Colgate Total 12 SWOT Analysis, USP & Competitors

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SWOT Analysis of Colgate Total 12 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Colgate Total 12

Parent Company





Personal Care - Toothpaste

Tagline/ Slogan

12 hour plaque protection


The 12 hour germ fighting protection in Colgate Total helps prevent many common oral health conditions



Personal Oral Hygiene - Toothpaste

Target Group

Urban Men and Women


Colgate Total 12 provides complete 12 hour protection and fights a full range of oral health problems

SWOT Analysis


1. Gives protection to teeth for over 12 hours
2. Colgate Total 12 is approved by the Indian Dental Association
3. Colgate Total 12 removes sticky plaque that cause the red, tender and swollen gums that characterize gingivitis
4. Colgate Total 12 helps fight germs that live in the mouth and cause bad breath
5. Popular toothpaste brand under the name “Colgate”


1. Mostly catering to urban market
2. Pricing on the higher side


1. Improve free online dental advice to customers
2.Creating further awareness regarding oral hygiene and attracting larger target markets for their product
3. Tie ups with hotel chains


1. Many international and national competitors in the industry providing products at more affordable rates
2. Antibacterial chemicals commonly added to toothpaste might pose a threat to the health of consumers



1. Pepsodent
2. Oral-B
3. Close Up

The table above concludes the Colgate Total 12 SWOT analysis along with its marketing and brand parameters.


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