cannibalizáció

Cannibalization refers to a phenomenon where a new product or service offered by a company inadvertently reduces the sales of its existing products or services. This often occurs when a company introduces a new offering that is similar to or directly competes with its own established offerings, leading customers to switch from the older product to the newer one. While it might seem counterproductive, companies sometimes intentionally pursue cannibalization as a strategic move.

This strategy can be employed to preempt competitors, capture a larger market share by offering a wider range of options, or to phase out older, less profitable, or technologically outdated products. For example, a company might release a newer, more advanced version of a smartphone, knowing it will likely decrease sales of its previous model. The goal is to retain customers and revenue within the company rather than losing them to rivals.

Cannibalization can also happen unintentionally. This might occur due to poor market research, inadequate product differentiation, or a lack of clear strategic planning. When this happens, it can negatively impact overall revenue and profitability if the new product does not generate enough new sales to offset the losses from the older ones. Therefore, careful analysis and forecasting are crucial when launching new products to understand and manage potential cannibalistic effects. Measuring cannibalization involves tracking sales data for both existing and new products and analyzing customer purchasing patterns.