Colgate Active Salt SWOT Analysis, USP & Competitors

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

Colgate Active Salt

Parent Company

Colgate Palmolive




Personal Care – Toothpaste

Tagline/ Slogan

Fight Germs. For Healthy Gums & Teeth; ‘Kya Aapke Toothpaste Mein Namak Hai ?’


Colgate Active Salt combines salt with calcium and minerals to make teeth strong and gums healthy



Personal Care – Oral Hygiene – Toothpaste

Target Group

Men and Women


An everyday family toothpaste that combines a minty taste with a dash of salt for a unique brushing experience

SWOT Analysis


1. Claims to be the first toothpaste in India that contains Salt
2. Anti Tooth Decay Toothpaste
3. Toothpaste has a refreshing minty taste
4. Has the power of Active Salt to fight germs and give healthy gums and teeth
5. Catchy advertising and good distribution


1.Marketing campaign based only on the presence of Active Salt, and not on any other major benefits from toothpaste
2.Product does not cater to the entire toothpaste industry, limited to only those aware and interested in the product


1. Toothpaste has been developed after an extensive consumer research in India
2. Combined the wisdom of traditional and modern oral care knowledge to create a dramatic innovation in the toothpaste category that is contemporary and beneficial
3. Launch of toothpaste supported by a 360 degree marketing programme to build awareness among consumers


1. No direct competitor threat to this niche segment of salt toothpaste, however many competitors present in the toothpaste industry with other better offerings
2. Product may lose market retention and can be wiped out if not advertised and publicized well
3. Lack of awareness of qualities of salt for oral care among consumers



1. Pepsodent
2. Sensodyne
3. Oral-B

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


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