1. Buying Power Indices
BDI & CDI

2. Brand Development Index
Measures brand sales in a market relative to population.
Represents sales potential for the brand.
Formula:
% Brand Sales in Market
% Population in Market
X 100

3. Category Development Index
Measures product category sales in a market relative to population.
Represents sales potential for the product category.
Formula:
% Category Sales in Market
% Population in Market
X 100

4. Use = Geographic Analysis
BDI = relative strengths / weaknesses for the brand
CDI = relative strengths / weaknesses for the product category
When possible, calculate for any market in which the brand is sold.
Four BDI / CDI relationships:

5. 1 2 3 4 High BDI High CDI High BDI Low CDI Low BDI High CDI Low BDI