Don’t Get Eaten! Understanding and Handling Cannibalization Risk

Suggested Citation

Mason, C., & Jayaram, K. (2018). Don’t Get Eaten! Understanding and Handling Cannibalization Risk. GfK Marketing Intelligence Review, 10(1), 34-39

NIM Marketing Intelligence Review – Brand Risk Matters

Authors

Charlotte Mason, Professor and C. Herman and Mary Virginia Terry Chair of Business Administration, University of Georgia, Athens, GA, U.S., cmason@uga.edu
Kaushik Jayaram, University of Georgia, Athens, GA, U.S.kaushik.jayaram@uga.edu

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Charlotte Mason and Kaushik Jayaram

To minimize the potential loss of market share and profits, it is important to understand factors that drive cannibalization. Key brand variables for cannibalization risk concern how the new product compares in price and quality to existing products. Other relevant variables are the category, the type of product and a company’s distribution system. Also, whether a new product will coexist with or replace the existing product needs to be considered.

Estimating cannibalization risk should assess possible effects on company operations. The positioning of new products needs to be planned and communicated carefully. Too many similar options may confuse the consumer. Brand and category factors as well as the consumption context can help managers mitigate the extent of cannibalization. Profit impact is more relevant than changes in sales figures. A lower-margin product cannibalizing a higher-margin product eats away at profits, but a higher-margin product cannibalizing a lower-margin one is potentially worth the cannibalization risk.

Authors

Charlotte Mason, Professor and C. Herman and Mary Virginia Terry Chair of Business Administration, University of Georgia, Athens, GA, U.S., cmason@uga.edu
Kaushik Jayaram, University of Georgia, Athens, GA, U.S.kaushik.jayaram@uga.edu

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Suggested Citation

Mason, C., & Jayaram, K. (2018). Don’t Get Eaten! Understanding and Handling Cannibalization Risk. GfK Marketing Intelligence Review, 10(1), 34-39

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