In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI), a media planner obtains the following results: Low BDI and High CDI. What do these results imply?
A) High market share; good market potential
B) Low market share; poor market potential
C) Low market share; good market potential
D) High market share; monitor for sales decline

Question

Quizplus · Accepted Answer

A low BDI indicates that the brand has a low market share in the specified geographic area, while a high CDI indicates that the overall product category has good market potential in that area. Therefore, a low BDI and high CDI combination suggests that there is room for the brand to grow and improve its market share, making it a market with good potential.

In Calculating Both the Brand Development Index (BDI) and the Category