# Competitor Messaging Matrix

| Brand | Headline message | Key proof points | Differentiators for B2B | Channels / Signals |
| --- | --- | --- | --- | --- |
| **Diversey (Solenis)** | "Go beyond clean to take care of what’s precious" — hygiene, infection prevention and digital chemistry work together to protect people, operations and reputations. | Solenis website highlights sustainability progress, packaging/EV fleet goals, and the LESSEAU® no-touch dispenser winning Interclean Amsterdam 2024. | Integrated chemical + dosing + machine + analytics suite for hospitality, facilities and food processing teams working to reduce waste and safeguard compliance. | LinkedIn thought leadership, Interclean Amsterdam presence, case studies (KFC UK) and sustainability report. |
| **Ecolab** | "Professional cleaning programmes for places people depend on" with training, dispensing and tailored products. | UK site emphasises office, apartment, factory and warehouse segments needing consistency and comfort. | Vertically curated programmes (commercial buildings, janitorial, environmental cleaning) with training and dosing expertise. | Industry microsites, newsletters, national FM partnerships. |
| **Bunzl Cleaning & Hygiene Supplies (BCHS)** | "We don’t just deliver products; we advise, train, report and fit dispensers so FM teams can keep people safe." | About page stresses consultative approach, local industry expertise and consolidated range of leading brands. | Delivery + technical support + product-use reporting in one contract; focused on just-in-time logistics for janitorial/hospitality operations. | National sales reps, distributor portal, installer teams. |
| **SC Johnson Professional** | "Pair the right cleaning products with training and protocols so venues look and feel cared for." | Hospitality page calls out keeping stadiums, arenas and travel venues guest-ready while also supporting industrial and healthcare sites. | Family-owned credibility + R&D-backed dispensing/skin-care combos; emphasis on guest experience. | LinkedIn storytelling, hospitality webinars, loyalty programme for frontline staff. |
| **Kersia** | "Inventing a food safe world" by protecting the food chain from farm to fork with hygiene, biosecurity and CIP systems. | UK page touts leadership in chemical cleaning and hygiene technology across food & beverage; global site says Kersia is a leader in hygiene/biosecurity solutions. | Deep food-sector specialism, CIP chemistry and traceability for dairies, breweries, processors. | Industry events (food safety shows), technical field teams, distributor networks. |
| **Kärcher Professional** | "Clean quickly and effectively with lower energy and wastewater pollution, tailored to every sector." | Professional site promises verified disinfectant effect for healthcare, hospitality and public facilities. | Combines chemicals with proprietary machines, chem-programme mapping and verified disinfecting outputs. | Trade shows, product training days, targeted hospitality/healthcare campaigns. |
| **CWS Hygiene (CWS-boco)** | "Holistic hygiene system provider: washrooms, mats, cleanrooms, workwear and floor care." | Hygiene page promises highest possible hygiene levels for facilities, along with mats, dispensers and service. | Systems-level offering that bundles chemicals, consumables and service contracts with sustainability hooks (textiles recycling). | Regional service teams, commercial proposals packaged with service reviews. |
| **CloroxPro** | "Cleaning and disinfecting solutions backed by a century of expertise plus HealthyClean training." | Website highlights disinfecting kits for hospitals, schools and offices while launching microlearning for frontline managers. | Trusted brand equity, training platform, focus on health outcomes and eco-conscious lines. | Content marketing (HealthyClean microsite), distributor partners, online learning portal. |
| **Ecover Professional** | "Plant-based cleaning for workplaces that care about people and planet." | Positioning focuses on biodegradable ingredients and EU eco-labelling, targeting eco-conscious hotels/offices. | Certified plant-based chemistry, FSC packaging, appealing to sustainability-minded procurement. | Sustainability-focused mailers, LinkedIn, eco trade shows. |
