Market Structure and Competition

According to AMA "The brands that are considered as alternatives by buyers in a particular market segment; sometimes called the evoked set. Occasionally, it is used to mean a (smaller) set of products which a particular seller wishes to be competing with; more rarely; it means the full set of competitors in fact competing in a given market."
Post It faces competition from cheaper copy cat competitors and has appointed Grey London to run its advertising campaign to uplift the product again. The post it brand is one of those rare brands which has not only established an entire category but the name in itself denotes it.
The following image shows the way Post It is trying to curb the competition through its advertising campaigns -

The direct competitors for Post It include -

1. Big Logonotes.
2. Stick it or Not notes from American stationary.
3. Sticky Notepsads from Traylor Papers.
4. Office Depot Self Stick Notes.
5. Universal standard Self Stick Yellow Notepads. 

The major competition for Post It is from indirect sources like -

1. Cellular phones.
2. Electronic mails.
3. Messaging.

Keeping in view the above mentioned competition, Post It has come up with products like -

1. Super Sticky Notes.
2. Post it Flags for marking, tabbing, and indexing documents.
3. The big Post It Easel pads for writing down the next big idea.
4. In 2007, 3M launched its Post It recycled notes which are made using recyclable fibers and plant based adhesives.
5. They have also started combining Post It labels with a pen, marker and a highlighter, thereby providing a complete stationary package.