Colgate Plax SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 5309
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SWOT Analysis of Colgate Plax with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Colgate Plax

Parent Company

Colgate Palmolive

Category

FMCG

Sector

Personal Care – Mouthwash

Tagline/ Slogan

Kills the germs that cause bad breath

USP

The mouthwash that gives 12 hours germ protection

STP

Segment

Personal Care – Oral Hygiene – Mouth Wash

Target Group

For special oral hygiene needs in Urban and Semi Urban areas in addition to conventional tooth paste

Positioning

Colgate Plax Mouthwash improves oral hygiene by fighting germs and plaque, while fighting bad breath and reducing the incidence of gingivitis

SWOT Analysis

Strengths

1. Significantly reduces plaque in hard to reach areas
2. Provides upto 67% healthier gums
3. Contains fluoride to help prevent cavities
4. Combats odour causing germs in the mouth, thereby fighting bad breath effectively
5. Good advertising, brand visibility and distribution

Weaknesses


1. Primarily an urban product, therefore limited audience

Opportunities

1. Available in 2 variants: Pepper Mint and Fresh Mint and in two sizes
2.Mouthwash category as part of oral care is in early stages and witnessing high growth rate
3. Combining sales of toothpaste with mouth wash can boost sales for the products of the company

Threats

1. Competition from various competitor products in this category
2.Niche segment in the oral care industry which requires high advertising to increase awareness regarding the product can be expensive for the company
3. Mouthwash if consumed can cause harm to liver, hence awareness for the same is essential

Competition

Competitors

1. Listerine (Johnson & Johnson)



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