Levels of Competition meiji milk Vs.Fontera (Anchor Milk, Product Form Competition with examples, Product Category Competition, Generic Competition, Budget Competition, Product Market Structure

1. Levels of Competition:
(Dairy Products)
There are Four levels of competitions:
i. Product form Competition
ii. Product Category Competition
iii. Generic
iv. Budget Competition
Product form: Direct
Competition:
meiji milk
Vs.
Fontera (Anchor Milk)
Product Category : Others
Vitamin D & Calcium
Melon Flavoured Milk
Watermelon Flavoured Milk
Banana Flavoured Milk
Generic : other Beverages
Beer, juice
lassi, slush
water
Budget Competition:
Games,
Snacks, Yogurt
Fruits, icecream

2. Product Form Competition: The main competitors are those brands in the product category that are going after
the same segment with essentially the same product features.
In the light of this example there are meiji and its competitor Fonterra which belongs to dairy industry. There
is direct competition between these two companies regarding fresh milk.
VS.
Product CategoryCompetition: Competition is based on those products and services with similar features
Product category competition is revolving around
the category of milk. Which is the main product and
there are several sub products of milk. On the
behalf of the differentiation features of our sub
product we can compete with our competitor. Sub
products include banana flavoured milk,
watermelon and melon milk etc
Generic Competition:
Defines the market as consisting of those products or services fulfilling the same customer need.
There may be many other products in the market which satisfy the customer needs. In the frame of dairy
products the other competitive products may be juices, water, slush and lassi etc. are also available in the
market which contains the generic nature itself.

3. Budget Competition:
It considers all products and services competing for the same
consumer dollar as forming a market
Budget competition refers all product and services under
the same consumer budget. In which competitor offer
within same budget to fulfill consumer need according to
their comfort. Like ice cream, snacks etc
Product Market Structure:
Generic Products:
Varient
Product
Market
Product Type
Generic Product
meiji
(DairyProducts)
milk
banana watermelon chocolate
confectionery
milk
chocolate
yan
yan
icecream
green
tea
vanilla

4. Product Types:
+ +
Variant Product Market:
+ +