Strengths:
● Their combination of mouthwash and
teeth whitening elements into one
toothpaste is something their
competitors do not have.
● They’ve been a top toothpaste
company for decades so they have
built up a very good brand reputation
● Since they’ve been around for so long
they are considered a default
toothpaste so there’s no market for
them to break into
● They have a variety of toothpaste
flavours.
● Their toothpaste is affordable
Opportunities:
● They could bring back elements from
some of their older advertisements
and commercials to play on the
nostalgia that some people still feel
towards those commercials.
● They could start making toothpaste for
people with sensitive teeth.
● They could introduce an even wider
variety of flavours to expand their
appeal
● They could expand their product line
to include chewing gum.
● Doing more social media ads as well
as endorsements to appeal to a
younger demographic.
Weakness:
● They don’t spend much time
marketing towards people with
sensitive teeth, thus isolating a
potential market for them.
● They don’t have very many
recognizable endorsements.
● They’re locked into their current
market which mostly consists of adults
and elderly people. They have less of
a presence in tv commercials
compared to previous decades.
● They’re not bringing in many new
customers because most people who
use crest are brand loyal customers
● Their packaging is very generic for a
toothpaste brand so they don’t stand
out amongst their competitors.
Threats:
● Newer toothpastes are threatening
their position as a top supplier and
manufacturer.
● Other companies are putting more
effort into marketing.
● Their children's line is limited so they
could lose out to other brands in that
market.
● They don’t have a big stake in
toothpaste and mouthwash sales
internationally.
● Cable viewership is going down and tv
commercials have been one of their
main ways of advertising.
● People are leaning more towards
organic products.