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Colgate SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Colgate analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Colgate SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Colgate to benchmark its business & performance as compared to the competitors and industry. As of 2020, Colgate is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Colgate competitors and includes Colgate target market, segmentation, positioning & Unique Selling Proposition (USP).

Colgate SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Colgate Brand Analysis
Parent Company






Tagline/ Slogan

All Around Decay Protection


Colgate is the number 1 toothpaste brand recommended by dentists

Colgate STP
Colgate Segmentation

Personal Care – Oral Hygiene - Toothpaste

Colgate Target Market

All households looking for oral care

Colgate Positioning

Colgate is a toothpaste with calcium and minerals to get an all round cavity protection

Colgate Product Portfolio

1. Colgate Total 12               2. Colgate Max White

3. Colgate Toothpowder     4. Colgate ZigZag

5. Colgate Cibaca                 6. Colgate Active Salt

7. Colgate Sensitive             8. Colgate 360

9. Colgate Max Fresh         10. Colgate Plax

The above mentioned brands are the prominent products under the Colgate product portfolio.

Colgate SWOT Analysis
Colgate Strengths

Below are the Strengths in the SWOT Analysis of Colgate:

1. Colgate Dental Cream offers all-around cavity protection, even where a toothbrush cannot reach
2. It‘s great mint taste freshens breath
3. Colgate protects against root caries
4. It cleans & makes teeth whiter and repairs early decay spots
5. Colgate is an extremely popular brand and high brand awareness due to advertising

6. Sponsorship of events for dental associations have been beneficial for the brand

Colgate Weaknesses

Here are the weaknesses in the Colgate SWOT Analysis:

1. High dependence of the company on a single category i.e. Oral Care
2. Immense competition in the segment means limited market share growth for Colgate

Colgate Opportunities

Following are the Opportunities in Colgate SWOT Analysis:

1. Leverage on  fact that Colgate has been ranked as the most trusted brand in India
2. Focus on innovation and new product launches by deploying advanced technologies
3. Growth in emerging markets – rural and semi-urban

Colgate Threats

The threats in the SWOT Analysis of Colgate are as mentioned:

1. High competition from competitive brands like Pepsodent from HUL
2. Increasing commodity prices for manufacturing can affect Colgate

Colgate Competition

Below are the top 3 Colgate competitors:

1. Pepsodent
2. Oral-B
3. Dabur Red

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Colgate. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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