4. Name the markets with both high BDI and high CDI, and advise your client on the best advertising/marketing action in light of your brand, the category, and potential competitive threats. High BDI/High CDI: Traverse City and Lansing. Clearly, cherry treats are popular in these areas, which are close to the manufacturing source. One strategy might be to do no advertising in these areas at all—since they may be self-sustaining because of knowledge about product, word-of-mouth, and preference for the local brand. However, if stiff competition came into play, advertising to protect these markets would be appropriate. It is likely that advertising might also boost sales in these areas where little ‘convincing’ is necessary—just keeping a product top of mind will probably boost sales.
