Geographic Quadrant Analysis

First, we're going to practice performing a geographic quadrant analysis with Markets A, B, C, D, and E using CDI and BDI indices. Using the following table to answer Questions 1 - 4.

Note: the table is the same for each question but is simply re-inserted for ease of answering.

Question 1 (0.5 points)

Saved

Which market(s) is(are) the core market(s) for the brand? What advertising strategies should be applied in the core market(s)?

Question 1 options:

	Markets A and C; there is no need to invest in advertising.
	Market B; the strategies should be to expand into other categories and invest in advertising for new customers.
	Market E; the strategies should be to maintain the sales and invest in advertising for loyal customers.
	Market C; the strategy should be to win new customers and make them aware of/try the brand.

Question 2 (0.5 points)

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In which market(s) does the brand have a growth opportunity? What advertising strategies should be applied in the growth opportunity market(s)?

Question 2 options:

	Market D; the strategies should be to maintain the sales and invest in advertising for loyal customers.
	Market A; the strategy should be to win new customers and make them aware of/try the brand.
	Markets C and E; the strategy should be to invest in category expansion.
	Market B; there is no need to invest in advertising.

Question 3 (0.5 points)

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Which market(s) is(are) the category expansion market(s) for the brand? What advertising strategies should be applied in the category expansion market(s)?

Question 3 options:

	Market A; there is no need to invest in advertising.
	Markets C and E; the strategy is to win new customers by making them aware of/try the brand.
	Market D; the strategies should be to maintain the sales and invest in advertising for new customers.
	Market B; the strategy should be to invest in category expansion since the category is narrow.

Question 4 (0.5 points)

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In which market(s) does the brand have a limited opportunity? What advertising strategies should be applied in the limited opportunity market(s)?

Question 4 options:

Markets C and D; there is no need to invest in advertising.

Market E; the strategy should be to invest in category expansion since the category is narrow.

Market D; the strategy should be to win new customers by making them aware of/try the brand.

Market A; the strategies should be to maintain the sales and invest in advertising for loyal customers.

Question 5 (0.5 points)

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Analyze the table that represents the sales of Nature Valley bars in 2017 by heavy, medium, and light users then choose the statement that most showcases the Pareto Principle (20/80 rule).

Question 5 options:

	The light users represent 47% of Nature Valley's users and comprise 20% of their sales.
	The heavy and light users represent 65% of Nature Valley's users and comprise 80% of their sales.
	The medium and heavy users represent 80% of Nature valley's users and comprise 75% of their sales.
	The heavy users represent 18% of Nature Valley's users and comprise 65% of their sales.

Breakeven Point Analysis

Question 6 (1.5 points)

Match the media choices with the most appropriate brand type. Make a choice based on whether you will maximize your return on advertising investment.

Question 6 options:

123	Cable national television
123	Local (spot) television
123	Network national television

1.	You know that BRAND K is consumed in 19% of households nationwide. Which medium will you choose to advertise BRAND K?
2.	You know that BRAND O is consumed in 75% of households nationwide. Which medium will you choose to advertise BRAND O?
3.	You know that BRAND D is consumed in 31% of households nationwide. Which medium will you choose to advertise BRAND D?

Shares of Market, Spending, Voice, Etc.

Question 7 (1 point)

For a majority of the U.S. population, Meijer would be a new brand. You know that it wants to gain 5% of market share nationally. You also know that big supermarket chains, such as Walmart, spend a total of $13 million on advertising annually. Using 1.5 to 2 times rules, first calculate the recommend share of spending range for Meijer. Then, using the share of spending range, calculate the dollar amount range that Meijer would have to spend on advertising.

Which of the following options is how much Meijer should spend?

Question 7 options:

	$825,000 to $1.1 million
	$1.1 million to $1.5 million
	$1.5 million to $2 million
	$975,000 to $1.3 million

Question 8 (1 point)

Match each term with a relevant example.

Question 8 options:

1234	The four brands cumulatively gained 30 billion impressions last month. Adidas had 7 billion of them.
1234	Nike, Adidas, New Balance, and Under Armour cumulatively have 300 million Instagram followers. 42% of these followers follow Nike.
1234	The four brands spent $950 million on advertising last year. Under Armour spend 28% of this amount.
1234	The four brands were mentioned 1.2 billion times in organic social media discussions last quarter. Out of 1.2 billion, New Balance was mentioned 200,000 times.

1.	Share of Spending
2.	Share of Voice
3.	Share of Community
4.	Share of Conversation

Question 9 (1 point)

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If the total number of impressions that your brand and your direct competitors in the house cleaning category earned from advertising is 70.8 million impressions and your share of voice (in impression count) in the category is 1.5 million impressions, what is the share of voice in % for (a) your brand and (b) for your competitors?

Question 9 options:

	Your brand's SOV = 47.2%; your competitor's SOV = 52.8%
	Your brand's SOV = 2.1%; your competitor's SOV = 97.9%
	Your brand's SOV = 52.8%; your competitor's SOV = 47.2%
	Your brand's SOV = 97.9%; your competitor's SOV = 2.1%

Category % Category Sales Sales Brand Sales % Brand Sales POP % POP CDI BDI Market A 3000 10% $ 110,000 11% 1100 $ 36,000 7% 72 Market B 6000 20% $ 187,000 19% 94 $ 140,000 28% 140 Market C 11000 37% $ 300,000 30% 82 $ 150,000 30% 82 Market D 1000 3% $ 25,000 3% 750 $ 9,000 2% 54 Market E 9000 30% $ 378,000 38% 126 $ 165,000 33% 110 TOTAL 30000 100% $1,000,000 100% $ 500,000 100% Category % Category Sales Sales Brand Sales % Brand Sales POP % POP CDI BDI Market A 3000 10% $ 110,000 11% 1100 $ 36,000 7% 72 Market B 6000 20% $ 187,000 19% 94 $ 140,000 28% 140 Market C 11000 37% $ 300,000 30% 82 $ 150,000 30% 82 Market D 1000 3% $ 25,000 3% 750 $ 9,000 2% 54 Market E 9000 30% $ 378,000 38% 126 $ 165,000 33% 110 TOTAL 30000 100% $1,000,000 100% $ 500,000 100% Category % Category Sales Sales Brand Sales % Brand Sales POP % POP CDI BDI Market A 3000 10% $ 110,000 11% 1100 $ 36,000 7% 72 Market B 6000 20% $ 187,000 19% 94 $ 140,000 28% 140 Market C 11000 37% $ 300,000 30% 82 $ 150,000 30% 82 Market D 1000 3% $ 25,000 3% 750 $ 9,000 2% 54 Market E 9000 30% $ 378,000 38% 126 $ 165,000 33% 110 TOTAL 30000 100% $1,000,000 100% $ 500,000 100% Category % Category Sales Sales Brand Sales % Brand Sales POP % POP CDI BDI Market A 3000 10% $ 110,000 11% 1100 $ 36,000 7% 72 Market B 6000 20% $ 187,000 19% 94 $ 140,000 28% 140 Market C 11000 37% $ 300,000 30% 82 $ 150,000 30% 82 Market D 1000 3% $ 25,000 3% 750 $ 9,000 2% 54 Market E 9000 30% $ 378,000 38% 126 $ 165,000 33% 110 TOTAL 30000 100% $1,000,000 100% $ 500,000 100% Category % Category Sales Sales Brand Sales % Brand Sales POP % POP CDI BDI Market A 3000 10% $ 110,000 11% 1100 $ 36,000 7% 72 Market B 6000 20% $ 187,000 19% 94 $ 140,000 28% 140 Market C 11000 37% $ 300,000 30% 82 $ 150,000 30% 82 Market D 1000 3% $ 25,000 3% 750 $ 9,000 2% 54 Market E 9000 30% $ 378,000 38% 126 $ 165,000 33% 110 TOTAL 30000 100% $1,000,000 100% $ 500,000 100% Heavy users Medium users Light users TOTAL: Users (mln) 1.84 3.58 4.80 10.22 % 18 35 47 100 Sales ($ mln) 239.07 73.56 55.17 367.80 % 65 20 15 100