““Another approach is to become category lieutenants. This is where a smaller supplier looks to complement the category captain by providing niche brands where the captain is weak or absent, and perhaps offering me-toos to reduce the dominance of the category captain. For example, Method15 act like a category lieutenant in Safeway by providing niche high-end cleaning products that supplement the category captain Clorox’s portfolio. An alternative view of the category, and alternative brands that pressure the category leader, are always welcomed by retailers. No retailer wants to be dependent on its largest supplier.””
