MARKETING & PERFORMANCE BLOG
Grab a coffee, take a seat, maybe listen to some music and relax by reading our blog.
We want to share our minds and know-how with you and the whole world!

Product Cannibalization

Happy Musqot App Users

When I was in business school, we had some interesting exercises on marketing ROI and cannibalization. I still recall the exercises about sales of two product lines in a company and the results of a marketing campaign.

What was the net return on the marketing investments, and what if one of the product lines lost sales, while the other one increased the sales? Good examples and a good exercise to think a couple of steps ahead.

Cannibalization is an important topic. Sometimes it is the actual objective with a campaign, for example when introducing a new product. But more often you want to avoid it.

At Musqot Marketing Technology, we had some interesting discussions with a few customers about this. Although they could track the sales of the different products, the challenge was to connect the sales with the specific marketing activities to quickly understand the impact. After discussing about these issues, we helped them to keep track of the sales of the relevant products on a daily basis.

In the Musqot performance view, they could then connect the sales with the marketing activities, and directly spot any potential cannibalization. As soon as they realized a potential problem with cannibalization, they could redirect the marketing activities and also understand the operational impact of any changes.

If you want to learn more about this topic, just reach out to us. We are looking forward to an interesting discussion where we can share ideas and experiences.

Leave a Reply

Your email address will not be published. Required fields are marked *

HQ Location

Sankt Göransgatan 159
112 17 Stockholm
Sweden
+46-8-519 704 12
info@musqot.com

Dev / Support Location

131 SRIKRUPA - 1st Floor
10th Cross - Stage 1 Indiranagar
Bangalore -560038
India

Follow Us!

Copyright © 2017 Musqot Marketing Technology | Privacy and Cookie Policy

Musqot Privacy and Cookie Policy

We take your privacy seriously and will only use your personal information gathered e.g. through our web-site, e-mail, phone calls or meetings to administer your account with us, and to reach out with information or promotional material. We will also use it to be able to analyze wants and needs including web- and IP-analytics and tracking to provide as relevant information as possible. We aim to keep all such information as non-intrusive as is reasonably possible, and will provide you the option to decline the information at any time, or to be deleted. We will keep your data safe-guarded in our servers located within the EU to comply with GDPR, and we will keep them for as long as we believe we have relevant services availale for you, unless you choose to not further receive it. At all times, you will be able to see what data we have about you, and we will only share the information with members of staff or 3rd parties who are directly involved with our services and they will not be able to use your data for their own purposes.