You are the marketing manager for Jim Bobs a local bar located on Richmond Street here in London (London Downtown). Youve purchased a dozen billboards to promote the bar which the billboard company can place in any part of the city you like. Youve been gathering geographic data on your customers (the servers ask each customer for the first three digits of their postal code) and have decided to do a brand development index (BDI) analysis to help with this.

You have gathered up the following population numbers from the City of London website:

1. London North (Masonville Place area including UWO): Pop. 60,000 17.1%

2. London South (White Oaks Mall area): Pop. 80,000 22.6%

3. London West (Hyde Park): Pop. 70,000 20.0%

4. London East (Argyle Mall area extending west incl. Fanshawe College): Pop. 80,000 22.6%

5. London Downtown (extends north to Oxford Street, south to Commissioners Road, east to Adelaide and west to Wharncliffe): Pop. 60,000 17.1%

LONDON Ontario total population 350,000. The data youve collected on your customers is as follows:

1. London North: Sales Volume 30%

2. London South: Sales Volume 7%

3. London West: Sales Volume 15%

4. London East: Sales Volume 18%

5. London Downtown: Sales Volume 30%

First, calculate the BDI for each area (5 pts).

Second, come up with a set of recommendations for how you plan to allocate your dozen billboards based on this table as well as any qualitative factors you feel are worth considering. In doing so, explain how CDI information (if available) would play a role for your decision (5 pts).