Competition

COMPETITION 

It is not Dettol that introduced this product in the Indian market. Godrej Consumer Products Ltd , Himalaya, Paras Pharma etc had introduced this product in the Indian market even as early as 2003. GCPL's brand Protekt is exported to various countries while Himalaya's brand - Pure Hands is a herbal hand sanitiser. But these brands are not able to create a noise in the market so far when compared to Dettol and Lifebuoy.

Industry of a product involves the number of firms or players in the market. Companies compete on the basis of what the buyer wants. Competition can come from different categories depending upon the usage. The same usage brings out the non competition i.e.

• if it is a substitute, it's not a direct competition
• if it is a different category, it's not direct competition
• if it is a potential threat, it's not a direct threat

For any product, in our case- Dettol hand sanitiser, competition coming from Apollo hand sanitisers and Lifebuoy hand sanitisers pose to be from the same category thus the competition. But products like that of Zuci's are not competition due to a)different category and b)no pose as a potential threat to the product. This can be attributed to the brand value that Dettol has over the latter.

The tissue paper and wet wipes act as a substitute to the the product but due to their being a substitute, they are not a direct competition. Also, they contain moisture, which is absent in tissue papers. Some of them also contain vitamin e and essential oils in them, which are again absent from sanitisers. But ost importantly sanitisers are different as they come in different types of fragrances.

The major competitors of Dettol hand sanitisers are :-

•  Dermi- cool skin defense
• Godrej
• Lifebuoy
• Chandrika by Wipro
• Fem safe hands by Dabur
• Pure hands by Himalaya