Features and Application of the four quadrant of BDI and CDI Theory

CDI (Category Development Index) refers to the category development index. Is the proportion of the total sales of a product in the same region to the total sales of similar products in the country, divided by the ratio of the population of the regional market to the total population, used to assess the relative development of the product category in the Region Market. Evaluate the development status of a category in each region based on 100: when the population share is basically consistent with the category sales rate, that is, when the CDI is about 100, this indicates that the development of this category in a specific region is at the national average level. When the population share rate is lower than the category sales rate, that is, when CDI is greater than 100, this indicates that the development of this category in a specific region is above the national average; If CDI is less than 100, it is below the average level.

BDI (Brand Development Index) refers to the brand development index. Is the proportion of sales of a brand in a regional market, divided by the proportion of the population of the regional market to the total population, used to assess the relative development of the brand in the regional market. When advertising, you can use two indicators for cross-analysis (as shown in ). Based on 100, the development status of the brand in various regions is evaluated: When BDI is about 100, the development of the brand in the region is around the national average; When BDI is over 100, indicates that the development of the brand in the region is above the national average; BDI <100 indicates that the development level of the brand in the region is below the national average, and the market development potential is small.
(Upper left is Quadrant C: upper right is Quadrant A, lower left is quadrant D, and lower right is quadrant B)

C CDI <100 BDI> 100 Tomorrow's star	ACDI> 100 BDI> 100 Taurus
Dcdi <100 BDI & lt; 100 Alibaba Cloud	BCDI> 100. BDI & lt; 100 Problem teenager

 

 

 

 

 

 

 

 

The two intersections in the chart divide the chart into data in the four quadrant charts.
In four different quadrants, advertisers should adopt different strategies.
1. High CDI high BDI--A quadrant. Mature Market, strong brand. Both category development and brand development are higher than average, the market is growing rapidly, and the future of brand development is bright. Media investment should be increased.
In such a market, advertisements are intended to remind consumers not to forget their brands, and to snatch shares from competitors. Search for further attacks.
If an enterprise brand is a leading brand and only serves as a reminder to consumers, only prompt advertisements are required. If other media are broadcasting advertisements, there is a GRP in this city. If it is enough, there is no need to place them locally.
2. Low CDI low BDI--D quadrant. Weak Markets and competitor threats. Both category development and brand development are lower than the average level. This type of market has no development value. However, if the category is in the market import or growth period, the media investment should be higher than the first three situations, if it is confirmed that the category is in a recession due to low CDI and BDI, the market is not of development value.
This is the opposite of the above situation, indicating that consumers are not sufficiently recognized by advertiser brands-there may be insufficient consumption capacity or alternatives. In addition, the market does not recognize brands, and other brands may be strong, or the market is unordered and there are no leaders.
3. High CDI low BDI--B quadrant. Weak Markets have great potential. The category development is higher than the average level, but the brand development is lower than the average value. The brand should be able to achieve the same level of development through efforts and increase media investment.
Weak market, but with huge potential, consumers still do not recognize advertiser brands.
In this case, you must consider how the brand is positioned? Are you sure you want to compete? Looking for market opportunities? The number of points of view purchased can meet the communication needs. At this time, the brand investment budget must be higher than the competitor, otherwise the consumer's brand conversion rate is not high.
4. Low CDI high BDI--C quadrant. Limited market development. CATEGORY development is lower than the average level, but brand development has outstanding performance. Media investment should not be expanded in general and should not exceed the original input volume.
Enterprise brands will select more of your brands in a limited market. However, serving is of little significance. We only need to maintain a certain amount of advertising, which is a waste of advertising.

From the perspective of brand marketing situation analysis, the importance of CDI and BDI will vary according to different marketing situations: ① When the brand is in a positive marketing situation, what we are pursuing is market expansion. In this case, CDI is more important than BDI. ② Under the defensive marketing situation, the brand will stick to the existing market. Therefore, BDI is more important than CDI, that is, sticking to the dominant market of the brand, the market with dominant categories is relatively ignored.

CDI and BDI are relatively scientific regional market analysis tools, allowing advertisers to clearly understand the market potential and opportunities when making budgets.

Features and Application of the four quadrant of BDI and CDI Theory