Colgate Max White SWOT Analysis, USP & Competitors

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

Colgate Max White

Parent Company

Colgate Palmolive




Personal Care – Toothpaste

Tagline/ Slogan

Max Taazgi Max Whitening; To Help Reveal your spectacular Smile


Contains Mini White Strips that releases a burst of whitening powder



Personal Oral Care – Toothpaste

Target Group

Young men and women who are smile conscious


Toothpaste to recharge your smile and give an intense wave of freshness

SWOT Analysis


1.  Toothpaste helps in whitening teeth, Freshen Breath and Fight Cavities
2. White Strips present in the toothpaste help achieving a spectacular smile through whiter teeth
3. High brand value attached with Colgate an added advantage for the product


1. Product has limited share as there are numerous brands in the segment


1. Max White brand extension to a range of toothbrushes in some countries
2. Targets a niche segment in toothpaste segment, which can help it gain the position of a market leader in its category
3. Target semi-urban and rural areas and also tie-ups with hotel chains  for Oral Care Hygiene by promoting the product in these areas


1. Part of a huge portfolio of products available as part of Oral Care in Colgate, hence giving the product immense competition from within
2. Intense competition in oral care segment from national and internal brands
3. Oral Care prevalent only in urban areas of the country



1. Close Up
2. Oral-B
3. Amway

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


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