ADV4300 BDI & CDI (5.3) – Flashcards
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Brand Development Index (BDI)
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Tells us how well a brand's sales are in a particular region compared to other brands in the same category
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Category Development Index (CDI)
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Tells us how well a category's sales are doing in particular geographic areas
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BDI =
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( Percentage of brand to total sales in market / Percentage of population n market ) X 100
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CDI =
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( Percentage of product category to total sales in market / Percentage of population n market ) X 100
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High CDI Low BDI
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Low market share but good market potential The product category shows high potential but the brand isn't doing well; the reason should be determined
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High CDI High BDI
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High Market share and good market potential The market usually represents good sales potential for both the product and the brand
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Low CDI Low BDI
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Low market share and poor market potential Both the product category and the brand are doing poorly; not likely to be a good place to advertise
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Low CDI High BDI
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High market share but monitor for sales decline The category isn't selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline
