By BDI-CDI analysis by representing them in a BCG matrix, we see that the most appropriate states

to launch a marketing campaign for Brooke Bond Tea are West Bengal, Tripura and Chandigarh.

These states have comparatively high CDI but low BDI. This suggests that the category is doing better
than the brand in Tea market. This gives Brooke Bond an opportunity to grow in that market. A
marketing campaign will help the company grow their BDI by capturing more market share.

TEA CDI- BDI

2.8
2.6
2.4 Delhi

2.2 West Bengal

Tripura
2
Maharashtra
1.8 Himachal Pradesh
1.6
TEA CDI

1.4
1.2 TN Chandigarh
J&K
Uttar Pradesh
Goa Odisha
1 Bihar Meghalaya
Manipur A.& N.Islands
0.8 Arunachal Pradesh Kerala
Rajasthan
0.6 Lakshadweep
Assam Telangana Punjab
Sikkim Gujarat
Mizoram Karnataka Haryana
0.4 Jharkhand
Nagaland
Chhattisgarh Puducherry
0.2 Madhya Pradesh
D.& N.Haveli
Daman & Diu
Uttarakhand Andhra Pradesh
0
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2

TEA BDI x-axis y-axis