COMPETITOR ANALYSIS

Colgate Max Fresh is one of the leading brands in the FMCG sector. Below is the list of top
three competitors of Colgate Max Fresh. They are;
1. Close Up
2. Pepsodent
3. Oral- B

CLOSE UP:
CLOSE UP BRAND ANALYSIS

Parent Company HUL (Unilever)

Category Personal Care – Toothpaste
Sector FMCG
Tagline/ Slogan Taazgi Jo Paas Laye
USP Close Up is synonymous with 'Freshness'.

CLOSE UP STP
Segment Gel Toothpaste – Alternative to White Toothpaste.

Target Group Urban population specially the youth.

Positioning Toothpaste that is also a mouthwash for fresh breath

CLOSE UP SWOT ANALYSIS

Strengths 1. First gel toothpaste in India – launched in 1980.
2. The dual benefits (shiny white teeth & fresh breath) and a
modern ingredient (Mouthwash) makes it very appealing.
3. Market leader in the gel-segment for almost 3 decades
4. Excellent advertising and branding.

Weakness 1. Popular only in Urban Areas.

2. Range contains only gel-based toothpastes, no option like 2

in 1 or cream based.
Opportunities 1.India's 1st singing contest 'Close-Up Sangeet Muqabala' on
Radio and 'Close-Up Antakshari' on TV.
 2. First mover of the gel paste segment.
3. Strong positioning in the segment of 2 in 1 toothpaste.

Threat 1. Many variants of toothpaste can be confusing for the

consumer.
2. Many people in rural India still clean their teeth with
traditional products (neem twigs, salt, ash).
3. New entrants in the segment.

COMPETITORS:

1. Colgate
2. Pepsodent
3. AquaFresh
4. Sach

PEPSODENT:
PEPSODENT BRAND ANALYSIS

Parent Company HUL

Category FMCG
Sector FMCG
Tagline/ Slogan Dss nahi to bas nahi; My toothpaste fights 10; Protection
Outside Freshness Inside

USP Pepsodent is a 15-year-old brand that offers various oral care

solutions to specific need-based solutions.

PEPSODENT STP
Segment Personal Care -Toothpastes – Range of variants for different needs
Target Group Urban Households for Oral hygiene care
Positioning Brand that overs various oral care solutions
 PEPSODENT SWOT ANALYSIS
Strength 1. Endorsed by FDI (the largest dental association globally).
2. Among the most trusted brands having celebrities like
Shahrukh Khan as brand ambassadors.
3.Pepsodent as an oral care expert offers solution to specific
problems like bleeding gums and sensitive teeth.

Weakness 1. Low penetration in rural areas.

Opportunities 1. Innovative marketing like Pepsodent packs included a Germ

Indicator in February-May 2002, which allowed consumers to
see the efficacy in fighting germs.
2. Pepsodent campaigns which aims at educating consumers on
the need for germ protection through the night.
3. Smaller packaging for rural markets, tie-ups with hotel
chains, schools.

Threat 1.Competition.
2.Oral hygiene still lacks in the rural part of the country.

COMPETITORS:
1.Colgate
2. Anchor
3. Oral- B

ORAL-B:

ORAL-B BRAND ANALYSIS

Parent Company Procter and Gamble

Category Personal care brands-Hygiene
Sector FMCG
Tagline/Slogan The brand more dentists use themselves worldwide
USP Global leader in toothbrush market
 ORAL-B STP

Segment Middle and higher class.

Target Group People looking for good quality and innovative toothbrushes.
Positioning Dentists choice of toothbrush.

ORAL-B SWOT ANALYSIS

Strength 1. Frequent and many innovations in a low involvement product
like toothbrush.
2. Introduction of new features regularly.
3. Aggressive advertising.

Weakness 1. Price wars with competitors.

2. New innovations coming up in the market.
3. Indian market is not so responsive as global market for
toothbrushes.

Opportunities 1. More innovations to differentiate from competitors.

2.Increasing involvement in personal care products.
3. Differentiated advertising methods to attract consumers.

Threat 1.Competition.
2. Regular introduction of new products by competitors.
3. Copied innovations by competitors.

COMPETITORS:

1. Colgate
2. Pepsodent
3. Close-Up