Colgate Sensitive SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 5146

SWOT Analysis of Colgate Sensitive with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Colgate Sensitive

Parent Company

Colgate – Palmolive


Personal Care – Toothpaste



Tagline/ Slogan

Relief from the Pain of Sensitive Teeth


The first and only toothpaste clinically proven to provide instant and effective long lasting relief from Sensitivity



Personal Care – Oral Hygiene – Toothpaste for Sensitive Teeth

Target Group

Urban middle class Men and Women


Colgate Sensitive toothpaste soothes the nerve ends and builds a protective shield providing both relief from sudden shocks of pain and long term sensitivity protection with regular use.

SWOT Analysis


1. Helps maintain the natural whiteness of the teeth
2. Provides relief from the pain of sensitive teeth
3. Proven protection from sensitivity with regular use

4. Has a pleasant taste
5. Effective advertising showing product utility


1. Higher pricing of the product, targets only the premium segment who can spend more on oral hygiene
2.No variants offered in the toothpaste in terms of flavors or use
3. Only 2 sizes available – 40g and 80g


1. Leverage on Approval by Indian Dental Association
2. Capturing niche market segment of sensitive teeth in the toothpaste industry
3. This scientifically advanced toothpaste uses the break-through Pro-Argin™ technology


1. High pricing can limit the market growth potential for the product
2.More competitors coming up with offerings for Sensitive teeth in Indian Market
3. Tie-up with dental clinics



1. Pepsodent
2. Sensodyne
3. Close Up


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