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; good market potential
C) High market share; monitor for sales decline
D) Low market share; poor market potential

Question

Quizplus · Accepted Answer

A low BDI suggests that the brand has a low market share in the specific geographic region, while a high CDI suggests that the category as a whole has a good market potential in that area. Therefore, the combination of low BDI and high CDI implies that the brand has poor market share, but there is good market potential for the category overall.

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