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Kookaburra Cricket Bats: Dealing with Cannibalization Case Solution & Answer

This exercise is part of a series designed to help students learn to perform financial calculations in a marketing context. Kookaburra, a manufacturer of popular cricket teams in Australia, New Zealand, UK, South Africa and India, is considering two strategies for positioning a new cricket bat in India. Both strategies cannibalizing current sales and Lulu Popplewell, head of market category manager India, needed to calculate the financial impact of the two to determine what she recommends. This exercise is a fictional problem in brand strategy for a new product, and asks students to consider the financial impact of different types of strategies and brand cannibalization.
by
Julie Hennessy
Source: Kellogg School of Management
4 pages.
Release Date: October 9, 2012. Prod #: KEL684-PDF-ENG
Kookaburra Cricket Bats: Dealing with the settlement of cases cannibalization

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