Colgate-Palmolive SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: January 28, 2022

Colgate-Palmolive SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Colgate-Palmolive, 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-Palmolive to benchmark its business & performance as compared to the competitors, and make strategic improvements. Colgate-Palmolive is one of the leading brands in the FMCG sector.

The article below lists the Colgate-Palmolive SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Colgate-Palmolive SWOT Analysis:

SWOT Analysis of Colgate-Palmolive

For Colgate-Palmolive, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Colgate-Palmolive Strengths

The strengths of Colgate-Palmolive looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Colgate-Palmolive :

1. Colgate-Palmolive is one of the biggest brands in the personal care consumer products industry

2. The company has over 30,000 employees globally in its workforce

3. Colgate-Palmolive is one of the market leaders globally with excellent R&D

4. The company focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition

5. The brand 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 has been developed over the years

7. Colgate-Palmolive has an annual revenue of more than $15 billion

8. All of its products are available at all major retailers as well as ecommerce platforms across the world

9. The company has a strong legacy since it was found in 1806

Colgate-Palmolive Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Colgate-Palmolive SWOT Analysis:

1. Market share is limited due to presence of other strong FMCG brands

2. Fake brands are supplied under their brand name which can hurt business of Colgate-Palmolive

Colgate-Palmolive Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Colgate-Palmolive SWOT Analysis:

1. The brand can tap rural markets and increase penetration in urban areas

2. Mergers and acquisitions can help strengthen the brand of Colgate-Palmolive

3. Increasing purchasing power of people thereby increasing demand

Colgate-Palmolive Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Colgate-Palmolive are as mentioned:

1. Intense and increasing competition amongst other FMCG companies can lead to loss of margins

2. FDI in retail, thereby allowing international brands, can lead to loss of business

3. Competition from unbranded and local products

4. Being a global brand, the business is impacted by economic recession, pandemic and fluctuating foreign currency rates

Colgate-Palmolive Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 7 competitors of Colgate-Palmolive:

1. Procter and Gamble

2. L'Oréal

3. Unilever

4. Reckitt Benckiser

5. Johnson & Johnson

6. ITC

7. Marico

Hence this concludes the Colgate-Palmolive SWOT analysis.

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About Colgate-Palmolive

Colgate-Palmolive Overview
Parent Company

Colgate Palmolive


Consumer Products



Tagline/ Slogan

Colgate World of Care


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

Colgate-Palmolive STP

Products and services for daily needs

Target Market

Every household especially the middle class


A company which makes products for caring for its consumers

Colgate-Palmolive Product Portfolio

1. Colgate

2. Palmolive

3. Protex

4. Sanex

5. Softsoap

6. Hill's Pet Nutrition

The above mentioned brands are the prominent products under the Colgate-Palmolive product portfolio.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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