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Market competition refers to many companies engaged in satisfying the same customer need. For example, copying need can be satisfying by carbon paper, stencil paper, computer printer, and photocopies. Market competition can be:

A) Product Class: It is a group of homogeneous products which are substitutes for each other. For example, breakfast products can be cornflakes, chiura (bitten rice), bread, and sausage. They compete with each other.
• Generic Competition is among unbranded products. They compete for purchasing power of customers.
B) Brands: Brands identity products and sellers. They can be a name, sign, symbol, or design. They differentiate a product from competitor’s products. Brand competition is similar brands competing with one another. For example, coke with Pepsi, waiwai, and manyos.

C) Price and Non-price: Price competition involves lowering and raising prices. Non-price competition is based on product, place, and promotion. It is used for product positioning. It describes how a brand differs from competing brands in the perception of cutomers.