Cannibalisation and Steal occurs when the category shifts value from competitor products to new Unilever products. This impact needs to be estimated and communicated to the customer to sell in good faith
Calculating the total Steal impact of Unilever propositions in the market is important to then give the customer the necessary information to understand the net commercial benefits of each proposal
There will nearly always be Cannibalisation and Steal occurring in a category and on this basis the incremental impact of proposals need to be estimated and communicated to the customer for accuracy and credibility
Unilever propositions can Cannibalize sales from competitors and if this is not taken into account the sales people lose credibility with the customer