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Colgate Plax SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 8868

SWOT analysis of Colgate Plax analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Colgate Plax 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 Plax to benchmark its business & performance as compared to the competitors and industry. Colgate Plax is one of the leading brands in the FMCG sector. The table below also lists the top Colgate Plax competitors and elaborates Colgate Plax market segmentation, target group, positioning & Unique Selling Proposition (USP).

Colgate Plax SWOT, Competitors, Marketing STP & Brand analysis Table
Colgate Plax Brand Analysis
Parent Company

Colgate Palmolive





Tagline/ Slogan

Kills the germs that cause bad breath


The mouthwash that gives 12 hours germ protection

Colgate Plax STP

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

Colgate Plax SWOT Analysis

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

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


Following are the Opportunities in Colgate Plax SWOT Analysis:

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


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

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

Colgate Plax Competition

1. Listerine (Johnson & Johnson)

The brandguide table above concludes the Colgate Plax 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 Colgate Plax. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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