Marketing cannibalization refers to the negative impact on sales and profits of a company’s existing products caused by the introduction of a new product within the same market. This occurs when the new product competes with and takes away sales from the company’s existing products, resulting in a decrease in overall revenue. Essentially, it is when a company’s own products end up competing against each other, leading to a decrease in overall market share and profitability. This phenomenon can be a result of poor product differentiation, inadequate market research, or a lack of strategic planning. In order to avoid marketing cannibalization, companies must carefully analyze their product offerings and target markets to ensure that new products do not directly compete with existing ones.