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Brand portfolio architecture

Colgate

97 product propositions, 1385 mapped marketplace listings and 2.4M observed units across Indonesia and Vietnam and Thailand. Listings and multipacks roll up into their parent proposition.

IndonesiaVietnamThailand

Propositions

97

28 ranges

Listings

1385

Mapped marketplace SKUs

Observed Lazada units

2.4M

Directional demand signal only

Median price / 100g

Rp26,957

Median pack Rp36,900

Promo intensity

31%

22% of listings are multipacks

Benefit fingerprint

Territories this brand claims

Technology platform

Ingredient families and hero actives

fluoride13Sodium fluoride8Fluoride (unspecified)7Salt6Sodium Fluoride5Cooling crystals5Colgate Total antibacterial platform5Mint flavour system3Activated charcoal3Pro-Argin / arginine sensitivity technology3

Shelf execution mix

Sizes, bundles and seller mix

Size architecture

100g · 328150g · 254Unspecified · 166180g · 14485g · 7340g · 61

Bundle mix

Single · 1080Multipack · 148Multipack (same) · 99Multipack / bundle · 53Single + gift · 5

Seller mix

Unclassified · 568Marketplace seller · 356Power Merchant · 295Brand / official store · 109Brand official store · 44Reseller · 5

Portfolio architecture

Ranges → propositions, with benefit, technology and observed performance

Total

17 propositions · 186k observed units

Total Total Active Fresh

46k
Fresh BreathPlaqueCavity

Colgate Total antibacterial platform

19 listings · ฿91/100g

Total Charcoal

45k
CompleteDeep CleanWhitening

Total antibacterial platform · charcoal cue

30 listings · Rp26,667/100g

Total Total Charcoal Clean

24k
Deep CleanWhiteningPlaque

Charcoal · Colgate Total antibacterial platform

30 listings · ฿80/100g

Total

24k
CompleteWhiteningGum

Fluoride (unspecified) · Arginine (Pro-Argin) · Zinc

37 listings · ₫49,350/100g

Total Total Plaque Release

16k
PlaqueGumCavity

SLS-free · antibacterial Total platform

17 listings · ฿143/100g

Total Whitening

6.4k
CompleteWhiteningPlaque

Bioactive stannous fluoride platform

49 listings · Rp34,500/100g

Total Total Deep Clean

6.1k
Deep CleanWhiteningPlaque

Fine cleaning particles · Stain Shield · Total antibacterial platform

10 listings · ฿90/100g

Total Fresh Mint

5.2k
CompleteFresh BreathPlaque

Bioactive stannous fluoride platform

11 listings · Rp26,867/100g

Total Total Sensitivity + Gum Health

3.6k
SensitivityGumCavity

Colgate Total antibacterial platform

6 listings · ฿120/100g

Total Charcoal Deep Clean

3.5k
CompleteDeep CleanPlaque

Bioactive stannous fluoride · charcoal/deep-clean cue

22 listings · Rp32,200/100g

Total Total Whitening

3.5k
WhiteningCavityPlaque

Colgate Total antibacterial platform

9 listings · ฿104/100g

Total Plaque Release

1.5k
PlaqueGumCavity

Not specified in current evidence

4 listings · ₫119,338/100g

Total Sensitivity + Gum Health

937
SensitivityGumPlaque

Patented Active Prevention Plus / antibacterial Total platform

9 listings · Rp29,485/100g

Total Total Enamel Strength

435
EnamelCavityPlaque

Colgate Total antibacterial platform

3 listings · ฿79/100g

Total Charcoal

8
CompletePlaqueNatural

Stannous fluoride · Fluoride (unspecified) · Activated charcoal

1 listings · ₫46,000/100g

Total Sensitive & Gum

0
SensitivityGumPlaque

Not specified in current evidence

0 listings · no normalised price

Total Pure Mint

0
CompletePlaqueFresh Breath

Stannous fluoride · Fluoride (unspecified) · Mint flavour system

1 listings · ₫107,500/100g

Optic White

17 propositions · 986k observed units

Optic White Optic White Purple

306k
UnclassifiedWhitening

Purple colour-correction technology

104 listings · ฿135/100g

Optic White Purple

170k
WhiteningEnamelCavity

Micro-polishing crystals · purple colour-correction system · Sodium Fluoride

80 listings · Rp42,500/100g

Optic White Purple

115k
Whitening

Sodium fluoride · Purple colour-correction · Hydrated silica

29 listings · ₫74,707/100g

Optic White Optic White Purple Beads Pump

92k
WhiteningUnclassifiedPlaque

Purple Beads technology

21 listings · ฿213/100g

Optic White Vitamin C

73k
Whitening

Fluoride (unspecified)

23 listings · ₫23,739/100g

Optic White Optic White Volcanic Mineral

73k
WhiteningCavity

Volcanic mineral · polishing system · fluoride

24 listings · ฿121/100g

Optic White O2

43k
WhiteningEnamel

Sodium fluoride

21 listings · ₫155,589/100g

Optic White Mint Plus Mineral

29k
Whitening

No captured technology

28 listings · Rp52,450/100g

Optic White Plus Shine / Exfoliating

28k
Whitening

Optic White Plus Shine / exfoliating cleaning system

32 listings · Rp42,417/100g

Optic White Volcanic Mineral

24k
WhiteningCavityFresh Breath

Volcanic ash/mineral cue · hydrogen peroxide · whitening accelerator · fluoride

33 listings · Rp39,950/100g

Optic White Optic White Exfoliating Mineral

22k
WhiteningEnamelCavity

Micro Polishing Crystals / high-clean silica · fluoride

11 listings · ฿130/100g

Optic White Optic White Vitamin C

5.8k
Whitening

Vitamin C positioning · whitening abrasives

13 listings · ฿286/100g

Optic White Optic White Enzyme Plus Mineral

3.7k
WhiteningEnamel

Natural enzyme · mineral system

9 listings · ฿181/100g

Optic White Sparkling White

720
WhiteningCavity

Optic White whitening platform

16 listings · Rp47,700/100g

Optic White Vitamin C

0
Whitening

No captured technology

5 listings · Rp69,188/100g

Optic White Mint Plus Mineral

0
WhiteningFresh Breath

Mint flavour system

0 listings · no normalised price

Optic White Volcanic Mineral

0
Whitening

Not specified in current evidence

1 listings · ₫267,497/100g

Optic White Radiant Glow

1 propositions · 472 observed units

Optic White Radiant Glow

472
Whitening

No captured technology

4 listings · ₫114,811/100g

Optic White Exfoliating Mineral

1 propositions · 10k observed units

Optic White Exfoliating Mineral

10k
Whitening

No captured technology

9 listings · ₫64,279/100g

Optic White Enzyme Plus Mineral

1 propositions · 0 observed units

Optic White Enzyme Plus Mineral

0
Whitening

No captured technology

0 listings · no normalised price

MaxFresh Mint / Thổi Bùng Sảng Khoái

1 propositions · 2.8k observed units

MaxFresh Mint / Thổi Bùng Sảng Khoái

2.8k
Fresh Breath

No captured technology

26 listings · ₫26,667/100g