Colgate Plax SWOT Analysis, USP & Competitors

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

Colgate Plax

Parent Company

Colgate Palmolive




Personal Care – Mouthwash

Tagline/ Slogan

Kills the germs that cause bad breath


The mouthwash that gives 12 hours germ protection



Personal Care – Oral Hygiene – Mouth Wash

Target Group

For special oral hygiene needs in Urban and Semi Urban areas in addition to conventional tooth paste


Colgate Plax Mouthwash improves oral hygiene by fighting germs and plaque, while fighting bad breath and reducing the incidence of gingivitis

SWOT Analysis


1. Significantly reduces plaque in hard to reach areas
2. Provides upto 67% healthier gums
3. Contains fluoride to help prevent cavities
4. Combats odour causing germs in the mouth, thereby fighting bad breath effectively
5. Good advertising, brand visibility and distribution


1. Primarily an urban product, therefore limited audience


1. Available in 2 variants: Pepper Mint and Fresh Mint and in two sizes
2.Mouthwash category as part of oral care is in early stages and witnessing high growth rate
3. Combining sales of toothpaste with mouth wash can boost sales for the products of the company


1. Competition from various competitor products in this category
2.Niche segment in the oral care industry which requires high advertising to increase awareness regarding the product can be expensive for the company
3. Mouthwash if consumed can cause harm to liver, hence awareness for the same is essential



1. Listerine (Johnson & Johnson)

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


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