DOMINGO®
Comfortable house

DOMINGO® was created in 2004 as a trade mark of professional products for cleaning, and it is developing into the first Russian brand which is offering the products of premium quality for the prices of middle price segment. Today the trade mark is characterized by the constant growth in the number of loyal customers and quick tempo of the product expansion, oriented to the technological innovations.

Product category

Household goods

Positioning

Price segment “middle+”

Insight

“Comfortable home with DOMINGO® is a clean house where you wish to come back to, where you want to invite friends. It is a modern house, changing for the better together with the progress. It is a beautiful house, where even housewares look nice. It is the house where household work does not require much effort and saves time for your family and yourself”.

Target customers: “hostess of the future”

Woman of 25-45

Income: average or above average.
Lives in a large city.
Values: house, family, self-realization (career, hobby, sport, extreme sport, yoga, dancing).
Type of consumption: is not afraid of experiments, follows the newest tendencies, ready to use novelties. Emotions play an important role for decision making. The purchase can be spontaneous.
Preferences: beauty and style in everything, even in household items, not seen for the outsiders.
Places for shopping: hypermarkets, supermarkets, specialized stores.

Principles of product range formation

• Forestalling/formation of market tendencies.
• Elaboration of product range basing on the correlation of functions and art.
• Covering of all zones of household maintenance.
• Filling the range with only highly-demanded SKU in each category (according to the criteria of category management).

DOMINGO® products