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Proliferation of competitors

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Abhijeet S
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Proliferation of competitors - October 11th, 2010

Proliferation of competitors

New, vigorous competitors come from a variety of sources. Additional competitors not only contribute to price pressures and brand complexity, but also make it harder to gain and hold a position. They leave fewer holes in the market to exploit and fewer implementation vehicles to own. Each brand tends to be positioned more narrowly, the target market becomes smaller and no target market becomes larger.


There are innumerous players in various product categories. One of these is toothpaste. With products ranging from gel, tooth powder, herbal pastes and striped paste – the market is quite clustered.

The market is so much saturated with different players in these markets that they keep competing on the positioning of their brands, which has to be different from the rest and thus cater to a particular segment of the population. Like Close-up toothpaste which is positioned on the fact that it has mouthwash for fresh breath and Colgate which stresses on its calcium content for stronger teeth.
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