[Band-Aid] Megan and Emily oversee the Band-Aid sales of a large chain retailer where 200 millionconsumers shop nationally. They are trying to gauge how their sales in Florida compare to theindustry on a national level. Band-Aid has national sales of $100 million and the adhesive bandagecategory overall has national sales of $150 million. In the retailer's Florida stores their Band-Aid salesare $7M, bandage category sales are $13M, and 15 million consumers shop at this chain. Based onthe Florida BDI and CDI, Meghan and Emily should:O Stop investing in the sale of all bandages in Florida, as there is a poor outlookO Research the reasons why Band-Aids are performing so poorly in FloridaO Continue to invest in marketing Band-Aids in Florida; there is great potentialO Invest in Band-Aids but monitor the category closely because in Florida CDI is below the national averageO Stop selling Band-Aids in Florida, but keep selling other bandage brands

Brand Development Index or BDI signifies the performance of a brand in a specified segment compared…

Answered: [Band-Aid] Megan and Emily oversee the…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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