Aquafresh(Binaca) SWOT Analysis, USP & Competitors

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SWOT Analysis of Aquafresh(Binaca) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


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



Oral care products-toothpastes, toothbrushes and mouthwash

Target Group

Upper class


As a brand that provides oral care to the entire family

SWOT Analysis


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


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


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

2. Increasing penetration in rural markets


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



1. Closeup

2. Colgate

3. Pepsodent

The table above concludes the Aquafresh(Binaca) SWOT analysis along with its marketing and brand parameters.


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