Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Figure 10-9 Survey of buying power index
10. Media Planning and
Strategy
The BDI compares the percentage of the brand’s total U.S. sales in a given market
area with the percentage of the total population in the market to determine the sales
potential for that brand in that market area. An example of this calculation is shown in
Figure 10-10. The higher the index number, the more market potential exists. In this
case, the index number indicates this market has high potential for brand development
(see Appendix B for targeted cities).
3. The category development index (CDI) is computed in the same manner as the
BDI, except it uses information regarding the product category (as opposed to the
brand) in the numerator:
CDI = Percentage of product category total sales in market × 100
Percentage of total U.S. population in market
The CDI provides information on the potential for development of the total product
category rather than specific brands. When this information is combined with the BDI,
a much more insightful promotional strategy may be developed. For example, consider
the market potential for coffee in the United States. One might first look at how well
the product category does in a specific market area. In Utah and Idaho, for example, the
category potential is low (see Figure 10-11). The marketer analyzes the BDI to find
how the brand is doing relative to other brands in this area. This information can then
be used in determining how well a particular product category and a particular brand
are performing and figuring what media weight (or quantity of advertising) would be
required to gain additional market share, as shown in Figure 10-12.
While these indexes provide important insights into the market potential for the
firm’s products and/or brands, this information is supplemental to the overall strategy
Percentage of brand sales in South Atlantic region
BDI = Percentage of U.S. population in South Atlantic region × 100
= 50%
× 100
16%
= 312
© The McGraw−Hill
Companies, 2003
Population Effective Buying Income Retail Sales
Metro Area
1/1/01
Total
Pop.
1/1/06
Total
Pop.
%
Change
2001–
1/1/06
Total
Hshlds.
%
Change
2001–
2005
Total
EBI
%
Change
2000–
Average
Household
EBI ($)
2006
Total Retail
Sales
%
Change
2001–
Retail Sales
Per
Household ($)
Buying Power
Index
County (000s) (000s) 2006 (000s) 2006 ($000) 2005 2000 2005 ($000) 2006 2001 2006 2001 2006
OREGON
CORVALLIS 78.7 81.1 3.0 30.9 4.4 1,854,799 30.6 47,993 60,026 992,224 31.9 25,423 32,111 .0253 .0263
BENTON 78.7 81.1 3.0 30.9 4.4 1,854,799 30.6 47.993 60,026 992,224 31.9 25,423 32,111 .0253 .0263
EUGENE-SPRINGFIELD 326.0 343.0 5.2 137.7 6.4 6,555,563 25.9 40,234 47,608 5,760,107 20.8 36,864 41,831 .1118 .1124
LANE 326.0 343.0 5.2 137.7 6.4 6,555,563 25.9 40,234 47,608 5,760,107 20.8 36,864 41,831 .1118 .1124
MEDFORD-ASHLAND 183.9 198.5 7.9 80.2 9.4 3,698,500 28.2 39,366 46,116 5,323,418 36.8 53,074 66,377 .0725 .0769
JACKSON 183.9 198.5 7.9 80.2 9.4 3,698,500 28.2 39,366 46,116 5,323,418 36.8 53,074 66,377 .0725 .0769
PORTLAND-VANCOUVER 1,948.3 2,125.2 9.1 835.6 9.9 52,817,163 35.6 51,205 63,209 36,596,371 26.1 38,160 43,797 .7474 .7940
CLACKAMAS 342.9 372.6 8.7 141.7 9.8 10,102,780 35.8 57,611 71,297 4,621,412 12.8 31,730 32,614 .1288 .1343
COLUMBIA 44.0 48.9 11.1 18.4 12.2 973,958 34.4 44,179 52,933 421,167 36.4 18,823 22,890 .0126 .0136
MULTNOMAH 666.2 688.8 3.4 287.1 3.9 15,876,995 26.6 45,390 55,301 16,090,416 32.2 44,054 56,045 .2665 .2751
WASHINGTON 455.4 507.4 11.4 198.4 12.6 14,049,490 40.1 56,921 70,814 9,554,319 19.0 46,041 48,661 .1945 .2076
YAMHILL 86.5 97.3 12.5 33.8 14.2 1,949,382 36.9 48,097 57,674 960,790 15.2 28,169 28,426 .0265 .0281
CLARK, WASH
PORTLAND-SALEM CONSOLIDATED
353.3 410.2 16.1 156.2 17.4 9,864,558 45.3 51,050 63,153 4,848,267 38.4 26,332 31,039 .1185 .1353
AREA 2,300.7 2,507.5 9.0 979.9 9.9 60,054,928 35.0 49,892 61,287 42,004,281 26.1 37,370 42,866 .8604 .9116
SALEM 352.4 382.3 8.5 144.3 10.1 7,237,765 30.6 42,276 50,158 5,407,910 25.8 32,784 37,477 .1130 .1176
MARION 289.1 312.2 8.0 118.1 9.7 5,934,535 30.2 42,308 50,250 5,193,924 26.5 38,135 43,979 .0976 .1014
POLK 63.3 70.1 10.7 26.2 12.0 1,303,230 32.2 42,130 49,742 213,986 12.2 8,153 8,167 .0154 .0162
TOTAL METRO COUNTIES 2,536.0 2,719.9 7.3 1,072.5 8.2 62,299.232 32.0 47,640 58,088 49,231,763 25.5 39,590 45,904 .9515 .9919
TOTAL STATE 3,464.9 3,702.3 6.9 1,465.3 8.0 78,533,444 30.3 44,416 53,595 62,519,210 24.5 37,014 42,666 1.2320 1.2726
Source: Sales & Marketing Management, September 2001.
Figure 10-10 Calculating
BDI
311
Chapter Ten Media Planning and Strategy