"Cannibalization: Portfolio Management Strategies For Market Leadership"

Abstract

This paper explores the complex topic of product cannibalization in portfolio management, Companies that aim to innovate and grow frequently face the problem of cannibalization, in which newly introduced products compete with already-existing ones. The tactics used by businesses to successfully navigate this phenomenon are examined in this abstract. It looks at the trade-offs between the possible advantages of cannibalization—like product differentiation and market penetration—and the disadvantages—like revenue dilution and brand confusion. This study clarifies the strategic decision-making procedures that allow businesses to use cannibalization as a catalyst for portfolio optimisation through primary and secondary data and industry insights. The researcher had studied HUL toiletries soaps and surveyed Customers and retailers. Total 800 respondents were surveyed. Research was empirical.  The findings contribute valuable insights to portfolio managers, executives, and researchers seeking to strike a harmonious equilibrium between growth-oriented innovation and market share preservation amidst cannibalization challenges.