Colgate Total 12 SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4492
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SWOT Analysis of Colgate Total 12 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Colgate Total 12

Parent Company

Colgate-Palmolive

Category

FMCG

Sector

Personal Care - Toothpaste

Tagline/ Slogan

12 hour plaque protection

USP

The 12 hour germ fighting protection in Colgate Total helps prevent many common oral health conditions

STP

Segment

Personal Oral Hygiene - Toothpaste

Target Group

Urban Men and Women

Positioning

Colgate Total 12 provides complete 12 hour protection and fights a full range of oral health problems

SWOT Analysis

Strengths

1. Gives protection to teeth for over 12 hours
2. Colgate Total 12 is approved by the Indian Dental Association
3. Colgate Total 12 removes sticky plaque that cause the red, tender and swollen gums that characterize gingivitis
4. Colgate Total 12 helps fight germs that live in the mouth and cause bad breath
5. Popular toothpaste brand under the name “Colgate”

Weaknesses

1. Mostly catering to urban market
2. Pricing on the higher side

Opportunities

1. Improve free online dental advice to customers
2.Creating further awareness regarding oral hygiene and attracting larger target markets for their product
3. Tie ups with hotel chains

Threats

1. Many international and national competitors in the industry providing products at more affordable rates
2. Antibacterial chemicals commonly added to toothpaste might pose a threat to the health of consumers

Competition

Competitors

1. Pepsodent
2. Oral-B
3. Close Up



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