How Gillette strives to create better offerings
By ymahfooz on 27 Mar 2016
Cannibalization of brands can often lead to a contraction in product lines. Although most of the cases happen unknowingly, Gillette practices it knowingly. The term used is 'positive cannibalization'.
http://www.brandingstrategyinsider.com/2009/06/5-reasons-gillette-is-the...