Niche		Mainstream
	Yr 1	Yr 2	Yr1	Yr 2
Planned Volume for Clean Brush (in millions)	1	1.5	3.3	4
Planned Volume for Clean Brush brush replacements (in millions)	4	10	9.9	21.9
Clean Brush Manufacturing Price	$9.09	$9.09	$7.83	$7.83
Clean Brush Unit Cost	$5.00	$5.00	$4.74	$4.74
Clean Brush Brush replacements Manufacturing Price	$7.35	$7.35	$6.22	$6.22
Clean Brush Brush replacements unit cost	$2.43	$2.42	$2.24	$2.24
Estimated Total Profits for Clean Brush (without cannibilization) (in millions)	8.16	38.456	5.889	58.072

Calculate the cost of cannibalization for each market. If Clean Brush decides to go mainstream, 60% of their sales will come form the Whiter and Fresh Brush lines. If Clean Brush decides to go niche market, 35% of their sales will come from Whiter and Fresh Brush lines. Contribution Margins for Whiter and Fresh Brushes is $1.76. Contribution margin for Whiter and Fresh Brush Brush replacements is $2.80.