POSITIONING STRATEGY

NICHE
Year 1

Year 2

0
$0

0
$0

NICHE
Year 1

Year 2

Units
Units
Total units
Revenue (Rs. 000)
Retail
Total revenue
Product cost (Rs. 000)
Variable margin
Variable margin per unit
Fixed costs (Rs. 000)
Advertising
Consumer promotions
Trade promotions
Depreciation
Total fixed costs
Profit pre-cannibalization
PROBLEM 2
POSITIONING STRATEGY
Profit pre-cannibalization (Rs. 000)
Cannibalization rate

Units stolen from base

Unit contribution of stolen units
Cost of cannibalization (Rs. 000)
Profit impact of precision
Profit post-cannibalization (Rs. 000)

MAINSTREAM
Year 1

Year 2

0
$0

0
$0

MAINSTREAM
Year 1

Year 2