Assume a perceptual map shows that consumers perceive periodicals on two dimensions - "news only versus general interest" and "light versus serious". People magazine is perceived as light and general interest. If the publishers of People wanted to introduce a second magazine, which position would minimize cannibalization?

Question

Social Studies

Isla Carrillo

8 January, 23:20

Assume a perceptual map shows that consumers perceive periodicals on two dimensions - "news only versus general interest" and "light versus serious". People magazine is perceived as light and general interest. If the publishers of People wanted to introduce a second magazine, which position would minimize cannibalization?

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Answers (1)

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Isabela Stuart · Answer 1

Cannibalization would be minimized if editors introduced the second magazine as "serious and news only".

Explanation:

In the business sector, the term "cannibalization" is used to describe the situation in which two products that have the same type of consumers are launched on the market, so that one of the products increases its sales by "robbing" customers of the other product, consequently, its sales are reduced, which can lead to your company going bankrupt. In other words, cannibalization refers to the existence of two products that cannot live without harming the other.

An example of this can be seen in the question above, where People magazine wants to launch a second magazine, but to reduce the cannibalization that may exist between the two magazines (since they will compete for the same consumer), People magazine should launch the second magazine with the content opposite to the content of the first magazine.