Exercise 3D: Computing CDI, BDI, and ACV Revisit the section of this chapter that explains Category Development Index, Brand Develop- ment Index, and All Category Volume starting on page 55. Then answer the following questions. CDI & BDI (All facts provided here) The adult population of the United States is 210 million. The adult population in Portland, OR is 2.4 million. Total sales in the retail coffee/espresso shop category nationally are $1.9 billion. Sales in Portland for that category are $38 million. The sales for Starbucks nationwide are $906 million. Starbucks' sales in Portland are $21.65 million. (round to 1. Compute the percent of national category sales produced in Portland. the nearest 10th) (round 2. Compute the percentage of national population that resides in Portland. to the nearest 10th) 3. Compute the CDI for Portland. (round to 4. Compute the percent of national Starbucks sales produced in Portland. the nearest 10th) 5. Compute Starbucks' BDI for Portland. 6. Based on your computations, would you say that Starbucks in Portland is an underper- forming or overperforming brand in an underperforming or overperforming market? ACV (All facts provided here) Retail sales for cookies in the San Francisco/San Jose DMA are as follows: Ralph's Markets $5 million Safeway $6 million Albertson's $3 million Wild Oats $1 million Independents $1 million 80 CHAPTER 3 7. Compute the total dollar volume of cookie sales in SFO/SJE. $ 8. Your brand of cookies is available at Ralph's, Albertson's, Wild Oats, and about half of the in- dependent markets. Compute the dollar volume of cookie sales through the stores that carry your product. $ 9. What is your ACV? 10. The average number of shelf facings for your brand in SFO/SJ is four. You have eight SKUs. Compute the adjusted ACV for your brand in SFO/SJE. 11. The Dallas/Fort Worth market is roughly the same size and has an adjusted ACV of 45. Which market is more deserving of advertising support