BDI/CDI

Category development index CDI

(% of *product category total sales* in market / % of total US population in market) x 100 -Determines how well the category is doing in the market, taking into account the population in that market

brand development index BDI

(% of brand to total US sales in market / % of total US population in market) x 100 determines how well the brand is doing in the market, taking US population into account

Index numbers

BDI & CDI are index numbers -100 marks the average -Over 100= above average -Below 100= below average -Not a percentage If there is an index number of 68 you would subtract 100-68 to get the likelihood percent. -Answer would read "Homemakers 35-44 are 32% LESS likely (because it is LESS than 100) to drink sunny delight" -Index of 136 "Homemakers 35-44 are 36% MORE likely to drink sunny delight" If the spread is within 10 points -Look at the size of each group to help decide -Consider combining the groups into one audience!

Example problem: Chobani *2.5% of Chobani's total U.S. sales come from the Los Angeles market and 2.25% come from the Chicago market Los Angeles represents 3% of the U.S. population and Chicago represents 2% of the U.S. population 3.5% of all yogurt sales come from Los Angeles and 2% come from Chicago Calculate BDI and CDI for these two markets. Which market provides the best advertising opportunity for Chobani?

BDI: Chicago = .225 brand sales /(.2*325.7M US population)= LA=2.5 brand sales/(.3*325.7M US population)= CDI: Chicago = .2 category sales/((.2*325.7M US population)= LA = .35/(.3*325.7M US population)=