Unilever In Brazil Case Study Swot

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Cannibalization Rate

or calculating canni#aliation rate at which the strateg' woul ma+e loses, we ha*e trie three approaches #ase on i/erent calculation of unit contri#ution of canni#alie units.

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0ne is the a*erage unit contri#ution of the eisting #rans an secon is the weighte a*erage unit contri#ution of eisting #rans. The canni#aliation rate at which the strateg' woul ma+e loses comes outto #e

!"#$ and %%"&$

 for the two approaches. owe*er these num#ers assume a*erage or proportional canni#aliation of the eisting #rans.

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ase on the new approach, there shoul #e minimal canni#aliation of #rans other than ampeiro (since it commans the lowest share amongst all three nile*er #rans). o assuming onl' ampeiro is canni#alie an hence consiering onl' ampeiro6s unit contri#ution, the loss ma+ing canni#aliation rate comes out to #e

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.

For detailed review and analysis, refer Pricing Table in the Mareting Mix!Price "ection#

7roup -

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