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  • 1.  Vitality index

    Posted 12-13-2019 14:59
    I am looking to information/material to understand how cannibalization that a new product creates ties into measuring its vitality index for the organization. if any one has any information, pl let me know

    Vinoth Chandran
    Sr. Director Product development/PMO
    Woodstream Corporation
    Lititz PA

  • 2.  RE: Vitality index

    Posted 06-05-2020 08:16
    Just a thought.... as part of that analysis, I'd include a comparison of contribution margins.

    That helps us to know if we're better off with after cannibalization.

    But to your question, a few thoughts:
    1) you have to look at these products as competitors. The one that helps their customer to accomplish their JTBD best will win
    2) Again, know the margin story
    3) The quant way to attack the problem is with a conjoint study (though, this is expensive and even so, has limitations)
    4) ... however.... you could get faster (and cheaper) results with a healthy round of qualitative interviews with customers

    William Burleson
    The AIM Institute
    Pittsboro NC