“Sometimes, when you innovate, you make mistakes. It is best to admit them quickly and get on with improving your other innovations.” – Steve Jobs.
Cannibalization: A word that might send shivers down your spine, conjuring up images of a remote island tribe feasting on human flesh. But fear not, dear reader. This isn’t the tale of a bloodthirsty, prehistoric ritual. Instead, it’s the story of a robust business strategy that, when harnessed correctly, can transform industries and breathe new life into stagnating companies.
Before we dive into the wild world of cannibalization business, let’s take a moment to define our terms. In business, existing a company’s market share cannibalization refers to a situation where a new product line, service, or strategy eats away at the sales or market share of an existing one. While it may initially sound counterproductive, this process can lead to more incredible innovation and sales growth in the long run.
Take Apple, for example. The tech giant has a storied history of cannibalizing its own sales products. The iPhone, arguably the most revolutionary device in the company’s lineup, cannibalized the sales of the iPod, Apple’s previous cash cow. And yet, without that act of self-destruction, we may never have experienced the explosive growth of smartphones and the myriad of apps that have changed our daily lives.
But how do you know when to feast on your existing products? To illustrate, imagine you’re the proud owner of a bustling bakery famous for its delicious apple pies. One day, you are inspired and decide to introduce a new, irresistible cinnamon roll to your menu.
At first, the cinnamon rolls are a hit, and same customers flock to your store to sample the sweet, sticky treats. However, you notice that sales volume of your apple pies have taken a significant hit. The question is: Do you let the sales revenue from cinnamon rolls cannibalize your pie sales, or do you pull them from the menu and return to your tried-and-true apple pies?
The answer, as with many things in life, is nuanced. It depends on the potential long-term benefits of the lost sales of the new product, the willingness of your customer base to adapt, and the ability of your company to evolve and innovate. In the case of Apple, the iPhone represented a seismic shift in consumer technology, and the potential benefits far outweighed the risks of cannibalizing iPod sales.
To decide if product cannibalization is right for your business, consider the following questions:
If the answer to these questions is a resounding “yes,” then it may be time to take a page out of Apple’s playbook and embrace the art of cannibalization.
Now that we’ve explored the concept of market cannibalization let’s delve into some real-world examples of businesses that have successfully employed this marketing strategy.
Netflix: The popular streaming service began its journey as a DVD rental company, mailing physical discs to customers across the United States. But as technology advanced, Netflix cannibalized its own DVD rental business to focus on streaming, a move that not only cemented its position as an industry leader but also contributed to the decline of the brick-and-mortar video rental industry.
Feeding on Success: The Power of Cannibalization
Coca-Cola: In response to shifting consumer preferences and increased demand for healthier beverage options, Coca-Cola boldly introduced Coke Zero. This new product cannibalized sales of the original Coca-Cola and Diet Coke. Still, it also allowed the company to capture a new market segment and maintain its position as a global beverage market leader.
Now that we’ve seen cannibalization in action, it’s time to engage in a hypothetical conversation with two business experts, each offering their perspective on this controversial strategy:
Expert A: Cannibalization is a crucial component of business growth. By introducing new products and services that compete with existing ones, a company can stay ahead of the competition, foster innovation, attract more and adapt to changing consumer needs.
Expert B: While cannibalization can lead to innovation, it also comes with significant risks. A company must weigh the potential benefits prevent market cannibalization against the possibility of alienating loyal customers, disrupting established revenue streams, and destabilizing the organization.
Expert A: True, but stagnation can be just as dangerous. Companies and brands that refuse to evolve risk losing market share and relevance as consumers flock to more innovative competitors.
Expert B: Agreed, but the key is balance. Companies must carefully consider the potential consequences of cannibalization and pursue it strategically rather than recklessly.
So, how can your business embrace cannibalization without biting off more than it can chew? Here are a few tips to help you navigate this delicate process:
A: Not necessarily. While it can be risky, cannibalization can lead to innovation, growth, and increased market share when strategically approached.
A: Consider factors such as the potential benefits of the new product or service, your company’s ability to adapt, and the willingness of your customer base to embrace change.
A: In some cases, it may be possible to avoid cannibalization by carefully managing your existing product portfolio or pursuing complementary strategies. However, balancing protecting existing revenue streams and fostering innovation is essential.
In conclusion, cannibalization is a high-stakes game that can make or break a business. By understanding its nuances, considering the potential risks and rewards, and approaching it strategically, companies can harness the power of cannibalization to drive innovation, capture new market segments, and stay ahead of the competition.
So, whether you’re a budding entrepreneur or a seasoned business executive, remember: Sometimes, to thrive, you must be willing to take a bite out of your success. Bon appétit!
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can’t wait to work in many more projects together!
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