After 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. Which of the following information can be deduced from this data?
A)High market share; good market potential
B)Low market share; good market potential
C)High market share; monitoring required for sales decline
D)Low market share; poor market potential
E)High market share; not a good market to advertise in

Question

Quizplus · Accepted Answer

Low BDI indicates low brand popularity for the target market, while high CDI indicates high potential for overall category growth. This suggests that the product category has good market potential, but the particular brand has low market share. Therefore, the best choice is B: Low market share; good market potential.

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