Aquafresh(Binaca) SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3242
Advertisements

SWOT Analysis of Aquafresh(Binaca) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Aquafresh/Binaca’

Parent Company

GSK CH

Category

Oral care

Sector

FMCG

Tagline/ Slogan

“Three in one protection for your family”

USP

The three stripes- red for healthy gums, white for cavity protection and aqua for fresh breath

STP

Segment

Oral care products-toothpastes, toothbrushes and mouthwash

Target Group

Upper class

Positioning

As a brand that provides oral care to the entire family

SWOT Analysis

Strengths

1. A well established sports drink in UK with a presence in several other international markets

2. It enjoys the strong distribution network of GSK

3. Expanded to a range of products to cater to specific needs of different consumers

4. A dedicated website provides a stronger online presence with engaging content for its target group

Weaknesses

1. Brand recall and awareness is not very high; not a strong brand in India

2. GSK had decided to phase it out from the Indian markets in 2003 as it was not performing up to the expectations and later launched Sensodyne

3. Little more expensive than competitors

Opportunities

1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.

2. Increasing penetration in rural markets

Threats

1. Aggressive marketing and promotion by competition
2. The toothpaste industry is witnessing strong competition and brand commoditization.

Competition

Competitors

1. Closeup

2. Colgate

3. Pepsodent



Advertisements



Looking for More Brands? Search BrandGuide

Edit the Brand or Add a New One : Contribute to BrandGuide

The brandnames and other brand information used in the brandguide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.
Utmost Care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.