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< Colgate Cibaca.. Colgate Max White.. >
Colgate Max Fresh
Parent Company
Colgate Palmolive
Category
Personal Care – Toothpaste
Sector
FMCG
Tagline/ Slogan
Switch on the power of freshness
USP
Colgate Max Fresh gel is infused with cooling crystals for a whole new dimension of freshness
STP
Segment
Personal Care – Oral Hygiene – Gel Toothpaste
Target Group
Men and Women
Positioning
Colgate Max Fresh with Cooling Crystals providing fresh breath and long lasting freshness that can be seen
SWOT Analysis
Strength
1. Toothpaste contains menthol, a mouthwash ingredient, for Fresh Breath and long lasting freshness
2. Helps fight tooth cavities
3. Gel helps achieve whiter teeth
4. Available in 4 exciting flavors – Peppermint ice, Spicy Fresh and Citrus Blast
5. Youthful advertising and good brand presence
Weakness
1. Premium category product with high pricing. Lower price variants not available
2. Limited size variants available in market
3. Limited only to a small urban segment
Opportunity
1. Contains cooling crystals in strips – for freshness that can be seen
2. More campaigns like Colgate Max Fresh Party with filmstars – a contest to promote fresh breath and popularize the product
3. More campaigns like Colgate Max Fresh Alarm Contest – A chance to meet cricketers
Threats
1. Many national and international brands with gel variants of toothpaste available in the market
Competition
Competitors
1. Close Up
2.Pepsodent
3. Oral B

< Colgate Cibaca.. Colgate Max White.. >
Colgate Max Fresh
Parent Company
Colgate Palmolive
Category
Personal Care – Toothpaste
Sector
FMCG
Tagline/ Slogan
Switch on the power of freshness
USP
Colgate Max Fresh gel is infused with cooling crystals for a whole new dimension of freshness
STP
Segment
Personal Care – Oral Hygiene – Gel Toothpaste
Target Group
Men and Women
Positioning
Colgate Max Fresh with Cooling Crystals providing fresh breath and long lasting freshness that

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