3. You are the Marketing Director for Great Lakes' brand Cherry Treats, a regional company headquartered...

Transcribed Image Text:

3. You are the Marketing Director for Great Lakes' brand Cherry Treats, a regional company headquartered in you sell to the markets that surround Lake Michigan. Competition comes from all other brands in the category, Traverse City, MI. You distribute cherry-based snack products made from Michigan cherries exclusively, and 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 4.7 1,350 450 14,040 Grand Rapids 727.1 1.5 390 13.0 2,160 Green Bay 424.2 67 180 6.0 1,890 Lansing 256.2 4.1 180 6.0 1,350 Milwaukee 872.7 13.8 450 15.0 3,510 South Bend 332.3 5.3 150 5.0 1,890 Traverse City 246.7 3.9 300 10.0 2,160 TOTALS 6,308.5 100 3,000 100.0 27,000 100 100 100 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. 3. You are the Marketing Director for Great Lakes' brand Cherry Treats, a regional company headquartered in you sell to the markets that surround Lake Michigan. Competition comes from all other brands in the category, Traverse City, MI. You distribute cherry-based snack products made from Michigan cherries exclusively, and 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 4.7 1,350 450 14,040 Grand Rapids 727.1 1.5 390 13.0 2,160 Green Bay 424.2 67 180 6.0 1,890 Lansing 256.2 4.1 180 6.0 1,350 Milwaukee 872.7 13.8 450 15.0 3,510 South Bend 332.3 5.3 150 5.0 1,890 Traverse City 246.7 3.9 300 10.0 2,160 TOTALS 6,308.5 100 3,000 100.0 27,000 100 100 100 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.