Exercise 8 3. You are the Marketing Director for Great Lakes' brand Cherry Treats, a regional Traverse City, MI. You distribute cherry-based snack products made from Michigan cherries exclusively, and you sell to the markets that surround Lake Mlichi company headquartered in referred to by Great Lakes as Fruited Snacks. gan. Competition comes from all other brands in the category TIPS: To simplify this problem, assume that these seven markets comprise the total universe for your Likewise, the6308 5000 Households in the table below represent 100% of the population. The sales for Great Lakes and the $27 million for Fruited Snacks also represent totals for the 53 million in Using dato provided in the table below, calculate the B01 and CDi for each market. Begin by converting the Mustrated in the examples above. then calculate the 8Dis and CDis using the formulas i %| Fruited Lakes Great Snack Fruited Sales Lakes SalesSnack Great HHs (000) Chicago3,449.3 Grand Rapids 7271 .2 256.2 872.7 332.3 246.7 6,308.5 Market NHHs|$(000) . Sales-S(00011-. Sales -BDI-CDI 14,040 2,160 1,350 390 Green Bay424 Lansing Milwaukee South Bend 1801.890 180 450 150 300 3,000 1,350 3,510 1,890 2,160 27,000 unvers TOTALS Tip for answering all of the following questions: Index numbers have value but they may fall short of a com- plete answer; consider other data from this table to add substance 4. Name the markets with both high BDI and high CDI, and advise your client on the best advertising/market ing action in light of your brand, the category, and potential competitive threats. 5. Name the markets with high BDl and low Coi, and advwise your client on the best adverdsing/marketing ac tion in light of your brand, the category, and potential competitive threats 6. Name the markets with low BDI and high CDI, and advise your c tion in light of your brand, the category, and potential competitive threats client on the best advertising/marketing ac keting Name the markets with both low BDI and low cDl, and advise your client on the threats. Hin no 7. Name the markets with competitive action in light of your brand, the category, and potential With both r lOSSCS asitis a no-win si their lOsscs a 106