Possible Beer Product	Packaging	Glass/Label Design	Market Shares (NEW)	Market Shares (OLD)	Total Market Share
1	Six 12Oz Small	Green Label	5.8%	3.5%	9.3%
2	Six 12Oz Small	Brown Painted	8.8%	3.2%	12.0%
3	Six 12Oz Small	Brown Label	6.1%	3.4%	9.5%
4	Six 12Oz Large	Green Label	11.0%	3.5%	14.5%
5	Six 12Oz Large	Brown Painted	17.0%	2.9%	19.9%
6	Six 12Oz Large	Brown Label	13.2%	3.1%	16.3%
7	Four 16Oz	Green Label	9.4%	3.4%	12.8%
8	Four 16Oz	Brown Painted	14.2%	2.8%	17.0%
9	Four 16Oz	Brown Label	10.2%	3.0%	13.2%

The market shares for each combination of packaging and glass/labels design is listed on the table. Combination 5, a design utilizing Six 12oz Large with brown glass and painted label maximizes the market share of New Kirin quantified at 17% . The caveat is that this combination has a tendency to cannibalize the Old Kirin market share.

(KENNY) (1 point) Given the product design selected in c), evaluate the extent to which you expect the new product to cannibalize the existing product. Specifically, how much additional market share are you getting above and beyond the existing product? Are the two products competing for the same segments of the consumers?