HUL owned Domex changes positioning focus from germ killing to fragrance
If you remembered any of the domex ads from the past few year’s you would have noticed that they have been emphasizing on germ-killing, but in the new ad they have changes there focus towards fragrance.
Many of the brands like urban company , ambipure (P&G owned Brand ) is focusing on the foul smell bathrooms as a customer’s problem area, and they are adding fragrance to there USP kitty.
It is not a big deal since most of the major brands try to offer a bundle of variety benefits to the consumer. But what I have found interesting is Domex’s way of communicating the new benefit to the consumer.
The brand has done well in reacting fast to the competitor’s pitch on good-smelling bathrooms and has quickly achieved points of parity with the competing brands. However, Harish B an IIM B Professor feels that Domex is a bit overbearing on the consumer in the latest ad. If you look at the brand’s advertisement, the brand represented by Revathy is just bulldozing the consumer by saying Don’t Argue, Just Domex which has left me in a bad taste. The way the celebrity is cutting off the consumer and forcefully enforcing the brand is also a reflection of the brand’s personality whether intended or not. we know we are reading too much into the ad but in our perception of the brand’s arrogance.
Domex has been very aggressive in recent times. The last campaign was a direct attack on Harpic which was later challenged by Harpic and the ads were taken down. In our opinion is that a brand’s arrogance should be directed towards the competitors and not at consumers. Consumers have the right to argue and not just Domex !!!