergents ,acids and bleaching powders.The purchase of floor cleaners depends on the demographic factors and the type of floors.

HLL realising the potential in this segment reduced the price of Domex from Rs 42 to Rs 22 to appeal to the mass market. Hll also tried to woo the hospital segment for Domex. It launched a co branded certification program called Domex Clean hospitals. This project was later put on hold.

Domex has a 30% share in the Rs 30 crore specialist floor cleaner market neck to neck with Lizol from Reckitt & Benckiser. How ever in the Rs 40 crore toilet cleaning segment Domex is lagging behind the market leader Harpic which have a market share of 75-80%.

While most of the players in the household cleaning segment focus on the cleaning ability, Domex is positioning itself as a germ fighting cleaner. It promises 100% germ kill ( if Domex is used undiluted) and is targeted at households where there are kids. Domex is also trying to fight Harpic using the " germ kill" platform. Harpic is focusing more on cleanliness. The ads are catchy and right on target.

Although the market for specialist cleaners is small the ultimate objective of Domex is to capture the unorganised Phenyl segment which is a larger segment. Domex launched a Domex + phenyl variant to capture this segment.
Domex also launched a direct to customer initiative named " phenyl Khallas" to educate the consumers about the virtue of using Domex comparing it with local phenyl.
Domex is a bold brand trying to capture a commodity market