Suppose three companies, Optimax, Megachug, and Thirstoid, dominate the sports drink market. Optimax enjoys the largest market share. Megachug, dissatisfied with its market share, begins offering its sports drink in a new container that, according to Megachug, keeps the beverage colder for a longer period of time.
This is an example of:
Non-price competition
A price war
Price leadership