This blog
highlights two competitors on the soap market but, there are not the only two
actors of a very huge and competitiveness market.
Actually,
the market of shower gel is an increasing market in France, representing around
600 millions Euros in 2012, which growths around 4% a year.
This amount
attracts a lot of players into the market. In France, the major actor is one of
the companies chosen in our blog: Le Petit Marseillais reaches 15% of the
market.
The major
competitor in this market for Le Petit Marseillais is TAHITI with 14% of market
shares. Then, there is Ushaia with 9% of the market share. These two companies
choose to communicate on the virtues of far away and exotic countries.
There is
also an other type of companies that choose a very different way to
communicate: it is the case of Axe. Axe has close to 10% of the market in
France thanks to a communication very Young orientated for boy and young man
showing the Axe shower gel not as a shower gel but as a seduction’s advantage.
Dove earns
around 5% of the market that is close to competitors like MonSavon, Sanex or
Cadum which are products quite similar.
So, in this
very competitive market, Le Petit Marseillais appears like the leader and Dove
like the challenger. But, there are other variables to take into account. Dove
is implemented all around the world (80 countries) whereas Le Petit Marseillais
realizes only 10% of is sells abroad.
Baptiste
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