Promise SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 4084

SWOT analysis of Promise analyses the brand/company with its strengths, weaknesses, opportunities & threats. Promise is one of the leading brands in the FMCG sector. The table below also lists the top Promise competitors and elaborates Promise segmentation, targeting, positioning & USP.


Parent Company



Personal Care brands - Toothpastes



Tagline/ Slogan

Anti-Cavity toothpaste


Contains natural ingredients like clove oil

Promise STP


Oral care – toothpaste

Target Group

Middle class segment especially people facing tooth problems


Contains the time tested benefits of clove oil

Promise SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Promise. Strengths are:

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


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


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


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


Below are the top 3 Promise competitors:

1. Colgate

The brandguide table above concludes the Promise SWOT analysis along with its marketing and brand parameters. 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, USP, STP & Competition of more than 6000 brands from over 20 categories.

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