#UTH2015

Domex
Unilever Talent Hunt

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Brand Insight
THE NEED
DISGUSTING, NASTY THINGS LURK IN MY HOME & THREATEN MY FAMILYS
HEALTH. I JUST WANT TO GET RID OF THEM.

JUST BECAUSE IT LOOKS CLEAN, DOESNT

MEAN ITS GERM FREE

EVEN IN A CLEAN LOOKING TOILET:

189 DIFFERENT TYPES OF GERMS
1 BECOMES > 2 MILLIONS IN 7 HOURS

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Domex Toilet Cleaner Promises stain removal, fresh fragrances + ULTIMATE GERM KILL!!!

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Domex TG - Housewives

25-40 yrs, housewives with 3-4 kids, LSM 5+, living in a nuclear family
Lives in Urban centers
She considers her family, particularly her children, the center point of her life. Ensuring that her children and
husband are cared for is her primary priority.
Of all the household chores, toilet cleaning is considered to be tedious job which also causes disgust
She currently uses phenyls and other loose acids for toilet cleaning. She believes if a toilet looks clean it is
hygienically clean as well

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Domex
Sustainability Agenda

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Did you know?

About 2.5 billion people two fifths of the worlds population do not have access to improved
sanitation (a safe, clean toilet). The vast majority live in South Asia and sub-Saharan Africa
Of these, almost half - 1.1 billion people have no sanitation facilities at all, and practise open
defecation.
More than 280 million children under five live in households without access to improved sanitation
facilities
Poor sanitation is a leading cause of diarrhoea, a disease that continues to kill about 2,000 children
under five every day

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The ambition
for USLP

To provide a safe, germ free toilet for all

We realise that through the simple act of improving sanitation facilities in developing countries, we can

help improve the health of hundreds of thousands of people. Furthermore, by improving toilets we can
reduce the number of school days lost each year to sickness and reduce the risks that women encounter
when they are forced to do their business in a public place because of not having a toilet in their home.
This is part of our brands contribution to improving health and is a natural progression from our heritage
of protecting families from germs for over 80 years.

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Your Challenge
Develop a marketing plan to create awareness of the problems
associated with poor sanitation and develop a sustainable model of

providing safe, germ free toilet.

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Evaluation criteria

Idea / Concept
Relevance to brands positioning
Execution strategy
Practicality to Implement
Quality of test run and how
effectiveness was gauged

Concept

Strategy

Execution
Plan

Feasibility

#UTH2015
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