Exercise 8 3. You are the Marketing Director for Great Lakes' brand Cherry Treats, a regional company headquartered in Traverse City, MI. You distribute cherry-based snack products made from Michigan cherries exclusively, and you sell to the markets that surround Lake Michigan. Competition comes from all other brands in the category referred to by Great Lakes as Fruited Snacks. TIPS: To simplify this problem, assume that these seven markets comprise the total universe for your brand. Likewise, the 6,308.5 (000) Households in the table below represent 100% of the population. The $3 million in sales for Great Lakes and the $27 million for Fruited Snacks also represent totals for the "universe" Using data provided in the table below, calculate the BDI and CDI for each market. Begin by converting the data to percentages; then calculate the BDIs and CDIs using the formulas illustrated in the examples above. Great % Fruited Lakes Great Snack Fruited HHs Sales Lakes Sales Snack Market (000) %HHs $(000) Sales $(000) Sales BDI CDI Chicago 3,449.3 1,350 14,040 Grand Rapids 727.1 390 2,160 Green Bay 424.2 180 1,890 Lansing 256.2 180 1,350 Milwaukee 872.7 450 3,510 South Bend 332.3 150 1,890 Traverse City 246.7 300 2,160 Universe TOTALS 6,308.5 3,000 27,000 Tip for answering all of the following questions: Index numbers have value but they may fall short of a com- plete answer; consider other data from this table to add substance. 4. Name the markets with both high BDI and high CDI, and advise your client on the best advertising/market- ing action in light of your brand, the category, and potential competitive threats. 5. Name the markets with high BDI and low CDI, and advise your client on the best advertising/marketing ac- tion in light of your brand, the category, and potential competitive threats. 6. Name the markets with low BDI and high CDI, and advise your client on the best advertising/marketing ac- tion in light of your brand, the category, and potential competitive threats. + 106 7. Name the markets with both low BDI and low CDI, and advise your client on the best advertising/marketing action in light of your brand, the category, and potential competitive threats thinkhard With both a low BDI and low CDI, most markets should cut their losses as it is a no-win situation. LYK