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 i
s 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
Dear sir/mam,
ReplyDeletei would like u to take into notice that whatever domex toilet adds u show on the t.v. are exactly at the dinner time. i totally understand that it is the time when housewives watch t.v. and that time is suitable for u, but while having dinner, we just cant watch a dirty toilet which u show at the start, ultimate we have to change the channel.. it is in a way harmful for ur product.
kindly take note of it and change ur add or the time... plz i request, don't show those dirty toilets in so much detail(i.e. with the yellow stains and all...)
thank u....
Domex is a very good anti bacterial cleaner.It is very essential to keep the house cleaned and free from all dirt and dust to avoid unhealthy diseases encroaching all the members of the family.
ReplyDeletenice blog and informations
ReplyDeleteA very good cleaner indeed, and is very convenient without having to make your own products.
ReplyDeletecan domex be used to clean the kitchen steel utensils ?
ReplyDelete