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

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

SWOT analysis of Colgate Active Salt analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Colgate Active Salt 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 Active Salt to benchmark its business & performance as compared to the competitors and industry. As of 2020, Colgate Active Salt is one of the leading brands in the FMCG sector.

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

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

Colgate Palmolive





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

Colgate Active Salt STP
Colgate Active Salt Segmentation

Personal Care – Oral Hygiene – Toothpaste

Colgate Active Salt Target Market

Men and Women

Colgate Active Salt Positioning

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

Colgate Active Salt SWOT Analysis
Colgate Active Salt Strengths

Below are the Strengths in the SWOT Analysis of Colgate Active Salt:

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

Colgate Active Salt Weaknesses

Here are the weaknesses in the Colgate Active Salt SWOT Analysis:

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

Colgate Active Salt Opportunities

Following are the Opportunities in Colgate Active Salt SWOT Analysis:

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

Colgate Active Salt Threats

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

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

Colgate Active Salt Competition

Below are the top 3 Colgate Active Salt competitors:

1. Pepsodent
2. Sensodyne
3. Oral-B

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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