Competitive analysis of Colgate-Palmolive, with a focus on Tom's of Maine natural toothpaste. Salient competitors: Jason Natural, Arm & Hammer, Crest. References include the sustainability reports of Hain Celestial, Church & Dwight, Procter & Gamble, and Colgate-Palmolive. Techniques include SWOT analysis and Value Innovation Curves.

1. Competitive Analysis Team 2
Avalon Jones
Cara Owings
Brandon Kakitsuka
Nate Cacciari Roy

2. Toothpaste Market Share

3. Strengths
Opportunities
Threats
Weaknesses
● Natural
● Anti-fluoride Options
● Animal Friendly
● Good for tooth sensitivity
● Good for dry mouth
● Emerging Natural
toothpastes
● Loss of market share
to bigger businesses
or pushed out all
together
● Not well known
reputation
● Sold out to Colgate
● Controversial reputation
for ingredients in
products
● Become more
transparent about
products & ingredients
● Creating a bigger brand
through Colgate
● More product
awareness

4. Strengths
● Brand Recognition
● Diverse Product Line-Up
● Advertising
● Affordable Prices
Weaknesses
● Internal Competition between Scope,
Oral-B
● High amounts of microplastics in
Products
● Legal Troubles
Threats
● New Regulations in regards to
microplastics
● Depleting Natural Resources
● Emerging Competitors
Opportunities
● Growing demand for natural products
● Increased global awareness of oral
hygiene
● Growing global population
● Increasing Standards of Living in global
markets
SWOT Analysis

6. ThreatsStrengths OpportunitiesWeaknesses
● Fluoride free
● SLS free
● No animal
testing
● Privately owned
● True to their
ingredients
● Small market
share
● Not well known
● Most expensive
● Smaller tubes
● Always looking
for alternatives to
fluoride
● More growth and
brand
recognition
● Bigger
corporations
taking on fluoride
free & SLS
● More combining
of public
companies

7. Price and Active Ingredient Comparison
Active Ingredients: glycerin, water, calcium carbonate,
hydrated silica, xylitol, natural flavor*, sodium lauryl
sulfate, carrageenan, sodium bicarbonate, zinc citrate.
*peppermint oil
Active Ingredients:, sodium bicarbonate, PEG-8,
tetrasodium pyrophosphate, PEG/PPG 116/66 copolymer,
sodium carbonate peroxide, silica, sodium saccharin,
flavor, water, sodium lauroyl sarcosinate, sodium lauryl
sulfate.
Active Ingredients: sorbitol, water, hydrated silica,
disodium pyrophosphate, sodium lauryl sulfate, flavor,
sodium hydroxide, alcohol (0.7%), xanthan gum, sodium
saccharin, glycerin, carbomer, cellulose gum, polysorbate
80, sodium benzoate, cetylpyridinium chloride, benzoic
acid, titanium dioxide, blue 1.
Active Ingredients: calcium carbonate, water, glycerin,
sodium cocoyl glutamate, carrageenan, aloe barbadensis
leaf gel*, bambusa arundinacea stem powder, carum
petroselinum (parsley) extract, citrus grandis (grapefruit)
seed extract, perilla ocymoides seed extract,
cinnamomum zeylanicum bark oil, eugenia caryophyllus
(clove) flower oil, melaleuca alternifolia (Tea Tree) leaf
oil*, melia azadirachta seed oil, menthol, silica, sodium
bicarbonate *certified organic ingredient
$2.49 6.2oz Tube
($.40 / Ounce)
$3.79 6.0oz Tube
($.63 / Ounce)
$4.27 4.7oz Tube
($.91 / Ounce)
$5.99 4.2oz Tube
($1.43 / Ounce)

8. Children’s Toothpaste Comparison
Price: $3.25 4.2 oz Tube
Value: Provides cavity
protection in a gel formula,
with packing featuring Disney
characters, focusing on
younger children.
Price: $5.99 4.6 oz
Tube/Bottle
Value: Approved by the ADA,
available in variety of flavors
like watermelon & strawberry,
suitable for children over 5, and
both a toothpaste and
mouthwash.
Price: $4.38 4.6 oz Tube
Value: Mild flavor with
fluoride for cavity protection,
suitable for children 2 and
over, and considered to be a
transition toothpaste for
toddlers.
Price: $2.78 4.2 oz Tube
Value: Approved by the ADA,
effective in fighting bacteria
and acids, free from animal
testing, made with real fruit
juice for flavor, and doesn’t
use artificial preservatives,
dyes or saccharine.

9. Customer
Perspective
Comparative Advantage
ConsumerSearch.com compares reviews
generated from all over the internet to
rate various categories of toothpaste
Best Toothpaste overall
Best Stain Removal
Toothpaste for sensitive teeth
Natural Toothpaste
❏ Expert recommended
❏ Contains fluoride
❏ Approved by American Dental Association
❏ Semi-abrasive
❏ Contains sodium lauryl sulfate and saccharin
❏ Contains triclosan
❏ Excellent stain removal
❏ Low price
❏ Contains fluoride
❏ Very abrasive
❏ Not American Dental Association approved
❏ Contains sodium lauryl sulfate and saccharin
❏ Excellent for sensitive teeth
❏ No sodium lauryl sulfate
❏ Low abrasiveness
❏ Contains saccharin and sorbitol
❏ May cause irritated gums
❏ Higher price
❏ Approved by American Dental Association
❏ Contains fluoride & no artificial sugars
❏ Low abrasiveness
❏ Less stain removal ingredients than others
❏ Contains sodium lauryl sulfate
❏ Higher price

10. Company
Perspective
Comparative Advantage
Ingredients: Makes information available to
customers about sourcing, quality, and purpose.
What’s Not in Tom’s of Maine Products:
Informs customers about ingredients avoided
during manufacturing process like artificial
colors, artificial flavors, artificial preservatives,
and animal byproducts.
Product Certification: Claims of producing the
first natural toothpaste to bear the ADA’s Seal of
Acceptance.
Product Research: creates products instilling a
company belief in sustainability and social
responsibility, using innovative methods and
extensive research to produce effective natural
products.

12. References
Active Ingredient and Price Comparison info retrieved on February 28, 2016, from https://www.amazon.com/.
Chiem, L. (n.d.). Procter & Gamble Settles Crest Toothpaste False Ad Suit -
Law360. Retrieved February 28, 2016, from http://www.law360.com/articles/418091/procter-gamble-settles-crest-toothpaste-false-ad-suit
Children’s Toothpaste Comparison information retreived on February
28, 2016, from http://www.childrens-dental.com/blog/?tag=best-toothpaste-for-kids
Church & Dwight Co. Inc. (2012) 2012 Sustainability Report, Retrieved from: http://www.churchdwight.
com/pdf/SustainabilityReports/2012SustainabilityReport.pdf
Company Perspective - Comparative Advantage information retreived on February 27, 2016, from http://www.tomsofmaine.com/products#not-in-our-
products
Customer Perspective - Comparative Advantage information retreived on February 27, 2016, from http://www.consumersearch.com/toothpaste
Hain Celestial Inc. (2012) 2012 Social Responsibility Report, Retrieved from: http://www.hain-celestial.
com/press/HCG_CSR2012_032714_print.pdf
Lee, R. (2014). Plastic microbeads in Crest toothpaste are dangerous, warns dentist. Retrieved February 28, 2016, from
http://www.techtimes.com/articles/15866/20140918/plastic-microbeads-in-crest-toothpaste-are-dangerous-warns-dentist.htm

13. References
New Law Bans Use of Plastic 'Microbeads' in Personal-Care Products. (n.d.). Retrieved February 28, 2016, from http://www.nbcnews.
com/business/consumer/new-law-bans-use-plastic-microbeads-personal-care-products-n487966
Penning, A. (n.d.). Cosmetics & Toiletries. Retrieved February 28, 2016, from http://www.cosmeticsandtoiletries.
com/formulating/category/natural/Demand-for-Organic-Beauty-to-Grow-to-Over-13-Billion-by-2018-Report-Says-213160491.html
Procter & Gamble Co. (2015) 2015 Sustainability Report, Retrieved from: http://us.pg.com/-
/media/PGCOMUS/Documents/PDF/Sustanability_PDF/sustainability_reports/PG2015SustainabilityReport.pdf
Ruz, C. (2011). The six natural resources most drained by our 7 billion people. Retrieved February 28, 2016, from http://www.theguardian.
com/environment/blog/2011/oct/31/six-natural-resources-population
Sustained Population Growth & Increasing Awareness Over Oral Hygiene Drive the Toothpaste Market, According to a New Report by
Global Industry Analysts, Inc. (2015). Retrieved February 28, 2016, from http://www.steamfeed.com/sustained-population-growth-increasing-awareness-over-
oral-hygiene-drive-the-toothpaste-market-according-to-a-new-report-by-global-industry-analysts-inc/
Tom’s of Maine. (2014) 2014 Goodness Report, Retrieved from: http://www.tomsofmaine.com/goodness-report/home