Reaching Target Segments

Ways of reaching a target segment are – Controlled Coverage and Customer Self Selection

Identifying Target Market

There are two measures that can be used to determine where the advertisement efforts should be concentrated to yield better results.

Brand Development Index (BDI)

Category Development Index (CDI)

High DBI and high CDI imply good sales potential for the product category and the brand Low DBI and CDI imply poor sales potential.
High DBI and low CDI imply product category is not selling as good as the brand
High CDI and low DBI imply a high potential for the product category but the brand is not doing that well.