Category Market Leader Market Challenger Market Follower Market Niche

Strong Teeth Colgate Strong Teeth Oral-B Pro-Expert Dabur Meswak Dabur Red

Herbal Dant Kanti cibaca vedshakti Ayush (HUL) Vicco Vajaradanti

(Colgate), Himalaya
Complete Care

Whitening Pepsodent (HUL) Sensodyne(GSK), Crest White Himalaya Sparkling

Colgate Visible White White

Freshness Closeup(HUL) Colgate Total Advance Aquafresh Himalaya Active Fresh

Fresh

Sensitive Sensodyne(GSK) Babool(Dabur) Aloedent Sensitive Colgate Sensitive Pro-

Relief

Oral Hygiene Oral-B(P&G) Pepsodent Promise (Dabur) Herbal Neem

Germicheck Toothpaste
 LOW

LOW HIGH HIGH

HIGH
1)Competitive Rivalry: (a) In personal products, firms are more competitive on brand image, research and
development and innovation.(b) Firms constantly have to use research and development not only to come up with
new and improved products but also come up with ways to lower their costs.

2)Threat of New Entrants: The easier it is for a firm to enter, more competitive industry gets. For personal
products most firms are well established, which makes it difficult for the new firms to enter.

3)Threat of Substitute Products: (a) The threat of substitutes depends on the relative price and performance of
the competing products or services and on customers’ willingness to substitute.(b) In this industry there are
substantial amount of threats because all firms and products are extremely similar and can easily be substituted.

4)Bargaining Power of Suppliers: Colgate has developed a Supplier Diversity Program which reaches out to
woman-owned and minority owned businesses. This Program creates even more competition with the other
suppliers because now firms have more of a variety of suppliers.

5)Bargaining Power of Customers: Industry competes on homogenous products which yields more bargaining
power to buyers as they can switch products. The bargaining power of buyers is essential in evaluating the total
profitability added to each competing firm.