Rankings: 1. Dryup 2. Besthelp 3. Coughcure
Dryup is the main competitor to Allround because it’s the only competitor with a multi-symptom OTC remedy. Other brands are focused on one or two symptoms. Allround prides itself with being a multi-symptom OTC remedy and Dryup is also adverting and promoting the same thing. Dryup has the highest advertising budget (17 million) out of the main competitors. This possesses a clear threat to Allround because the consumer can pick from two similar choices. These two brands are similar mainly because of the ingredients make. Other brands have ingredients that are designed to relieve one or two symptoms while Allround and Dryup have a variety of ingredients designed to tackle multiple symptoms. Besthelp is the second main competitor because the mother company B&B enjoys economies of scale and great investor relations due to a high stock price. A company that big enjoys a large sum of cash it can use in the future to introduce a new product at a low price. For instance, Besthelp in the future can introduce a multi-symptom OTC remedy that can pose a huge threat to Allround. That’s why it’s extremely essential for Allround to diversify and introduce another product. Besthelp is one of many brands introduced by the mother company B&B while Allround is the only brand introduced by Allstar. The third main competitor is effective because it also deals with the cold symptom category. Even though Effective is a cold spray, it still possess a threat in the future because it enjoys 15.3% of the market share. These three competitors are aiming for higher market share and profits. The company that can diversify itself, maintain a reasonable profit margin, and satisfy the need of its customers will come out on top.