During a new product launch into an existing segment or a product extension cannibalization is a valid concern, or tool

Create scenarios based on projected or tested customer behavior to predict potential cannibalization. Losing market share due to a new, own product can be harmful or even fatal if a competitor attacks at the same time with a substitute offering. Avoiding cannibalization protects revenues and carefully squeezing an own product out to replace with a better performing one can be a rewarding marketing action.

Marketing EffectivenessMarketing Mix StrategyBrand Strategy, Protection & ManagementBrand Focus & Portfolio ManagementCannibalization