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Promise SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

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

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

Promise SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Promise Brand Analysis
Parent Company

Dabur

Category

Personal Care brands - Toothpastes

Sector

FMCG

Tagline/ Slogan

Anti-Cavity toothpaste

USP

Contains natural ingredients like clove oil

Promise STP
Promise Segmentation

Oral care – toothpaste

Promise Target Market

Middle class segment especially people facing tooth problems

Promise Positioning

Contains the time tested benefits of clove oil

Promise SWOT Analysis
Promise Strengths

Below are the Strengths in the SWOT Analysis of Promise:

1. Healthy and whiter teeth, prevents and treats all teeth problems
2. World's first and only toothpaste to receive international accreditation from the British Dental Health Foundation (BDHF)
3.Supported by established brand name of Dabur
4. Contains trusted natural ingredients like clove oil famous for its oral protection benefits

Promise Weaknesses

Here are the weaknesses in the Promise SWOT Analysis:

1. Less expenditure on advertising and marketing
2.Deviated from its successful positioning of having clove oil to freshness which did not work
3.Lost focus on its strategies of promotion and positioning
4.Didn’t have the ability to cross subsidize in terms of surplus cash

Promise Opportunities

Following are the Opportunities in Promise SWOT Analysis:

1. Better promotion for higher visibility and improving sales
2.Expansion in other markets and export potential
3.Innovation and R&D

Promise Threats

The threats in the SWOT Analysis of Promise are as mentioned:

1.Aggressive competitors
2.Price wars
3.Loss of market share due to confused marketing

Promise Competition
Competitors

Below are the top 3 Promise competitors:

1. Colgate
2.Closeup
3.Pepsodent


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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Promise. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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