Advertising and Public Relations · TEE · papers

Q6B · Elaborate the concepts of Brand Development Index and Category Development Index with interpretations for combinations of high and low values

2023-12-05 · Semester V final / re-exam

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

2023-12-05 · Q6B · Previous-paper question. Elaborate the concepts of Brand Development Index and Category Development Index with interpretations for combinations of high and low values. [10 marks]

Answer

Definition. An index compares a group’s share of users or sales with its share of the population, using 100 as the average benchmark.

In simple words. Sales/users ka share population se zyada? Index 100 se upar.

Swipe across the diagram to read its labels ↔
BDI and CDI: read both, then investigate the market
Diagram: BDI and CDI: read both, then investigate the market. Labels: BDI and CDI: read both, then investigate the market | BDI and CDI: read both, then investigate the market | High BDI + high CDI | Strong brand concentration in a strong category | area. Consider sustaining the position. | Low BDI + high CDI | Category is strong; investigate why the brand | lags before investing. | High BDI + low CDI | Brand is relatively strong in a weaker category | area. Assess maintenance and profitability. | Low BDI + low CDI | Both are under-represented. Examine causes; do | not assume either guaranteed potential or no | opportunity. | 100 is the average benchmark. These indices are not growth guarantees.
Audience index, BDI and CDI — follow the labels in order.

Understand it step by step

  1. Audience / user index: compare the segment’s share of product users with its share of population. The two percentages use their own relevant totals.
  2. BDI: Brand Development Index compares an area’s share of total brand sales with its share of population.
  3. CDI: Category Development Index uses total category sales instead of the brand’s sales.
  4. Interpretation: 100 means proportional representation; above 100 means over-representation; below 100 means under-representation. The notes’ statement that anything below 100 is “average” is imprecise.
  5. Planning: high CDI with low BDI may reveal a brand opportunity, but first examine competition, distribution and profitability. An index is not a forecast or a proof of causation.
\text{BDI}=\frac{\%\text{ of total brand sales in area}}{\%\text{ of population in area}}\times100LaTeX: \text{BDI}=\frac{\%\text{ of total brand sales in area}}{\%\text{ of population in area}}\times100
\text{CDI}=\frac{\%\text{ of total category sales in area}}{\%\text{ of population in area}}\times100LaTeX: \text{CDI}=\frac{\%\text{ of total category sales in area}}{\%\text{ of population in area}}\times100

See it in use

BDICDIInterpretation
HighHighBrand and category over-represented: consider sustaining strength.
LowHighCategory strong, brand relatively weak: investigate distribution/positioning/competition.
HighLowStrong brand concentration in a weaker category: assess profitable maintenance.
LowLowBoth under-represented: investigate causes before committing or withdrawing.

An index of 100 is the average benchmark. These combinations are diagnostic clues, not guaranteed investment rules.

A small illustration of the formula

The recovered BDI/CDI questions ask for concepts and high/low interpretations; they do not supply numerical data. The following invented values illustrate the formula and are not a separate required PYQ calculation.

Authored illustration: these numbers were chosen to explain a faculty-note concept. No matching supplied-data question was found in the 14 recovered APR papers. Standalone calculation drills are optional practice; their marks are author-set.

Given

Population shareBrand-sales shareCategory-sales share
10%15%20%

To find

Brand and category development indices.

Formula and why

\text{BDI}=\frac{B_{\%}}{P_{\%}}\times100,\qquad\text{CDI}=\frac{C_{\%}}{P_{\%}}\times100LaTeX: \text{BDI}=\frac{B_{\%}}{P_{\%}}\times100,\qquad\text{CDI}=\frac{C_{\%}}{P_{\%}}\times100

The common denominator is population share. Only the numerator changes between brand sales and category sales.

Step-by-step solution

Step 1. Substitute for BDI

\text{BDI}=\frac{15}{10}\times100LaTeX: \text{BDI}=\frac{15}{10}\times100

Step 2. Divide and scale BDI

1.5\times100=150LaTeX: 1.5\times100=150

Step 3. Substitute for CDI

\text{CDI}=\frac{20}{10}\times100LaTeX: \text{CDI}=\frac{20}{10}\times100

Step 4. Divide and scale CDI

2\times100=200LaTeX: 2\times100=200

Step 5. Compare each with 100

Both brand and category are over-represented relative to population.

Final answer: BDI = 150; CDI = 200.