Colgate SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: August 16, 2021

Colgate SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Colgate, 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 make strategic improvements. Colgate is one of the leading brands in the FMCG sector.

The article below lists the Colgate SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Colgate SWOT Analysis:

SWOT Analysis of Colgate

For Colgate, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Colgate Strengths

The strengths of Colgate looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Colgate:

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

Hence this concludes the Colgate SWOT analysis.

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About Colgate

Colgate Overview
Parent Company






Tagline/ Slogan

All Around Decay Protection


Colgate is the number 1 toothpaste brand recommended by dentists

Colgate STP

Personal Care – Oral Hygiene - Toothpaste

Target Market

All households looking for oral care


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.

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.

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