Benefit architecture

Product × Benefit Blueprint

The claim grid at SKU resolution. Each row is one proposition; each filled cell is a benefit it claims. Read across to see how wide a product stretches, and down a column to see how many products crowd a territory within the same brand.

Colgate

97 propositions · Indonesia, Thailand, Vietnam

Proposition	Sensitivity	Whitening	Enamel	Gum	Cavity	Plaque	Fresh Breath	Complete	Deep Clean	Natural	Kids	Comfort	Sensory	Unclassified	Breadth
Total Whitening 🇮🇩 Total															8
Total Fresh Mint 🇮🇩 Total															7
Total Charcoal 🇮🇩 Total															9
Total Charcoal Deep Clean 🇮🇩 Total															8
Total Sensitivity + Gum Health 🇮🇩 Total															6
Total Plaque Release Gentle Fragrant Mint 🇮🇩 Total Plaque Release															4
Total Plaque Release Reviving Cool Mint 🇮🇩 Total Plaque Release															4
Triple Action Original / Triple Action 🇮🇩 Triple Action															3
Maximum Cavity Protection Fresh Cool Mint 🇮🇩 Maximum Cavity Protection															4
Advanced White Advanced White 🇮🇩 Advanced White															4
Optic White Purple 🇮🇩 Optic White															4
Optic White Plus Shine / Exfoliating 🇮🇩 Optic White															1
Optic White Volcanic Mineral 🇮🇩 Optic White															3
Optic White O2 Aromatic Menthol 🇮🇩 Optic White O2															2
Optic White O2 Peach Osmanthus 🇮🇩 Optic White O2															3
Kids Bubble Fruit 🇮🇩 Kids															4
Optic White Sparkling White 🇮🇩 Optic White															2
Maximum Cavity Protection Great Regular Flavor 🇮🇩 Maximum Cavity Protection															3
Optic White Mint Plus Mineral 🇮🇩 Optic White															1
Total Active Prevention Deep Clean 🇮🇩 Total Active Prevention															1
Optic White Vitamin C 🇮🇩 Optic White															1
Total Active Prevention Pro Clean Mint 🇮🇩 Total Active Prevention															1
Naturals Pure Clean Charcoal 🇮🇩 Naturals															1
Sensitive Pro-Relief Complete Protection 🇮🇩 Sensitive Pro-Relief															1
Sensitive Pro-Relief Gentle Repair 🇮🇩 Sensitive Pro-Relief															1
Limited Edition Butterbear Peach Passion 🇮🇩 Limited Edition															1
Naturals Pure Fresh Lemon Aloe Vera 🇮🇩 Naturals															1
Herbal Siwak 🇮🇩 Herbal															1
Optic White O2 🇻🇳 Optic White															2
Optic White Purple 🇻🇳 Optic White															1
Natural Himalayan Salt 🇻🇳 Natural															1
Natural Bamboo Charcoal 🇻🇳 Natural															3
Salt / Herbal Salt 🇻🇳 Natural															2
Sensitive 🇻🇳 Vietnam															4
Total 🇻🇳 Vietnam															6
MaxFresh Ultra Freeze 🇻🇳 MaxFresh															2
MaxFresh Green Tea 🇻🇳 MaxFresh															3
MaxFresh Bamboo Charcoal 🇻🇳 MaxFresh															4
MaxWhite 🇻🇳 MaxFresh															2
Total Plaque Release 🇻🇳 Total															7
Total Sensitive & Gum 🇻🇳 Total															4
Total Charcoal 🇻🇳 Total															3
Total Pure Mint 🇻🇳 Total															3
Optic White Vitamin C 🇻🇳 Optic White															1
Optic White Mint Plus Mineral 🇻🇳 Optic White															2
Optic White Volcanic Mineral 🇻🇳 Optic White															1
Sensitive Pro-Relief Complete Protection 🇻🇳 Sensitive															3
MaxFresh Watermelon Blast 🇻🇳 MaxFresh															2
MaxFresh Rainbow Fresh 🇻🇳 MaxFresh															2
Kids Natural Strawberry 3–5 🇻🇳 Kids															2
Kids Natural Strawberry 6–9 🇻🇳 Kids															2
Kids Character 🇻🇳 Kids															2
Maximum Cavity Protection 🇻🇳 Cavity Protection															3
Guava Leaf Salt (Thailand import) 🇻🇳 Import															3
Natural Extracts (Vegan) 🇻🇳 Natural															3
Optic White Radiant Glow 🇻🇳 Vietnam															1
Optic White Exfoliating Mineral 🇻🇳 Vietnam															1
Optic White Enzyme Plus Mineral 🇻🇳 Vietnam															1
MaxFresh Mint / Thổi Bùng Sảng Khoái 🇻🇳 Vietnam															1
Total Total Plaque Release 🇹🇭 Total															4
Total Total Sensitivity + Gum Health 🇹🇭 Total															5
Total Total Enamel Strength 🇹🇭 Total															3
Total Total Whitening 🇹🇭 Total															7
Total Total Charcoal Clean 🇹🇭 Total															4
Total Total Deep Clean 🇹🇭 Total															4
Total Total Active Fresh 🇹🇭 Total															4
Optic White Optic White Purple 🇹🇭 Optic White															2
Optic White Optic White Purple Beads Pump 🇹🇭 Optic White															4
Optic White Optic White Volcanic Mineral 🇹🇭 Optic White															2
Optic White O2 Optic White O2 Peach Osmanthus 🇹🇭 Optic White O2															3
Optic White O2 Optic White O2 Aromatic Menthol 🇹🇭 Optic White O2															3
Optic White Optic White Vitamin C 🇹🇭 Optic White															1
Optic White Optic White Enzyme Plus Mineral 🇹🇭 Optic White															2
Optic White Optic White Exfoliating Mineral 🇹🇭 Optic White															3
Sensitive Pro-Relief Sensitive Pro-Relief Original 🇹🇭 Sensitive Pro-Relief															2
Max Fresh Max Fresh Minty Blast 🇹🇭 Max Fresh															3
Max Fresh Max Fresh Peppermint Ice 🇹🇭 Max Fresh															3
Max White Max White Crystal Mint 🇹🇭 Max White															4
Whitening Advanced Whitening Mint 🇹🇭 Whitening															3
Salt Salt Charcoal 🇹🇭 Salt															6
Salt Salt Guava Leaf 🇹🇭 Salt															4
Salt Salt Herbal 🇹🇭 Salt															4
Maximum Cavity Protection Great Regular Flavor 🇹🇭 Maximum Cavity Protection															3
Maximum Cavity Protection Clear Cool Stripes 🇹🇭 Maximum Cavity Protection															2
Maximum Cavity Protection Cool Mint 🇹🇭 Maximum Cavity Protection															3
Kids Kids Strawberry 🇹🇭 Kids															3
Kids Kids Bubble Fruit 🇹🇭 Kids															3
Kids Kids Mild Mint 🇹🇭 Kids															3
Sensitive Pro-Relief Sensitive Pro-Relief Complete Protection 🇹🇭 Sensitive Pro-Relief															3
Sensitive Pro-Relief Sensitive Pro-Relief Whitening 🇹🇭 Sensitive Pro-Relief															3
Panjaved Detox Herbal Fusion 🇹🇭 Panjaved Detox															3
Max Fresh Max Fresh Berry Magic 100g 🇹🇭 Max Fresh															1
Max Fresh Max Fresh Peach Passion 100g 🇹🇭 Max Fresh															1
Max Fresh Max Fresh Rainbow Fresh 100g 🇹🇭 Max Fresh															1
Salt Salt Xtra Fresh Mint 🇹🇭 Salt															2
Herbal Miswak 75g 🇹🇭 Herbal															3
Seasonal Merry Christmas 95g 🇹🇭 Seasonal															2
Territory load	16	40	22	21	51	24	48	15	11	14	7	·	4	9

Darlie

45 propositions · Indonesia, Thailand, Vietnam

Proposition	Sensitivity	Whitening	Enamel	Gum	Cavity	Plaque	Fresh Breath	Complete	Deep Clean	Natural	Kids	Comfort	Sensory	Unclassified	Breadth
Double Action Fresh + Clean 🇮🇩 Double Action															5
Double Action Fresh Protect 2in1 🇮🇩 Double Action															4
All Shiny White Original / All Shiny White 🇮🇩 All Shiny White															4
All Shiny White Lime Mint 🇮🇩 All Shiny White															4
All Shiny White Multi Care 🇮🇩 All Shiny White															5
All Shiny White Charcoal 🇮🇩 All Shiny White															4
All Shiny White Baking Soda 🇮🇩 All Shiny White															4
All Shiny White Enzyme Fresh Mint 🇮🇩 All Shiny White Enzyme															2
All Shiny White Enzyme Floral Fresh 🇮🇩 All Shiny White Enzyme															3
Gum & Teeth Sensitivity Relief 🇮🇩 Gum & Teeth															3
Gum & Teeth Lasting Fresh 🇮🇩 Gum & Teeth															3
Bunny Kids Strawberry 🇮🇩 Bunny Kids															3
Bunny Kids Orange 🇮🇩 Bunny Kids															3
Bunny Kids Apple 🇮🇩 Bunny Kids															3
Kids Pump Fruity Delight 🇮🇩 Kids Pump															3
Double Action Multicare 🇮🇩 Double Action															1
Zesty Fresh Peach 🇮🇩 Zesty Fresh															1
Zesty Fresh Lemon 🇮🇩 Zesty Fresh															1
Bunny Kids Cola 🇮🇩 Bunny Kids															1
Fresh'N Brite Fresh'N Brite 🇮🇩 Fresh'N Brite															2
All Shiny White 🇻🇳 Vietnam															2
All Shiny White Lime Mint 🇻🇳 All Shiny White															3
All Shiny White Charcoal 🇻🇳 All Shiny White															3
Double Action 🇻🇳 Vietnam															1
Tea Care 🇻🇳 Vietnam															2
Bunny Kids 🇻🇳 Kids															1
Double Action MultiCare 🇻🇳 Vietnam															1
All Shiny White Multi-Care 🇻🇳 Vietnam															2
Double Action Double Action 🇹🇭 Double Action															4
Double Action Double Action MultiCare 🇹🇭 Double Action															7
Fresh Protect Fresh Protect Forest Mint 🇹🇭 Fresh Protect															3
Fresh Protect Fresh Protect 2in1 Mouthwash + Toothpaste 🇹🇭 Fresh Protect															4
All Shiny White Enzyme Enzyme Fresh Mint 🇹🇭 All Shiny White Enzyme															3
All Shiny White Enzyme Enzyme Floral Fresh 🇹🇭 All Shiny White Enzyme															3
All Shiny White Baking Soda Aloe Fresh 🇹🇭 All Shiny White															3
All Shiny White Baking Soda Fresh Mint 🇹🇭 All Shiny White															3
All Shiny White Charcoal Clean 🇹🇭 All Shiny White															4
All Shiny White Lemon Mint 🇹🇭 All Shiny White															3
All Shiny White Starshine Starshine Sakura 🇹🇭 All Shiny White Starshine															2
All Shiny White Starshine Starshine Purple Corrector 🇹🇭 All Shiny White Starshine															4
Fresh'n Brite Fresh'n Brite 🇹🇭 Fresh'n Brite															4
Expert White Expert White 🇹🇭 Expert White															2
Salt Herbal Salt Herbal Fresh 🇹🇭 Salt Herbal															4
Tea Care Tea Care Green Tea 🇹🇭 Tea Care															5
Tea Care Tea Care Green Tea Mint 🇹🇭 Tea Care															5
Territory load	1	23	10	7	20	11	28	5	10	3	6	·	5	8

Sensodyne

42 propositions · Indonesia, Thailand, Vietnam

Proposition	Sensitivity	Whitening	Enamel	Gum	Cavity	Plaque	Fresh Breath	Complete	Deep Clean	Natural	Kids	Comfort	Sensory	Unclassified	Breadth
Essential Care Fresh Mint 🇮🇩 Essential Care															4
Essential Care Cool Gel 🇮🇩 Essential Care															4
Essential Care Original 🇮🇩 Essential Care															4
Essential Care Herbal 🇮🇩 Essential Care															6
Essential Care Deep Clean 🇮🇩 Essential Care															4
Essential Care Multi Action 🇮🇩 Essential Care															5
Essential Care Gentle Whitening 🇮🇩 Essential Care															3
Repair & Protect Deep Protection 🇮🇩 Repair & Protect															3
Repair & Protect Extra Fresh 🇮🇩 Repair & Protect															4
Repair & Protect Whitening 🇮🇩 Repair & Protect															4
Rapid Relief Rapid Relief 🇮🇩 Rapid Relief															2
Cavity Sensitive Cegah Gigi Berlubang & Sensitif 🇮🇩 Cavity Sensitive															3
Rapid Action 🇻🇳 Vietnam															1
Rapid Action Whitening 🇻🇳 Rapid Action															2
Fresh Mint 🇻🇳 Core															4
Cool Gel 🇻🇳 Core															2
Deep Clean 🇻🇳 Core															4
Multi Care 🇻🇳 Vietnam															5
Repair & Protect Deep Repair 🇻🇳 Repair & Protect															5
Repair & Protect Deep Repair Whitening 🇻🇳 Repair & Protect															6
Gentle Whitening 🇻🇳 Core															4
Gum Care 🇻🇳 Core															5
Pronamel (import) 🇻🇳 Import															3
Extra Whitening (US import) 🇻🇳 Vietnam															2
Essential Care Multi Care 🇹🇭 Essential Care															6
Essential Care Gentle Whitening 🇹🇭 Essential Care															4
Essential Care Fresh Mint 🇹🇭 Essential Care															4
Essential Care Gum Care 🇹🇭 Essential Care															4
Essential Care Herbal Multi Care 🇹🇭 Essential Care															3
Repair & Protect Repair & Protect Deep Repair 🇹🇭 Repair & Protect															2
Repair & Protect Repair & Protect Extra Fresh 🇹🇭 Repair & Protect															3
Repair & Protect Repair & Protect Whitening 🇹🇭 Repair & Protect															3
Rapid Action Rapid Action 🇹🇭 Rapid Action															2
Sensitivity & Gum Sensitivity & Gum 🇹🇭 Sensitivity & Gum															2
Deep Clean Deep Clean 🇹🇭 Deep Clean															3
Clinical White Clinical White Stain Protector 🇹🇭 Clinical White															5
Clinical White Clinical White Enamel Strengthening 🇹🇭 Clinical White															5
Sensitivity & Gum Sensitivity & Gum Whitening 🇹🇭 Sensitivity & Gum															3
Pronamel Active Shield Whitening Cool Mint 🇹🇭 Pronamel Active Shield															3
Pronamel Pronamel Daily Protection Mint Essence 113g 🇹🇭 Pronamel															2
Pronamel Pronamel Fresh Breath Fresh Wave 🇹🇭 Pronamel															3
Rapid Relief Rapid Relief Whitening 100g 🇹🇭 Rapid Relief															2
Territory load	42	14	12	9	28	15	15	2	3	2	·	·	·	6

Marvis

36 propositions · Indonesia, Thailand, Vietnam

Proposition	Sensitivity	Whitening	Enamel	Gum	Cavity	Plaque	Fresh Breath	Complete	Deep Clean	Natural	Kids	Comfort	Sensory	Unclassified	Breadth
Classic Strong Mint 🇮🇩 Classic															1
Whitening Whitening Mint 🇮🇩 Whitening															2
Whitening Smokers Whitening Mint 🇮🇩 Whitening															2
Flavour Collection Amarelli Licorice 🇮🇩 Flavour Collection															1
Flavour Collection Aquatic Mint 🇮🇩 Flavour Collection															1
Flavour Collection Cinnamon Mint 🇮🇩 Flavour Collection															1
Flavour Collection Ginger Mint 🇮🇩 Flavour Collection															1
Flavour Collection Jasmin Mint 🇮🇩 Flavour Collection															1
Flavour Collection Orange Blossom Bloom 🇮🇩 Flavour Collection															1
Flavour Collection Anise Mint 🇮🇩 Flavour Collection															1
Flavour Collection Sweet & Sour Rhubarb 🇮🇩 Flavour Collection															1
Limited / Flavour Black Forest 🇮🇩 Limited / Flavour															2
Whitening Mint 🇻🇳 Classic Flavours															2
Aquatic Mint 🇻🇳 Classic Flavours															1
Classic Strong Mint 🇻🇳 Classic Flavours															1
Sensitive Gums 🇻🇳 Specialist															3
Smokers Whitening Mint 🇻🇳 Classic Flavours															2
Jasmin Mint 🇻🇳 Classic Flavours															2
Cinnamon Mint 🇻🇳 Classic Flavours															2
Orange Blossom Bloom 🇻🇳 Flavour Collection															2
Sinuous Lily 🇻🇳 Flavour Collection															2
Dreamy Osmanthus 🇻🇳 Flavour Collection															2
Amarelli Licorice Mint 🇻🇳 Classic Flavours															2
Black Forest 🇻🇳 Vietnam															1
Ginger Mint 🇻🇳 Vietnam															1
Anise Mint 🇻🇳 Vietnam															1
Kissing Rose 🇻🇳 Vietnam															1
Classic Aquatic Mint 🇹🇭 Classic															2
Whitening Whitening Mint 🇹🇭 Whitening															2
Whitening Smokers Whitening Mint 🇹🇭 Whitening															2
Classic Cinnamon Mint 🇹🇭 Classic															2
Tea Collection Earl Grey Tea 🇹🇭 Tea Collection															2
Garden Collection Secret Rose 🇹🇭 Garden Collection															2
Classic Classic Strong Mint 🇹🇭 Classic															2
Classic Jasmine Mint 🇹🇭 Classic															2
Classic Ginger Mint 🇹🇭 Classic															2
Territory load	1	8	·	1	·	·	36	·	7	5	·	·	·	·

Closeup

30 propositions · Indonesia, Thailand, Vietnam

Proposition	Sensitivity	Whitening	Enamel	Gum	Cavity	Plaque	Fresh Breath	Complete	Deep Clean	Natural	Kids	Comfort	Sensory	Unclassified	Breadth
Menthol Fresh / Deep Action Menthol Fresh 🇮🇩 Menthol Fresh / Deep Action															4
Everfresh Green Ever Fresh 🇮🇩 Everfresh															3
Icy White Icy White 🇮🇩 Icy White															4
Complete Fresh Protection Multivitamin Complete Fresh Protection 🇮🇩 Complete Fresh Protection															8
White Fresh Lemon Sea Salt 🇮🇩 White Fresh															4
White Fresh Charcoal Mint 🇮🇩 White Fresh															4
White Now Purple 🇮🇩 White Now															3
White Now Kaolin Mineral Whitener 🇮🇩 White Now															3
FIFA World Cup 2026 Limited Edition Antibacterial 🇮🇩 FIFA World Cup 2026 Limited Edition															3
Limited Edition Wicked Limited Edition 🇮🇩 Limited Edition															3
Whitening Acai Berry 🇮🇩 Whitening															2
Korea Everfresh Spearmint 🇮🇩 Korea Everfresh															1
Korea Everfresh Eucalyptus 🇮🇩 Korea Everfresh															1
Triple Fresh Menthol Antibacterial 🇮🇩 Triple Fresh															1
White Now 🇻🇳 Vietnam															1
White Attraction 🇻🇳 Vietnam															1
FIFA Limited Edition 🇻🇳 Limited															1
Everfresh Ice Cool 🇻🇳 Everfresh															1
Everfresh Bamboo Charcoal & Mint 🇻🇳 Everfresh															2
Everfresh Kumquat Oil & Basil 🇻🇳 Everfresh															2
Menthol Fresh (Thailand import) 🇻🇳 Import															3
Diamond Attraction 🇻🇳 Vietnam															2
Thơm Mát Bất Tận Bạc Hà The Mát 🇻🇳 Vietnam															1
Thơm Mát Bất Tận Tinh Thể Băng Tuyết 🇻🇳 Vietnam															1
Detox Dầu Quất & Thảo Dược 🇻🇳 Vietnam															2
Detox Than Hoạt Tính & Dầu Dừa 🇻🇳 Vietnam															2
Detox Muối Biển & Chanh 🇻🇳 Vietnam															2
Deep Action Menthol Fresh 🇹🇭 Deep Action															4
Freshens Whitens Protects Gold Gel 🇹🇭 Freshens Whitens Protects															3
Triple Fresh Triple Fresh Gel 🇹🇭 Triple Fresh															2
Territory load	1	18	3	2	3	8	26	1	6	4	·	·	1	1

Pepsodent

30 propositions · Indonesia

Proposition	Sensitivity	Whitening	Enamel	Gum	Cavity	Plaque	Fresh Breath	Complete	Deep Clean	Natural	Kids	Comfort	Sensory	Unclassified	Breadth
Sensitive Expert Original 🇮🇩 Sensitive Expert															4
Sensitive Expert Fresh 🇮🇩 Sensitive Expert															5
Sensitive Expert Whitening 🇮🇩 Sensitive Expert															5
Sensitive Expert Complete Care 🇮🇩 Sensitive Expert															2
Sensitive Mineral Expert Sensitivity Treatment 🇮🇩 Sensitive Mineral Expert															5
Gum Expert Whitening 🇮🇩 Gum Expert															5
Gum Expert Fresh 🇮🇩 Gum Expert															3
Gum Expert Plaque Shield 🇮🇩 Gum Expert															4
Gum Expert Sensitivity Treatment 🇮🇩 Gum Expert															3
Gum Expert Pro-Defense 🇮🇩 Gum Expert															2
Complete 8 Multi Protection 🇮🇩 Complete 8															8
Complete 8 Whitening 🇮🇩 Complete 8															5
Ultra White Ultimate Bright 🇮🇩 Ultra White															2
Ultra White Fresh Shine 🇮🇩 Ultra White															3
Ultra White Gentle Radiance 🇮🇩 Ultra White															2
Ultra White Purified Shine 🇮🇩 Ultra White															2
Herbal Herbal 🇮🇩 Herbal															3
Complete 8 Center Fresh 🇮🇩 Complete 8															2
Action 123 Charcoal 🇮🇩 Action 123															3
Core Pencegah Gigi Berlubang 🇮🇩 Core															3
Kids Strawberry 🇮🇩 Kids															2
Kids Bubblegum 🇮🇩 Kids															2
Best Defender FIFA Limited Edition Fresh Breath 🇮🇩 Best Defender FIFA Limited Edition															2
Best Defender FIFA Limited Edition Plaque Removal 🇮🇩 Best Defender FIFA Limited Edition															2
Best Defender FIFA Limited Edition Anti-Bacteria 🇮🇩 Best Defender FIFA Limited Edition															2
Core White 🇮🇩 Core															3
Core Fresh Cool Mint 🇮🇩 Core															3
Action 123 Complete 🇮🇩 Action 123															4
Action 123 Herbal 🇮🇩 Action 123															4
Complete 8 Siwak 🇮🇩 Complete 8															4
Territory load	7	10	11	11	17	11	13	9	5	3	2	·	·	·