Colgate Toothpowder SWOT Analysis, USP & Competitors

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

Colgate Toothpowder

Parent Company

Colgate Palmolive




Personal Care – Tooth Powder

Tagline/ Slogan

Super Rakshak


Stronger, Healthier Teeth



Personal Care – Oral Hygiene – Tooth Powder

Target Group

Rural Areas lacking oral hygiene


Colgate Tooth Powder is the Only Tooth Powder in India with the amazing power of two ingredients – Calcium and Minerals for Stronger, Healthier Teeth

SWOT Analysis


1. Colgate Toothpowder is the only tooth powder in India with the power of two ingredients – calcium and minerals
2. Super Rakshak formula that makes teeth up to 2 times stronger
3. A 100% vegetarian tooth powder
4. Good distribution ensures availability in rural areas
5. Available in 3 sizes to suite all consumer requirements


1. Offering of toothpowder limited only to rural markets, not a product used in the urban areas where toothpaste is more widely used
2. Less brand awareness in semi-urban areas, which is also potential target group


1. Need to tap rural migrants to urban areas
2. Product can be very useful to tap the rural markers where oral hygiene is still not very prevalent
3. The company developed a three-pronged strategy: consumer-centric promotional initiatives, impactful visibility and an ad campaign featuring film actors for the tooth powder brand


1. People shifting from toothpowder to toothpaste as the awareness and penetration levels increase
2. Various local variants of tooth powder available in markets
3. Ayurvedic Tooth Powder claim better properties and advantages as compared to the conventional tooth powders



1. Ayurvedic Tooth Powders
2. Vicco Tooth Powder
3. Dabur Lal Tooth Powder

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


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