#UTH2015

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Domex

Unilever Talent Hunt

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JUST BECAUSE IT LOOKS CLEAN, DOESN’T MEAN IT’S GERM FREE…

EVEN IN A CLEAN LOOKING TOILET: 189 DIFFERENT TYPES OF GERMS 1 BECOMES > 2 MILLIONS IN 7 HOURS…

Brand Insight

“DISGUSTING, NASTY THINGS LURK IN MY HOME & THREATEN MY FAMILY’S

HEALTH. I JUST WANT TO GET RID OF THEM.”

THE NEED

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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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• About 2.5 billion people — two fifths of the world’s 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

Did you know?

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To provide a safe, germ free toilet for all The ambition

for USLP

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 brand’s 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.

Evaluation criteria

‣ Idea / Concept

‣ Relevance to brand’s 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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