MM-2 Group Project

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?
MARKET RESEARCH
 MARKETING RESEARCH OBJECTIVES

Understanding the
lifestyle of the
respondent (Users and
Non-users of the
brand)  

Understand the
Understand recall and
elements of
the features of ads for
advertisements that
floor cleaners that
respondents like and
people find important 
dislike 

Understand the role of

celebrity
endorsements in their
purchase decisions 
 MDP

SHOULD A CELEBRITY BE USED TO ENDORSE DOMEX FOR

INCREASING SALES? IF YES, THEN WHAT ATTRIBUTES SHOULD
THE CELEBRITY HAVE?

Discussion guide: Click Here

Qualitative Input output sheet: Click Here
 MRP-1

HOW IS THE PURCHASE 

DECISION MADE FOR FLOOR CLEANERS?

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

Q: Decision maker in my family regarding household/cleaning products most frequently is ______

Respondent 6 (bachelor): "Mom at home, Me at flat (on behalf of flatmates)"
Respondent 9 (female, lives with family): "myself"
Respondent  23 (male, lives with family): "Mother"
 MRP-2

DO CUSTOMERS RESPOND TO PRODUCT ENDORSEMENTS IN THIS PRODUCT

CATEGORY?

Hypothesis 1 Hypothesis 2
People prefer ads with short and crisp People recall ads with celebrities but
messages there is no strong relation between
ad recall and celebrity endorsement

Q: Do you remember any ads for floor cleaners? What do you like/dislike about them?

Respondent 1 (male, lives with family): "Lizol – the message is straightforward and clear in their ad"
Respondent 12 (female, lives with roommates): "I remember the Harpic ad – I really dislike the celebrity barging into your
home"
Respondent 3, 5, 10, 22, 24 – No recall for advertisements (using floor cleaners which have celebrity endorsements)
 MRP-3

WHAT ARE THE DESIRABLE TRAITS AN ENDORSER SHOULD HAVE?

Hypothesis1 Hypothesis2 Hypothesis3

Celebrity portraying Celebrity portraying Celebrity associated with
family values would family values would lead health and hygiene would
lead to more product to more brand recall lead to more ad
sales engagement

Q: If you had to change something about the ad of the floor cleaner you use, what would you change?
Respondent 2: "Feature any celeb mom like Kareena Kapoor"
Respondent 5: "Feature housewife character in ad, may be actress"
Respondent  19: "Would want to bring in a celeb like Vidya Balan...can relate to them"
Respondent  30: "an actor, with family involvement depicted in ad"
 •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/wife, • Message: Product attributes clarity,
sometimes the spouse is also involved efficacy, family involvement, to the point
• In Bachelors: Primarily only one person, sometimes • Funny/light humor
multiple flatmates are involved • Endorser should synergize with product,
• Influencers: All members living under the same roof motherly figure
• Famous/socially reputed endorsers
• Decision making process (by DMU): enhance recall
• Need generation: Requirement of a new bottle of • For cleaners, functional product attributes
cleaner
•
more important (eg. COVID related ads)
Recall brand that is perceived to meet need best than celebrities
• Product: Low Involvement Low Differentiation
• • Ad exposure: Youtube, Social Media, TV
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 should have celebrities who portray family values
• Celebrity associated with health and hygiene would lead
to more ad engagement
• Commercials are aired on electronic media through the
• Products available in 35 countries efforts of radio and television. Print media has also
been utilized to its maximum capacity as ads are
• It was launched in the consumer market displayed in both newspapers and magazines.
       of India in the year 1997    •  These are also displayed on billboards in both urban and
• The brand has an extensive distribution policy as it has the rural areas. Some of its popular taglines are The new
backing of its parent company.  improved Domex thick and Domex: 100% germ
• Products are easily available in grocery stores, department protection.  Under its promotional policy brand has tie-
stores, convenient stores, e-commerce site and superstores. ups with restaurants and hotels for using their product.
COMPETITOR ANALYSIS
 • Lizol (RB) commands over 60% market share
• Harpic (RB) contributes about 20% market share
Major Competitors
• Dettol (RB) is the third major competitor for the
brand

• RB has a vast distribution network, and its brands

Competitor's have strong brand equity
Advantage • Higher market visibility
• Strong customer awareness about the product
• Dettol especially has the image of being a reliable
germ killer
Points of parity and differentiation
Points of parity Points of differentiation
Cleaning effectiveness Odour is a differentiator

- 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
• Target younger age groups – first time users – who have recently become independent
• 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 qualitative research, a significant segment of customers wants 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.
• Communication should be targeted towards creating a behavioral trend, similar to what
Harpic and Dettol have been able to.
THANK YOU!