Colgate SWOT Analysis, USP & Competitors

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


Parent Company





Personal Care - Toothpastes

Tagline/ Slogan

All Around Decay Protection


Colgate is the number 1 toothpaste brand recommended by dentists

Colgate STP


Personal Care – Oral Hygiene - Toothpaste

Target Group

All households looking for oral care


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

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

Colgate SWOT Analysis


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


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


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


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



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

The table above concludes the Colgate SWOT analysis along with its marketing and brand parameters.


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