Aquafresh(Binaca) SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

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

The article below lists the Aquafresh(Binaca) SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Aquafresh(Binaca) SWOT Analysis:

SWOT Analysis of Aquafresh(Binaca)

For Aquafresh(Binaca), 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.

Aquafresh(Binaca) Strengths

The strengths of Aquafresh(Binaca) 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 Aquafresh(Binaca) :

1. A well established sports drink in UK with a presence in several other international markets

2. It enjoys the strong distribution network of GSK

3. Expanded to a range of products to cater to specific needs of different consumers

4. A dedicated website provides a stronger online presence with engaging content for its target group

Aquafresh(Binaca) 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 Aquafresh(Binaca) SWOT Analysis:

1. Brand recall and awareness is not very high; not a strong brand in India

2. GSK had decided to phase it out from the Indian markets in 2003 as it was not performing up to the expectations and later launched Sensodyne

3. Little more expensive than competitors

Aquafresh(Binaca) 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 Aquafresh(Binaca) SWOT Analysis:

1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.

2. Increasing penetration in rural markets

Aquafresh(Binaca) 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 Aquafresh(Binaca) are as mentioned:

1. Aggressive marketing and promotion by competition
2. The toothpaste industry is witnessing strong competition and brand commoditization.

Aquafresh(Binaca) Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Aquafresh(Binaca):

1. Closeup

2. Colgate

3. Pepsodent

Hence this concludes the Aquafresh(Binaca) SWOT analysis.

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About Aquafresh(Binaca)

Aquafresh(Binaca) Overview
Parent Company



Oral care



Tagline/ Slogan

“Three in one protection for your family”


The three stripes- red for healthy gums, white for cavity protection and aqua for fresh breath

Aquafresh(Binaca) STP

Oral care products-toothpastes, toothbrushes and mouthwash

Target Market

Upper class


As a brand that provides oral care to the entire family

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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