Category killers: Breaking hearts everywhere
Category killers don’t land fully formed and with market dominance on day one. They emerge over time – admittedly, some of them over a relatively short space of time. During their maturation they are refined, tweaked and put on steroids. Most started with some form of competitive advantage or unique selling proposition that gained them both notoriety and foot traffic. And of course, with the underlying principle of all category killers, they all set out to destroy their competition on price and volume.
In the course of maximising their profits, most category killers erode what made them famous in the first place (beyond just cheap price), as they eradicate their competition and become increasingly confident in their market power. What once started out as a one-stop shop that had the greatest brand and product width, matched with efficient service and sharp pricing, increasingly moves to range optimisation and cost reduction.
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