Abstract
Manix competes on the condoms market, which is composed of two important brands: Durex and Manix itself. Durex is the market leader with 35% of market share and Manix follows it with 26%: their competition is based on branding (advertising campaigns based on sponsorship) and innovation in order to extend their products range. Then three competitors share 25% of the total market value: Intimy from Juva with 10%, Handsaplast and Protex. They are either price competitors, or they have a good presence in retail network. Finally minor actors like Khondomz are also present on the market, but barriers to new entrants are quite strong as law requirement are compulsory to exist on the sexual health industry. We can assert that each product can be substitutable in terms of resistance and safety between Durex and Manix. They offer almost the same range of products.
Durex and Manix have the motivation to be the first on the French market, while the four other smaller competitors want to gain market shares.
