Pricing Mini Case: Assessing the Cannibalization Risk Cannibalization occurs when a company releases a new product in a product line or family and some % of the sales of the new entrant are because consumers stop buying the old products in favor of the new entrant. In this exercise, you will be asked to assess the exact size of the cannibalization risk. Then, you will be asked to make a series of strategic decisions based on the analyses. Imagine you are the CMO of "Saber Blades". Saber Blades manufactures high quality, extremely durable sci-fi laser sword products that are extremely popular among young adult consumers who enjoy dressing up like their favorite sci-fi characters in movies, books, and comics (the act of dressing up in this way is known as cosplay). Click the icon to learn more details about each product. Click the icon to view the data from Saber Blades current financials Click the icon to view the data from a rigorous market forecast study. Based on the values presented below, should Saber Blades introduce The Warrior to the market? No , because the change in Total Monthly Contribution value due to introducing The Warrior is $ (Round to the nearest dollar.) alization R * More Info cases a ne com M These costume prop swords feature a stylized aluminum handle and a clear, high density plastic "blade." The blade is fitted internally with a lighting system; this allows people to pick whether their sword glows blue, red, purple, green, or some other color. 2 Currently, there are two different lines of Saber Blades. First, there is "The Apprentice." The Apprentice is the low price option. It features a standard aluminum handle and the color of the blade can be either red, blue, or green (but only one of the colors works on any given sword). The second product is "The Master." The Master is the high price option. It features the choice o highly intricate aluminum handles. In addition, the blade has a colo function, meaning it can be one of any 16 colors with ease. In addition, The Master makes cool sci-fi sounds when swung, and it comes with a stylish leather holster. Sale Vari Con Estir Estic Saber Blades is considering adding a new line, "The Warrior." The Warrior would be a midrange option. The aluminum handle would be very intricate, but the color of the blade would remain fixed as a single color. In addition, The Warrior would make cool sci-fi sounds when swung, but the sound options are limited compared to The Master. No holster would be included. The product is already developed and ready for production, but Saber Blades is worried the new product will simply takes sales away from their already existing products. Print Done Chen click Clear All sses Flade aracte 0 More Info Is ab om S om a Sales Price Variable Cost Contribution per Unit Estimated Unit Sales per Month Estimated Cannibalization Rate sho Existing Product: The Apprentice $50 $33 $17 263 18% NEW Product: The Warrior $140 $122 $18 121 Existing Product: The Master $190 $108 $82 Onthi 74 25% Print Done exact size of the cannibalization risk. Then, you will be asked to make a series of strategic decisions based on the ber Bld movies i More Info - x ly popular am ech pro Blades us mal Existing Product: The Apprentice aber BI $50 Sales Price Variable Cost Contribution per Unit Unit Sales per Month Existing Product: The Master $190 $108 $82 74 tributid $33 $17 263 Print Done