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  • 6.market Prioritization

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    Deva
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    This document discusses market prioritization and analysis for a brand. It provides sales data and market share information for Brand X in different markets (A, B, C, D) showing Market A contributes the most sales at 32% while Market B contributes 30%. It then discusses using Brand Development Index and Category Development Index, which incorporate per capita consumption, to better evaluate market potential and prioritize investments. Markets with BDI greater than 100 are more developed while those below 100 have more scope for growth. The document concludes recommending strategies to maintain, grow, or ignore markets based on their BDI and CDI.

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    market Prioritization

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    6.Market Prioritization

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    This document discusses market prioritization and analysis for a brand. It provides sales data and market share information for Brand X in different markets (A, B, C, D) showing Market A contributes the most sales at 32% while Market B contributes 30%. It then discusses using Brand Development Index and Category Development Index, which incorporate per capita consumption, to better evaluate market potential and prioritize investments. Markets with BDI greater than 100 are more developed while those below 100 have more scope for growth. The document concludes recommending strategies to maintain, grow, or ignore markets based on their BDI and CDI.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    6 views9 pages

    6.market Prioritization

    Uploaded by

    Deva
    This document discusses market prioritization and analysis for a brand. It provides sales data and market share information for Brand X in different markets (A, B, C, D) showing Market A contributes the most sales at 32% while Market B contributes 30%. It then discusses using Brand Development Index and Category Development Index, which incorporate per capita consumption, to better evaluate market potential and prioritize investments. Markets with BDI greater than 100 are more developed while those below 100 have more scope for growth. The document concludes recommending strategies to maintain, grow, or ignore markets based on their BDI and CDI.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 9

    Todays Session

    Market
    Prioritization

    TG Definition
    What?

    Why?
    When?
    Who?
    How?

    Data Sources
    Primary Sales
    Retail off-take
    Product Linkage
    - With > 5500 towns, 6 lakh+ villages, India is
    more a continent than a country. Differences
    across each market, makes planning &
    prioritization a challenge

    Market Contribution &


    Growth
    Mark Sales
    et
    units(2011)

    % Sales
    contribution

    Sales units
    (2010)

    %
    Growth

    10,000

    20

    9,000

    11

    25,000

    50

    21,740

    15

    7.000

    14

    5,185

    35

    8,000

    16

    5,517

    45

    Total

    50,000

    100

    41,442

    21

    Competition & Market Share


    Market

    E
    S

    % MS
    Brand
    X

    %
    Market
    Contrib
    ution
    Brand
    X

    Brand X

    Brand Y

    Brand Z

    Categor
    y

    475

    177

    217

    869

    55

    32

    432

    955

    789

    2176

    20

    30

    315

    469

    542

    1326

    24

    22

    242

    65

    129

    436

    56

    16

    Total

    1464

    1666

    1677

    4807

    30

    100

    Category Size
    Marke
    t

    E
    S

    % MS
    Brand
    X

    %
    Marke
    t
    Contri
    bution
    Brand
    X

    %
    Categ
    ory
    size

    Brand
    X

    Brand
    Y

    Brand
    Z

    Catego
    ry

    475

    177

    217

    869

    55

    32

    18

    432

    955

    789

    2176

    20

    30

    45

    315

    469

    542

    1326

    24

    22

    28

    242

    65

    129

    436

    56

    17

    Total

    1464

    1666

    1677

    4807

    30

    100

    100

    BDI & CDI


    It is a more evolved form to prioritize
    markets
    Brand Development Index &
    Category Development Index
    incorporates the per capita
    consumption to Sales
    Two markets may have the same
    contribution but if the Sales per
    capita is higher in one of the
    markets, investments will higher ROI

    Formula for BDI & CDI


    BDI = Brand Sales Salience / TG Salience
    X 100
    CDI=Category Sales Salience /TG Salience
    State
    %
    BDI
    CDI
    X 100
    Dispersion

    Category

    Brand

    TG

    Bihar

    14.7

    10

    3.8

    263

    387

    AP

    11.8

    8.7

    11.4

    76

    103

    Maharash
    tra

    9.3

    9.3

    5.7

    163

    163

    NE

    7.6

    3.3

    6.7

    Himachal 2.7
    2.8
    3.8
    ?
    ?
    Index < 100 indicates scope for Market development. Index > 100 indicates
    developed Market

    Index & Task


    Large Market
    1. BDI > CDI: Big fish in a big pond
    Consolidate or Maintain
    2. BDI < CDI: Small fish in a big pond
    Grow
    . Small Market
    1. BDI > CDI: Big fish in a small pond
    Maintain
    2. BDI < CDI: Small fish in a small pond
    Ignore

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