Fax helizim is a universal detergent for machine and hand washing and comes in the forms of powder, gel and capsules. It is the leading brand of the Osijek-based company Saponia d.d., created back in 1968. The purpose and goal of this paper is to define and present the division of the marketing strategy and the design of the sales and marketing strategy for Fax helizim gel, which will ensure an increase in the value of sales and further strengthen the position of Fax helizim as a leader in the premium segment. The above will be achieved by analyzing the market through primary and secondary research, setting goals, defining marketing strategies and the corresponding marketing-mix. In writing this paper, primary and secondary research methods were used. Secondary data represents data that has already been researched and published by others, while primary data represents data that is collected through certain tools and has neither been published nor presented elsewhere. Secondary data was used to determine the current state of the market, and primary data was used to gather fresh data related to the target consumer segment. In the context of this work, the target consumer segment is young people aged 25 to 45. Secondary research is the basis for determining the current state of the market. Primarily, a market analysis was performed, i.e., an activity (industry) analysis, a PESTLE analysis and competitive analysis. Primary research is the basis for researching the target consumer segment. The data collection for the primary research was done on the collective data of the members of all the teams that participated in its creation and distribution. Taking into account the set goals, the analysis of data from secondary and primary research, a marketing strategy and the corresponding marketing-mix were built. The paper offers several marketing strategy proposals, which have the common goal of ensuring an increase in value sales and additionally strengthening the leadership position of Faks helizim in the premium segment.