Colgate-Palmolive SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 19643

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


Parent Company

Colgate Palmolive


Consumer Products



Tagline/ Slogan

Colgate World of Care


Colgate toothpaste brand is one the most respected brands in the world



Products and services for daily needs

Target Group

Every household especially the middle class


A company which makes products for caring for its consumers

Product Portfolio


1. Colgate Dental Cream             2. Colgate Total 12
3. Colgate Sensitive                    4. Colgate Max Fresh
5. Colgate Cibaca                        6. Colgate Active Salt
7. Colgate Plax                            8. Colgate 360
9. Colgate Zig Zag                      10.Colgate Toothpowder
11. Halo Shampoo                     12. Palmolive Naturals
13. Palmolive Aroma                14.Palmolive Thermal Spa
15. Aroma Hand Wash             16.Palmolive Shave Cream
17.Palmolive Charmis

SWOT Analysis


1. It is one of the biggest brands in the personal care consumer products industry
2. It has over 38000 employees globally
3. One of the market leaders globally with excellent R&D
4. Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition
5. Colgate has excellent reach and distribution and its products are available in over 200 countries
6. Excellent advertising and brand visibility of products with a strong customer loyalty for brands


1. Market share is limited due to presence of other strong FMCG brands
2. Fake brands are supplied under their brand names


1. Tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand


1. Intense and increasing competition amongst other FMCG companies
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products



1. Marico

2. L'Oréal

3. Nirma Ltd

4. HUL

5. ITC

6. Procter and Gamble

7. Dabur

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


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