Marketing Mix of Domex and 4Ps (Updated 2023)

The Marketing mix of Domex analyses the 4Ps of Domex, which includes the Product, Price, Place, and Promotion of Domex. Domestos is a homecare product called Domex in the Philippines and India. It is a subsidiary brand of its parent company, Hindustan Unilever, and is associated with the FMCG sector. Domex is a cleaning product meant for toilets and is available in several forms, such as liquids, sprays, and wipes. The brand has targeted households as its potential customers, although it is also used in toilets of offices and malls. The product contains bleach and is manufactured and marketed by Unilever. Domex was manufactured in 1929 and was introduced via door-to-door salespeople. It faces stiff competition in the market from the following rival companies-

• Sanifresh
• Kiwi
• Harpic

About Domex

• Type: Household and personal care brand
• Industry: Consumer goods
• Founded: 1984
• Founders: Hindustan Unilever Limited (HUL)
• Headquarters: Mumbai, India
• Area served: India
• Current CEO: Sanjiv Mehta
• Number of employees: Over 100,000
• Major products: Toilet cleaners, surface cleaners, disinfectants, and air fresheners

Domex Product Strategy

Domex is considered a single-stop solution for cleaning purposes. Usage of Domex gives confidence that one is eradicating germs. In the beginning, homemakers used it for surface cleaning and sold it in containers through direct dealing services.

The product has Sodium Hypochlorite, a known compound for killing known germs like fungi, viruses, bacteria, and protozoa. It also has thick bleach as its main component that keeps a toilet sparkling, spotless, and germs-free.

The product mix of Domex in 2023 is as follows(Source)

1. Toilet Cleaners: Domex Toilet Cleaner (Various formulations and fragrances), Domex Zero Stain Toilet Bowl Cleaner, Domex Germ-Kill Toilet Rim Block.
2. Floor Cleaners: Domex Floor Cleaner (For various types of floors, including tiles, marble, and granite), Domex Multi-Purpose Disinfectant Floor Cleaner.
3. Bathroom Cleaners: Domex Bathroom Spray Cleaner, Domex Bathroom Wipes.
4. Specialty Cleaners: Domex Mold and Mildew Remover, Domex Kitchen Cleaner.

Domex Place Strategy

Domex products are available in nearly thirty-five countries: South Africa, Poland, Philippines, Netherlands, Ireland, India, Hungary, Greece, and Croatia. The brand worked with various scientific bodies to create a product that would meet the high cleaning standards set up by homemakers.

It was launched in India’s consumer market in 1997 and became hugely popular. It is sold under the brand name Domestic in Japan, Gloria in the Netherlands, Vim in Brazil, Argentina, and Vietnam, and Kleenex in several countries like Kazakhstan and Russia. The brand has an extensive distribution policy as it has the backing of its parent company. Products are readily available in grocery stores, department stores, convenience stores, and superstores.

Domex’s place strategy focuses on ensuring the widespread availability of its cleaning products to meet consumer demand effectively. Here are five key components of Domex’s place strategy:

1. Retail Distribution Network: Domex maintains a robust network of retail outlets, including supermarkets, hypermarkets, convenience stores, and local grocers. This extensive retail presence ensures that Domex products are accessible to many consumers.
2. Online Sales Channels: Domex leverages e-commerce platforms and its official website to facilitate online sales. This digital presence enhances convenience, allowing customers to purchase products from the comfort of their homes.
3. Distribution Partnerships: Domex collaborates with distribution partners and wholesalers to reach retailers and stores in urban and rural areas efficiently. These partnerships ensure a consistent supply of Domex products to meet market demand.
4. International Expansion: Domex may expand its distribution internationally through partnerships with distributors and retailers in different countries, making its cleaning products available to a global customer base.
5. B2B and Institutional Sales: Domex also engages in business-to-business (B2B) sales, catering to institutions, businesses, and hospitality sectors. This approach involves creating customized cleaning solutions and bulk orders to meet the unique needs of commercial clients.

Domex Pricing Strategy

The consumer market already had an established cleaner, and to survive and penetrate further markets, Domex decided to adopt a penetration pricing policy. It kept its prices reasonable to make a mark in urban and rural sectors. It faced stiff competition from rival companies and adopted a competitive pricing policy. It kept product prices similar to those of rival companies but improved the quality of its product and marketed it as the best possible option for a homemaker. Domex became known as a premium product at a reasonable price, and this helped the brand create a brand of its own.

1. Value-Driven Pricing: Domex positions itself as a value-driven brand by offering cleaning products that emphasize effectiveness and hygiene. Its pricing strategy aligns with the perceived value of a clean and germ-free home, ensuring that prices are competitive while reflecting the benefits of the products.
2. Product Tiering: Domex typically offers a range of cleaning products, each with different formulations and features. This product tiering allows customers to choose products that meet their specific cleaning needs and budget, catering to a broad customer base.
3. Promotional Pricing: Domex may run periodic promotional campaigns, offering discounts, bundle deals, or limited-time offers to incentivize larger purchases and attract price-sensitive consumers. These promotions create excitement and encourage trials among potential customers.
4. Bulk and Refill Packaging: Domex often provides options for bulk or refill packaging, which can offer cost savings for customers in the long run. This pricing strategy encourages brand loyalty and repeat purchases.
5. Eco-Friendly Pricing: For eco-conscious consumers, Domex may introduce eco-friendly cleaning products at a premium price, reflecting the cost of sustainable sourcing and production practices.
6. Retailer Partnerships: Domex collaborates with retailers and supermarkets to offer competitive pricing and exclusive deals, enhancing the accessibility and affordability of its products to a broad customer base.
7. Consistency in Pricing: Domex aims to maintain consistent pricing across various retail channels and locations, ensuring that customers receive fair and predictable pricing regardless of where they purchase its products.

Domex Promotion Strategy

Over the years, Domex has built a relationship based on customer trust. Users are now confident of the power of this product, and to maintain this trust, the company has launched several steps. Domex believes in a solid, elaborate policy to promote its products and brand. It has used every possible medium at its disposal to market its product. Ads are informative and reflect the growing concern for a product to maintain absolute hygiene.

Commercials are aired on electronic media through the efforts of radio and television. Print media has also been utilized to its maximum capacity as ads are displayed in newspapers and magazines. These are also displayed on billboards in both urban and rural areas. Some famous taglines include The new, improved Domex Thick and Domex: 100% germ protection. Under its promotional policy, the brand has tie-ups with restaurants and hotels for using its product.

Domex’s promotion strategy centers on the following:

1. Educational Campaigns: Conducting educational marketing campaigns to raise awareness about hygiene and the importance of using effective cleaning products, positioning Domex as a solution provider.
2. In-Store Promotions: Offering in-store promotions, product displays, and discounts to encourage purchase and trial, leveraging the power of visual merchandising and point-of-sale marketing.
3. Digital Engagement: Actively engaging with consumers through social media, email marketing, and online contests to foster brand loyalty and create a community around cleanliness and hygiene.

Some Recent Video ads and Print ads of Domex are:

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