Category killers: Breaking hearts everywhere

zaranewCategory 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.


Locked content

Subscribe today or login

Subscribe Log in

Gain access to exclusive news, article locked content and much more. Subscribe today for:

IRW-Cover-Mockup Weekly Print & Digital Edition
IRW-Cover-Mockup Quarterly Magazine Print & Digital Edition
IRW-Cover-Mockup Annual Australian Retail Outlook Publication
IRW-Cover-Mockup Access to Locked Content
IRW-Cover-Mockup 20% off Tickets to inside Retail Academy Events for yourself and colleagues

Comments

Comment Manually

Loading...

Inside Retail Polls

The Amazon effect...
What impact will the e-commerce giant have on Aussie retail?

Inside Retail Directory

Twitter

We chat with the veteran retailer and CEO of the fast growing tool chain. https://t.co/KW8aYhYXtA

2 days ago

Global brand and e-commerce giant team up for holiday experience. https://t.co/RPBGQhB3rf

2 days ago

“Significant behavioural shifts” reshaping Aussie retail according to e-tailer's founder. https://t.co/nxntogg3rs

2 days ago
x

SUBSCRIBE
FREE NEWS BRIEFS Get breaking news delivered