Professional Documents
Culture Documents
Under guidance of
Prof. Satyabhusan Dash
Submitted by Group 4:
• Aditya Kumar - PGP35004
• Akarsh Jain - PGP36152
• Bitra Jagadeesh - PGP36164
• Samarth Wahi - PGP36185
• Hemdeep Padalia - PGP36170
• Solleti Venkata Dheeraj Kumar - PGP36193
• Kaustubh Sharma - PGP36173
• Siddharth - PGP36191
DEVELOPING A MARKETING PLAN
FOR BRAND DOMEX
Current Scenario
• Domex currently lags behind market leaders Harpic, Lizol and Dettol in a market
that has been growing 13-14% per quarter since October 2014
• Harpic (RB) and Lizol (RB) have captured 80% of the market, relying on their
ability to bring an important behavioural change in customers
• The brands have been able to upgrade customer preferences from generic
cleaners like phenyls to specialised ones
• As more people move upwards in their preference, Harpic and Lizol have been
able to capture their loyalty and build a strong long-term customer base
WHAT CAN DOMEX DO TO ACHIEVE
SIMILAR LOYALTY AND GAIN
MARKET SHARE?
•Customer
•Company
Macro Analysis
5C •Competitor
•Collaborators
•Context
Customer Analysis
• Decision making unit: • Attributes of Ads that had best recall:
• In Families: Primarily the homemaker, sometimes • Funny/light humor
the spouse is also involved • Message: Product attributes clarity,
• In Bachelors: Primarily only one person, sometimes efficacy, family involvement, to the point
multiple flatmates are involved • Endorser should synergize with product
• Influencers: All members living under the same roof • Famous/socially reputed endorsers
• enhance recall
Decision making process (by DMU):
• For cleaners, functional product attributes
• Need generation: Requirement of a new bottle of
cleaner more important (eg. COVID related ads)
• Recall brand that is perceived to meet need best • Ad exposure: Youtube, Social Media, TV
• Product: Low Involvement Low Differentiation
• Order product or go to store and purchase
• Evaluate results (scent, effectiveness, etc.) post use
• Evaluation will impact next recall
COMPANY ANALYSIS
Marketing Mix
• Used for surface cleaning, Bathroom cleaning, etc. Product • Uses competitive pricing to maintain market
has Sodium Hypochlorite used for killing known germs like share
fungi, virus, bacteria and protozoa. It also has thick bleach as • Products from Rs 80 to 250
its main component that keeps a toilet sparkling,
spotless and free of germs. • Prices on e-commerce website are
comparatively low due to promotion
• Disinfectant Toilet Cleaner - Ocean, Lime and Bleach variant-
500ml and 1lItres • Bundled pricing used to push products
• Disinfectant Floor Cleaner, Spray
• Germ Removal Wipes
• Toilet Cleaning Powder, Toilet Rim Blocks • 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
• Products available in 35 countries displayed in both newspapers and magazines.
• It was launched in the consumer market • These are also displayed on billboards in both urban and
of India in the year 1997 rural areas. Some of its popular taglines are The new
• The brand has an extensive distribution policy as it has the improved Domex thick and Domex: 100% germ
backing of its parent company. protection. Under its promotional policy brand has tie-
ups with restaurants and hotels for using their product.
• Products are easily available in grocery stores, department
stores, convenient stores, e-commerce site and superstores.
MDP
Hypothesis1 Hypothesis2
In case of families, the purchase In case of bachelors, the purchase
decision for floor cleaner is taken by decision is taken by individuals
housewife in case of families
MRP-2
DO CUSTOMERS RESPOND TO PRODUCT ENDORSEMENTS IN THIS PRODUCT
CATEGORY?
Hypothesis 1 Hypothesis 2
People purchase floor cleaners with People recall floor cleaner ads having
prominent broadcasted ads a celebrity with good social
reputation
MRP-3
Understand the
Understand recall and
elements of
the features of ads for
advertisements that
floor cleaners that
respondents like and
people find important
dislike
- All brands claim at least a 99.99% germ cleaning - Lizol has a strong positive brand image due to
effectiveness the range of odours it provides
- Lizol and Harpic are able to communicate this - Recently, Harpic has launched a floral and lemon
message strongly through their advertising odour variant in its standard SKU size (500ml)
- Dettol is able to build on its existing brand image -While Dettol maintains its core offering without
to generate this association any odour, RB has released 1L packs of Dettol in
different odours
In quali interviews, Lizol was Harpic's floor and tile cleaners Dettol has retained its original
most frequently cited as the have now introduced a floral product in the core 500ml SKU
preferred brand due to its and lemon version but has launched a line of 1L
odour range floor cleaners with different
odour options
COMMUNICATION PLAN
Current scenario
• Domex taps into the idea that a floor that looks clean isn't necessarily clean. This is
the same strategy that HUL used for Lifebuoy soap
• While quali research indicates that customers are not necessarily looking for
celebrity endorsements, they want to be assured of the cleaning ability of the floor
cleaner
• Additionally, interview participants showed an inclination towards a nice smell
after use, the secondary message in Lizol's communication
• Domex's recent attempts to highlight this (TOI advertisement, 19 Nov 2020)
backfired and drew mostly negative responses on social media
PROPOSED MARKETING PLAN
Targeting
• Customers tend to "stick" to the brand that they have been exposed to and have
been using
• To gain more market share, the brand should consider focusing on first time users
to build a strong customer base
• Domex can capitalize on the increased focus on cleanliness brought about by
COVID and reinforce its message of 100% germ protection
Proposed Promotion Plan
• Target first time users to grow customer base:
• Repetition of advertisement/ brand visibility via both traditional and new media to ensure brand
awareness
• Induce trials via run-in-store trials, distributing samples, bundling with other HUL products in the
same category with better brand awareness
• Domex has already launched a new variant “Domex FreshGuard” which has a range of
odors. Domex should use a combination of communication plans to target both segments
of customers – i) Who care about cleanliness- using Domex Original and ii) Customers who
consider odor a significant factor – using Domex FreshGuard. Run-in-store trials can be
used to promote FreshGuard.
• As per quali research, a significant segment of customers want to be assured of the
cleaning ability of the product. This factor has become even more relevant in post COVID
scenario. Domex should tweak its communication to stress on the cleaning ability of
Domex vis-à-vis competitors.
THANK YOU!