Domex Marketing Strategy

CHAPTER 02

REDESIGNING THE MARKETING MIX OF DOMEX

2.1 Introduction

According to the post campaign results, Domex has not reached to the position which target by Unilever. On the other hand, there is a confusion in the mind of the consumer whether Domex is toilet cleaner or floor cleaner. Therefore it is essential to re-launch the product with new marketing strategy. This chapter will elaborate how the STP should review and marketing mix should modified in order to achieve target sales volume.

2.2 Segmenting, Targeting & Positioning

The STP for Domex is illustrated in Figure 2.1. In that table redefined target market also mentioned.

Segmenting Toilet Cleaning – Liquid cleaner

Targeting

All housewives

Region – All province

Age

(Figure 2.1: STP of Domex)

Domex’ earlier positioning statement was ‘kills all known germs’. But there is a confusion build up in the consumer’s mind. Because there may be unknown germs too. Therefore the proposed positioning strategy is to be “99.9% germ killing” and it will highlights the fact that Domex clean the toilet well and give them a 100% confident about toilet hygiene.

2.3 Detailed Explanation of Marketing Mix based on 4Ps

When it comes to marketing mix, it is the policy framework adopted by the marketer to get success in the marketing field. It consists 4Ps. They are Product, Price, Place and Promotions.

2.3.1 Product

2.3.2 Price

2.3.3 Place

2.3.4 Promotions

There should be a promotional activities to communicate the message and build the perception of consumer. Promotions under 4P’s means activities that communicate the advantage of the product or service and convince the consumers to buy that. Therefore there should be a strong positioning statement to action must be created for Domex with their new positioning statement which “99.9% germ killing”. That message should be communicated via following promotional