Positioning the brand
A Chap Stick case study

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Page 3: The competition

Chap Stick 2 Diagram 1In the UK market Chap Stick currently has the second highest market share. The current market leader is Lypsyl which has 48.1% of the market share through chemists, compared with Chap Stick at 25.9%.

Lypsyl also has a strong presence through supermarkets and other retail outlets. Other competitors include Blisteze (sold largely for cold sores), Labello and own brands such as those at Boots and Superdrug, together with Body Shop products. The last twelve months has seen the emergence of two new competitors - Neutragena and E45. Competition has never been so fierce.

Chap Stick | Positioning the brand