Vicco Vajradanti Paste SWOT Analysis, USP & Competitors

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SWOT Analysis of Vicco Vajradanti Paste with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Vicco Vajradanti Paste

Parent Company





Oral care

Tagline/ Slogan

Ayurvedic jadibootiyo se bana sampoorna swadeshi


Contains the pure extracts of 20 herbs and barks, tested over generations, that have been blended into a potent combination that not only cleans teeth, but also protects and strengthens them



Medicated toothpaste

Target Group

Lower and middle class in rural areas


Gives strong gums, which makes the bite mighty, which no cosmetic toothpaste can ever give.

SWOT Analysis


1. A heritage brand with the trust of Vicco associated to it.
2. Natural ingredients

3. Strong brand recall- it being amongst the first to advertise, sonic branding has been very successful, people still remember it by its jingle

4. Good availability in the rural and semi-urban areas


1. Vicco is not advertising and promoting the product aggressively now

2. Less brand awareness in urban and semi-urban areas, which is also potential target group


1. Can target urban population with rising consciousness for natural chemical free products.

2. Re-enter the consumer mindspace by starting advertisements again keeping the same jingles.


1. Not much awareness in the market regarding the effectiveness of the product.
2. Lot of competition in the market from regular toothpaste brands.

3. With rising incomes, people have started migrating from inexpensive local brands and prefer international brands



1. Dabur Lal Toothpaste
2. Colgate

3. Meswak

The table above concludes the Vicco Vajradanti Paste SWOT analysis along with its marketing and brand parameters.


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