Descriptive BRAND AND CATEGORY

DEVELOPMENT INDEX
Analytics
 Brand and Category Development Index

 Brand Development Index (BDI)

Brand and Category Development Index

Performance
of a brand This can be translated as
within a = per capita sales in a
specific specific segment
segment

Performance This can be translated as

of a brand in = per capita sales in
general general
 BDI Visualized

How the brand How the brand

is performing is performing
in Pakistan in Punjab
Brand and Category Development Index

 Category Development Index (CDI)

Brand and Category Development Index

Product
Categories –
Unilever
Pakistan
Brand and Category Development Index

Performance
of a category of This can be translated as
products = per capita sales in a
within a specific segment
specific
segment

Performance
of a category of This can be translated as
products in = per capita sales in
general general
 CDI Visualized

How the skin How the skin

care product care product
category is category is
performing in performing in
Pakistan Punjab
 Brand and Category Development Index

 For example, by monitoring the CDI, marketers might determine that consumers in
Punjab buy twice as many skin care products per capita as Pakistanis in general, while
consumers living in Sindh buy less than the national average. This could be useful for
launching a new skin care product.

 Conversely, if managers found that a particular product had a low BDI in a segment
that carried a high CDI for its category, they might ask why that brand suffered
relatively poor performance in such a promising segment.
 Brand and Category Development Index

These indexes help identify strong and weak segments (usually, demographic or
geographic) for particular brands or categories of goods and services.
 Brand and Category Development Index

 Example:
Fauji Foundation’s Muesli in Pakistan is a minor brand of breakfast cereal. Among
households without children, its sales run one packet per week per 100 households. In the
general population, Muesli’ sales run one packet per week per 80 households. This
translates to 1/100 of a packet per household in the childless segment, versus 1/80 of a
packet in the general populace.