Preiskannibalisierung

Preiskannibalisierung, also known as price cannibalization, refers to a situation where the introduction of a new product or service at a lower price point negatively impacts the sales and profitability of an existing, higher-priced offering from the same company. This occurs when customers, who would have previously purchased the more expensive item, now opt for the cheaper alternative. The new product essentially "eats into" the sales of the older one, leading to a potential decrease in overall revenue and profit margins if not managed strategically.

Companies may intentionally employ price cannibalization as a deliberate strategy. This can be done to capture a larger market share by attracting price-sensitive customers, to phase out an older product, or to compete more effectively against rivals who offer lower-priced alternatives. However, uncontrolled price cannibalization can erode the profitability of premium products and potentially devalue the brand image associated with those offerings. Careful market analysis, segmentation, and pricing strategies are crucial to either leverage or mitigate this phenomenon. Understanding customer behavior and the perceived value of different product tiers is essential for successful product portfolio management.