Description
SWOT ANALYSIS OF COLGATE TOOTHPOWDER
Colgate Toothpowder
Parent Company
Colgate Palmolive
Category
FMCG
Sector
Personal Care – Tooth Powder
Tagline/ Slogan
Super Rakshak
USP
Stronger, Healthier Teeth
STP
Segment
Personal Care – Oral Hygiene – Tooth Powder
Target Group
Rural Areas lacking oral hygiene
Colgate Tooth Powder is the Only Tooth Powder in India with the amazing power of two ingredients – Calcium and Minerals for Positioning Stronger, Healthier Teeth
SWOT Analysis
1. Colgate Toothpowder is the only tooth powder in India with the power of two ingredients – calcium and minerals 2. Super Rakshak formula that makes teeth up to 2 times stronger 3. A 100% vegetarian tooth powder 4. Good distribution ensures availability in rural areas Strength 5. Available in 3 sizes to suite all consumer requirements
1. Offering of toothpowder limited only to rural markets, not a product used in the urban areas where toothpaste is more widely used 2. Less brand awareness in semi-urban areas, which is also potential Weakness target group
1. Need to tap rural migrants to urban areas 2. Product can be very useful to tap the rural markers where oral hygiene is still not very prevalent 3. The company developed a three-pronged strategy: consumercentric promotional initiatives, impactful visibility and an ad campaign Opportunity featuring film actors for the tooth powder brand
1. People shifting from toothpowder to toothpaste as the awareness and penetration levels increase 2. Various local variants of tooth powder available in markets 3. Ayurvedic Tooth Powder claim better properties and advantages as Threats compared to the conventional tooth powders
Competition
1. Ayurvedic Tooth Powders 2. Vicco Tooth Powder Competitors 3. Dabur Lal Tooth Powder
doc_933241425.docx
SWOT ANALYSIS OF COLGATE TOOTHPOWDER
Colgate Toothpowder
Parent Company
Colgate Palmolive
Category
FMCG
Sector
Personal Care – Tooth Powder
Tagline/ Slogan
Super Rakshak
USP
Stronger, Healthier Teeth
STP
Segment
Personal Care – Oral Hygiene – Tooth Powder
Target Group
Rural Areas lacking oral hygiene
Colgate Tooth Powder is the Only Tooth Powder in India with the amazing power of two ingredients – Calcium and Minerals for Positioning Stronger, Healthier Teeth
SWOT Analysis
1. Colgate Toothpowder is the only tooth powder in India with the power of two ingredients – calcium and minerals 2. Super Rakshak formula that makes teeth up to 2 times stronger 3. A 100% vegetarian tooth powder 4. Good distribution ensures availability in rural areas Strength 5. Available in 3 sizes to suite all consumer requirements
1. Offering of toothpowder limited only to rural markets, not a product used in the urban areas where toothpaste is more widely used 2. Less brand awareness in semi-urban areas, which is also potential Weakness target group
1. Need to tap rural migrants to urban areas 2. Product can be very useful to tap the rural markers where oral hygiene is still not very prevalent 3. The company developed a three-pronged strategy: consumercentric promotional initiatives, impactful visibility and an ad campaign Opportunity featuring film actors for the tooth powder brand
1. People shifting from toothpowder to toothpaste as the awareness and penetration levels increase 2. Various local variants of tooth powder available in markets 3. Ayurvedic Tooth Powder claim better properties and advantages as Threats compared to the conventional tooth powders
Competition
1. Ayurvedic Tooth Powders 2. Vicco Tooth Powder Competitors 3. Dabur Lal Tooth Powder
doc_933241425.docx