oupon and overall category sales in each region. Based on these data, what is the Brand Development Index (BDI) in Olivia Wilde's hometown of Washington DC, and what is the overall outlook for Grey Poupon in Washington DC according to BDI/CDI analysis?
oupon and overall category sales in each region. Based on these data, what is the Brand Development Index (BDI) in Olivia Wilde's hometown of Washington DC, and what is the overall outlook for Grey Poupon in Washington DC according to BDI/CDI analysis?
Practical Management Science
6th Edition
ISBN:9781337406659
Author:WINSTON, Wayne L.
Publisher:WINSTON, Wayne L.
Chapter2: Introduction To Spreadsheet Modeling
Section: Chapter Questions
Problem 20P: Julie James is opening a lemonade stand. She believes the fixed cost per week of running the stand...
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Question
![[Grey] Kraft Heinz, the maker of Grey Poupon mustard, is trying to determine market
opportunities for their new "Don't Worry Dijon" product. They collect information about their
brand's sales and the sales of all brands in the mustard category (including their own).
Nationwide, there are 32 M customers of mustard and last year, Grey Poupon sold $45 M
while all mustards sold $110 M. The below table lists the number of consumers in select states
or regions of the country and the brand sales of Grey Poupon and overall category sales in each
region. Based on these data, what is the Brand Development Index (BDI) in Olivia Wilde's
hometown of Washington DC, and what is the overall outlook for Grey Poupon in Washington
DC according to BDI/CDI analysis?
Region
Virginia
New York
Washington DC
California
# Customers
4,000,000
6,000,000
800,000
8,000,000
Brand Sales ($M) Category Sales ($M)
$5
$6
$1.2
$10
$17
$15
$2
$30](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F6c15aa99-49ff-464e-bbd4-4e43f78d95d6%2F6473cf1c-6815-416b-af42-82a392a008b2%2F62cate_processed.jpeg&w=3840&q=75)
Transcribed Image Text:[Grey] Kraft Heinz, the maker of Grey Poupon mustard, is trying to determine market
opportunities for their new "Don't Worry Dijon" product. They collect information about their
brand's sales and the sales of all brands in the mustard category (including their own).
Nationwide, there are 32 M customers of mustard and last year, Grey Poupon sold $45 M
while all mustards sold $110 M. The below table lists the number of consumers in select states
or regions of the country and the brand sales of Grey Poupon and overall category sales in each
region. Based on these data, what is the Brand Development Index (BDI) in Olivia Wilde's
hometown of Washington DC, and what is the overall outlook for Grey Poupon in Washington
DC according to BDI/CDI analysis?
Region
Virginia
New York
Washington DC
California
# Customers
4,000,000
6,000,000
800,000
8,000,000
Brand Sales ($M) Category Sales ($M)
$5
$6
$1.2
$10
$17
$15
$2
$30
Transcribed Image Text:Virginia
New York
Washington DC
California
4,000,000
6,000,000
800,000
8,000,000
$5
$6
$1.2
$10
BDI-127; Outlook-Invest, but monitor closely
OBDI-127; Outlook-Research reasons for poor performance
OBDI=107; Outlook-Great Potential
BDI=107; Outlook-Invest, but monitor closely
OBDI-127; Outlook-Great Potential
$17
$15
$2
$30
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