Colgate Toothpowder SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4540
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SWOT Analysis of Colgate Toothpowder with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Colgate Toothpowder

Parent Company

Colgate Palmolive

Category

FMCG

Sector

Personal Care – Tooth Powder

Tagline/ Slogan

Super Rakshak

USP

Stronger, Healthier Teeth

STP

Segment

Personal Care – Oral Hygiene – Tooth Powder

Target Group

Rural Areas lacking oral hygiene

Positioning

Colgate Tooth Powder is the Only Tooth Powder in India with the amazing power of two ingredients – Calcium and Minerals for Stronger, Healthier Teeth

SWOT Analysis

Strengths

1. Colgate Toothpowder is the only tooth powder in India with the power of two ingredients – calcium and minerals
2. Super Rakshak formula that makes teeth up to 2 times stronger
3. A 100% vegetarian tooth powder
4. Good distribution ensures availability in rural areas
5. Available in 3 sizes to suite all consumer requirements

Weaknesses

1. Offering of toothpowder limited only to rural markets, not a product used in the urban areas where toothpaste is more widely used
2. Less brand awareness in semi-urban areas, which is also potential target group

Opportunities

1. Need to tap rural migrants to urban areas
2. Product can be very useful to tap the rural markers where oral hygiene is still not very prevalent
3. The company developed a three-pronged strategy: consumer-centric promotional initiatives, impactful visibility and an ad campaign featuring film actors for the tooth powder brand

Threats

1. People shifting from toothpowder to toothpaste as the awareness and penetration levels increase
2. Various local variants of tooth powder available in markets
3. Ayurvedic Tooth Powder claim better properties and advantages as compared to the conventional tooth powders

Competition

Competitors

1. Ayurvedic Tooth Powders
2. Vicco Tooth Powder
3. Dabur Lal Tooth Powder



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