Research Librarian
Explanation
Definition: "The BDI is a measure of the relative sales strength of a given brand in a specific market area of the United States."
To calculate: "Divide the percent of brand A's total U.S. sales in market X by the percent of the total U.S. population in market X, then multiply the result by 100 to get the index number."
"It is especially useful, along with the Category Development Index (CDI), in deciding media allocations and how much advertising or other promotion effort to put in different market areas."
(The above is from Professor Govoni's website).
Finding a Company's Brand Sales
To find out your product's brand sales in a specific geographic region you may have to make some educated assumptions after looking at the following resources:
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FactivaSearch the world's leading business & news publications, incl. WSJ & Barron's.
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Mergent OnlineFind SEC filings including company financials, competitor, customer, and supplier information, recent analyst reports, and more on US and global companies. Also includes industry reports and country snapshots.
Projected Number of People who Use Your Product
Use these resources to find the projected number of people who use your product.
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SimplyAnalyticsFirst time users must create an account using your Babson email address.
A web based mapping application with thousands of demographics, business and marketing data. -
MRI-Simmons Insights (formerly MediaMark MRI+)A comprehensive consumer intelligence search engine, the new platform allows marketers to mine through thousands of consumer behaviors, providing fast access to actionable consumer insights.
