Colgate Cibaca SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3497
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SWOT Analysis of Colgate Cibaca with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Colgate Cibaca

Parent Company

Colgate Palmolive

Category

FMCG

Sector

Personal Care – Toothpaste

Tagline/ Slogan

Strong Teeth, Fresh Breath For Your Family

USP

Family Protection through Strong Teeth and Fresh Breath

STP

Segment

Personal Care – Oral Hygiene - Toothpaste

Target Group

Indian Families

Positioning

An economy toothpaste for the entire family

SWOT Analysis

Strengths

1. Developed using Colgate's international expertise in oral care
2. Unique formula protects your teeth from decay
3. Refreshing minty flavor makes the breath super fresh
4. One of the core brands contributing to the company’s top-line growth
5. Already established toothpaste brand "Cibaca" (Binaca) acquired by Colgate, which was also popular as Cibaca Geetmala radio program

Weaknesses

1. Colgate launched Cibaca as a defensive move in the economic category so as to capture market share in oral care industry
2. Not a premium category product to gain urban market share

Opportunities

1. Projected as an economy toothpaste for Indian families
2. Potential to capture smaller cities owning to cheaper price and quality assurance
3.Colgate has been proactively promoting cleaner oral hygiene habits among rural households

Threats

1. Many cheap local variants of toothpaste available in the semi-urban and rural markets
2. Rural households still make use of non-dentifrice products like ash, charcoal, salt, husk etc

Competition

Competitors

1. Pepsodent
2. Babool
3. Meswak



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