In a bid to promote its multi-surface cleaning brand ‘Domex’, Hindustan Lever Ltd is in the process of rolling out a slew of marketing initiatives. To start with, the company has recently launched two marketing initiatives namely ‘Phenyl Khallas’ and ‘Door-to-Door Contact’ in Mumbai and Delhi. The objective behind the move is to upgrade phenyl users to ‘Domex’.
According to sources, after test-marketing this marketing initiative—‘Phenyl Khallas’—in Chennai in June this year, HLL have now decided to roll out this initiative in rest of the metros—two lakh households will be contacted in each metro in just 10 days and two lakh empty bottles of phenyl exchanged for a 200ml Domex for free..
HLL will run the ‘Phenyl Khallas’ operation comprising seven mobile ‘Domex Floats’ carrying anti-phenyl squads, Demo-cum-Garbage Van and Domex showcases all packed into a float. This float will stop at residential locations to conduct ‘Tank Test’ and do an on-the-spot challenge. In the Door-to-Door Contact programme, the phenyl squad will visit phenyl households.
While the existing phenyl bottle is priced between Rs 25 and Rs 30 for 500 ml content, ‘Domex’ 500 ml bottle is priced at Rs 20. In order to gain an edge over the 300 ml content of bottled phenyl priced at Rs 22 to Rs 25, HLL has recently launched a 200 ml bottle at Rs 15. At present, ‘Domex’ competes with international brands such as ‘Lizol’ and ‘Brisk’ which are priced higher compared to Domex.
According to source, of the Rs 400-crore multi-surface cleaner market, phenyl products constitute Rs 200 crore in value and 75,000 tonnes in volume. It is currently growing at a rate of 10 per cent per annum. There is 70 per cent penetration of phenyls in 35 million households.