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Aquafresh(Binaca) SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: December 06, 2023Read time:

Here is a detailed SWOT analysis of Aquafresh(Binaca) covering strengths, weaknesses, opportunities and threats.

Aquafresh(Binaca) Strengths

  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

Above are the strengths in the SWOT Analysis of Aquafresh(Binaca). The strengths of Aquafresh(Binaca) looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Aquafresh(Binaca) Weaknesses

  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

These were the weaknesses in the Aquafresh(Binaca) SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Aquafresh(Binaca) Opportunities

  1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.
  2. Increasing penetration in rural markets

Above we covered the opportunities in Aquafresh(Binaca) SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Aquafresh(Binaca) Threats

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

The threats in the SWOT Analysis of Aquafresh(Binaca) are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Aquafresh(Binaca) SWOT analysis.

About Aquafresh(Binaca)

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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