Domestos
: going premium in the UK Toilet Cleaners Market

  • Bernardo Maria Bebiano de Sousa e Holstein (Student)

Student thesis: Master's Thesis

Abstract

Unilever was the company selected to serve as background for the development of a teaching case in Marketing, followed by a teaching note, intended to be used as a pedagogical tool in undergraduate or graduate programs. In the last years, bleach market has become increasingly commoditized due to intense competition from Retailers Own Brands, the low involvement of the category and the lack of innovation. Domestos, a Unilever brand present in more than 50 countries, is the clear leader in the UK toilet cleaners’ market. Bleach is the most important segment for Domestos accounting for more than 50% of its revenue. In the last two years, market commoditization has caused an overall decline in prices, leading to lower category sales value, despite an increase in volume. To sustain and strengthen Domestos leadership position in the market and to bring back value to the category while fighting the commodity trap, , Domestos managers are preparing the launch of a premium bleach with a brand new Multi-Jet Nozzle. The dilemma focus on two Marketing Mix variables: Pack and Price. Students are presented with the marketing dilemma, market context, company and brand’s facts and figures and are invited to become real managers with the challenge of developing a proposal focusing on business opportunity, pack and price. Students are presented with qualitative and quantitative data and are asked to build a Business Case, which supported by qualitative and other quantitative data, will help them make final recommendations , bringing them closer to real-life challenges.
Date of Award25 Oct 2016
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Alexandre Gonçalves Marcos (Supervisor)

Designation

  • Mestrado em Gestão

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